News
2026-08-31
HOW BAKER HOUSE CAKES CREATE A FESTIVE ATMOSPHERE AND BUILD AUDIENCE LOYALTY.
In the structure of the Russian FMCG market, confectionery products will rank third in terms of sales volume in 2026, after the dairy and meat categories. According to open data, their share is approximately 7.5%, according to NielsenIQ in one of the industry surveys. Confectionery products account for about 9% of spending in the consumer basket and are among the top 5 important FMCG categories.
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The consumer approach to spending has changed noticeably: today, people are increasingly balancing between saving money and wanting to treat themselves more in categories that are truly important to them. By saving on some everyday purchases, they are ready to allocate their budget to products that provide pleasure, convenience, and emotional value. Therefore, quality, functionality, and additional experiences come to the fore. The key factor in choosing sweets is the consumption scenario; buyers focus on the occasion — “for tea,” “as a gift,” “to treat themselves.”
Packaging is the most important tool for creating the consumer’s first impression of the product. The appearance and appetizing look of the three‑layer cakes under the BAKER HOUSE brand play a key role in the consumer’s choice. The product stands out on the shelf thanks to the large BAKER HOUSE logo, which can be seen even from a distance. A lot of space is devoted to the dessert itself, its taste and texture, which helps the buyer form an idea of the product. The range includes classic festive desserts. These are familiar flavours with a wide consumer reach. The cake packaging is eye‑catching, stimulates the appetite, and explains the product. This is especially important for the confectionery category, because the decision to buy is often made in seconds.
The BAKER HOUSE brand is produced by the RAMENSKY CONFECTIONERY PLANT — the company has been manufacturing products since 2010 and has firmly established itself in the market, earning the trust of customers.
During periods of economic turbulence and declining real incomes, people change their consumption patterns. Large expenses are put off “for later,” but the need for small pleasures does not disappear. The consumer is looking for affordable ways to relieve stress and feel that life is still going on. Sweets still remain in the basket, but now they need to have a clear “why” and “when” in the buyer’s own mind.
The consumer’s desire to consume sweets also has a physiological explanation. Simple carbohydrates quickly raise blood glucose levels, giving a feeling of satisfaction and a surge of energy. This triggers the production of “pleasure hormones” — dopamine and serotonin. Therefore, in Russia, with its harsh climate and shortage of sunny days, sweets act as an accessible stress reliever, partially compensating for the lack of external comfort.
BAKER HOUSE three‑layer cakes are a ready‑made holiday scenario that enjoys stable demand. If we look at the FMCG structure, confectionery products are a large category that remains at the top of consumer spending. BAKER HOUSE is a strong, recognizable brand that combines European style, a wide range of products, and ease of distribution. The brand has long been familiar to Russian consumers and continues to expand its lineup with new desserts that are sold due to the combination of price and quality.
