Nestlé Professional issues new OOH report

Nestle Professional has issued a new report, Sweet Ambition: Growing Sweet Bakery Opportunities in Out-of-Home (UK), which explores what consumers are buying, when and why. It has found that afternoon treating is now the top occasion for sweet bakery, worth some £328m, while cookies have seen double-digit growth in both value and volume over the past year.

The research also unearthed a rising appetite for sweet bakery, with cookies, muffins and doughnuts driving a £2.7bn out of home category. Based on a survey of 1,000 UK consumers, it highlights key shifts, from the growing popularity of afternoon snacking to the rising importance of visual appeal, trusted brands and health-conscious choices. 

'Becoming more mindful'
Josh Lewis, desserts category lead for Nestle Professional, said: “Sweet bakery plays a growing role in people’s everyday routines, whether it’s a cookie with a coffee or a moment of pause in a busy afternoon. What’s changing is how and where people are enjoying these treats. Over half of sweet bakery bought out of home is now eaten at home, which means formats need to travel well, look appealing and deliver on taste and quality. 
“Consumers are also becoming more mindful. They still want to enjoy something satisfying, but they’re looking for options that reflect their values, like lower sugar, plant-based or sustainably packaged products. For operators, this opens up real opportunities to offer variety, drive footfall and stay relevant.”

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