Baker & Baker Research Explores Sweet Bakery Trends in Higher Education

A new report by Baker & Baker, a leading European bakery products manufacturer, examines the demand for sweet bakery products in the UK higher education sector.

The study, conducted by Sapio Research in Q4 2024, surveyed catering decision-makers from 50 universities. It found that while 24% of universities reported a decline in sales, 38% saw an increase, highlighting a mixed outlook for the market.

Key Findings:

• Sales Drivers: Price reductions (66%), drink promotions (62%), and seasonal/themed activities (44%) are the top strategies used to boost sales.
• Buying Considerations: Cost (48%), supplier reliability (46%), and brand/popularity (44%) are the primary factors influencing sweet bakery product selection.
• Challenges Ahead: Over half (52%) of universities anticipate that a decline in international students will negatively impact operations.

The report also explores how universities are addressing high operating costs, the ongoing impact of COVID-19 on product packaging and presentation, and strategies to stay competitive. Recommendations include prioritizing product quality over size and creatively repurposing offcuts to enhance appeal.

Helen Sinclair, UK Marketing Manager at Baker & Baker, emphasized the need for adaptability:
“With ongoing challenges in the university sector, catering teams must remain flexible—whether adjusting product offerings, controlling costs, or adopting effective marketing strategies to maximize sales.”

The next Bakery Bites report will delve into student perceptions of sweet bakery offerings in higher education.