Indulgence is key to driving the viennoiserie category as consumers look for treats in uncertain times, according to the latest insights report from Délifrance.
Prove It: A Viennoiserie Focus shows that 82% of consumers who have not already decided what they want are influenced by the smell, look and level of indulgence of a pastry.
The report features consumer insight from 1,000 UK pastry eaters, conducted in August 2020.
Délifrance also welcomes food trends experts Harris & Hayes, who offer insights into consumer behaviour throughout the report. They suggest not only does indulgence pave the way for innovations, but ‘permissible indulgence’ also forms part of the wider health & wellness trend in terms of self-care, as consumers look for little treats during difficult times.
And while quality and convenience are most important when it comes to choosing where to purchase pastries (according to 96% and 95% of respondents, respectively), the pandemic means hygiene is also now key to 88% of consumers.
“We know that pastry purchase is emotionally driven, especially for impulse purchases motivated by scent and visual appeal - but quality, convenience and hygiene are non-negotiable, especially post-Covid. Consumers are only willing to indulge and treat themselves if they know it’s worth it, easy, and safe to do so” say Harris & Hayes.
New habits and working routines have also shaped the times and places we enjoy viennoiserie. Homes have become offices and shopping missions are larger and less frequent. Despite these changes, temptation is still key with consumers split 50/50 between buying on impulse and planning to buy pastries.
The report also shows that when it comes to consumption occasions, snacking has come out as the preferred time to eat pastry, with 66% of consumers opting for a viennoiserie snack, compared to 29% who eat pastry at breakfast time.
Stéphanie Brillouet, marketing director, Délifrance, said these shifts present outlets with multiple opportunities, “This report highlights the changing consumer landscape, as people juggle post-lockdown (and renewed lockdown) life with work, leisure time and family.
'Interest in indulgence and snacking presents operators with a host of opportunities throughout the day – not just at breakfast time. Outlets should consider which formats suits their customers’ changing needs as well as which types of pastries answers the indulgence trend.
“The report also suggests that convenience, health and choice could encourage people to buy more pastries. Viennoiserie offers a convenient treat at a time when self-care has become so important to consumers” she finished.
Délifrance offers a wide range of French-style viennoiseries: butter croissant, pain au chocolat, pain aux raisins, complemented by mouth-watering new twists on the classics like filled croissants and vegan croissants.