While 24% of surveyed universities in the UK experienced a decline in sales in 2024, more than a third (38%) have seen an increase. Price reductions (66%), drink promotions (62%) and seasonal/themed activity (44%) are the top three tactics used to drive sales. In addition, more than half (52%) of the universities interviewed expect that the fall in international students will have a negative impact on sales.

The findings were published in a study that delves into snacking preferences for sweet bakery among university students. The research published by Baker & Baker as a new ‘Bakery Bites’ report, is based on a survey of catering decision-makers at 50 universities, undertaken in Q4 2024 by Sapio Research.

Among the top factors that contribute to purchasing decisions of sweet bakery products are the cost (48%), supplier reliability (46%) and brand/popularity (44%), the survey found.

Sales are most effectively boosted in universities by price reductions (66%), drink promotions (62%) and seasonal/themed activity (44%), the study outlined the most used sales strategies.

“With the challenges facing outlets selling sweet bakery in the university sector, it’s important that decision-makers remain flexible and respond quickly to market changes to remain competitive – whether that’s what products to stock and ways to control costs through to marketing methods to maximize sales”, comments Helen Sinclair, UK marketing manager, Baker & Baker.

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