Early Learning

Croissants, viennoiserie, Danish pastries maybe called morning goods, but they are just a few from a wide portfolio that has evolved into treats consumed at any time of day, offering caterers profitable opportunities. Sheila Eggleston reports.

Being in the midst of a recession means consumers still continue to curb their spending. But sweet and savoury bites known as morning goods have become satisfying treats, which they enjoy at any time of the day and can't easily give up.

This is backed by analyst Mintel's recent survey on breakfast, which says that time of day sales indicate an increase in all day breakfast offerings as demand for convenience increases and consumers continue to purchase regular sweet treats despite the economic downturn.

But Martin Jones, sales director at Lantmännen Unibake UK, says that as consumers' expectations about value have increased, it is essential to demonstrate the benefits of a product. "Price is certainly a consideration but it is less a question of choosing a 'cheap' breakfast, lunch or snack option and more about selecting a product that offers value for money, delivering on their expectations.

"Customers are interested in innovation too and often respond favourably to changes in familiar products. This opens up opportunities and creates new interest for existing and prospective customers. My advice is to really define your range of bakery items, sweet and savoury, so it's easier for consumers to make a decision as to why they will buy from you now and in the future."

The trend for all day, grab and go indulgent snacks hasn't gone unnoticed by Delifrance UK, which has recently launched a range of viennoiserie and patisserie lines.

Head of foodservice Lucy Pickersgill says: "Consumer snack purchases are still dominated by the emotional need for a quality eating experience, which means demand is there for new breakfast treats which transcend into all day, grab and go offerings.

"Caterers can maximise the morning goods market by offering added value products to gain a competitive edge and remain profitable all day long."

She says the company has responded to current trends with greater innovation and choice in its 36 new lines that will enable caterers to capitalise on these demands.

She says individually wrapped, loose and single viennoiserie goods such as maple and pecan, chocolate and custard plaits, are available from pack sizes of 60 and ready to bake from frozen in just 17 minutes when required.

Stephanie Hickford, national account marketing manager at 3663, says the trend of consumers regularly treating themselves to pastries, cakes and other sweet treats even when they're trying to save money, means an unmissable revenue opportunity for caterers.

"Despite the continued effects of the recession, consumers have continued to say 'yes' to life's little luxuries, so make sure you have the right added value items to cater for their needs," she explains. "This market has expanded alongside the nation's sweet tooth and is popular with customers around the clock – with nine out of 10 consumers admitting to regularly snacking between meals."

She adds that with almost half of customers making a conscious effort to cut back on spending, meal deals such as combining croissants or cinnamon swirls with a hot drink are an effective way to drive sales.

"The great thing about snacks is that they offer good value and are handy for customers on the go. Some treats including croissants and bagels are effective because they can be customised so consumers get exactly what they want. With limitless fillings available, this will keep encouraging them to come back to try something new."

Ian Toal, managing director of Delice de France UK, raises the diet, nutrition and obesity issues that continue to be hot topics. He says many consumers skip breakfast in the belief it will help them lose weight, whereas in fact they are likely to over compensate at lunchtime instead. "Foodservice operators should take advantage of the healthy eating trend by offering low fat, low salt menu items, as well as products that are suitable for specific dietary requirements."

Examples among the company's range includes gluten free sandwich bread, and chocolate and blueberry muffins for celiac disease sufferers.

Toal says those who value breakfast will make time and look for good quality products, whereas consumers with less time will just opt for more convenient on the go products for quick consumption.

"We've always found croissants to be a clear favourite but there have been movements towards pain au chocolat and pain aux raisins and greater demand for an increasingly diverse offer."

He believes it is important for operators to note that there is a big difference between breakfast consumption out of home during the week and over weekends.

"At weekends, purchasing decisions are less about convenience and value and more about indulgence and experience, so offering items like thaw and serve brioche toasted with some fresh fruit and crème fraîche would be an ideal menu addition to drive footfall."

Dawn Foods marketing manager Jacqui Passmore says breakfast times are increasingly popular particularly as more people have cut down on lunches out and breakfast offers a tempting alternative.

"Increasingly, people are buying their lunch at the same time as breakfast to save time later on in the day. There are opportunities for operators to increase sales by offering lunch products alongside breakfast for customers to consume later in the day."

To mark the first UK coffee week in April, the company polled UK consumers to reveal their favourite treat with a cup of coffee when they're out and about. The muffin emerged the winner, with more than half of those polled choosing double chocolate or chocolate chip muffins, with blueberry muffin coming in as second favourite muffin.

Cookies and cakes featured as favourite snacks – with 29% expressing a preference for cookies and 20% preferring cakes. However traditional treats such as shortbread and flapjacks grabbed just 1% and 3% of the vote respectively.