Revealed: the challenges holding the vegan bakery market back
Source: Baker & Baker Negative perceptions around the taste of vegan bakery items are holding the market back, according to new research from Baker & Baker. The manufacturer revealed the findings in a report called Bakery Bites which explores the vegan sweet bakery category and consumer attitudes to it. Conducted by FMCG Gurus in partnership with Baker & Baker, the research questioned 1,000 UK consumers on their consumption of animal-based products. It revealed that 34% say they follow a diet around the avoidance or moderation of animal-based products – up from 28% two years earlier. However, it also uncovered the top three barriers to the purchase of vegan sweet treats. When questioned why they would be less likely to purchase a sweet bakery item with a vegan claim, consumers placed taste as the main reason with 45% of the vote. This was followed by lack of understanding around vegan, named by 29% of respondents, and price, named by 27%. Baker & Baker acknow...