The sweet bakery scene in the UK is shifting, and if you’re running a café, bakery or foodservice outlet, now’s the time to take notice. These are the latest insights from Nestlé Professional’s report. From cookies and doughnuts to croissants and muffins, sweet bakery items aren’t just occasional indulgences—they’re becoming part of everyday life.

Afternoon Wins the Day

Afternoon has now overtaken lunch as the top time for enjoying sweet bakery treats. Between 2pm and 5pm, people are reaching for cookies, biscuits and doughnuts more than ever. Whether it’s a quick coffee break or a moment of calm at a desk, this time slot offers a golden chance for operators to boost sales.

Cookies Leading Growth, But Others Are Rising

Cookies are leading the sweet bakery category in terms of both value and growth. Representing the most valuable subcategory in the market—£328 million in spend and growing. That said, muffins and croissants are gaining ground. Croissants in particular have found new popularity as an all-day option, especially at breakfast where eating out is up over 13%.

Treating with Purpose

Today’s consumers are treating themselves with intention. About 28% buy sweet bakery items to brighten their day, and 26% enjoy them simply as a treat. But it’s not just about sugar hits. People are also looking for healthier and more balanced options—lower in sugar, higher in protein, and often plant-based.

The Look Still Matters

If it doesn’t look good, it probably won’t sell. A huge 73% of consumers say appearance influences their decision to buy. Think coloured glazes, neat packaging, and eye-catching displays. Consider clear wrappers or treat boxes to show off your bakes and drive impulse buys.

Sustainable and Local Are Key

A third of consumers now look for sustainable packaging and locally sourced ingredients. Ethical sourcing—like fair wages and responsibly grown cocoa—is also high on the list, particularly among younger buyers. If you’ve got the right credentials, make sure your customers know.

At Home and On the Go

Over half of sweet bakery purchases made outside the home are now eaten at home. That means takeaway-ready packaging is more important than ever. But there’s still a solid 27% of people eating treats on-the-go or at the point of purchase—so quick service and grab-and-go setups should not be overlooked.

Brand Trust Drives Sales

Brands matter. Especially to under-35s, who are much more likely to pick a product they recognise. If you stock branded treats—or work with recognised suppliers—it can help win over younger, more frequent treaters.

Final Thoughts for Your Kitchen

If you’re thinking about how to stand out this year, here are a few solid moves:

• Offer a variety of formats—single serves, sharing packs, and pre-portioned treats.
  
• Keep both familiar favourites and trend-led flavours in rotation.
  
• Match bakes with coffee or tea to increase basket spend.
  
• Use your displays and packaging to show off your best-sellers.
  
• Highlight any sustainable practices or ingredients you use.
  

Sweet bakery is no longer just about treats—it’s part of daily routines and lifestyle choices. Get it right, and it could be a reliable revenue stream all day long.