Bakery products aren’t just bread and butter for UK convenience stores—they’re the whole darn baguette! Whether it’s a crusty roll for breakfast, or a fresh loaf , the favorite cereals or tray of fresh eggs, breakfast goods have always been known for driving sales and footfall in convenience stores.
With more people heading back to the office, out-of-home (OOH) meal occasions have grown by an impressive 8.7 per cent in 2024, shows the latest numbers by Kantar. Leading the charge? Breakfast, which saw a remarkable 13.7 per cent increase as commuters embraced early morning stops for coffee and a bite to eat.
This shift highlights not just a return to routine, but a renewed appreciation for both convenience and starting the day on the right note. For businesses, it’s a wake-up call to meet the growing demand for breakfast items as well as for consumption on-the-go.
Local retailers are benefiting from steady demand for staple products like sliced bread, burger buns, and hot dog rolls, which offer a mix of convenience, taste, and affordability. These items provide simple solutions for balanced meals, keeping them firmly in shoppers’ baskets.
Traditional sliced loaves continue to remain a key staple for the vast majority of households, due to their versatility and convenience – particularly in the morning when time is limited. At the same time, despite financial pressures, shoppers are still keen to treat themselves well at home, and are investing in brands like Baker Street, that consistently deliver on quality.
Beyond bread, eggs and milk, the breakfast landscape in UK convenience stores is evolving fast.
As consumers resume busy lifestyles, there is a growing demand for convenient breakfast options as well. Products like breakfast biscuits, shakes, and cereal bars have gained popularity, offering quick and nutritious solutions for time-pressed individuals. Health considerations are increasingly influencing breakfast choices.
Consumers are seeking options that align with dietary preferences, including vegan, gluten-free, and low-sugar products.
With nine out of ten consumers eating breakfast daily (Kantar), it remains the UK’s largest meal occasion, making it a prime opportunity for convenience retailers.
The key lies in understanding local customer preferences, monitoring sales across bakery subcategories, and stocking the right mix of brands and products.
By adapting to changing trends—be it through healthier options, premium products, or innovative formats—convenience stores can bake more sales into their bottom line.
Morning essentials: Must Stock
Nothing screams "fresh and fabulous" like the aroma of warm, baked goods wafting through the aisles. It’s not just a smell; it’s a sales magnet. Shoppers love the idea of picking up something that feels fresh off the oven—even if it’s pre-packed.
Bakery dominates the breakfast occasion, with wrapped bread leading the charge. However, the real story lies in where the growth is coming from.
As Rachel Wells, Commercial Director at St Pierre Groupe, explains, breaking bakery into "occasions," "bread," and "cakes and sweet treats" reveals that the biggest value growth is being driven by specific bakery occasions.
This is particularly significant because in breakfast, bakery occasions account for 38 per cent of sales.
Shoppers are still looking to treat themselves well for breakfast – whether at home or on the move, and retailers can trust the St Pierre range of morning goods, brioche buns and hot dog rolls to deliver affordable indulgence across the board.”
Wells highlights how St Pierre is innovating to meet this demand, focusing on breakfast as a key growth area. The brand’s impressive performance—60 per cent growth in value sales, 80 per cent in volume, and contributing 13 per cent to the breakfast bakery category’s value underscores the importance of tailored products.
St PierreAs Well points out, St Pierre is also the fastest growing bakery brand in the top 15, and the fastest growing brand in rolls. The growth of the brand and its products is indicative of the wider consumer context now, as FMCG inflation is slowing, and shoppers are returning to brands.
“St Pierre Groupe bagged the spot as the UK’s third biggest bakery supplier– an incredible achievement, and a title we hope to maintain as we continue building the brand in 2025,” Wells adds.
The St Pierre snacking and food to go range comprises of Caramel Waffles, Millionaires Waffle, Butter Croissants, Chocolate Filled Croissants, Brioche Waffles, and Belgian Waffles with Butter, whilst its morning goods multipack offerings include Brioche Swirls, Chocolate Chip Brioche Swirls, Brioche Rolls, Chocolate Chip Brioche Rolls, Chocolate Filled Crepes, Vegan Croissants, and Vegan Pains au Chocolat, Belgian Waffles with Butter, and Belgian Waffles with Chocolate Chips.
St Pierre’s brioche offerings, such as pre-sliced buns and hot dog rolls, continue to perform exceptionally well, combining convenience with reduced waste thanks to their extended shelf life.
Another bakery brand to keep in stores is Baker Street, a brand which is sustaining growth, thanks to increased distribution via the UK’s major multiple retailers. Its standard sized loaves and multi-packs of burger buns and hot dog rolls continue to do well.
