Jessica Morgan-Helliwell admits she would rather meet her mates for a pastry than a pint. The 26-year-old is part of a growing number of people flocking to craft or artisan bakeries in pursuit of a flaky croissant. "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 said. Jessica and her mum, Louise, from Swansea, think nothing of travelling across the UK and beyond in pursuit of delicious bakes, photos and videos of which they then share online with their followers. Data suggests they are not alone in their passion for patisserie. The UK's bakery market is one of the largest in the food industry, worth £5.74bn, according to the Federation of Bakers. Open University research suggests the number ofsmall bakeries across the UK is on the rise, with nearly one in five founded since 2020. The mother and daughter's love of socialising over pastries and breads runs in the family. "Both my great-grandpa and my great-great-grandpa had their own Italian cafes. My great-great-grandpa's cafe was in Llanelli and was called Sartori's," said Louise, 48. The pair admitted there was "no limit" on how far they would travel to sample a delicacy. Jess said she recently drove more than an hour to one bakery just to buy a sandwich. "We're going to Marrakesh [in Morocco] in a couple of weeks and the first thing that I've looked at is the eateries," she added. At Pettigrew Bakery in Cardiff, David Le Masurier's team bakes and sells "thousands of pastries a day" to consumers like Jessica and Louise. David said he had "absolutely" seen bakery tourism positively impact his business, with international travellers building food spots into their trips, influenced by online trends and viral dishes. "They have done their research. They've gone onto social media, they've seen images. They've read reviews. They're getting tips off TikTok," he said. "People are literally walking in with their phones, particularly if English isn't their first language, and they're holding up pictures or showing us reels and saying: 'I want this'." Customers pay anything from £3.20 for a plain croissant to £4.50 for "limited edition" bakes - prices which David accepts are outside of the bracket of "everyday products". But he said between the ingredients, paying for his "quality" staff and making a profit, margins were "very small". "Wages have increased quite dramatically just recently and that does translate straight to the prices that we have to pass on to the customer," he said. "Running a food business is incredibly challenging." So what is it about flaky baked goods that makes people part with their hard-earned cash? Food and travel writer Ross Clarke said he believed that even in a cost-of-living crisis, people were inclined to splurge on small luxury items. It is a concept known as the lipstick effect, which suggests that people are more likely to spend on small luxury goods - like lipstick - during economic downturns. "I think people are more inclined to maybe shell out £4.50 for a pain au chocolat if it's something special, because it's that little treat," he said. Ross said food tourism was a global phenomenon, referring to Iceland's famous ice cream tours, known as ísbíltúr. "Gastro-tourism is booming, also eno-tourism, so wine," he said. "People [are] going places purely for the food or the drink. "What a lovely thing that you can go and support local businesses, hopefully, and eat in the great restaurants and try all of these amazing things. "Wales is probably right up there with places that should push this as a big thing." French-born baker Astrid Roussel, who has lived in Newport, south Wales, for 17 years, said the local food scene had "changed massively" with people willing to pay for "craft" and "quality". "People love to take pictures of pretty flaky pastries," she said. "Yes, £4 for a croissant is good money to pay but it's an affordable luxury." Ms Roussel said when she first moved to Wales, finding good pastry was difficult. "The quality of pastry I can get here now is better than in France," she said. Astrid said she was surprised by the number of people who travelled to south Wales for her baking workshops, which range from croissant-making to traditional French baguette classes. "I had one woman come to my course from Canada. She was coming to Cardiff anyway but purposely picked when I had availability. I was like 'wow'!"
