Quality and the ability to serve freshly baked products all day are the key attributes demanded by retailers in the growing bake-off category.
The Bake Off Research Report from supplier Bakehouse shows 100% of supermarket bakery buyers think being able to offer freshly baked goods until the evening, to fit longer opening hours and changing shopping patterns, is essential.
It ranked alongside product quality, with 94% of retailers saying this was being driven by more demanding consumers.
Some 94% of retail bakers said convenience was very important, although only 25% of multiples felt the same way.
Bakehouse marketing director Kate Raison said: “The industry is changing to meet consumer demands for quality and innovation.”