Leading bakery solution Délifrance is offering operators new insights and advice to maximise success for National Croissant Day on 30 January.

The new research from Délifrance’s latest report, Prove It: The Great British Bakery Report, reveals consumers’ top three considerations for buying a pastry are taste/flavour (70%), freshness (56%) and price (40%). What’s more, a significant 40% of people are more likely to buy a pastry with a hot drink, highlighting a key promotional opportunity for savvy operators on National Croissant Day.

Délifrance’s social listening insight also found that the croissant reigns supreme with consumers as the most talked about viennoiserie product on social media, dominating 74% of the conversation.

Consumers know what they want – Délifrance’s survey revealed 75% prefer freshly baked viennoiserie products, with 32% buying them from artisan bakeries and 23% from independent and chain coffee shops. They are also calling for a wider variety of viennoiserie products, as 42% would buy more croissants if there were healthier options and 28% would if there was more variety.

Stéphanie Brillouet, marketing director for Northern Europe, and North America, Délifrance, said: “Christmas may have passed but there’s still room for a little indulgence on National Croissant Day! Butter croissants continue to be a key bestseller for Délifrance in the UK, and they can be for you too.

“Act upon invaluable consumer insights, tailoring your offers to current demand and engage with more customers. This National Croissant Day, why not run a special croissant and hot drink promotion, or expand your range of flavours with our bestselling Almond Croissants or Chocolate and Hazelnut Croissants? You could even go one step further – stay on trend with our vegan Oatmeal, Quinoa or Blueberry Filled Croissants. They’re perfect for vegans or plant-curious customers looking for new and interesting options.”