Sweet Adventures: How Far Travelers Will Go for the Perfect Pastry

Jessica Morgan-Helliwell prefers a pastry meet-up with friends over grabbing pints at the pub. At 26, she’s part of a growing trend in the UK—people flocking to artisan bakeries in search of delicious treats. “I’d rather enjoy a coffee and a walk than deal with a hangover,” she shares, jokingly calling herself a “pastry pilgrim.”

Jessica, along with her mom, Louise from Swansea, travels across the UK hunting for pastries. They capture their adventures online, sharing the delicious findings with their followers. And they’re not alone; the UK’s bakery market is booming, valued at £5.74 billion, according to the Federation of Bakers.

Research from the Open University highlights a surge in small bakeries in the UK, with nearly 20% opening since 2020. This reflects a shift in how people view food experiences. Louise, 48, notes she comes from a lineage of café owners, with her great-great-grandfather owning a bakery in Llanelli. She and Jessica have no limits on the distances they’ll travel for a standout pastry. Jess once drove over an hour just for a sandwich.

Their enthusiasm for food mirrors a larger trend. At Pettigrew Bakery in Cardiff, owner David Le Masurier reports his team sells thousands of pastries daily, influenced by social media. Many customers come in with photos from platforms like TikTok, eager to try viral treats. “People come in, often holding up pictures of what they want,” he says.

Prices for pastries range from £3.20 for a basic croissant to around £4.50 for special editions. David acknowledges these prices might seem high but explains that rising ingredient and labor costs force them up. “Running a food business is tough,” he admits.

What motivates customers to choose these baked goods? Food writer Ross Clarke highlights the “lipstick effect,” where even in hard times, people indulge in small luxuries. “People want to treat themselves to something special,” he explains. Food tourism is flourishing, with many planning trips specifically for amazing food experiences.

Astrid Roussel, a French baker in Newport, has noticed a transformation in local dining. “People are willing to pay more for quality,” she says, noting how the Instagram appeal of beautiful pastries increases demand. “£4 for a croissant is a treat, not just a purchase.”

Historically, finding quality pastry in Wales was tough, but now it’s on par with France, according to Astrid. Her baking classes attract students from far and wide, demonstrating the growing interest in gourmet baking.

As social media continues to shape food trends, pastries emerge not just as snacks but as experiences worth traveling for. The local food scene is evolving, blending tradition with modern trends, and it doesn’t seem to be slowing down anytime soon.



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Jessica Morgan-Helliwell, Astrid Roussel, David Le Masurier, pastry, travelling, Morgan-Helliwell