Today, shoppers have raised their expectations. They not only look for products that deliver on a specific promise, but also value those that offer the best taste, freshness and the security of a trusted brand, balancing quality and price.
In this context, bread is valued as an essential and tasty food, while cookies are appreciated for their convenience. On the other hand, baked goods and pastries are chosen for special occasions, being considered as highly desired indulgences.
In this article we share the trends in bakery, pastry and cookie trends trends in bakery, confectionery and biscuits, the most important launches and consumer preferences.
TRENDS IN THE BAKERY MARKET
COMMUNICATING SUSTAINABILITY
Corporate responsibilities are moving beyond sustainability, requiring actions that make a positive difference in protecting nature, a concept we know as Nature Protection.
Consumers tend to associate this concept especially with reducing the carbon footprint, whose launches with related claims have risen by 28% in the last 5 years. However, they are also looking for sustainable packaging and opting for food waste reduction, demonstrating the strong general interest in caring for the environment.
According to Innova Market Insights, 64% of the population would like to see direct communication on packaging about companies' efforts to address sustainability. Also, 52% of Spanish consumers are aware of greenwashing, so they are looking for transparency and not at any price.
On the other hand, regenerative agriculture is also starting to be communicated in packaging, with a 58% increase in the number of launches with these claims over the last 4 years.
In terms of food waste, we can say that it is becoming a key trend within sustainability. For example, 46% of Spanish consumers claim to take actions to reduce food waste, although the actions of recycling, reusing and choosing products with eco-friendly or smaller packaging are also gaining popularity.
So we can say that consumers are aware of the importance of reducing food waste, and upcycled products will end up being in greater demand. In fact, the global market for this type of product will reach more than US$270 million, with Europe being the most prominent market after the United States.
CRACKERS WITH BLACK OLIVES
Brand: OMIE (France)
It has a Planet score A label. They invest 1% of each product to support producers towards sustainable practices.
TASTE AND HEALTH HAND IN HAND
In indulgent categories (such as desserts, ice cream, chocolates, cookies, bread and pastries), prebiotic fortification and immune health support are growing fastest.
In all these categories, health claims have generally increased by 8% in the last year. However, if we look at the bakery sector, these claims have increased by 28% in the last year.
If we look in detail, the fastest growing claims are those related to immune health, calcium fortification and iron fortification. However, for the bread and bakery sub-categories the most popular claims are those related to low sugar and low fat, pea protein for satiety and prebiotic fiber for intestinal care.
It is ideal for brands to identify consumer preferences in terms of the type of products they offer, thus finding out what kind of claims companies are expected to address in order to respond to consumer needs.
LIMITED EDITION HALLOWEEN BREAD
Brand: Jacksons of Yorkshire (UK)
Limited edition bread made by Jacksons of Yorkshire. It combines 50% white flour and 50% whole wheat flour. It is an interesting and representative example of what is a healthy indulgence product in the bakery sector as it stands out for being a source of calcium. It contains omega 3 and vitamin D. Source of protein. Rich in fiber.
BETTER FOR YOU GENERATIONAL
Source: Innova Market Insights
Prevention includes those measures taken to avoid health problems before they appear, which is motivating consumers to opt for products that meet their personal wellness needs.
As is logical, depending on the age range, different health concerns predominate in different parts of the population group. Nevertheless, everyone takes care of their health in one way or another, with 1 in 3 consumers saying they are proactive in preventing their physical health problems.
In the case of Boomers, they are most concerned about heart problems, but for the rest of the population groups their main concern is weight control. However, the younger generations not only prioritize their weight, but also worry about their energy and health.
Despite this, as we advance in age, concerns about energy and health are being replaced by bone and joint health, as well as healthy aging, which is becoming increasingly important and is seen as "the new era of holistic wellness", where the consumer expects to be able to take preventive care of different aspects with one and the same product.
In fact, 1 in 3 consumers believe that the most important steps to healthy aging are weight control and eating a balanced diet, indicating that a holistic approach to health is becoming increasingly important.
Brands can address all of these issues by studying different generational groups and identifying commonalities that can lead them to serve multiple consumer groups simultaneously.
SEAWEED COOKIES TO KEEP THE MIND ACTIVE
Brand: ZCorp Organic (India)
Seaweed cookies developed to maintain a balanced diet thanks to the contribution of vitamin A and vitamin K2.
ENRICH WITH PROTEIN
One of the most popular ingredients is protein because of the different benefits consumers recognize in its consumption. In fact, 40% of Spanish consumers surveyed consider this to be the most important ingredient.
