CHICAGO — During the American Society of Baking’s BakingTECH 2024, held February 27-29, Catherine Hogan, North America category marketing leader for the Bakery and Bars & Confectionery categories at IFF, presented Duality in Bakery: Sensorial Explorations and Holistic Health & Wellbeing Trends during a breakout education session.
In the commercial baking industry, the dual trend of indulgence and health has been skyrocketing, with consumers searching for products that offer both pleasure and functionality without compromising on taste.
Freshness, quality and sustainability are key factors consumers are tying a connection to better tasting products and higher nutrition when shopping. Indulgent options that align with health values and products that use high-quality and recognizable ingredients evoke a sense of premiumness and satisfaction in consumers.
“Finding products that are lower in sugar, sodium, fat and calories along with free from gluten and allergen and have a friendlier label are appealing to today’s consumers,” Hogan said.
Visual aspects also heavily influence consumers’ purchases. Bright colors, textures and engaging packaging catch the shopper’s eye. Social media adds to the impact visuals can have with their ability to play into videos, gifs and more.
Flavor development is another trend on the rise. Unique and exotic flavor combinations and influence from global cultures are flavor varieties that have appeared in the baking and snack aisle.
Limited edition seasonal flavors are now being seen year-round. Seasonal flavors are also creating co-branding opportunities for companies and are often attached to event launches to generate more buzz.
Pairing familiar flavors with novel ingredients elevates the taste experience. Flavors such as mango coconut have become fairly mainstream, whereas 10 years ago they would have been considered unusual.
“Consumers are speaking variety and convenience,” Hogan said. “Whether nonactive or on-the-go, things that offer different flavors, textures and format can elevate consumers everyday vacation.”
Consumers are also turning to products that promote emotional wellness and sustainability. As part of the holistic health and wellness trend, balance, prevention and flexibility through food is being searched for by consumers.
“Health is the new wealth,” Hogan said. “Consumers are really looking to monitor their health and take a more holistic approach; it is a lifestyle now. They are looking for more balance in their lives.”
In adapting different healthy lifestyles, consumers are actively trying out a variety of dietary behaviors and have an increased awareness of taking care of the environment. The snack industry has shifted to creating more better-for-you products that still maintain indulgence and prioritize natural ingredients and simple labels based on the needs and wants of consumers.
