‘Newstalgia’ Drives Flavors

The development of new and innovative flavors continues to represent a popular method for manufacturers of sweet bakery goods such as cakes, desserts, biscuits and cookies to attract consumer interest and make their products stand out from their rivals. 

By Jonathan Thomas

Much of this has been driven by the fact that consumers’ palates throughout many western countries are becoming increasingly sophisticated, with greater exposure to foreign cuisines from regions such as Asia, the Americas and the Middle East and therefore different tastes. Sectors such as cakes are also witnessing the emergence of more fusion flavors, where various ingredients are merged to create new and interesting taste profiles. 

Consumer interest in new bakery flavors shows no sign of abating. According to recent research conducted in the UK by Kantar, almost 30% of consumers claim that new and exciting twists on flavors would influence their decision to purchase bakery products such as cakes, pastries and cake bars. In North America, meanwhile, research carried out by Barry Callebaut in 2022 found that more than half of consumers would be motivated to purchase a cookie if it featured a unique or novel flavor. 

Significant regional variations exist within the European region in terms of preferred bakery flavors. According to research from Leisure Cookers, consumers in the UK and Ireland are drawn to Lemon Drizzle Cake (based on search volumes on Google), suggesting that citrus flavors are especially popular. Consumers in France, Belgium and Spain, in contrast, appear to prefer Carrot Cake, while Red Velvet Cake (which contains a subtle chocolate flavor) came out tops with people in Germany, Austria, Switzerland, the Netherlands, Portugal, Hungary, Poland and parts of Scandinavia. 

‘Newstalgia’

The nostalgia trend continues to shape flavor innovation within the European bakery goods market. Much of this has been attributed to the lingering effects of the pandemic, the uncertain economic climate and turbulent political events in certain parts of the world, as more people are inclined to look backwards towards happier times. A survey of almost 6,400 internet users aged 16-64 carried out in early 2023 by GWI Zeitgeist highlighted the fact that nostalgia for past times is apparent throughout all age groups. More specifically:

• Rather surprisingly, people belonging to the Generation Z category (i.e. those classed as being born between 1997 and 2006) were most inclined to be nostalgic for past times, with 15% preferring to think about the past instead of the future. Amongst this age group, 56% of respondents were nostalgic for the 2000s, whereas 42% were more positively inclined towards the 2010s. 
• A slightly lower 14% of millennials (i.e. those born between 1983 and 1996) preferred to think about the past, rather than the future. By decade, 61% of this age group were nostalgic for the 1990s, a figure which compares with 42% for the 2000s. 
• Almost two-thirds (65%) of Generation X consumers (i.e. those born between 1964 and 1982) were especially nostalgic for the 1980s, whereas 55% felt this way for the 1990s.
• Over two-thirds (67%) of baby boomers (i.e. those born before 1963) claimed to feel nostalgic for the 1970s, while 66% of this age group was positively inclined towards the 1980s. 

Separate research carried out in the UK by Dr Oetker found that many bakery foods and dishes were fondly remembered by the country’s population. A survey of 2,000 adults found that 26% of respondents cited Victoria Sponge as one of their most memorable foods from past times, a figure which decreased to 22% for Apple Crumble, 20% for both Chocolate Crispy Cakes and Iced Fairy Cakes and 19% for cupcakes. Lower down the list were other bakery foods such as Lemon Meringue Pie and Chocolate Fudge Cake, both of which were mentioned by 10% of respondents. 

This ongoing passion for foods associated with yesteryear has led manufacturers in sectors such as bakery goods to develop flavors based upon them. In many instances, old recipes and ingredients are given a modern twist, creating what has been termed ‘newstalgia.’ Some of the typical flavors within the bakery sector which fall into this category include varieties based on popular desserts (e.g. Lemon Meringue Pie, Sticky Toffee Pudding, etc.) or seasonal garden fruits (e.g. rhubarb). 

This type of flavor innovation has been apparent within the UK’s in-store bakery (ISB) market, with Asda having recently launched a Rhubarb & Custard Danish pastry and Tesco having brought out Banoffee Tarts and Jam Trifle Buns. Staying in the UK, the Mr Kipling range was extended in May 2024 by owner Premier Foods with new Strawberries & Cream Fancies, which were targeted at the tea-time snacking market. Not only does this flavor play on memories from childhood, but it also ties in with the tennis tournament at Wimbledon, which is widely viewed as being synonymous with strawberries and cream.

Read the rest of the article in the July-August issue of European Baker & Biscuit.