IGD Shopper outlook 2025 - The Deep Divide: how uncertainety is shaping shopper behaviour

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Savory, sweet, or something else? British snack preferences

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As  more Britons incorporate snacks into their daily routines , understanding their preferences could be essential for brands looking to capture a share of the market. From fruits and vegetables to indulgent confectionary and savoury treats, the snacking landscape in the UK is diverse. When it comes to daily snacking frequency, fruits and vegetables lead the way. Research shows that 57% of Britons snack on fruits daily, while 41% eat vegetables just as often. These healthy options are staples in the British diet; however, indulgence also has its place in the snacking routine.  Confectionary items are a popular choice, with 45% of Britons indulging weekly. Similarly, crisps (41%) and savoury biscuits (32%) are go-to snacks for many, highlighting the nation’s love for salty and crunchy treats.  Yogurt is another favoured option, with 24% of Britons enjoying it daily and 30% weekly. Despite being promoted as nutritious options, only a small percentage of respondents consume ...
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Bakery’s growing role in food-to-go

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  Baked goods and food-to-go are natural partners, but this, in our view, is of increasing importance across the sector, and we see potential for bakery to play a bigger role in future. Here are some of the ways we are seeing this coming through:   The bakery-led café concept is a market sweetspot   Gail’s in the UK is a prominent example here, but there are many others. For example in Paris and Copenhagen, there are numerous examples of this, not least in the development of Eric Kayser and Lagkagehuset (trading as Ole & Steen in the UK and the US), both domestically and expanded significantly and internationally over recent years. During safaris in Stockholm earlier this year we were struck by food-to-go developments at the bakery-led Bröd & Salt, even adding a salad bar concept into some locations, and supporting bakery with a strong coffee and broader drinks offer. We see three clear elements driving success: 1) quality bakery that tempts in its own right 2)...
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Inside Lidl’s strategy for in-store bakery (and how suppliers can help)

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Lidl is making a major play for in-store bakery and it’s not afraid to shout about it. The discounter – which is currently the sixth largest grocer in the UK by market share [Statista] – recently overtook Tesco to secure the biggest slice of in-store bakery (ISB). Data from Kantar showed that Lidl, which was crowned  Bakery Retailer of the Year  at the 2023 Baking Industry Awards, had pipped the UK’s largest supermarket  with 18.2% of the ISB market compared to Tesco’s 18%. Speaking at the British Society of Baking conference earlier this year, Holly Bleach, head of buying at Lidl, described bakery as “critical” to Lidl as it’s one of the categories that drives overall customer satisfaction. “We’re set up to be really successful in bakery in the UK due to the prominence of our bakeries in store. More often than not, they’re right by the front door so every customer that walks in has to pass the bakery and not many can resist stopping and obviously picking up an item,” she...
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