Data: Lidl crowned most popular supermarket bakery

Lidl has been crowned the most popular supermarket bakery, selling an average of 122 croissants every minute and one jam doughnut every second, according to new data from Kantar.

New figures show the discounter has the biggest supermarket bakery market share, beating rivals Tesco and Aldi.

Among popular products, the data also found that the grocery retailer’s All Butter Croissant sells 122 items a day, with the grocer’s Demi Baguette, Jam Filled Doughnut, and Chocolate Hazelnut Croissant selling an average one every second.

The discounter’s bakery has been bolstered by its ‘Special Guest’ range, which allows for new limited edition bakes every fortnight.


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Lidl’s bakery also has been boosted by social media-inspired innovations, such as its ‘Chocolate Cronut’ – a combination of a doughnut and a croissant – which sold once every two seconds.

Alongside the cronut, certain products have also garnered social media attention, including Lidl’s 2023 Cheesecake Brownie, which reached more than 20m views on TikTok.

Lidl GB senior buying director Scott Davey said: “At Lidl, we’re always offering customers a taste of the best products possible, for a fraction of the price – and nowhere is this clearer than in our industry-leading bakery.

“Whether customers are popping in for a croissant or trying out one of our innovative Special Guests, it’s clear our bakery offering is winning over the nation’s bakery popularity contest.”

Lidl’s accolade comes amid Morrisons earlier this year exploring the potential sale of its bakery business in a bid to sell off assets to reduce its debt pile.

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