How grown-up flavours and delivery will shape bakery

Grown-up flavours and home delivery are among the trends set to shape the bakery market in 2020.

British Baker quizzed experts from the industry on the leading trends, flavours, formats and products set to make a splash over the next 12 months for the Bakery Trends Report 2020, which is available as a free download.

When it comes to flavours, ‘grown-up’ ones such as sour cherry, yuzu and rose are set to rule, our panel revealed, particularly as consumers seek flavour and sweetness with a lower sugar content.

“More unusual ‘adult’ flavours such as hibiscus, rose and clementine, which give a new sweet flavour profile without overpowering, will be popular this year as the trend for reduced-sugar products continues,” said Jacqui Passmore, marketing manager at Dawn Foods UK & Ireland.

And, with the Olympics set to take place in Tokyo, Japan, this year – Asian influences will be big. Some have already made their way onto the UK bakery scene, as seen in London’s Chinatown.

“While consumers still love traditional flavours, they're increasingly attracted by unusual and exotic flavours from around the world,” said Stéphanie Brillouet, marketing director, Northern Europe and North America at Délifrance. “We’re seeing a flavour crossover between East and West, with inclusions such as matcha, tea and yuzu making their way into bakery products.”

Elsewhere, the report explores the changing ways in which consumers are set to buy bakery products in 2020 and beyond. A key theme identified is home delivery.

“Bakery currently has a small share of the delivery market, either from online shops or via delivery platforms so there is plenty of opportunity for growth here. Online retailers could look to expand their ranges and it’s important to guarantee freshness on delivery,” said Kate Sykes, marketing manager at Lantmännen Unibake UK.

National bakery chain Greggs has recently pounced on the opportunity delivery presents and, earlier this month, partnered with Just Eat as it looks to expand its delivery across the UK.

To find out more about the flavours, formats and health trends set to impact the bakery market over the next 12 months and beyond, click here to download our free Bakery Trends Report 2020 for free.

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