• A study by Taste Tomorrow highlights the 3 most important consumer trends for 2024 for the pastry industry.
The study carried out by Taste Tomorrow is based on three research directions:
– AI & Data Science – continuous analysis of social media conversations, searches and mentions in 9 languages, to discover signals of emerging trends and to be able to forecast their growth trajectory.
– Global consumer research – the human cultural intelligence indispensable to deciphering what consumer needs, motivations and paradigms underlie each trend. It is the largest and most comprehensive initiative of its kind in the world, gathering information from 20.000 consumers in 50 countries.
– Trend Framework – Taste Tomorrow's consumer experts use globally consistent analysis to make sense of the entire trend system.
These are the top 3 trends shaping the pastry industry in 2024:
- Top technology for a soulful experience
– The classic remains in the preferences
– Authentic local tastes
1. Harmonizing traditional craftsmanship with cutting-edge technology
Backed by Taste Tomorrow's pioneering research, the movement "Tech Inspired" is the driving force shaping the pastry landscape in 2024. It has firmly established itself as the fastest growing global trend in the industry.
At its heart is the integration of cutting-edge technology such as AI, driven by consumers' growing appetite for unique and memorable dining experiences – a trend that Taste Tomorrow has christened "Experience Delight". This transformation is particularly evident as consumers embrace the convenience of online shopping, prompting brick-and-mortar confectioneries and patisseries to offer products for exceptional, unforgettable experiences.
A significant 42% of consumers worldwide now favor more automated stores, a substantial increase from the 35% reported in 2018. This statistic underscores the growing demand for tech-inspired and memorable shopping experiences, expanding this demand in the pastry sector.
The desire for novelty
Trend "Tech Inspired" refers to satisfying consumers' desires for novelty and originality through technology. As modern consumers are irresistibly drawn to technology-inspired solutions that provide them with a true culinary adventure, pastry chefs should consider ChatGPT's potential as a revolutionary AI tool.
ChatGPT can help pastry chefs create revolutionary recipes that redefine flavor and desserts to surprise the taste buds. Additionally, ChatGPT excels at optimizing ingredient usage, reducing waste while providing personalized recommendations for consumers seeking great dining experiences on the go "Experience Delight".
Restaurants can capitalize on this consumer interest by offering enticing, indulgent products in an unforgettable environment. Confectionery and patisserie owners must offer their customers an experience that simply cannot be replicated online.
Taste Tomorrow takes as an example the glass-walled laboratory in the baroque and gorgeously ornate tea room at Demel from Vienna. Guests can watch the pastry chefs in action while enjoying an iconic piece of Sachertorte under the crystal chandeliers. This provides entertainment and apparently even makes the cake taste better as guests can see how it was made.
2. The classic remains in the preferences
One of the pastries that went viral on TikTok this year was the London bakery's cubic croissant Le Deli Robuchon. This rolled pastry has a perfectly geometric shape and comes in a variety of flavors such as vanilla, chocolate and raspberry matcha. TikTokkers were excited about this reinterpretation of a classic and shared their review with the world.
With this innovation, the pastry chef Ait Elamouam he knew exactly that he would be successful. While consumers love to try new foods, they are reluctant to venture too far into unknown territory. They look for innovations with a familiar appearance, such as the classic croissant in a new and surprising form, which is interesting to eat, but which offers a well-known flavor and texture.
It appears that consumers are staying true to the classic products they are used to and trust, as 73% of consumers say they prefer to have an element of familiarity when trying new types of food. In 2021, this proportion was only 67% of people worldwide. With a score of 79%, consumers in South America, the Middle East and Africa are particularly attentive to anything too new and different.
Products for comfort
Manufacturers can satisfy consumers by offering products that evoke feelings of warmth and comfort. The traditional "hot cross buns", croissants or cakes tres leches it offers sweet and creamy flavors loved by all and evokes happy memories of family gatherings.
For the experimental, adventurous component, pastry chefs can propose products with different textures and in new formats. Now, more than ever, texture is a valuable component that can provide novelty or familiarity to a pastry. For example adding a surprising caramel filling to well-known pastries or simply getting a very fluffy cake batter.
Particular attention must also be paid to the aspect, because the term "eye candy" it has never been more appropriate than today. If five years ago, 54% of consumers agreed that food that looks good also tastes good, this number has now increased to 64%.
We're drawn to perfectly golden, shiny, airy pastries because a beautiful puff pastry creation is a sign of skill and craftsmanship, just like a sourdough bread with a beautiful crust or a flawless candy with a satin sheen. Appearance is an indicator of quality, and a handcrafted aesthetic is valued more than mere visual perfection.
3. Authentic local tastes
Before, products brought from afar were invested with an aura of exclusivity and singularity, but the situation has changed. Consumers now prefer to buy local food or produce locally. 39% of people buy food that is locally produced or made with local ingredients at least once a week. Now, the local pastry and bread are appreciated for their authenticity, due to their special recipes.
Two out of three consumers want to know where their food comes from, so transparency is key. Manufacturers need to make sure they share how they prepare their product, what ingredients are used and where they come from.
Inspiration from local recipes
Demand for transparency is highest in the Middle East and Africa. 81% of consumers want to be informed about these product specifications. There, famous pastry chefs, such as Sahar Parham Al Awadhi, draws inspiration from local recipes and searches for the best local ingredients for their creations.
The former pastry chef at the Burj Al Arab – one of the most luxurious hotels in the world, located in Dubai – loves to work with products such as rose water or cardamom for his iconic creations, such as reinventing the classic umm Ali Egyptian in the form of a white chocolate sphere with rose mousse, pistachio topping and caramel. She prefers to use locally sourced ingredients to work more sustainably and support UAE agriculture.
Sustainability is an important factor that leads consumers to opt for locally produced food. 70% believe this is better for the environment and another 65% believe it is healthier to eat local produce.
Source: 3 HOTTEST PASTRY TRENDS FOR 2024
Article written by Gabriela Dan, Editor of Arta Albă
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