Danish Pastries have long been a staple of in-store bakeries, and here at Schulstad Bakery Solutions, we’re committed to keeping the category fresh and enticing for all. With this in mind, we took a deep dive in to the mindset of young consumers to understand how retailers can boost profits in four ways.
60% of millennials claim that their biggest incentive to purchase a pastry is when it is freshly baked[1]. Hitting multiple senses, from the irresistible smell of a freshly baked Cinnamon Swirl, to the crispy flaky pastry, and the melt in the mouth first bite of a Vanilla Crème Crown, nothing beats a freshly baked pastry.
Retailers can help entice millennial shoppers to the fixture and drive incremental sales by baking little and often throughout the day, the aroma of freshly baked pastries will help bring customers back for more.
When millennial consumers were asked what they like best about a Danish Pastry, its 24 layers of crisp, flaky pastry came out on top (48%)[2]. This suggests that for Millennials and Gen Zs, the main motivator to purchase a Danish Pastry is more than taste alone; quality is key. Retailers should stock the best quality products, like those from Schulstad Bakery Solutions, whose 140 years’ experience in producing high-quality baked goods can help ensure retailer offerings match consumer expectation of the experience.
[1] Opeepl on behalf of Lantmännen Unibake UK’s Schulstad Bakery Solutions brand, June 2022
[2] Opeepl on behalf of Lantmännen Unibake UK’s Schulstad Bakery Solutions brand, June 2022
With the cost-of-living crisis continuing to grip the nation, value for money is more important than ever. Link deals and cross promotions are crucial, as 56% of Millennials and Gen Zs confirm that a hot or cold drink and a Danish Pastry pairing would increase their desire to purchase[1].
Consumers respond well to recommendations, so using POS to suggest flavour pairings, such as a light and flaky Maple Pecan Plait matched with a velvety Vanilla Frappuccino; or a delicious Apricot Crown coupled with a sweet Caramel Latte, are likely to encourage dual and incremental purchases.
The research also highlighted that 29% of consumers are likely to make a purchase more frequently with price promotions. So, while bakery might not traditionally be a place for promotions, the research suggests upselling and link deals with the wider offering within the outlet / store need to become common place to increase penetration.
[1] Opeepl on behalf of Lantmännen Unibake UK’s Schulstad Bakery Solutions brand, June 2022
A one size fits all approach does not work when considering Danish Pastries. It is essential that products deliver in multiple formats for a range of different eating occasions, to reach the widest audience possible. The research shows that younger consumers are split almost equally when asked whether smaller (34%) or larger size pastries (28%) would convince them to make a purchase[1], they were split over whether multipack (28%) or individual pastry (31%) options were their preference[2].
Furthermore, consumers were split as to whether they would enjoy a Danish Pastry with family (51%) or as a moment alone (57%). The research tells us that Danish Patries, in general, are a popular item, no matter how they are purchased or how they are enjoyed, but also that millennial consumers are looking for a range of products and purchase options. As such, retailers should stock a range of Danish Pastry products. Schulstad Bakery Solutions offers a variety of quality products, including its Maple Pecan Plait, Cinnamon Swirl, Vanilla Crème Crown, and Mini Danish Selection, which includes bitesize versions of its Maple Pecan Plait, Cinnamon Swirl, Vanilla Crème Crown, Apple Coronet and Raspberry Crown. These can be packaged to offer a multi-pack option.
[1] Opeepl on behalf of Lantmännen Unibake UK’s Schulstad Bakery Solutions brand, June 2022
[2] Opeepl on behalf of Lantmännen Unibake UK’s Schulstad Bakery Solutions brand, June 2022
The versatility of the Danish Pastry is part of its charm, with several different fillings and recipes to choose from. While each has its own loyal following, the research shows that by far the most popular is the Cinnamon Swirl, with 54% of younger consumers choosing this as their preferred option[1].
Consumers also reported back on the type of flavours and fillings that drive them to choose a Danish Pastry. Almost 36% enjoy custard fillings the most and 27% favour maple flavours[2], so, it’s no coincidence that the Maple Pecan Plait and Vanilla Crème Crown are also best-selling products.
To help ensure a point of difference, the research also shows that there is an opportunity for outlets to customise these popular products with additional toppings[3]. Consumers were drawn to the idea of pastries topped with dark, milk or white chocolate, collectively taking 50% of the vote[4], so, offering Danish products finished with chocolate icing instead of traditional icing is likely to be a popular alternative. While customising with an additional sprinkling of nuts, chocolate pieces or sweets would help to create the ultimate Danish Pastry for a further 40% of consumers[5].
[1] Opeepl on behalf of Lantmännen Unibake UK’s Schulstad Bakery Solutions brand, June 2022
[2] Opeepl on behalf of Lantmännen Unibake UK’s Schulstad Bakery Solutions brand, June 2022
[3] Opeepl on behalf of Lantmännen Unibake UK’s Schulstad Bakery Solutions brand, June 2022
[4] Opeepl on behalf of Lantmännen Unibake UK’s Schulstad Bakery Solutions brand, June 2022
[5] Opeepl on behalf of Lantmännen Unibake UK’s Schulstad Bakery Solutions brand, June 2022
