Parker Products crowns lifestyle, indulgence and experience as key drivers in sweet categories

12 May 2021 --- Parker Products, a company founded in 1926 by the creator of the “Drumstick” ice cream novelty, has highlighted three main trends shaping the dessert, ice cream and sweet categories. 

The company develops ingredients for almost every segment of the dessert space, including inclusions, toppings and flavors. 

A look into the trends
Speaking with FoodIngredientsFirst, John Pimpo, marketing director at Parker, shares his insights on the evolving sector and highlights the key trends that are driving change. 

“The first trend we see dominating the desserts space is ‘Lifestyle Choices.’ Consumers are seeing food as fuel and adapting eating to their diet and lifestyle choice. This can include low/no- sugar, keto, paleo, intermittent fasting and plant-based. There are also many others and various combinations of the concepts.”

Health and wellness portfolios are often centered around chocolate, caramel and nuts. The next trend flagged by Pimpo is “Permissible Indulgence.”

“Consumers are looking to enjoy their food choices when they choose to celebrate, either every day, small allowed desserts or time permitted occasions. When consumers break their diet or want to reward themselves or just give themselves a treat – they want the real deal, the best of the best and not be disappointed,” he explains.

In line with this, “Quality & Standards” is a trend that is a little less defined and according to Pimpo, it’s a trend that consumers are more aware of. 

“Consumers are looking more closely at ingredient labels and front of package claims; they want to know what went into making this food product,” he continues. “Not only do they want to be able to read and understand the ingredients, but many may also want to know if the ingredients were sourced responsibly under sustainable practices.”

Last but not least, a trend coined “Experience” by Parker outlines going beyond just enjoying a meal or dessert. 

“This is making sure the product is a sensory delight. For instance, is it social media-worthy? Does the product make the consumer feel they are extremely special for trying this product? Is it exclusive? Is it ultra-unique, different and distinctive? Does it capitalize on flavor, texture and concept? Will I try this again?” 

Meal occasions return
Following global lockdown restrictions, Pimpo says consumers are itching to get back to normal. 

“Everyday activities that were taboo a year ago are beginning to take place again – albeit with a little more caution mixed into the structure. But with those normal activities, people want to get back to the way things were, and what better way than coming back to the table – for a family meal, an occasion and of course dessert,” he asserts. 

We see many pre-packaged elements for safety, and when there is sharing involved, consumers are still careful, Pimbo notes. 

Meanwhile, desserts are fast becoming the starring meal for consumers to look forward to. 

“While we will always default to indulgence first, we recognize that lifestyle eating choices are trends that are not going away,” he continues. 

“It is imperative for us as developers to look to the trends to identify opportunities. While many of our ingredients can be used as-is for many applications, we certainly are formulating knowing the specific guidelines many of these programs require.”

Some of these products are treat products that consumers view as a reward, while others are formulated within the nutraceutical realm and have true daily, functional food properties. “These ingredients may be fortified with vegetable or dairy proteins to meet certain claims,” Pimbo reveals. 

“Deconstructed” flavors 
As part of Parker’s Spring 2021 Ice Cream Flavor Ideation, the company noted several themes that were common in sweet category development. 

“First, we always look at trending desserts from foodservice and restaurants that we can ‘deconstruct’ into ice cream flavors,” says Pimpo. 

“We also take notes from the beverage industry to see what is trending in that segment. We look to the warm and cold beverage markets as both provide great insight into consumer purchase patterns. We see alcohol still trending as a viable option, and breakfast for dessert has been a real fun trend to match,” he underscores. 

Meanwhile, health and wellness portfolios are often centered around chocolate, caramel and nuts.Flavors such as red velvet, Snickerdoodle and cheesecake are all popular with consumers.

“Many of our customers have their own version of deconstructed desserts that they tailor to their specific segment. We see many dessert favorites like key lime pie, birthday cake, cotton candy and other nostalgic concepts making their way into the health and wellness category,” details Pimpo. 

Crazy for cookies
With many consumers still spending a lot more time at home, Parker sees a “cookie craze” happening. 

“Consumers are looking for new and unique offerings in their cookies. No longer is a chocolate chip or peanut butter cookie going to cut it,” argues Pimpo. 

“We do see chocolate in many new ways, but we see a big resurgence in caramel also.”

The original “sweet and salty” caramel can bring so much flavor and texture to a cookie, he adds. 

The company is also spotlighting the resurgence of nostalgic flavors and functional cookies fortified with protein. 

“We expect to see chefs and home bakers working with new spices and savory elements such as olive oil and rosemary, and new sweet options like jams, brown butter and maple. New textures that add different flavors like cornmeal and sesame will also be arriving,” Pimpo forecasts.

By Elizabeth Green