Bakery tourism: 'There's no limit on how far we'll travel for pastries'
TruthLens AI Suggested Headline:
"The Rise of Bakery Tourism: Exploring the Growing Trend of Artisan Pastry Pursuits"
Bbc News
8.6
TruthLens AI Summary
Jessica Morgan-Helliwell, a 26-year-old from Swansea, exemplifies a growing trend of individuals who prioritize visiting artisan bakeries over traditional social activities like drinking at pubs. She expresses a preference for gathering with friends over pastries rather than opting for a night out that might leave her feeling unwell the next day. Morgan-Helliwell and her mother, Louise, are part of a community that travels extensively across the UK and beyond, driven by their passion for high-quality baked goods. Their enthusiasm for pastries is not just a personal preference; it is rooted in family history, as both of their ancestors operated Italian cafes. They have traveled significant distances for a single pastry, with Jessica mentioning a recent hour-long drive for a sandwich. Their upcoming trip to Marrakesh is already focused on exploring local eateries, reflecting how ingrained their bakery tourism habit has become.
The bakery market in the UK is experiencing substantial growth, with recent data indicating that it is valued at £5.74 billion. Research from the Open University highlights a rise in small bakeries, with nearly one in five established since 2020. Bakery owners, like David Le Masurier from Pettigrew Bakery in Cardiff, have noted the positive impact of this food tourism trend on their businesses, as international visitors increasingly seek out local specialties influenced by social media. Customers often arrive with images from platforms like TikTok, ready to purchase specific items. Despite rising costs for ingredients and labor, which have led to higher prices for pastries, many consumers are willing to indulge in these treats as a small luxury, even amid economic challenges. Food and travel writer Ross Clarke emphasizes that the so-called 'lipstick effect' allows people to justify spending on premium items like pastries. This phenomenon is part of a broader trend of gastro-tourism, where people travel specifically for unique culinary experiences, further bolstering local economies and the appreciation for quality food offerings in regions like Wales.
TruthLens AI Analysis
The article explores the emerging trend of "bakery tourism," characterized by individuals traveling significant distances to indulge in artisan baked goods. It highlights personal narratives, such as that of Jessica Morgan-Helliwell and her mother, who actively seek out pastries and share their experiences on social media, thus illustrating a broader cultural shift towards food-focused travel.
Cultural Shift Towards Food Experiences
The narrative reflects a change in social habits among younger generations, favoring experiences centered around food rather than traditional nightlife activities. This shift may be perceived as a response to increasing health consciousness, with individuals preferring pastries and coffee over alcohol. The enthusiasm for bakery tourism suggests a growing appreciation for artisanal baking and the cultural significance of local food traditions.
Economic Implications
The article notes that the UK bakery market is substantial, valued at £5.74 billion, indicating a robust sector within the food industry. The rise in small bakeries suggests a thriving entrepreneurial spirit, particularly since the pandemic has encouraged new business ventures. Bakery tourism could contribute to local economies, as travelers seek out unique culinary experiences, potentially benefiting the hospitality and tourism sectors.
Social Media's Influence
The role of social media in shaping consumer behavior is emphasized, with individuals researching bakeries through platforms like TikTok. This trend signifies how digital landscapes are influencing travel and dining choices, with visual appeal and reviews playing critical roles in decision-making. The connection between online trends and consumer behavior highlights the power of social media marketing in the food industry.
Public Perception and Community Engagement
The article seems to promote a positive image of community engagement through food. By sharing experiences and fostering connections over pastries, individuals like Jessica and Louise contribute to a sense of belonging and communal appreciation for culinary arts. This fosters a narrative that positions bakery tourism as both a personal and collective pursuit, enhancing social bonds.
Potential Manipulative Aspects
While the article appears to celebrate a benign trend, one could argue that it subtly encourages consumerism driven by social media validation. The emphasis on travel distances and the pursuit of 'perfect' pastries might hint at an underlying pressure to conform to a particular lifestyle or aesthetic, potentially leading to exclusionary practices where only certain experiences are deemed worthwhile.
Overall, the article conveys a genuine reflection of changing societal values around food and travel, promoting a narrative that encourages culinary exploration while simultaneously raising questions about consumer behavior and social media influence. The reliability of the article seems high, as it provides factual data and personal anecdotes without apparent bias or misinformation.