Consumers are looking for simple and affordable ways to achieve a healthy balanced diet. At the same time, despite financial pressures, shoppers are still keen to treat themselves well at home and are investing in brands like Baker Street that consistently deliver on quality.
Baker StreetAccording to Josh Corrigan, Customer Development Director UK at St Pierre Groupe, Baker Street’s "fakeaway" appeal strengthens the attractiveness of the bakery section, particularly for those seeking affordable indulgence at home.
Despite the rise of bakery products, cereals remain a cornerstone of the British breakfast table. Weetabix Original, the category leader, continues to grow in both value (+4.7 per cent) and volume (+3.8 per cent).
Scott Bayliss, Head of Sales for Weetabix, says, “The number of households buying the brand also rose for Weetabix Original for the first time since 2020, resulting in a market out-performance for our iconic Yellow Box and giving us great momentum into 2025.”
Affordability has played a key part in purchase decisions as some consumers made the trade-off between brands and private label during the cost-of-living crisis. However, there is now more stability in the cereal market, with brand volumes recovering and less switching overall.
Weetabix Original is recognised as a high quality, trusted branded breakfast cereal.
“Every pack is made from British wheat, 100 per cent recyclable packaging and we even add value with on-pack competitions during the year,” Bayliss adds.
As the fastest growing top ten tasty cereal brand, Weetabix Crispy Minis also continues to resonate with households across the UK for its unique appeal of both great taste and nutrition. Weetabix Crispy Minis is now a £33million brand per annum with this phenomenal growth testament to its continued appeal since its original launch in 1997.
Compliant with HFSS legislation and featuring no “red traffic lights” on the packaging, it makes for a fun yet healthy breakfast cereal that can be enjoyed by all ages. The brand's success is further highlighted by a +21 per cent increase in new shoppers, indicating a growing base of loyal customers.
Weetabix As Weetabix continues to innovate and expand its product offerings, it remains committed to maintaining the high standards that have made it an iconic brand for generations.
Apart from conventional bread, buns and cereals, wider bakery range too is rising in popularity as a sought-after breakfast option.
Warburtons spokesperson points out that the bakery occasions category, which includes pittas, bagels and crumpets, has grown volume 1.8 per cent in the last year, 50 per cent faster than total store sales, as consumers continue to look for more variety at mealtimes.
In fact, the bakery occasions category has grown in-home breakfast occasions by over 10 per cent, as consumers move away from cereals in search of more exciting and versatile breakfast options such as bagels and crumpets.
Crumpets have been a real breakfast staple for many years, but they are increasingly being used as a versatile way of making an indulgent, or a healthy meal at home.
What’s hot and rising: Trends
Health considerations are reshaping breakfast preferences as consumers increasingly seek options aligned with their dietary needs and wellness goals. Vegan, gluten-free, and low-sugar products are surging in demand, reflecting the growing emphasis on balanced eating.
Protein, in particular, has become a buzzword, with Brits exploring innovative ways to incorporate it into every meal occasion.
Warburtons spokesperson states, “Health, permissible indulgence, and variety all continue to be key drivers of innovation, and bakery is no exception. Consumers continue to look for products with additional health benefits such as seeds, grains, fibre and in particular protein which has flown up the consumer health agenda.”
Warburtons Thin BagelsWarburtons has embraced this shift with products like its Protein Thin Bagel, now the best-selling thin bagel after a staggering 33 per cent growth. Similarly, its Gluten-Free range has seen sustained growth, meeting the needs of consumers seeking healthier or allergen-friendly options.
Shoppers are also recreating café-style meals at home, favoring items like bagels, crumpets, and Tiger Loaf for a touch of indulgence.
Another clear trend in bread and bakery for breakfast is that shoppers are continuing to buy on a scale, making this category very important for local retailers, both in sales terms and as a driver of store traffic.
Bread products that offer both convenience and taste are a key purchase generator, as shoppers look for simple and affordable ways to achieve a healthy balanced diet.
Corrigan from Baker Street tells Asian Trader, “It’s also a further contributor to our growth, and Baker Street’s range of rye breads – Seeded Rye and Rye & Wheat – have benefitted from growing demand for healthy alternatives.”
Rye Bread as a category is growing fast in convenience – likely from top-up shoppers looking for healthier options. The category is up 17 per cent in value and 12 per cent in volume in this channel with the Baker Street products driving this, up 52 per cent value and 56 per cent volume.
