BAKERY TRENDS


“In the age of Instagram and other social media platforms, consumers are drawn to visually stunning food items that are aesthetically pleasing and ‘Instagrammable’”


on the rise, leading to an increased focus on freshly baked messaging and bake-at-home options to cater to consumer preferences for freshly made goods. Philippa Knight, marketing director at Puratos UK says: “The FOODMO trend took off in 2020 and 2021, as social media was flooded with photos of home-baked banana bread, sourdough and mug-cakes, and the ‘pull of visual appeal’ remains strong.” Bakers are increasingly considering how their products can stand out in packaging, on a plate and in pictures. The bakery sector is ideally placed to capitalise on the trend for visually impactful products. From icings and glazes on the outside to inclusions and fillings on the inside, there are many ways to tempt consumers and get them sharing. She adds: “Retailers, brands and coffee shops are well- established advocates of FOODMO, catching consumer


30 Kennedy’s Bakery Production June/July 2023


interest with limited time offers (LTOs) and seasonal promotions, and growing demand for a constant stream of new content for social media means the bakery industry can leverage this trend even further.” Limited-time offerings (LTOs) and seasonal promotions


play a significant role in captivating consumers’ attention and driving choice. Bakery brands often introduce exclusive flavours and special editions to coincide with specific events or seasons. These LTOs create a sense of urgency and exclusivity, prompting consumers to try the unique offerings while they are available. Additionally, collaborations with celebrities or social media influencers add an element of excitement, generating buzz and attracting even more attention to these limited-time products. Bastian Hörmann, Global Marketing Director, Sweet Food, Dairy, Specialised Nutrition, ADM agrees and says: “The


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