Karen Dear, director of operations
Over the past 12 months consumer behaviour has changed in many ways, with several of these trends expected to last long term. Key for craft bakers is the increase in shopping locally and interest in products offering proven provenance.
Both of these offer bakers significant opportunities and should be reflected in their marketing.
Alongside that, online shopping has seen a big surge – which is likely to continue. This is a trend many of our members maximised very successfully this year and plan on including in their offering going forward.
“Bakers will need to work to offer consumers affordable options”