A refreshed menu has helped Greggs boost sales and attract a new younger audience in 2026 amid challenging trading conditions.
Like-for-like sales growth hit 2.5% in the first 19 weeks of the year and improved to 3.3% over the most recent 10 weeks following a wet February.
Greggs highlighted the newly launched chicken sausage roll as a standout performer in 2026. It said the product had quickly established itself as a customer favourite and complemented the flagship sausage and vegan rolls.
Greggs also expanded its healthier offering with new pasta and salad ranges, while the launch of on trend iced matcha drink proved to be “extremely popular” and marked an important step change in appealing to new and younger customers.
Greggs recorded a 7.5% rise in total revenues for the period to £800m as the high street bakery chain opened 41 new shops.
The group also said in this morning’s trading update that it expected “good” profit progress for the first half as it kept costs under control.
“Like-for-like sales performance has improved against what remains a challenging market, with good operational cost control supporting encouraging year-on-year profit progress in the year to date,” the statement added.
Greggs left its outlook for inflation at 3% for the year but said it continued to monitor the situation in the Middle East, which had the potential to push costs higher than currently anticipated.
“In this uncertain environment, our value offer remains highly attractive as customers look to make their money go further.”
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