Corrigan adds, “We increased distribution with the Co-op 18 months ago and in turn, almost doubled our share of the Rye category in convenience. It’s a proof that consumers will opt for quality branded products, no matter where they shop.”
The shift to hybrid working has lately transformed breakfast into a more leisurely occasion for many, blending into brunch.
Baker Street Hot Dogs Baker Street has tapped into this trend with its Mega Burger Buns and Hot Dog Rolls, which can be used for hearty breakfast creations like bacon baps and sausage rolls. At the same time, the "Americana" trend, inspired by food service, has introduced supersized meals into the breakfast repertoire, further fueling demand for versatile bakery products.
Food waste remains a significant challenge for retailers, particularly in the bakery aisle. Baker Street addresses this issue with its extended shelf-life products, allowing stores to offer a diverse range without the fear of spoilage.
Furthermore, high fibre, low sugar, and functional benefits like added protein are no longer just trends—they are essentials. Brands like Weetabix are leading the charge with products that deliver on these fronts while maintaining great taste.
Bayliss from Weetabix tells Asian Trader, “It is part of our commitment to offer a range of nutritious and delicious breakfast cereals that can be enjoyed as part of a balanced diet. This means the Weetabix brand is a symbol for good food that shoppers can trust, made simply with ingredients that are wholesome and nutritious, as well as being HFSS-compliant for retailers.
“All Weetabix-branded products were HFSS compliant before legislation was introduced and offering consumers healthy choices to start their day and giving Weetabix a great advantage over other products in the category.”
Hot Off the Oven: New launches
Breakfast isn’t just the most important meal of the day—it’s the most exciting one too. With consumers increasingly seeking health, convenience, and novelty, brands are stepping up to make mornings more memorable. After all, who wouldn’t love a little excitement to kick start their day?
To tap into this excitement and keep Brits’ breakfast exciting, the five-pack multipack of belVita’s Soft Bakes Choc Chips flavour is now available as a price-marked pack for the first time.
This new launch will help convenience retailers tap into additional sales from value-conscious shoppers, driving this popular pack’s visibility and communicating price reassurance.
With all belVita Soft Bakes flavours now non-HFSS following recent recipe changes which brought Choc Chips and Choco-Hazelnut variants in line with the rest of the range, the new multipack will also help retailers to boost their healthier snacking offering within larger formats.
belVita Soft Bakes Susan Nash, Trade Communications Manager at Mondelēz International, tells Asian Trader, “belVita, the UK’s leading breakfast biscuit brand, is announcing an exciting new promotional competition, giving shoppers the chance to win a trip to Finland – officially named as the Most Positive Place on the Planet!”
To support this promotion, the brand is offering independent and affiliated retail store owners and managers the chance to win £750 worth of Amazon vouchers for staff (15 x £50) and a stock prize worth £200.
Additionally, the winner will receive the opportunity to have a Mondelēz International team member run sampling in store for up to four hours.
Launched on Jan 17, with a closing date of May 31, all entrants need to do is register or log in to Mondelez International’s trade facing website, Snackdisplay.co.uk, and fill out the entry form.
With consumers winners announced every day, four lucky entrants will win a trip to Finland, worth up to £6,500. What’s more, there’s a raft of other brilliant instant win prizes up for grabs, including 90 wellness days and 1000 £50 cash prizes.
The wider belVita range is included in the promotion, with the competition appearing on-pack across a variety of SKUs including belVita Soft Bakes, belVita Duo Crunch and belVita Breakfast, as well as on the belVita Soft Bakes Choc Chips £1.99 price-marked pack.
The consumer promotion runs from January to May and will be supported by OOH advertising and in-store and in-depot POS materials.
Innovation isn’t limited to just biscuits.
Warburtons is also redefining breakfast with its new Waffles, marking the brand’s entry into the treat bakery and on-the-go snack categories. Consumer response has been phenomenal, with some even claiming they’re better than Belgian waffles.
At the same time, the growth is also seen in Warbutron’s more overtly healthy products such as Protein Thin Bagels, which are becoming more popular at breakfast and brunch as consumers make every effort to get more protein in their diets.
Warburtons remains the number one Thin Bagel brand in the UK, now with a 74 per cent market share, following the success of its range which includes Original, Cinnamon & Raisin and Protein Thin Bagels.
Given the popularity of the range, which has seen a 26 per cent growth over the past two years, Warburtons recently introduced Sesame Thin Bagels.
Bells Of Lazonby’s ‘We Love Cake’
A few new cake lines are also launched. Better to stock some to keep to the line fresh and exciting.
