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Bakery enthusiasts like Jessica Morgan-Helliwell are on a mission to explore the world of pastries rather than the usual social gatherings. This 26-year-old, along with her mother Louise, has embraced the trend of visiting craft or artisan bakeries in search of the perfect croissant or pastry. “I do find myself these days more inclined to go for a coffee and a nice walk than going out and feeling a bit hungover the next day. I could be a pastry pilgrim,” she shared.
According to figures provided by the Federation of Bakers, the UK’s bakery market is worth a substantial £5.74bn, indicating a significant interest in baked goods. Similarly, data from the Open University suggests an increase in the number of small bakeries in the UK, with nearly one in five established since 2020. This rise in bakery tourism has been reflected in the experiences of Louise and Jessica, who are ready to travel far and wide in their quest for delectable bakes.
David Le Masurier, owner of Pettigrew Bakery in Cardiff, has observed firsthand the impact of bakery tourism on his business. He noted that international travelers often include food destinations in their itineraries, influenced by online trends and viral dishes. Customers at Pettigrew Bakery are willing to pay premium prices for their pastries, ranging from £3.20 for a plain croissant to £4.50 for limited edition bakes, reflecting the market’s demand for quality products.
Food and travel writer Ross Clarke highlighted the concept of the “lipstick effect,” whereby individuals are more inclined to indulge in small luxury items during times of economic uncertainty. This phenomenon is mirrored in the willingness of bakery enthusiasts to pay a premium for high-quality pastries and bread. As food tourism continues to gain global popularity, places like Wales are positioned to capitalize on the trend by promoting local businesses and unique culinary experiences
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