Latest Nestlé Professional report reveals what's driving sweet bakery in the out of home sector

Afternoon treating is now the top occasion for sweet bakery, worth £328 million. Cookies have seen double-digit growth in both value and volume over the past year according to Nestle Professional's latest report; Sweet Ambition: Growing sweet bakery opportunities in Out-of-Home (UK), which explores what consumers are buying, when, and why.

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

The research also shows that 83% of consumers are influenced by how a product looks, and 60% prefer familiar brands, particularly younger consumers who value both excitement and trust.

With clear opportunities for innovation, Sweet Ambition provides practical insight to help operators grow in a changing market.

Josh Lewis, Desserts Category Lead at Nestlé Professional, says:

“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.”

Sweet Ambition: Growing sweet bakery opportunities in Out-of-Home (UK) is available to download here: Sweet ambition: bit.ly/Sweetambition