Supermarket Perimeter - October 2020 - 22

Bakery

Bakery: Top bakery trends

Top trends
More complexities ahead
for product developers and bakers alike

THE WELL-KNOWN QUOTE about having your cake and eating it too
could aptly apply to trends across the bakery industry. Sweet, indulgent
and comforting, bakery goods remain immensely appealing, but there
are changes afoot across the category. Consumers are upping the ante
with demands for cleaner labels, sustainability and enhanced health and
wellness benefits.
Food is no longer just about the consumption of calories; it's
also about the narrative behind a product. Backed by its proprietary
consumer research, Cargill, Minneapolis, is tracking the trend of "Food
with a Story." Paired with research information from Innova and GfK,
Cargill is finding consumers resonate with authentic, unique and
interesting stories, especially those built around responsible sourcing,
sustainability and traceability.
Satisfying consumer desire for "something different" often begins
with using the familiar to create something innovative and nontraditional. For those looking for something new that won't break
the budget, consider offering to customize products according to a
22 - OCTOBER 2020

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consumer's unique needs. Dawn Foods, Jackson, Mich., recommends
bakers use icings to show creativity and glazes to turn a traditional
baked good into something new.
"People are expanding beyond exact replicas of traditional dishes and
mixing familiar ingredients with additional flavor profiles," said Annie
Best, market research and insights manager, North America, Dawn
Foods. "Mexican hot chocolate cupcakes are a perfect example of this.
They have all the traditional ingredients for making chocolate cupcakes
consumers are familiar with while adding ingredients like cinnamon
and chili powder to give it a unique, yet familiar, flavoring."

Aligning values
Flavor and texture remain critical, but consumers also want to know
where a product was grown, how it was produced and if it's sustainable.
Hailey Rogers, research chef at Ardent Mills, Denver, is finding as
consumers ascribe deeper meaning and connection to the food
they eat this is evolving into clean labels, additions of plant-forward

DAWN FOODS, SPECIAL TOUCH BAKERY, CARGILL

BY JENNIFER BARNETT FOX

supermarketperimeter.com

9/25/2020 9:14:15 AM


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Supermarket Perimeter - October 2020

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