• Herbal mixes and concentrates – increasingly used in baking, pastry and confectionery.
• Following the pandemic, consumer choices have shifted towards products considered healthy and obtained through sustainable means.
The demand for plant-based products is increasing. The concern of the producers, however, remains to obtain these products without changing the traditional texture and taste.
Increasingly, consumers are basing their purchasing decisions on the so-called "vegan trifactor": the desire to protect the environment, the avoidance of ingredients of animal origin and the desire to make good choices for their own health.
Conform a study carried out by Puratos, this plant-based food trend causes a percentage of 60% of consumer families globally to choose a vegetarian menu at least once a week, especially due to the variety of combinations.
The ever-changing world
Questions such as: "What does the chosen product contain?", "What health benefits does it have?", "What is the origin of the ingredients used?", "What impact does it have on the environment?" " are becoming more and more frequent.
At the same time, the uncertain times worldwide have shaped the behavior of the consumer, he is becoming more cautious when it comes to spending, and his decisions will no longer be subject to the impulse of the moment, but will be filtered more carefully.
The most important factors in the purchase decision
In a recent study on purchasing behavior, participants were asked to reveal the top three most important factors in purchasing certain products.
More than half (52%) stated that taste is paramount, followed by price and affordability (42%). On the other hand, 27% said that the process of obtaining each product and its impact on the environment is the most important element for them.
Adapting to change
The world is changing, and consumers' minds must be open and adapted to this change.
New options and interesting flavors are being experimented with – bread with sumac, spinach or vegetable charcoal, colorful desserts sweetened with beetroot. Consumers choose variety, choose something they would not have bought before. This paved the way for innovations on a global scale. Social media is more involved than ever in creating food trends, and Instagram promotes attractive products that also guarantee a perfect taste.
It is the color that awakens the senses, but not just any color, but the one obtained from natural extracts, which promise not only an exceptional taste, but also good ingredients for health.
Unique challenges for manufacturers
Manufacturers are increasing their plant-based product offerings in stores, and the sales space is changing. If before there were only a few shelves of vegan or organic products, now the spaces dedicated to products once considered special are becoming more and more generous, thanks to the increased demand. The step is taken from "gluten-free", "sugar-free", "vegetarian", to the usual diet for everyone.
Plant-based products are making great strides in the baking sector, but there is a clear consumer desire for more innovation in baking – and this brings unique challenges for manufacturers.
Substitution of key ingredients
Some of the best-selling bakery, pastry and confectionery products rely on dairy products and eggs in their basic recipes. For products traditionally made with butter, eggs and milk as key ingredients, which have both functional and taste implications, it is not easy to find alternatives.
Once the fat, milk and eggs are removed, it's difficult to keep the taste and texture right, and finding affordable alternatives that taste good and have the same functionality is no easy task.
This requires investment, not only financially, but also in time.
Raw material suppliers helping manufacturers
This is where raw material suppliers come in. They come to the aid of producers with so-called "all-in-one" solutions, with special mixes or plant-based concentrates, ready to be integrated into the production process.
Producers want basic, versatile, high-quality, consistent mixes that limit technical losses. Mixtures of special flours, vegan chocolates, egg substitutes and dairy products, vegetable fats help bakers, confectioners, pastry chefs to create a wide range of products adapted to the market trend.
Natural plant-based ingredients can create interesting flavor profiles with a different texture in every bite.
Let's take as an example the seeds of all kinds, added to bakery products and freeze-dried or fresh fruits and flowers used in pastries and confectionery.
It's true that producers have to experiment until they get the best possible products, full of flavor, texture and, of course, creativity.
Plant-based – healthy, natural, organic
Since 2020, herbal products have made an impressive leap, transcending the trend segment to become part of mainstream culture.
Previously consumers were wary of choosing products labeled vegan because they expected them to lack flavor and texture. However, due to the variety and quality of ingredients available today, this is no longer the case.
Consumers are looking for plant-based products, and the Puratos Taste Tomorrow study suggests that "plant-based" is the preferred term among consumers over "vegan" because it connotes healthy, natural, organic. With consumers reading labels more than ever and doing research online, it really is time for manufacturers to secure their place in the market by choosing to meet the demands and demands of the modern consumer with top-notch products made with tasty and healthy ingredients .
Article written by Gabriela Dan, Editor of Arta Albă
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