• Taste Tomorrow summarizes 2021 in bakery, pastry, chocolate, taking the pulse of the market, analyzing consumer behavior and producer choices.
What trends have shaped the bakery, pastry and chocolate industry over the past twelve months? Looking back at 2021, Taste Tomorrow analyzes the most interesting changes in the world of baking, pastry and chocolate, identifying six trends that marked the evolution of the past year.
1. Phygital concept
Haven't heard of the phygital experience yet? Then it's time to meet this concept where the physical and digital experience of the consumer are seamlessly merged. Stores showcase their offline and online strengths to give the consumer the best of both perspectives.
In the past year we have seen more and more physical stores expand into the online sphere and vice versa, with options for click and collect or home delivery.
Physical stores remain
Even though an online presence is a must, 77% of consumers would not like to see the end of physical stores. This requires a strategy that combines physical stores, digital communication channels and the customer's home experience.
Through the option of click and collect from physical stores, a necessity that arose after the imposition of quarantine was solved.
Asked what they expect from online grocers, 48% of respondents would prefer an online store where they can find the entire range of products they want, while a percentage of 47% prefer to be inspired by the offer of retailers that convey "a story", taking the customer, with the help of social media, behind the scenes of the preparation of the desired product.
2. Absolute convenience
Stores and brands need a rich online presence, with social media pages and a website with product information, as well as online shopping and home delivery options, to stay relevant. Consumers check online reviews and Instagram pages before visiting a new store or ordering food, so to stay top of mind, businesses need to be online.
Surveys show that 12% of global consumers buy food online at least once a week, 17% order takeout online at least weekly, 57% believe all stores and restaurants should offer home delivery, and 37% of consumers they are even ready for fully automated food delivery, without human intervention, with self-driving cars or drones.
Quality assurance
The biggest challenge this trend brings to the bakery and pastry industry is assuring consumers that the freshness and quality of the products they purchase online are the same as those they buy in-store.
Therefore, it is necessary to provide information on the method and time of preparation, and the packaging and delivery to ensure the freshness of the products to be enjoyed at home.
3. Packaged foods win
Even if fresh food is preferred, the pandemic context has brought to the fore the preference for packaged food. This is due to the consumer's perception of the freshness and hygiene of the packaged product.
Specially packaged breads, rolls and cakes have become more appealing in the past year. The packaging offers extra safety in terms of hygiene, but also promises to maintain freshness for a longer time. The survey Tomorrow keys identifies the existence of three main indicators that people use to determine how fresh a bakery product is. Smell and flavor are important to 54% of consumers, while overall appearance and color are important to 47% of consumers, and 47% of consumers also consider when the product was baked.
Hygiene matters
Hygiene will continue to be an important trend for the period ahead, which means that packaged products will remain preferred.
Less than half of consumers (41%) believe that unpackaged food handled by store owners is safe, and only a third of consumers believe that unpackaged food, which can be freely chosen from the shelves, is safe.
Taking additional steps to reassure hygiene-conscious consumers will help manufacturers stay in the market.
4. What looks good tastes good
The number one criterion for buying bakery products is and will remain taste. But in the last year, there has been an increase in interest in bakery products that, in addition to taste, also have an attractive appearance. Social media has sparked a fashion for "photogenic" treats with interesting, unusual shapes and crazy colors. Social media platforms like Instagram and TikTok abound with posts like this.
The emphasis on appearance is further fueled by online shopping, with 59% of consumers agreeing that food that looks good also tastes good.
Younger generations in particular are more sensitive to appearance and appreciate food experiences promoted through Social media coordinator.
5. Healthy food
Consumers now know more than ever about their nutrition, so health remains an important decision factor when choosing a product.
With the explosion of information available, many people have become aware of how food affects their health and which ingredients have a positive or negative effect on the body.
In 2021, there has been an increase in interest in food products that can improve gut health and mental health.
Gut health
78% of consumers believe that improving gut health will have a positive effect on the immune system.
To improve their gut health, people are turning to natural food solutions such as nutrient-dense leafy greens, fermented or probiotic products, and sourdough bread.
Food for mental health
Some consumers look for foods with active ingredients to reduce stress, but it has become just as simple to eat chocolate or pastries when the body is experiencing stress or anxiety for a positive emotional boost. This is no longer seen as a "moment of weakness" but is now part of a balanced lifestyle.
6. An eco-conscious lifestyle
The most important trend of 2021 is conscious consumerism. People want to know where they come from and how the food they eat impacts the planet, the well-being of others and animals.
This trend towards conscious and ethical shopping – fueled by the climate crisis – can be seen in all sectors, not just supermarkets, bakeries and patisseries. Sustainability has become central to consumers' purchasing decisions as they seek to leave a better world for future generations.
You are what you eat
Today, food is much more than just nutrition, being linked to everyone's identity, but also to social relations, to belonging to a group.
Consumers under the age of 25, in particular, want to know more about the companies that produce the food they eat. Thus, producers who provide information on how their products influence the planet will meet the needs of consumers concerned about this aspect.
Article written by Gabriela Dan, Editor of Arta Albă
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