Selling baked goods in 2026: the recipe for success

The fact that shoppers seek out sweet treats as a mood-boosting treat is nothing new, and while the current health-conscious shopper is actively looking after their waistlines as well as their wallets, that’s not to say that sugary indulgences are totally off the table.

“Britain still wants sweetness in 2026,” begins Leanne Crowther of The Glorious Mess. “Consumers are craving treats and desserts that feel special — For Flower and White, this means a Thursday afternoon pick-me-up, a desk drawer sweet hit, or a ‘just because’ moment. Customers don’t want to be limited. It’s indulgence with a modern mindset.”

The business has conducted research into the topic, and found that consumers are looking for a delicious combination of elevated comfort, nostalgia with a hint of newness, texture and theatre, recognisable ingredients and crafted products plus convenience – “they want treats that earn their place in their lives and families,” says Leanne.

Delicious education

Convenience paired with artisanal, real ingredient credentials is a heady mix, says Catherine Connor of Lovingly Artisan. “If you travel back only five years ago people would come into a shop looking for a loaf, whereas now often the first thing they ask when they walk into a bakery is ‘do you have sourdough?’” she says.

Her belief is that the role of those working within the artisan industry centres around education. “It’s about sharing the options available and advising on how they can fit into that customer’s lifestyle.”

Some customers are looking for a versatile bake that will take them from breakfast through to brunch, lunch and dinner, while others are looking for single occasion showstoppers. “Some are health conscious but nervous about additions like seeds because they have young children; we ask about their specific requirements and prescribe a suitable loaf to them, and our conversation, inspiration and reassurance are why they shop with businesses like ours.”

Consider your USP

Offering a notably different range to that provided by the multiples – and your local competition – is important to attract and retain a discerning customer base. For Felix Stenhouse, co-founder of Outpost Bakery, providing a unique taste of the region has proven to be invaluable. “We source some of our flour from a farmer nine miles away who is regeneratively growing grains and milling them himself, which results in a course flour which is quite difficult to bake with but a real selling point for some customers – plus we’re supporting a small-scale local business, which we’re passionate about doing.”

The bakery also produces viennoiserie, which is levelled up with ingredients foraged from the local area such as woodruff, meadowsweet and sweet cicely. “People are surprised and delighted by our use of these ingredients from nearby fields and hedgerows, and are willing to spend more with us because they know our bakes are going to be really, really good and they won’t get anything similar elsewhere.”

Making bakery work for retail

At Suffolk Food Hall, the in-house bakery sits at the heart of the site and the team’s work. “It reflects our wider commitment to fresh, locally made food and gives customers something that’s crafted fresh onsite every single day,” explains Bex Neale, marketing manager. “For many visitors, the bakery is one of the first stops when they arrive, and the aroma of fresh bread and pastries immediately creates a sense of warmth (and hunger!).”

The experience offered by the on-site bakery has been carefully considered by the team. “We’ve worked hard to make the bakery more than simply a place to buy bread. Customers can see the baking process happening throughout the day, which creates a real sense of authenticity. From trays of pastries coming out of the ovens to bakers shaping dough by hand, there’s always something happening visually and smelling delicious.

“The open, welcoming layout encourages customers to slow down, browse, ask questions and engage with the team. Our bakers know our regulars well and are always happy to have a chat, adding to our bakery experience. We also ensure we adapt our products to seasonality and special occasions so there is often something new to try!” Bex says.

“We see daily shoppers picking up fresh bread, families treating themselves during a visit, commuters grabbing breakfast pastries and coffee, and destination visitors who come specifically for the experience and quality,” she continues. “There’s also a strong appeal among customers who care about provenance, freshness and supporting local businesses. Increasingly, people are looking for food that is healthier, has less additives and low food miles which is exactly what we’re all about here due to our ingredients being local and producing products fresh on-site.”