• How do pastry, confectionery, chocolate and bakery manufacturers keep up with today's consumers?
By observing the behavior of consumers around the globe, the brand Barry Callebaut, Swiss chocolate manufacturer, using data provided by leading market research firms, allows us to model a unique perspective on the trends in pastry, confectionery, chocolate and bakery for the immediate period ahead.
Field in continuous development
According to the data provided by Euromonitor, the EMEA (Europe, Middle East and Africa) bakery and pastry industry is worth €91 billion and is likely to grow by a further 1,3% by 2025, so it remains an extremely generous field that will feature in still plenty of opportunities for development.
If we look at the different categories, cakes/pastries and sweet biscuits are the largest segment and snacks are the fastest growing segment.
What drives this dynamism and growth? We find out more in the 6 key consumer trends shaping up for the start of 2022 in the EMEA pastry, confectionery, chocolate and bakery market.
Top trends in pastry, confectionery, chocolate and bakery:
1. Extraordinary experiences
More than ever, the consumer is looking for new experiences, ways to escape from everyday life, multi-sensory and surprising experiences. Pastry and confectionery products remain the preferred way to "indulge" in 2022, so manufacturers will need to put all their creativity to work to meet market demands. According to Innova, 48% of European consumers are interested in trying new sensory experiences (new aromas and tastes, novel textures, unexpected combinations, vibrant colors and unusual sensations).
2. Attractive appearance
In today's social media-driven world, a product's "instage appeal" is of paramount importance and remains the primary factor in buyers' decision to choose it.
The strong colors, the surprising combination of DECORATION, visual appeal generally influences how taste and aroma are perceived. If we take into account the fact that 57% of European consumers are Instagram users, according to a study carried out by Foresight Factory in 2021, the importance of exceptional creations is obvious. Manufacturers in the pastry, confectionery, chocolate and bakery industry should ensure that in 2022 they also launch "instagrammable" products with a unique and attractive appearance.
3. Celebration
Due to the pandemic context, with a significant emotional impact globally, perhaps more than ever, people are looking for new occasions to celebrate, in addition to traditional or seasonal holidays.
Thus, the products must rise to the level of the demands of celebrating precious moments both through the festive aspect and through the taste and aroma.
4. Health
Recently, more and more consumers are concerned about healthy eating. The bakery and pastry market is adapting to this trend by multiplying gluten-free, E-free, dairy-free, low-sugar products, or even replacing it with healthier alternatives.
The range of bars, biscuits, pretzels with a high content of seeds or nuts is also diversified.
An upward trend also holds the reduction of the size of the products, in order to offer the desired moment of indulgence, but keeping the feeling of guilt to a minimum, by reducing the portions.
5. Concern for the Planet
Today, according to the study Foresight Factory, 40% of European consumers are influenced by the impact of their food and drinks on the environment and the trend is continuously increasing.
The next generation of consumers wants treats to be as friendly to the Planet and its inhabitants as possible, but still delicious.
Plant-based, organic, natural, from reliable sources are becoming the sought-after attributes in the bakery and pastry products of the future.
In response to the market trend of increasing demand for plant-based products in the UK, the Sainsbury's brand has launched a whole range of organic, chilled and frozen plant-based products, including fresh meat alternatives such as vegan steaks, as well as plant-based, organic and dairy-free pastries and confectionery.
6. Known provenance and local purchase
Consumers want more transparency regarding the provenance of the food they choose. Who did it? What are the methods of cultivating the raw material? Where do the ingredients come from? What's the story behind making your favorite baked good?
Looking for authentic and spectacular creations. Consumers are attracted to artisanal products that tell "a story", to recipes and traditional preparation methods brought back to date, which convey the feeling of belonging to an exclusive segment.
Old recipes replicated with ingredients from local organic farms will continue to gain ground. "Clean" ingredients, special aromas, carefully selected spices and the promise of freshness cause 56% of European consumers to go towards purchasing local products.
Article written by Gabriela Dan, Editor of Arta Albă
Read on White Art and: Confectionery trends: Cakes and wines
