The Race for Health and Indulgence is On

Consumer interest in a diet with wellness benefits was already on the rise before the onset of COVID-19. But the pandemic forced consumers to think more about their lifestyles. That also aroused the desire to better understand ingredients and enjoy delicious – the most important aspect – products which can incidentally protect and promote good health.

According to a report by Friesland Campina Ingredients Food & Beverages, consumers are keen to pursue unforgettable experiences and adopt new definitions of indulgence. “Today, it’s all about a total and immersive experience that tickles all the senses. They are finding more time to experiment in-home, get more creative and discover new flavor combinations,” the report notes. Cookie cheesecake cupcakes, double brewed milk tea frappe with salted chips milk foam, extreme milk tea tasting sliders and excessively fluffy waffles are now seeing the light in the homes of consumers as they create their own feel-good moments to cherish. Out of home is also joining the party, by bringing unforgettable experiences to consumers’ doorstep through DIY kits or online baking classes.

Health vs. Indulgence

“The bakery industry finds itself caught between two competing headwinds,” says Tate & Lyle in a recent analysis. “The powerful desire for moments of comfort and indulgence and the ongoing trend towards healthier living. The latter of these is being driven by consumers’ increasing preference for healthier options, as well as government policies intended to boost public health.”

The importance of reducing calorie and sugar content came through strongly in a survey they conducted. However, it’s clear that positive nutrition is also gaining ground as a way to deliver health benefits while still offering consumers the sweet, indulgent treats many are looking for.

This could also reflect various government policies that aim to educate consumers on the nutritional profile of products in order to drive changes in consumption habits, as well as advertising restrictions on high-fat, salt and sugar (HFSS) products.

“These have given rise to initiatives such as Nutriscore and ‘traffic-light’ systems, and scoring well on these measures is about more than just calorie and sugar reduction.

Overall, what emerges from our data is a picture of a sector that is innovating rapidly in the face of significant changes in the market,” Tate & Lyle points out.

You can read the rest of this article in the Winter Issue of Asia Pacific Baker & Biscuit magazine, which you can access by clicking here.