• In the context of an increasingly competitive market, coffee has become an essential factor influencing consumer decisions when choosing bakery, pastry or sandwich shop locations.
According to recent research by a coffee supplier, the majority of shoppers – 81% to be exact – place great importance on the quality of the coffee when deciding where to source their baked goods. This trend highlights the evolution of the sector, where coffee is no longer just an accessory, but a central element that attracts customers and stimulates sales.
The study, based on responses from over 1.000 consumers and accumulating more than 16.000 opinions over a two-week period in July 2025, highlights a significant increase in interest in coffee within these locations. Almost half of the participants, or 47%, usually purchase coffee from bakeries, patisseries or sandwich shops at least once a month, and among young people aged between 25 and 34, this frequency reaches once a week for about a fifth of them.
This data reflects a change in consumer behavior, where bakeries are becoming preferred destinations for a quick break or a moment of relaxation, adapting to both the format "to go" for those in a hurry, as well as more comfortable spaces for those who want to linger.
Quality at an affordable price
As consumers struggle to manage their personal budgets, affordable, quality options are becoming a priority, and bakeries are taking advantage of this opportunity by improving their coffee offerings. Instead of opting for full-service restaurants, many are choosing locations where they can enjoy premium coffee at a reasonable price, which opens up new business opportunities for operators in the field.
There are concrete examples that illustrate this evolution: a donut-specializing location recently introduced hot drinks to its menu, while another opted for an artisanal supplier to raise the standards of its coffee. Even large retailers have embraced this trend, opening new stores with an integrated bakery and cafe concept, where customers can combine shopping with a pleasant consumption experience.
Different preferences depending on generation
Financially, the impact is impressive, the study shows. For example, in the last year, spending in the UK on coffee reached £1,2 billion, marking an increase of 15,4% compared to the previous period. This figure corresponds to a volume of approximately 480 million cups consumed, demonstrating the public's constant appetite for this drink. Interestingly, preferences vary by age: among people over 55, milkremains the predominant choice, preferred by more than half of those aged 55 to 64. In contrast, young people under 24 are turning to refreshing options, such as coffee iced or hit-s, which attract 51% of them. This generational gap highlights the need to diversify the offering to captivate younger segments, who are eager for innovative flavors and special options, including cold drinks that are becoming increasingly popular and contribute to increasing sales value.
However, coffee is not always associated with additional food purchases. Only a quarter of consumers regularly buy food alongside their coffee, while another 42% do so occasionally. When it comes to preferred pairings, pastries dominate the rankings, chosen by 40% of respondents, followed by cakes, sandwiches, cookies and muffins. These preferences also adapt by age, suggesting that operators should personalize their offerings to maximize appeal.
Overall, the focus on quality coffee is a key strategy for bakeries to attract new customers and retain existing ones. Through innovation, consistency, and accessibility, these locations can transform consumers’ daily experiences into memorable ones, adapting to the pace of modern life and the demands of a diverse audience. As trends evolve, the bakery sector has the opportunity to position itself as an essential hub for everyday moments of relaxation, where coffee plays a leading role.
Article source: The rise of bakery coffee
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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