Bakery Trends: Better for Us All

Consumers are more nutritionally savvy than ever and are becoming increasingly demanding about the ingredients in their food.
Healthy Breakfast Biscuit with wholegrain and yogurt coating
Healthy Breakfast Biscuit with wholegrain and yogurt coating
Healthy Breakfast Biscuit with wholegrain and yogurt coating

Today’s consumers are looking for food that meets 4 requirements:  good taste, clean label, better-for-you ingredients and products that are beneficial for the planet.

This trend is especially true for bakery where we see the following trends taking place:

Cleaning up the Classics

When it comes to bakery, consumers look for products that are fresh and natural. 

51 % of global Gen Y& Z think "high-quality"in food and drinks means locally sourced and 40 % think it means natural. Source : Global data Q3 2018 consumer survey.

Eliminating additives, GMO’s, reducing sugar and creating products that are less processed appeal to this need. 

Many brands have “cleaned up” classic bakery treats focusing on more natural, healthier, positioning.

Source: McVitie's Original Digestives
Source: McVitie's Original Digestives
Source: McVitie's Original Digestives Reformulated biscuits, 9% less sugar and 5% less salt.
Source: Fitbakes Low in Sugar, High in Proteins
Source: Fitbakes Low in Sugar, High in Proteins
Source: Fitbakes Low in Sugar, High in Proteins

Adding Better-for-You Ingredients

One way brands and artisans can increase the consumption of bakery products is to make them better for us

By improving the health appeal of baked goods they expand the occasions in which consumers might choose to eat a bakery product. 

In cookies, we see the addition of protein, or whole grains, allowing cookies to become a more permissible snack.

We even see vegetables emerging in baked goods as well.

Emergence of Vegan & Allergen Free Options

In baked goods we are seeing more and more vegan options as well as products free of common allergens are emerging in bakery products everywhere.

The number of products launched with a plant-based claim have increased at an 68% average annual growth rate over the past 5 years with no signs of slowing down.

63% of Millenials report trying to incorporate plant-based and unprocessed foods into their diet.

When presented with the statement, “Vegan cakes or pastries containing chocolate is something I seek out to purchase.” 

23% of UK consumers and 44% of Italian consumers agreed (BC proprietary consumer survey, BT, 2019).

Vegan Cake, Source : Terra Sana
Vegan Cake, Source : Terra Sana
Vegan Cake 350 g, Source : Terra Sana Cakes with sprouted cereals and sweetened with apple juice. 100 % vegan, organic and free of yeast and soya. Firm and full of flavor.
Milka Minis, Source : Milka
Milka Minis, Source : Milka
Milka Minis, Source : Milka Minis Choco Brownie, Minis Choco Cake.

Smaller Portion Sizes Provide Less Guilt

Whether cookie thins, cookie crisps, cakes or brownies we see mini versions of our favorite treats.  

These more petite options allow the consumer a taste of indulgence with less guilt.

"80 % of consumers agree that healthy eating is about balance, not restrictions." (Source: Mintel)

They also allow for a quick, “poppable” snack.  We also notice single serve options abound from a piece of cake transformed into a parfait-cup-to-go, or microwaveable mug cakes.

 

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Ruzanna Takhman
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