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NPD in Action: Bakery Trends

Apr 2021

Consumers are demanding products that are aligned with their specific lifestyles such as keto, vegan and paleo, among others. In bakery products, an astonishing rise of “keto” claims is reflected by an average annual growth of +262% (Global, CAGR 2017-2020). A key challenge for bakery manufacturers remains the (re)formulation of lifestyle-specific innovation without compromising on taste.

Diet Food
Prozis
Seu Divino
Simply Keto
Natural
Sweet Soft
Terrium
Morama
Orgran Lemon
Kuzala

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Picture Click to Enlarge

Diet Food Organic Keto Cookie with Cacao (Poland). Organic keto cookie with cacao, in an 80g plastic packet, held in a carton box. Certified organic. Slow dried. Raw. Handmade. Vegan. Without palm oil. Low glycemic index. No artificial ingredients.

Innova Market Insights data indicates that there is a 2% growth in snack launches globally from 2019 to 2023. Snack Nuts & Seeds (21%) was the leading subcategory of snacks, but Finger Foods/Hors D’oeuvres was growing fastest with 8% growth from 2019 to 2023. Additionally, there was a notable surge in launches for plant-based snacks, which saw a 24% growth from 2019 to 2023.
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Innova Market Insights data indicates that the use of protein ingredients in food and beverage launches globally had a 3% average annual growth from 2019 to 2023, with Bakery being the leading category. Plant-based claims grew the fastest, with a notable increase of 27%. This surge has led to the rise of various plant proteins such as lentil protein, fava bean protein concentrate, field bean protein, and others.
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Innova Market Insights data indicates that there is a growth in low/no/reduced sodium claims in various food & beverage categories. Hot Drinks had a 24% average annual growth from 2021 to 2023. Categories Desserts & Ice Cream and Meat, Fish & Eggs are also on the growth path and show innovation potential.
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Innova Market Insights data indicates that organic claims are expanding into various food & beverage subcategories, painting a new landscape for the use of this claim. Organic flavored alcoholic beverages had a 35% average annual growth from 2019 to 2023. Other subcategories are also gaining ground, like wrapped chocolate pieces and others.
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Innova Market Insights data indicates there is a 2% average annual growth globally in cocoa ingredient use for food & beverage launches. Confectionery is a leader of these launches, with chocolate being the frontrunner, but there is fast growth of cocoa use in meat substitutes with 61% growth from October 2018 to September 2023.
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Consumers are rushing into the world of bold and exciting flavors. Innova Market Insights predicts that flower & botanical flavors will take the lead in food & beverage flavor innovation in 2024. Other flavor trends on the rise include nostalgic vibes, fantasy flavors, emphasis on local delights and a mix of sweet and sour influences.
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