Global food production, retail and consumption patterns came into sharp focus during the pandemic, with companies throughout the supply chain grappling with unprecedented challenges. While there were significant logistical and operational hurdles to overcome, the crisis also brought with it a shift in consumer tastes and preferences, fuelled by stay-at-home directives, the rise in online consumerism and an increased awareness of the importance of wellness.
Karen Moens, Group Consumer Insights Manager, Puratos
Some European countries may be emerging from the eye of the storm, but the legacy of the past two years will be long-lasting, imprinting on buying behaviours, retail demands and bakery production.
Puratos’ Taste Tomorrow is an “always-on” proprietary research programme. As such, it not only reflects on what is happening in the present, but also casts an informed eye into the future. And so, as we embark on a new year, we examine the top influences behind the emerging and expanding 2022 trends in the baking sector.
Eye on Environment and Plant Power
Growing awareness around human impact on the planet has pricked consumer consciences, with more and more people making a concerted effort to make informed choices about what they buy, from fashion to food. According to the latest Taste Tomorrow 2021 research, two thirds (66%) of Europeans now want to know where their food comes from and how it is made. The research also found that 58% of them seek food produced with care for the environment in mind (compared to 42% in the US, for instance). Around 60% are buying organic, and 61% look for foods made with local ingredients.
Waste – in relation to both packaging and food – is also cause for concern. Three in four (75%) are looking to buy products sold in sustainable packaging, with 60% showing an interest in foods that claim zero-waste, and more than a third (37%) look for products made from upcycled ingredients.
The drive for more organic, locally produced and sustainable products is the result of not only environmentally conscious decision-making but also their perceived health advantages. More than half (57%) of respondents agree plant-based diets have a positive impact on the environment, and a similar proportion (53%) thinks these options are healthier than animal-based. As the single biggest trend in today’s food industry, plant-based eating presents challenges as well as opportunities for bakers. This is the reason for its prioritisation by the innovation team at Puratos, helping support and inspire bakers as they extend their plant-based offerings in 2022. With the adoption of ethical, plant-powered lifestyles on the rise, the demand for transparency throughout the supply chain – from farmer to fork – is also expected to become even greater.
Health is Wealth
The trend towards healthier eating is well-established but has accelerated in recent years, as consumers are increasingly seeking more holistic lifestyles. According to Taste Tomorrow research, more than half of Europeans are looking to incorporate healthier options into their diets, including more ‘power ingredients’, such as fibre, grains, fruits and nuts, while cutting back on fat and sugar. Power ingredients have grown in popularity thanks to both their health benefits as well as their appealing tastes.
You can read the rest of this article in the November / December Issue of European Baker & Biscuit magazine, which you can access by clicking here.