Bakery Trends
adding an unexpected flavour twist, such as a yuzu curd and cream Victoria sponge cake. While local classics are sure to win over consumers, bakers should also be looking to other countries for nostalgic inspiration. “European favourite’s such as the pastel de nata from Portugal or the cream filled sweet bun from Italy called the maritozzi, are now finding success across borders in major European cities,” says Wendy. Additionally, from its research, Dawn Foods is
seeing an increase in classic American flavours entering the European sweet bakery scene. European consumers voted US cuisine as their favourite, with 79% saying they liked it, followed by Asian and African. From s’mores cookies to pumpkin spice glazed doughnuts, many bakers are now taking inspiration from much loved foods and desserts originating from the US. One of the fastest growing flavours in European sweet bakery launches, for example, is the popular US spread, peanut butter, with a 39% increase comparing 2023 to 2022, according to Mintel Product Database. Consumers are celebrating simple, familiar
flavours when it comes to their sweet daily delight. This demand will be a significant driver of flavour and product development in 2024. New product ideas could revisit popular sweet bakes and flavours from the past as well as looking to other countries for classic sweet bake inspirations. Add a newfound twist for those younger generations and bring the old into the 2024 bakery market.
Getting artistic In a climate where inflation is a major concern for consumers, there has been a significant rise in the popularity of high-quality and premium bakery products on social media, according to Delifrance. Despite booming sales of hard discount and private label items, an appreciation for quality remains unshaken, it says, with 59% of American consumers reported by Ipsos synthesio social listening 2024, being willing to pay more for premium products, rather than opt for average quality. This trend is also being driven by artisan bakers and social media influencers, such as Cédric Grolet and Amaury Guichon, who are elevating bakery to the level of a work of art. Even in difficult times, pleasure remains essential, with 83% of consumers putting taste first, with aesthetics also being an essential criteria. Indeed, according to the Puratos hottest bakery trends for 2023 report, 59% of consumers recognise that a visually appealing presentation improves overall taste perception. This nuanced shift underlines the changing dynamics within the bakery industry, where the balance between quality and aesthetic appeal is becoming increasingly
28 Kennedy’s Bakery Production June/July 2024
central to consumer preferences. Following this trend can help bakeries differentiate themselves from the competition – putting a focus on quality and aesthetics can enhance the perceived value of products and strengthen brand reputation and image. Dawn Foods also highlights the fact that
Limited Time Offers (LTOs) can be an effective business tool in a bakery’s arsenal. According to a Datassential report on Limited Time Offers, 63% of LTO purchases are impulse buys. Consumers are most drawn to LTOs that introduce them to something new – a new ingredient, unique flavour combination, or unexpected mash up of tastes. In fact, 65% of consumer LTO purchases are their first time trying that product. LTOs can also provide a good way to test new products to understand what customers prefer. Based on consumer interest, it is possible to
S’mores cookies, hailing from the US, are growing in popularity in other regions.
The pursuit of healthier lifestyles has required bakeries to innovate with ingredients that cater to these demands”
determine which items might become permanent offerings. LTOs also provide a way to learn more about what your customer base is willing to pay for unique products. However, it is important to be realistic about execution. When Datassential asked operators to reflect on their most successful LTOs, the two top factors cited as contributing to their success were ‘easy to train staff to make them’ and ‘using ingredients I already buy in new ways’.
Going green With growing awareness among consumers about environmental sustainability, bakeries also need to focus on adopting more environmentally friendly practices to reduce their carbon footprint. Over the past year, discussions around the sustainability of bakeries have multiplied, with an 83% increase in conversations across different media platforms compared to the previous year. In addition, the use of ‘#plantbased’ in bakery products saw a notable increase of 38%, reflecting a move towards more sustainable and plant- based options, according to Ipsos syntesio social listening 2024. Also related to sustainability is the growing
interest in sourcing locally produced ingredients and using environmentally friendly packaging solutions. Land&Monkeys is a good example of a bakery that embraces the philosophy of
sustainable development throughout its concept and operations. Land&Monkeys was created in 2018 by Rodolphe and Yoshimi Landemaine. Having become vegan in 2014, they wanted to create a bakery that was more respectful of life, less carbon-intensive, and more resilient. Following two years of R&D, during which they rethought all the fundamentals of bakery-pastry, Land&Monkeys opened its first bakery in 2020 in Paris. They quickly opened other branches in Paris and franchises in other cities in France and Europe and they continue to sow the seeds of a more sustainable bakery. Offering advice to bakeries, Delifrance recommends that bakeries consider developing a vegan offering to meet the growing needs of environmentally conscious consumers. In addition, opting for local sourcing helps reduce the carbon footprint associated with transporting ingredients. It is also becoming more important to effectively control and manage food waste in order to minimise losses and maximise the positive impact on the environment. Addressing consumer demands is certainly a challenge for bakeries today. The focus must remain on ensuring great taste, but products also need to offer health benefits. With young consumers being heavily influenced by social media, products now also need to be visually appealing.
bakeryproduction.co.uk
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