Taste is the top priority for students when purchasing baked goods at campus outlets, according to a new report by Délifrance. The Prove It: A Bitesize Guide to Education Catering uncovers what drives students’ food choices and how bakery items can meet their demands.

Surveying 500 students aged 16 to 24 in further and higher education, the report reveals taste (34%) is the most important factor, surpassing value (23%), convenience (16%) and quality (13%).

Stéphanie Brillouet, Marketing Director at Délifrance highlighted

“Students insist on quality as well as taste,”

and went on the say.

“Fresh, hot and consistent baked goods offer the perfect solution. Part-baked products or thaw-and-serve options help operators balance freshness with minimal waste.”

Convenience also plays a crucial role in student purchasing decisions. Speed is key, with 52% prioritising quick purchase, 47% quick eating, 42% seeking filling options and 41% favouring food that is easy to eat on the go.

The report highlights that capturing students' loyalty early is essential.

“Students often stick to the habits they form in their first term,”

says Matthew White MBE FIH, education catering expert.

“Getting the product and service mix right from the start is critical.”

Value Matters – But Not at the Cost of Quality

While value ranks second, students’ definition of value goes beyond simply looking for the cheapest option. Meal deals, such as pastry and coffee combos or baguette snack and drink offers, are strong drivers of perceived value. Nearly a third (32%) of students choose their campus outlet based on price, while 19% focus on available deals.

However, traditional loyalty schemes rank low, with only 3% of students citing them as a reason for choosing where to buy.

Bakery at the Heart of Student Choices

The research outlines the bakery products best suited to campus life:

• Simple and brioche rolls dominate convenience stores and vending machines

  
  

• Paninis and ciabattas thrive in independent campus cafés and deli counters

  
  

• Croissants, pains au chocolat and cinnamon pastries remain staples in cafés and coffee shops, offering versatility for snacking or indulgent treats

  
  

• Muffins, doughnuts and cookies with chocolate profiles are popular, providing opportunities for personalisation

  
  

• Sourdough options continue to grow in demand, often featured in food halls and markets

  
  

The Sustainability Factor

Sustainability is becoming increasingly important. Students associate it with fair trade (50%), quality ingredients (40%), seasonal produce (30%) and sustainable packaging (30%).

A Growing Opportunity for Operators

With more than 550 colleges and universities across the UK, the education sector presents a significant opportunity for cafés, restaurants and caterers to tailor baked goods that meet students' preferences for taste, quality, value and convenience.

To support the report, Amanda Pettingill, chair of TUCO, will feature in Délifrance’s Bitesize Bakery Podcast exploring the evolving role of bakery in higher education — covering health, affordability and sustainability trends.

For more information, visit: www.delifrance.com/uk/bitesize-guide-education-catering