Bakery

Millennials drawn to in-store bakeries by ‘the aroma’

Research shows the choice of purchasing a Danish pastry is more than taste- quality is key.

More than 40% of under 45s are picking-up Danish pastries on a weekly basis, according to new research from Lantmännen Unibake UK’s Schulstad Bakery Solutions brand. The research shows that the appetite for danish pastries among younger audiences is there, with 50% of Millennials and Gen Zs also open to shopping the category.

The data shows that 60% of under 45s claim freshly baked items are the biggest incentive to purchase.

When consumers were asked what they like best about a Danish pastry, its 24 layers of crisp, flaky pastry came out on top (48%). This suggests that for Millennials and Gen Zs, the choice of purchasing a Danish pastry is about more than taste alone; quality is key.

In addition, 56% of Millennials and Gen Zs confirm that a hot or cold drink and a Danish pastry pairing would increase their desire to purchase.

The research also highlighted that 29% of consumers are likely to make a purchase more frequently with price promotions. The study also shows that consumers are split almost equally when asked whether smaller (34%) or larger (28%) sizes would help convince them to make a purchase.

Likewise, they were split over whether multipack (28%) or individual pastry (31%) options were their preference. The research shows that by far the most popular format is the Danish Pastry Swirl, with 54% of consumer choosing this as their preferred option.

Meanwhile, 32% of consumers enjoy cinnamon, and 27% prefer maple flavours.

The study also shows that there is an opportunity for retailers to customise these products with additional toppings.

Consumers were drawn to products with dark, milk or white chocolate (50%) while customising with additional nuts, chocolate pieces or sweets help create the ultimate Danish Pastry for a further 40% of consumers.