Bakery Houses - China - August 2015
Historically, the world of bakery products has been perceived to be one of low prices and lack of variety.
Bakery operators have begun to extend product lines to specifically aim at light food and drinks menus to alter perceptions that the category is quick snack-orientated. Since the introduction of artisanal bakery chains, the willingness to trade up for healthier and premium bakery products has been inextricably linked to the strong growth in the bakery houses market.
A holistic approach is helping bakery house operators overcome barriers, prioritise marketing activities and accelerate product innovation development. It is clear that young professionals fancy light lunches and dinners balanced as a quick meal solution, while sophisticated young females in particular are attracted to afternoon tea offerings with gourmet dessert. Family-oriented consumers also show interest in healthy breakfasts offered by bakery chains.