Cumbrian bakery Bells of Lazonby is bringing indulgence to the free-from category with its new We Love Cake’s “Squeeze the Day” Chocolate Orange Cake slices. Inspired by classic British flavors like Jaffa Cakes, these gluten, wheat, and milk-free treats offer a perfect balance of zesty orange and rich dark chocolate, appealing to those with dietary restrictions and a sweet tooth.
Catering to the growing demand for organic and nutritious options, Biona has added three new products to its bakery range- Rustic Seeded Sourdough Baguettes, Oat Topped Wholemeal Rolls, and Sliced Power Protein Bread. All are vegan, high in fibre, and made with sourdough, providing a wholesome and flavorful choice for health-conscious consumers.
Healthy cake brand Soreen has introduced a new flavor to its non-HFSS Lift Bar range- Apple & Mango. This fruity addition taps into consumer preferences, with research showing that 72 per cent of shoppers prefer fruit-flavored snacks for a mid-morning boost. Soreen’s Lift Bars, already among the top ambient grocery launches, continue to gain popularity by offering both taste and health benefits.
Fuel mornings with on-the-go
With days of work from home now history, people are rushing back to work, giving a new life to on-the-go section. Convenience stores, with their innovative approach and personal touch, are increasingly gaining attention of shoppers seeking on-the-go quick bite.
Beyond bread and cereals, it is also crucial to keep a wide range of biscuits that consumers often pick for on-the-go consumption.
As pointed out by Nash from Mondelez, the brand recently saw a 6 per cent year-on-year increase in on-the-go missions within healthier biscuits, with shoppers increasingly looking for healthier snacks while out and about.
Nash tells Asian Trader, “We can anticipate that breakfast and brunch options that can be taken out-of-home for easy and convenient on-the-go consumption will continue to grow this year.
“Any retail range needs to cover both take-home and on-the-go missions to meet all potential need states and occasions, while also delivering on taste and healthier biscuit options, which means wholesalers should ensure to stock a wide range of options as well.
“We are seeing consumers looking for a range of snacks, with a trend, among some consumers, of replacing meals with snacks as they take advantage of being ‘out and about’ more frequently.”
Biscuits should be a core part of any retail food and drink offer, and any retail range needs to cover both take-home and on-the-go missions to meet all potential need states and occasions, while also delivering on taste. Healthier biscuits and bars are more often bought for the on-the-go occasion, says Nash.
MondelezThe key to capturing this audience lies in taking cues from the foodservice industry and creating compelling reasons for shoppers to choose their outlet over competitors.
Retailers, forecourts and other coffee shop competitors need to think of the hot drinks machine and the bakery fixture as a food and drink to go destination. Stocking a full range of brand-led products, like St Pierre’s ambient food-to-go range, can help retailers meet consumer expectations.
Wells from St Pierre points out, “The morning run presents a clear opportunity for retailers to merchandise a range of morning goods, which can be partnered with hot drink dispensers in-store.“
Furthermore, as traditional day parts blur, there’s much to be said for keeping this area topped up and in good order beyond the traditional breakfast period, from first thing in the morning until mid-afternoon, along with the rest of the food to go offering.”
Morning goods and sweet snacks from quality brands like St Pierre complement hot drinks perfectly as sweet treats at any time of day, merchandised alongside hot drinks machines, and are a great opportunity for retailers to increase basket spend.
Hybrid working has changed the way people shop, with more consumers grabbing food and drinks on the go during their work-from-home days. Retailers can capitalise on this trend by ensuring their bakery sections, including morning goods and the broader bakery range, are highly visible.
Positioning hot drinks machines near the bakery section ensures that customers picking up a coffee or pastry also notice other bakery products, encouraging them to explore and purchase more.
Retailers should also offer Baker’s Street’s burger buns and rolls, whose sales have benefited from the consumer trend of treating themselves.
Apart from hot coffee machine, it is always a good idea to have well-stock the bestselling on-the-go drinks and juices for the quick morning uplift.
UFIT PMP range Retailers looking to make the most of the booming protein RTD impulse sales should also consider adding UFIT, the UK’s leading Ready-To-Drink protein brand to their chillers.
Now available with a £1.79 PMP across all UFIT 22g Protein 310ml bottles, the refreshed packs and price point serve as an excellent introduction for new shoppers who have not yet tried a protein milkshake.
Richard Northridge, Sales Director at UFIT, tells Asian Trader, "Reaching the milestone of becoming the number one RTD protein brand in the impulse category is a testament to the growing trust consumers place in our products.
