Here it is, the final part of British Baker’s top bakery trends for 2022. Dive in to find out why bakery can’t shake the vegan phenomenon, how hybrids are powering up for the new year and why many shoppers are staying loyal to local.
The future is vegan
Vegan is the trend that keeps on giving.
Cristiana Ballarini, CSM Ingredients’ marketing director pastry mixes, predicts vegan-friendly products “will no longer be seen as niche” next year and “demand will continue to grow”. “The pre-conceived idea of vegan being less tasty has diminished and people now expect the same great taste,” she adds.
This growth is expected to accelerate again as Veganuary 2022 gets under way and more consumers question their eating habits or try out new ones.
Vegan-friendly cakes and muffins are ripe for innovation, according to ingredients supplier KaTech, which expects to see more launches in this arena in 2022 as “customers change their perception of plant-based baked goods and see them as a treat they can enjoy”.
The pre-conceived idea of vegan being less tasty has diminished and people now expect the same great taste
“In 2020, 23% of Europeans labelled themselves as flexitarian, actively trying to reduce the volume of animal-based food and ingredients they consume,” says Janin Zippel, strategic marketing manager – Bakery, Snacks & Confectionery EMEA, Ingredion. “The public discourse about the negative impact of animal-based ingredients on the environment and individual health remains clear. Therefore, there will likely be a rise in those consumers identifying as a flexitarian and plant-based eater.”
It’s these consumers who could unlock further growth. Rich’s sales, marketing and R&D director John Want says it has gone beyond a trend and is now a “key marker within the UK’s food and drink landscape”. “Eighty-six percent of sweet ISB plant-based vegan eating occasions in the UK are eaten by consumers embracing a flexitarian diet,” he adds.
Loyal to local
Throughout the pandemic consumers looked to support local – a trend set to continue.
Craft bakery Lovingly Artisan experienced this first hand with “consumers wanting to support their local bakeries, butchers, and grocery stores”, according to owner Aidan Monks, although he admits “habits have wavered a little” as some seek the convenience of supermarkets. “A high percentage have remained loyal to local,” he adds as the experience of good quality artisan produce remains of “significant importance”. This, he believes, is because consumers want “authentic food stories” that they can share.
Karen Dear, director of operations at the Craft Bakers Association, highlights a recent members’ survey which showed that 76% of respondents believe products made locally or with guaranteed provenance will be an important purchasing consideration over the next twelve months.
The pandemic showed, especially during the various lockdowns, that shopping locally had become very important
“The pandemic showed, especially during the various lockdowns, that shopping locally had become very important,” says Martyn Hamilton, key accounts manager at Lesaffre. “This has continued as restrictions have eased, meaning local retailers are thriving and looking to grow sustainably.”
Jacqui Passmore, marketing manager UK and Ireland at Dawn Foods, believes this is linked to “conscious consumerism” but says bakers will need to keep things interesting with new flavours and formats.
Why have one bakery product when you can have two? Enter hybrids from cronuts to duffins, and newcomers baissants (that’s a bagel/croissant mash-up) and scuffins (scone meets muffin).
While some have been around for a while, there’s plenty of room for growth. So much so that combo products were touted by Liz Gabriel, bakery specialist at International Taste Solutions (I.T.S), as the top bakery trend in 2022. “We’ve had the cronut craze but there are lots of other weird and wonderful things coming through, like the doughnut cookie and scone muffin,” she says.
We’ve had the cronut craze but there are lots of other weird and wonderful things coming through
Consumers are searching for novelty, adds Philippa Knight, marketing director at Puratos UK, who describes hybrids as a “safe bet” for bakers looking to expand their repertoire. “A new shape, a new combination of tastes, or a new texture – anything that gives well-known classics a surprising twist.”
Away from the festivities, the hybrid trend is sparking interest from big players in the sweet market. “There has also been a rise in cake manufacturers using differing flavours and textural mash-ups to bring new and exciting products to their consumers. This approach was certainly something we knew we could capitalise on,” explains Daryl Newlands, marketing manager at Finsbury Food Group, who points to the firm’s TGI Fridays dessert-inspired traybakes as proof.