BRUSSELS — Fedima, the federation of European manufacturers and suppliers of ingredients for the bakery, confectionery and patisserie industries, recently released findings from a consumer study conducted with Kirona, an international digital marketing agency.
The qualitative research examined consumer pastry consumption habits in France, Germany and UK, focusing specifically on Viennese pastries, cakes and fine pastries. The purpose of the study was to examine purchasing drivers and satisfaction to help drive future product development.
While the pandemic forced most consumers to work from home, it has now become a cultural phenomenon worldwide. Fedima’s research revealed that it has led to an increase in “sharing moments” with close friends and family. As restrictions slowly loosened, consumers gravitated toward local establishments such as bakeries and cafes where smaller items are sold. This allowed consumers to enjoy small gatherings close to home, while also helping local economies recover.
But as life has begun to look more like normal, sharing moments have given way to life on the go, as it was once known.
“Since the end of lockdowns, there has been an increased consumption in of pastries as social gatherings — birthdays, holidays, office parties, etc. — are back,” said Johan Sanders, president of Fedima. “In bigger cities, that has meant breakfast is ‘on the go,’ and there is less time for shared meals at breakfast and lunch. Instead, a pastry can be grabbed quickly while rushing from one place to the next.”
Another trend that has emerged from the pandemic is a shift in how consumers view health-and-wellness. Traditionally, people had abstained from indulgences like pastries in favor of more healthy eating, but the pandemic and lockdowns often had consumers turning toward sweet goods as a form of release that provided a sense of emotional wellness.
These indulgences harkened consumers back to times of their youth and reconnecting with their heritage. Results from the study indicated significant habits that formed out of cultures relating to regional or national origin.
According to the study, fine pastries are linked with moments of indulgence that are a treat for an individual or a whole family. In France, they are consumed at least once a week as the sweet end of a meal. Meanwhile in Germany and UK, they are more part of daily life in the form of a sweet afternoon snack break.
“On one hand, the study shows that pastry consumption is highly determined by emotional factors such as childhood memories and traditions, which are intrinsically local, regional or national." — Johan Sanders | president | Fedima
When it comes to cakes, French consumers found them to be more of an everyday indulgence instead of weekly as with fine pastries. In France, cakes are seen as an energy source either to kickstart in the morning or for a refuel later in the day. But while cakes are seen as an everyday item with low expectations in France, they’re reserved for moments of indulgence for German consumers, often reserved for special gatherings with colleagues or friends.
For British consumers, cakes have transformed from a large, round shareable item to one that can take on almost any form to serve a variety of occasions. They’re now often found in pre-packaged formats that can be smaller and individually wrapped for on-the-go convenience.
Study participants in Germany and UK revealed that Viennese pastries such as croissants are also good on-the-go options for breakfast or midday breaks. In France, these items are often associated with positive, warm feelings and provide energy, indulgence and comfort.
“On one hand, the study shows that pastry consumption is highly determined by emotional factors such as childhood memories and traditions, which are intrinsically local, regional or national,” Sanders said. “On the other hand, many respondents have shown the desire to discover new flavors, as well as more variety of tastes and textures. For example, eclairs, which are originally from France, are now also popular in the UK according to respondents in the study.”
The study also identified certain criteria for these types of products, as identified in the three European regions where the research was conducted. In the study, participants described a “great” Viennese pastry as slightly shiny, light in color, and having a taste that balances sugar and butter while preserving recognizable flavors.
Consumers from all three countries described great cakes as having a fresh appearance that looks homemade, as well as an authentic “just baked” aroma. Additionally, they noted that a great fine pastry has attractive colors and nice decoration, along with fresh, authentic taste, and a consistent mouthfeel.
“The study suggested that businesses in the patisserie field should consider the following trends: more interest in artisanal/craft amid concerns about hyper-processing, new channels for pastries such as mornings and afternoons, and growth of coffee shops and home delivery,” Sanders said.
