Bakers Journal

Weston Foods publishes bakery consumer trend study

May 7, 2021
By Bakers Journal

Logo courtesy of Weston Foods

Weston Foods published the Bakeology Report– a North American consumer trends study about bakeries, eating habits and rising trends during the COVID-19 pandemic.

Key points from the report indicate that consumers have turned to comfort food during the pandemic. Eating habits have changed, for the better, with bakeries continuing to play a highly relevant role for consumers, elevating both everyday moments and special occasions.

“The pandemic has created undeniable changes in our lives and affected our relationship with bakery,” said Luc Mongeau, president of Weston Foods in a statement. “We’re sharing this research into consumer behaviour and expectations at a critical moment for the foodservice and grocery industry.”

Irene Stathakos, VP, Insights, Digital & Design, Weston Foods added that by understanding consumers’ rapidly evolving needs, bakers can shape our strategies and innovation agenda to create delicious baked goods and satisfy what North Americans want.


Key findings include:

  • Consumer food choices are about balancing comfort and health: 35 per cent are eating more healthy foods while 33 per cent are snacking more between meals and 29 per cent are eating more desserts.
  • Growing demand for ‘better for you’ bakery: ‘Better for you’ claims are having a positive impact on purchases. For instance, 33 per cent say they’re more likely to buy ‘all natural’ baked goods while 24 per cent say the same about ‘artisan-style’ bakery.
  • Consumers want to indulge in nostalgic treats: 33 per cent are eating more indulgent meals and treats while 67 per cent say they enjoy eating baked goods that are reminiscent of their childhood.
  • At-home baking is up: (bread by 22 per cent and sweet goods by 36 per cent) as a source of fun, joy and comfort. That growth in baking has sparked a growing appreciation for the craft of artisan baking, continuing to drive demand for elevated breads.

You can read the Bakeology Report |HERE|

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