However, the protein content of a product can satisfy several consumer needs beyond gaining more muscle mass. For example, two of the most sought-after benefits are weight control, energy and stamina.
Moreover, with regard to weight control, 27% of consumers use protein to address this issue. Meanwhile, 30%, almost the same number of people, use protein for energy and stamina.
Source: Innova Market Insights
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TRANSMITTING NATURALNESS IN BAKERY PRODUCTS
At the beginning of this article we mentioned that freshness is one of the most important attributes for the consumer, but we have not talked about which ingredients provide this naturalness and freshness.
Undoubtedly, one of the ingredients that provide these two attributes are sourdoughs, but there are also whole wheat flours, seeds, natural sweeteners such as honey, fruits, vegetables, legumes and other ingredients such as turmeric or ginger, with healthy connotations. However, it is important to communicate also these attributes through the packaging, with very visual explanations and good storytelling.
In fact, sourdough products continue to register a large number of launches, being able to position themselves as a favorable and less processed alternative to ultra-processed industrial breads, thanks to the natural sourdough fermentation process. In this way, consumers' Clean Label preferences are satisfied.
Source: Innova Database, 2019-2023
For their part, artificial stabilizers and preservatives play a large role in maintaining freshness, but run counter to consumers' idea of a clean label. A clear on-pack message indicating "free-from" attributes and the absence of artificial ingredients can help bread brands convey a healthy image.
In parallel, the presence of visible, crunchy seeds is considered a sign of health for consumers. In fact, soft textured foods may receive some criticism for promoting faster eating and higher energy intake, which contributes to weight gain.
In addition, products that require more chewing are expected to become healthier choices. Meanwhile, bread products that display more whole-grain ingredients, such as seeds, with texture descriptors will convey quality appeal.
BREAD WITH HIGH PROTEIN SEEDS
Brand: Protifast (France)
The brand launches its first bread product, made with flax, sunflower and sesame seeds, with 11g of protein per slice.
THE OPPORTUNITY OF LIMITED EDITIONS
Limited editions are a great resource for brands, as they give them the opportunity to test consumer acceptance of a product without committing to it, as many consumers buy impulsively in this type of format.
In this aspect, we can differentiate how each generation behaves when buying limited editions, highlighting that Millennials, with 58%, are the group with more impulse purchases within this type of formats.
On the other hand, Generation Z also presents very good values, with 55% making impulse purchases when faced with limited editions. However, Generation X also presents a 49% of purchases, so the Boomers are the ones who are more restrained when faced with this type of editions.
USE OF LOCAL INGREDIENTS
Due to the economic situation we have been living in for several years, consumers have increased the consumption of products at home, valuing positively the economic savings and nutritional benefits, while giving more value to consumption outside the home when they want to try new products or treat themselves.
In turn, products with locally sourced ingredients tend to convey more freshness, contribute to the economic growth of local products and often reflect greater authenticity.
LEMON AND ALMOND COOKIES
Brand: Handi Gaspi Kignon (France)
Organic almond and candied lemon peel cookies made with unused bread (22%) and mainly local ingredients.
TOP FLAVORS IN BAKERY, PASTRY AND COOKIE PRODUCTS
In the bread category, the top five flavors in Europe are garlic, cheese, tomato, herbs and raisins. However, if we look at Spain, we see that garlic tops the list and is closely followed by cheese and tomato flavors.
However, the addition of spices is not as present as in the case of Germany or the United Kingdom, where the percentage of pitches is notably higher, although it is not too high either.
In addition, it is worth noting that among the UK, France, Germany, Spain and Italy, Spain has an emerging trend in launches with chocolate chips and black olives, which is a great opportunity for Spanish brands.
Source: Innova Database (2020-2023)
Regarding crakers, the most relevant flavors in Spain are cheese, tomato, rosemary, garlic and oregano, which account for a remarkably high percentage of launches as opposed to the rest of the flavors. However, in Europe there are other flavors that are gaining popularity, these being pepper, beet, sour cream, onion and pizza.
Source: Innova Database (2020-2023)
As for pastries, the flavors that stand out the most continue to be the classics, even though limited editions give brands the opportunity to test consumer acceptance. These flavors that are so relevant to the category are milk chocolate, coconut, chocolate chips, almond and hazelnut.
Source: Innova Database (2020-2023)
Finally, the most popular cookie flavors in Europe are white chocolate, caramel, almond and raspberry. However, in Spain, the most relevant flavors are white chocolate and almond, among others.
Source: Innova Database (2020-2023)
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