While indulgence continues to play a significant role in the bakery sector, new demands ranging from reformulation to clean label are pushing bakery toward new innovation. 

Experts also tell FoodIngredientsFirst that taste is key, with unusual flavor combinations gaining greater popularity as consumers look for a way to shake off day-to-day monotony, driven by the COVID-19 pandemic.

“Bakery is an indulgent-driven category. The primary driver is creating a pleasant eating moment that people create for themselves or to share with their loved ones,” says Liesbeth Buffels, global marketing manager at Taura by IFF.

She explains that taste and texture are what matters most in an indulgent eating moment or occasion. For example, bakery brands are looking at fruit or vegetable inclusions to create luscious products, like jammy blueberry spots in a muffin.

“Texture is a sensory attribute that adds great value too. Creating soft, pillowy, chewy or lightly crunchy textures contribute to delightful eating moments,” Buffels continues. 

A sense of theatricality can also create new textural experiences, notes Andrew Bingham, a food applications scientist at Kalsec Europe.

Examples include cakes with an alcoholic or savory sauce delivered in a pipette for consumers to add to their products.

Turning classic flavors up a notch
Lindsey Clements, another food applications scientist at Kalsec Europe, also emphasizes the importance of flavor.

“Regardless of the latest health trends, Kalsec’s primary consumer research tells us that taste is consistently the number one purchase influence. Appealing flavors, whether familiar herbs or a more adventurous spice blend, are key to the first appeal to consumers and then drive repeat purchase,” she details.

Buffels points out that successful NPD often happens by pairing a classic, familiar flavor with an exciting new one.

For example, spicy notes have been on the rise for a while. Therefore, a familiar flavor like cherry can be paired with chili. When dosed well, it brings refined flavor and excitement in a cookie, a cracker or in bread.

Bingham also flags the rise of spicy flavors, especially when paired like cheese and chocolate. “There are also hybrid ‘mash-ups’ such as a ‘bronkie,’ a brownie and cookie combined,” he points out.

In the Savoury Inclusions Collection, Taura recently launched a number of flavor blends, combining familiar notes with a spicy or botanical flavor, like apricot & rosemary, orange & cardamom, or lemon, carrot & ginger.

“Brands need to look at innovating with novel and luxurious flavors and contrasting textures. Think of strawberry cheesecake, caramel and pecan nuts, or orange & dark chocolate,” emphasizes Buffels. 

COVID-19 drives comforting choices
At the same time as these novel flavors take root, consumers are reaching for nostalgic favorites during the COVID-19 pandemic.

“We are seeing consumers reach for baked goods with classic flavors to enjoy an inexpensive treat during the prolonged period of time at home,” says Clements.

Additionally, limited-edition flavors, seasonal innovation or concepts inspired by restaurant dishes have all been hitting the supermarket shelves while classic flavors are resurging in popularity.

Buffels points out that since the outset of the COVID-19 pandemic, the bakery category has been boosted by a trend for nostalgia. 

“People discovered home baking again, especially the ‘slow down benefits’ after a busy day in the home office. Bread and sweet baked goods regained their place in our homes as much-deserved comfort food to share with family and housemates or as a little home office treat just for ourselves,” she details. 

On-the-go offerings accelerate
Bingham anticipates that even as society reopens, the rise of in-home food consumption will continue to impact consumer interest in on-the-go consumption.

“Consumers will likely demand the other benefits that on-the-go snacking offers – convenience, portion size control and opportunities to try new flavors and concepts – in formats that can be consumed in more local or home environments.” 

He adds that consumers will be looking for new eating experiences as they emerge from the repetitive routines of lockdown life, and snacking can offer this.

Clements has also noticed a new type of on-the-go consumption as restaurants have diversified to offer meal kits in the form of on-the-go snacks, tapas and picnic-style foods.  

Embracing reformulation
The desire to find escapism in food also intersects with demand for better-for-you indulgence. Buffels identifies “feeding the mind” as a food trend that offers a moment of escape with exotic or spicy flavors. 

“It can also mean ‘offering nutrients that contribute to mental health.’ If we look at flavors, new products we spotted often contain tasty and nutritious flavor combinations, like a fruit loaf with carrot and orange, or berry and beetroot,” she states. 

This is driven by consumer demand for tasty and nutritious baked products. Taura also notices that traditional bread with the use of ancient grains is on the rise.

Reformulation while maintaining great taste and texture is a key challenge for the bakery industry, but Buffels is adamant that improving the health perception of bread, muffins and cookies is the way forward. This can be achieved by working with ingredients that provide both taste and nutrients.

The decade of health
Buffels also anticipates that combining the themes of health, indulgence and “good for the planet and good for me” will prevail over the next decade.

“In the next few years, sugar reduction will become the norm, no longer the exception, so bakery brands will continue to reformulate for healthier recipes while keeping great taste and texture.” 

She also believes that fiber will continue its rising curve due to increased consumer awareness of the link between gut health and mental health.

In this space, Taura recently launched JusFruit Fibre+ fruit inclusions, which allow sugar reduction of up to 48 percent while increasing fiber significantly.

Other health trends taking off within bakery include keto and paleo, with NPD flourishing. 

Clean label takes root
Closely connected to health is clean label, wher consumers are interested in products that are minimally processed and produced with techniques perceived as clean or natural.

Clements sees industry innovating with new techniques, such as no-bake, cold press, or air-dried and dehydrated. 

These allow manufacturers to engage with consumers seeking healthy alternatives to traditional fried or salted snacks and overcome the perception of some consumers that snacks are unhealthy.  

“Another challenge – or more of an opportunity for the bakery industry – is within the plant-based trend,” adds Bingham.

Extruded snacks made with plant-based protein, such as pea snacks, are an opportunity for the industry to provide healthy options for consumers looking to balance flavor experience with health and nutrition. 

Packaging in the bakery section is also seeing its own litany of sub-trends, including plastic reduction and shelf life extension technologies.