The Prove It: Viennoiserie report looks at the products and factors driving growth in this category. A third of pastry consumers have increased the amount of pastry products they eat and the proportion of shoppers buying pastry products on impulse has risen.
Price has overtaken freshness as the second most important factor - after quality - when buying pastries. Seven out of ten consumers would like to know more about the sustainability of the baked goods they buy. The research also found that four out of ten consumers are tempted to try a pastry product based on how good it looks.
The survey was conducted on 1,000 UK adults who regularly eat viennoiserie products and offers insight into consumer behaviour in and out of home. Pain au chocolat and the plain croissant remain the clear favourites.
Stéphanie Brillouet, marketing director at Délifrance, said: "We look at the trends and products shaping this vibrant category, from continued consumer demand for exciting and indulgent treats to the role of sustainability and pricing.
"We also examine the key factors driving purchasing decisions in both foodservice and retail, including where consumers are buying their pastries, where and when they are eating them, and what they are looking for from viennoiserie."