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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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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.

Brands are becoming more innovative when it comes to producing meat and dairy alternatives with plant-based claims. Consumers can choose from a bigger variety of plant-based options that uses innovation to closely replicate common meat and dairy products. Overall, the annual growth of meat and dairy launches with plant-based claims is 19% (CAGR, 2017-2021).
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A continued rise in fermented food launches has been noted, with a growth of +21% (Global, CAGR 2017 – 2021). The process of fermentation acts to both boost a product’s shelf life and nutritional value, with probiotics highlighted as primary function for fermented foods. Consumers are taking steps to improve immunity by incorporating beneficial bacteria in the form of probiotics and fermented foods, as they believe a healthy digestive system can help boost the immune system.
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Consumers are ready to pay more for free-from food and beverages, as products free from allergies – such as gluten and lactose – are considered as major attribute of “clean” eating.  “Palm oil-free” and vegan claims are fastest growing claims in recent product innovations. Such free-from claims are commonly found in product launches from bakery, snacks and dairy. Adding to that, health benefits like “fat-free”, “sugar-free” and “calorie-free” are also gaining importance.
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Consumers are becoming increasingly conscious about the kinds of ingredients they are consuming. Although the goal to reduce sodium intake becomes more important to consumers, it cannot be achieved through reducing table salt alone. Therefore, the food industry continues to launch cooking solutions that reduce the sodium content. Sauces and Seasonings are one of the fastest growing food categories between 2017 and 2021 globally.
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With more people working from home and eating at home due to the COVID-19 pandemic, there has been an evolution of the breakfast occasion. Breakfast products are becoming more snackable through new sizes, shapes and packaging. Convenient on-the-go formats and one-size portions allow a quick meal for one.
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Texture plays a key role in how consumers experience food and beverages and can offer a greater feeling of indulgence. In the plant-based market, texture innovation is key to replicate the eating experience of the meat or dairy equivalent. Creamy is the top texture claim in plant-based food and beverages (Global, 2021), however crispy and crunchy texture claims are rising.
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