Grasp the Danish pastry opportunity to drive sales in 2025

Danish pastries are in demand. Half the population (51%) buy them at least once week¹, an increase of 14% compared to three years ago², and for one in ten people, they’re a daily purchase¹.

Whether it’s their crisp and flaky pastry (21%) or contrasting textures (11%)¹, consumers can’t get enough of them and turn to out of home (OOH) settings to get their fix. Bakeries and cafés (57%) are the number one spot for Danish pastry fans, while coffee shops (42%) come in second¹.

For consumers the Danish pastry love affair is growing, and for operators the opportunity is vast. Here’s how to grasp it in 2025 and drive sales.

The power of freshly baked and visible fruit pieces

More half of consumers (54%) would be tempted to buy a Danish pastry more frequently if it was freshly baked¹ demonstrating the advantage of small batch baking throughout the day. Keep the oven firing and consumers will quite literally be able to smell the freshness. 17% of consumers are also drawn to visible fruit pieces¹, a sign of quality that is the centrepiece of our Signature Fruit Danish Selection range available in a trio of flavours. Featuring a unique square shape and authentically made using 24 layers of light, crisp and flaky Danish pastry, each pastry is filled with a fruit compote featuring visible pieces of fruit to echo the style of artisan bakeries.

Create a perfect pairing

A Danish pastry and a hot drink are the perfect pairing and for 72% of consumers is a combo sure to make the layers of crisp and flaky pastry irresistible¹. Tap into this by creating bundle purchases. Why not match a rich and velvety Vanilla Frappuccino with a Maple Pecan Plait to bring out complementary sweet and savoury notes, or for a twist on Danish tradition combine a classic Cinnamon Swirl with a modern Iced Almond Latté. Doubling up will double the temptation for consumers to attract people through the door and drive incremental sales.

Max out on the treat value

Frequency of purchase is on the rise, yet 66% of consumers still see Danish pastries as a treat¹. Big up this perception of indulgence by going all out on flavours. Over a quarter of consumers (27%) say dessert-inspired Danish pastry flavours would encourage purchase and when it comes to boosting frequency, nostalgic flavours are the answer for 21% of consumers¹. Offer both with our Signature Fruit Danish Selection range which taps into trends seen across artisan bakeries for visible pieces of fruit. The trio comprising of Morello Cherry & Almond Bakewell, Apple & Cinnamon Custard Square and Rhubarb Madagascan Vanilla Custard & Meringue are inspired by nostalgic, dessert flavours and open up the ‘treat’ occasion through decadent quality.