SWEET & SAVOURY SNACKING
DOUGH HANDLING
The line between sweet and savoury snacks is becoming
increasingly blurred following the growth in 2024 of swicy flavoured snacks. This shift towards ‘sweet and spicy’ flavour combinations is being driven by consumers’ desire for diverse, novel flavour experiences”
and gut-health-focused products.
Asia
showcases innovative textures and unique flavour combinations. These regional variances illustrate how local preferences are shaping product innovation while global trends like health and sustainability influence overarching strategies,” says Quentin.
Sub trends Highlighting a new product development sub-trend for decadence and indulgence, Ronald Hoiting, Marketeer at Rademaker BV, said that, despite economic challenges, many consumers are still willing to pay more for premium, artisanal bakery snacks that provide indulgent experiences. “Rich flavours, luxurious ingredients, and high- quality craftsmanship are driving this trend, especially in Western Europe,” he says. A Euromonitor report backs up Ronald’s claims. It found that the food affordability crisis has led to dissatisfied cravings. Among the many mitigation strategies being adopted, consumers say they aren’t snacking as often and are being more selective in what they buy. Ronald also highlighted the importance
of flavour when it comes to innovative bakery offerings “In both the UK and across Europe, flavour innovation is critical,” he
says. “Nostalgic options like strawberry and cream or traditional regional flavours remain popular, while new influences include florals – lavender, elderflower – and exotic global profiles such as matcha or yuzu. These trends appeal to both older consumers and younger audiences seeking novelty.”
Ronald also pointed to the fact that, right
across Europe, there is significant focus on sustainability. “This includes sourcing local ingredients, reducing food waste, and using eco-friendly packaging. Consumers value transparency in how products are made, pushing brands to adopt greener practices.” As consumer lifestyles become busier, there
is a growing demand for bakery snacks that are easy to consume on-the-go. “Portion-controlled and individually packaged items perform well, particularly in urban areas,” he says. Ronald went on to point out the significant regional and national differences in snacking trends, with consumer behaviours being influenced by culture, economic pressures, and regulatory environments. “Snackers in Southern Europe often prefer traditional and savoury flavours linked to their culinary heritage, such as olive-based or spice-infused snacks. Meanwhile, in Northern Europe and the UK, there is greater openness to trying
26 Kennedy’s Bakery Production December/January 2024/25
bakeryproduction.co.uk
globally inspired and bold flavours,” he says. The ongoing cost-of-living challenge
has pushed many consumers to seek more affordable snacks which has led to growth in private-label offerings and a rise in value- driven purchasing behaviour in the UK and Eastern Europe, in particular. Conversely, in Western Europe, there is also a demand
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