“We’re excited to launch our price-marked packs, providing a great value option for shoppers and driving further growth in the category by introducing more consumers to our convenient, high-quality protein shakes.”
Smart sales: Tips and tricks
Although breakfast is still a comparatively easy aisle, being a little mindful can better boost the sales, making the store a go-to destination in the community.
In merchandising, retailers should follow the major grocers example, and position breakfast bread products in-store alongside complementary lines to prompt linked purchases.
They can also set up a dedicated area for quick breakfast solutions like croissants, pastries, breakfast bars, and ready-to-eat wraps. Convenience is key for busy commuters and on-the-go shoppers.
Bundle breakfast items with hot beverages at a discounted price. A "coffee and croissant" or "tea and muffin" deal can entice customers looking for value.
Warburtons spokesperson says, “Cross-category merchandising is also a great opportunity to engage shoppers by giving meal inspiration and tapping into new meal occasions. Breakfast is a great opportunity to do this, linking bakery with categories such as preserves and spreads to create exciting feature space in-store.”
Bread and bakery continue to turn in a strong performance in the convenience channel, with demand fueled by three significant trends - premiumisation, indulgence, and reducing waste.
Wells points out, “Premiumisation is creating opportunity for stores and shows no sign of slowing. Quality brands like St Pierre enable consumers to ‘trade up’ and elevate everyday meals with our morning goods, gourmet burgers, hot dogs and French toast, and the brand’s sales are up 64 per cent year on year.
“Our brioche buns and hot dog rolls continue to fly as shoppers embrace premium options that allow for easy upgrades to at-home menus, including elevated breakfasts.”
Indulgence is another trend gaining traction. Despite the current challenges, consumers still opt for quality products from trusted brands, to treat themselves well at home, whilst being less likely to spend on dining out or travelling.
Finally, a further development we are seeing in these difficult times is the wish to reduce food waste, both in store and at home. The problem is solved by St Pierre products.
St Pierre Wells tells Asian Trader, “Our fresh, individually wrapped bakery products are perfect for any meal occasion, providing a strong sales opportunity for retailers looking to cater to consumers who are not necessarily wedded to the fixture at ‘traditional’ day parts, for example breakfast.”
Stocking the right branded bakery products for breakfast is critical. Retailers should focus on the bestselling lines in their store, but to keep people coming back, stores should also offer a wide choice to encourage shoppers to try something different next time.
Retailers should offer a broad range in each category, from value to premium, covering all price points. Stores that are pushed for space should focus on the top-selling take-home bakery items for these outlets - traditional sliced bread for every day, speciality breads, such as rye, and burger buns and hot dog rolls.
Leading brands like St Pierre are the key for local retailers to establish themselves as the local ‘go to’ for affordable, indulgent bread and bakery products, for breakfast or any time.
Multipacks are also a big format in Brioche. St Pierre brand has four brioche bun and hot dog roll multipack SKUs in the Top 12 value rankings. The St Pierre Brioche Buns (6 pack), St Pierre Brioche Hot Dog Rolls and St Pierre Seeded Brioche Burger Buns (4 pack) are performing incredibly well.
Great mornings
Bakery products are quintessential impulse buys. The aroma of freshly baked goods can be a powerful marketing tool, enticing customers to make unplanned purchases. Placing bakery items near the entrance or the coffee machine creates a seamless opportunity for add-on sales, encouraging shoppers to pick up a croissant, muffin, or roll alongside their beverage.
As trends like health-conscious eating and premiumisation continue to shape the UK grocery landscape, bakery products remain a critical area for innovation. By embracing consumer trends and leveraging the high-margin potential of bakery items, convenience stores can reinforce their position as the go-to destination for fresh and indulgent food options.
The traditional breakfast time frame is expanding, with consumers seeking breakfast foods beyond the morning hours. Stores are adapting by offering all-day breakfast options, including items like breakfast baps and pastries, to cater to this growing demand.
Bakery products are more than just staples—they’re store stars. With the right mix of freshness, variety, and irresistible charm, they’ll keep customers coming back for another slice of the action.
As trends like health kicks and indulgent treats continue to rise, bakery products are your golden ticket to staying relevant. Experiment with keto-friendly muffins, sourdough boules, or quirky pastries with a twist.
By staying attuned to trends like health-conscious choices, premiumisation, and on-the-go snacking, retailers can position themselves as essential stops for breakfast shoppers. The right mix of traditional staples, innovative offerings, and smart merchandising will ensure that the bakery aisle becomes a daily destination, driving both footfall and profits in 2025 and beyond.
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Ross RipamontiPhoto: LinkedIn
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