From


rich milk chocolate


to decadent dark chocolate, consumers simply can’t get


enough of this timeless indulgence”


traditions blend seamlessly with modern


culinary techniques. In recent years, sweet baked goods have seen a resurgence in popularity, with consumers gravitating towards products that marry traditional craftsmanship


with


innovative flavours and ingredients. European consumers demand nothing short of perfection when it comes to their bakery indulgences. Yet, this still does vary significantly by region. In Western Europe, 2 in 10 consumers (21%) prefer vegetarian sweet baked goods, whereas in Eastern Europe 11% of consumers say they avoid additives and preservatives in their sweet delights (Source: Innova Category Review, 2023; Innova Category Insider, 2023 ). When it comes to flavour, chocolate reigns supreme in the bakery


world. From rich


milk chocolate to decadent dark chocolate, consumers simply can’t get enough of this timeless indulgence,


with milk chocolate


continuing to be the leading sweet baked goods flavour. (Source: Innova Category Review, 2023; Innova Category Insider, 2023 ) . But the flavour palette doesn’t stop there. With an array of tantalising tastes, from nutty hazelnut to fruity raspberry, consumers are seeking experiences that go beyond the ordinary. In 2023, indulgence reached new heights, with bakery products taking on luxurious touches such as being dipped in chocolate or filled with rich cream cheese.


The emerging health landscape As consumers prioritise health and wellness, there will be a rise in demand for functional bakery products that offer benefits such as immunity-boosting properties and support for gut health. This presents opportunities for brands to innovate by incorporating ingredients with recognised health benefits while reducing additives and sugar content. Consumers now have diverse health goals, ranging from weight management to sports performance. Brands can capitalise on this by


bakeryproduction.co.uk


offering products that cater to multiple health objectives, such as reducing sugar or carbs while adding ancient grains, plant proteins, or prebiotic fibre.


In addition to health considerations, consumers are placing greater importance on values such as sustainability, local sourcing, and ethical business practices. Brands must align with these values to maintain consumer trust and loyalty.


This includes staying


informed about supply chains, food security, and workers’ rights, as these factors influence purchasing decisions.


food & beverages with a healthier spin. At the same time, they view their purchases as a reflection of their values, and they want to make decisions that support the environment and other societal causes they care about – and they expect transparency from brands to help them do that. Finally, consumers continue to be indulged and want to get a treat they feel they deserve without compromising on the sensory attributes. When it comes to creating healthier food options that taste great, the future is bright. Here at Cargill, we are setting new standards for innovation and collaboration, by anticipating future trends and regulations and while investing in research, innovation, and reformulation - all to help us co-create more effectively with our customers and help them to accelerate their growth.


From health and sustainability to indulgence In a world filled with uncertainty and chaos, one thing remains constant: the universal desire for moments of indulgence and joy. Our latest round of TrendTracker research, conducted in 2023, finds that there are four key trends that are shaping the demands not only in the bakery industry but in the food and beverage one as a whole – healthier options,


sustainable sourcing, indulgence


and simplification. Today’s consumer is taking a more holistic, proactive, and preventative approach to health and seeks traditionally indulgent


In addition to health


considerations,


consumers are placing greater importance on values such as sustainability, local sourcing, and ethical business practices”


Kennedy’s Bakery Production June/July 2024 23


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