• Top 3 trends for the bakery industry in 2024 were predicted by Taste Tomorrow based on a global consumer survey of 20.000 people in 50 countries, as well as online data analyzed with the help of artificial intelligence.
To maintain a competitive edge in the bakery sector, it is essential that manufacturers remain proactive in meeting consumer demands.
To support them, Taste Tomorrow, the largest consumer research program in the bakery, pastry and chocolate industry, analyzes market trends based not only on popular food choices, but also on the reasons behind those preferences.
Unique approach to Press Tomorrow seamlessly combines extensive consumer surveys with advanced and ongoing online tracking using the latest semantic AI techniques, revealing the underlying consumer needs and motivations that drive these trends.
1. Plants to power! - from "plant-based" la "vegetable uniqueness"
The radical and constant shift in consumer preferences from animal-based to plant-based foods is reshaping the bakery industry. While many breads are already completely vegan, some baked goods rely heavily on eggs, butter and dairy.
According to research, 56% of consumers worldwide are interested in plant-based options for sweet baked goods. So the need for innovations in plant-based bakery products is massive, especially in the Middle East and Africa (74%), South America (70%) and many countries in the Asia-Pacific region (68%) .
Companies like Soy Concha Bakery they have already taken advantage of this opportunity. They have developed herbal versions of "sweet bread", traditional Mexican sweet buns. But as the plant-based trend evolves and matures, we're seeing that consumers now want more than just vegan versions of the classics.
52% of consumers already believe that plant-based alternatives taste as good as animal-based foods, so now innovators and trendsetters are looking for distinct plant-based recipes that incorporate the unique properties of plants.
We are witnessing, therefore, a radical change in the perception of bakery products from "vegetable base" la "vegetable uniqueness". Vegan preparations now incorporate plant-based ingredients for their own sensory or taste characteristics, not as a replacement or imitation of animal ingredients.
2. Mayo and gut health – happy digestion, happy life
It's certainly not the most attractive topic of discussion, but consumers don't care. Gut health is a trending topic and people are determined to have proper digestion and a healthy gut. This is great news for the bakery industry, as 85% of consumers now say that fiber has a positive effect on digestion, and wholemeal bread is one of the most popular and well-known sources of fiber.
With this growing awareness of gut health worldwide, consumers are becoming better informed about the exact workings of the gut and what ingredients they should be opting for. Also, 7 out of 10 consumers now agree that probiotics (probiotics, prebiotics and postbiotics) are reliable ingredients for improving digestion. Globally, this represents a 7% increase from 2021, with the biggest change coming from Europe (54% in 2021 vs. 65% now).
Consumers also trust that improving gut health has a positive effect on mental well-being, a belief supported by a whopping 79% of consumers. This translates into looking for gut-friendly multipurpose foods.
Stabilization of mood
The Taste Tomorrow study exemplifies digestion-friendly snacks that also improve mood, such as cookies from Toto Foods. Their birthday cake with vegan white chocolate chips and colorful decorations is advertised as "a party in the mouth (and throughout the body)", as it improves gut health, but also helps stabilize mood, improving performance and concentration.
This increased interest in gut health goes hand in hand with a preference for sourdough. It's no longer just the beautiful, artisanal look that draws consumers to sourdough baked goods. Fermented bread with natural dough stands out for its superior digestibility, a result of the prolonged fermentation process. This slow fermentation unlocks a number of advantages: increased release of vitamins, minerals and amino acids, contributing to increased nutritional content.
62% of consumers now perceive sourdough products as healthy, a staggering increase compared to 2021, when only 52% of people had this belief.
3. Natural and Organic – the undeniable charm of clean eating
What bakery benefits are consumers willing to pay extra for right now? Freshness is undeniably number 1, but the second one might surprise you: naturalness and an ingredient list "cleanse". Clean and easy-to-understand product labels are obviously in high demand. Not only do consumers prefer baked goods that are minimally processed and free of artificial additives, but 28% of consumers are willing to pay more for them.
In fact, 71% of consumers globally would buy more from bakeries where everything is baked with natural ingredients. In 2021, this was only true for 66% of consumers worldwide. North American consumers in particular have had a strong shift in attitude towards these all-natural bakeries, with an increase from 54% to 66%.
Natural ingredients
Bread made with natural ingredients is perceived as healthier. Thus, people now carefully study the products they buy, hoping to eat as clean as possible. 3 out of 4 people surveyed by Taste Tomorrow said they had recently looked at the information on the packaging of bakery products, with a focus on the list of ingredients.
Therefore, manufacturers in the bakery industry must ensure that they clearly communicate the natural ingredients on the product packaging. In addition to using labels such as "non-GMO", "no artificial additives" and "no artificial sweeteners", they might dare to clearly communicate the list of ingredients on the front of the product. A move that is already popular with energy bar companies such as RXBAR, who filled the entire face of their protein bar with nothing but the ingredients list, which they end with a very ironic "No BS".
Source: THE 3 HOTTEST BAKERY TRENDS FOR 2024
Article written by Gabriela Dan, Editor of Arta Albă
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