Sweet & nostalgic: Comforting, better-for-you & low sugar desserts resonate with consumers amid COVID-19

12 Apr 2021 --- Since the outbreak of COVID-19, consumers have been drawn to comfort foods. They are discovering that healthier reformulations of sweet treats are a way for them to indulge without the feelings of guilt that arise. FoodIngredientsFirst speaks to ingredient suppliers in the dessert space, who shed light on the balancing act for both indulgence and health.

“People often turn to desserts for pleasure, comfort or to satisfy cravings, and these desires have been amplified in the uncertainty of the past 12 months,” says John Powers, director of marketing at ADM. 

“Seventy percent of consumers report having sweet snacks at least once weekly, choosing to treat themselves as a form of self-care.”

ADM Outside Voice research found that 84 percent of consumers view mental health and physical well-being as equally important, and permissible indulgences are a way for people to support their emotional needs. 

Consumers are taking comfort in familiar desserts and nostalgic flavors amid the pandemic.Nostalgic sweet treats
Consumers take comfort in familiar desserts and flavors, whether by baking a cherished family recipe or purchasing retro snacks reminiscent of childhood, notes Powers. 

“Another trend we’re noticing is growing interest in global offerings, like Japanese mochi balls. Shoppers who spent months sheltering in place are now looking to travel through their taste buds,” he continues. 

This gives confectioners and bakers more opportunity to get creative with exotic ingredients, such as using yuzu filling in cupcakes. 

Consumers are also intrigued by nuanced flavor combinations, like pairing umami with sweet, salty or sour, adds Powers. 

Improving holistic wellness
While soothing emotional and mental health is part of holistic wellness, people are also mindful of their physical health. 

Anna Zanker, sales manager at Fonterra (Germany), sees an increased demand for desserts and snack foods containing probiotics, protein and fiber. 

“Consumers are also increasingly educating themselves about the ingredients in the food they consume, which has made clean labels one of the biggest trends,” she explains. 

“Functional dairy proteins can provide texture-enhancing properties, which allows you to reduce additives and stabilizers in nutritional desserts. Fonterra created specific dairy proteins with enhanced emulsification, water binding and gelling properties, which helps you to create tailored dairy textures.” 

Moreover, high-protein, low sugar ice creams and desserts have seen a significant increase in popularity in the last few years, Zanker observes. Meanwhile, high protein nutritional desserts offer added health positionings. 

“Fonterra’s R&D team developed functional whey proteins which simulate fat molecules and enable manufacturers to reduce the fat in ice cream and dairy desserts while still keeping it deliciously indulgent and creamy and without compromising taste and texture.”

According to Powers at ADM, almost 60 percent of consumers want snacks that are healthy and nutritious.There is a growing interest in desserts with functional ingredients.

“They’re increasingly interested in better-for-you desserts that are made with less sugar or feature functional ingredients like antioxidants, fiber, protein or probiotics.”

Gut microbiome-supporting solutions are also piquing consumer interest across food and beverage categories, Powers reveals. “ADM offers BPL1 and its heat-treated counterpart HT-BPL1.” 

“Since HT-BPL1 does not contain living microorganisms, it can retain functional benefits after harsh processing conditions used for baked goods or pasteurization for dairy products,” he explains.

HT-BPL1 may be incorporated into various decadent confections, from ice cream to chocolate, Power adds. 

Meanwhile, Jolanda Vermulst, market intelligence manager at Sensus, says that indulgence remains at the heart of desserts. “However, dessert brands cannot ignore the diet-conscious demands of more health-aware consumers.”

“Some brands are creating better-for-you recipes that are made with less sugar or incorporate healthy, free from or plant-based ingredients,” she continues. “While healthier desserts could resonate well among consumers, it is essential not to compromise on taste.”

Eye on sugar 
Several trending concepts have transitioned into the dessert space as people want more foods to feel good about eating. 

According to ADM research, eight out of 10 consumers reduce their sugar intake. Of those, 70 percent target baked goods, and 54 percent are focused on candies and chocolate. 

“While achieving reduced or zero sugar is tough to do without compromising flavor, sweetness and functionality, ADM’s Sweet Savvy approach to sweetening and sugar reduction can help solve these challenges no matter the situation,” explains Powers. 

For example, replacing sweetness and rebuilding functionality in complex sugar-reduction formulations, such as ice cream, requires a matrix of ingredients to limit crystallization and maintain a creamy mouthfeel, he notes. 

“In an application like ice cream, we may use a combination of our SweetRight sweetening solutions like ADM’s proprietary SweetRight Edge stevia leaf with our complimentary ingredients like Fibersol to create a rich, consistent texture with reduced added sugars and a boost of added fiber.

Moreover, Vermulst at Sensus says the use of chicory inulin and oligofructose in desserts with reduced fat and sugar content often leads to “an improved taste and texture.”

Frozen dessert trends
Another trend in ice cream is alternative dairy bases, such as oat, almond and coconut. These plant-forward options appeal to dairy-free and flexitarian consumers alike. 

ADM research has revealed that 70 percent of consumers think plant proteins are healthy, and an additional 49 percent feel every individual is unique and requires a customized approach to their diet. 

“Product developers can help meet the needs of highly individualized shoppers that are seeking both nutritious and delicious options through more plant-forward offerings,” Powers comments. 

Healthier comfort foods are seen as a way for consumers to indulge without feelings of guilt.“Beyond ice cream, plant-based bake mixes are another vegan dessert going mainstream. Similarly, gluten-free desserts are becoming a staple in baked goods, whether for at-home baking or pre-made treats.”

Despite the indulgent nature of ice cream, consumers seek out more healthful options to meet their evolving dietary requirements, says Vermulst at Sensus. 

“This sparks opportunities for using fruit and vegetable content and low-calorie and high-protein options,” she comments. 

“Chicory inulin and oligofructose enable you to produce low-calorie ice cream with an excellent taste. Calorie reductions up to 60 percent are feasible.”

Indulgent flavors stand out
Flavors stimulate the emotional center of our brains, which is why we may associate specific tastes with health or indulgence, says Powers at ADM. 

“Fruit is nature’s candy, naturally sweet and ripe with important nutrients. Whether as whole fruits or as flavor inspiration, citrus and berries are commonly found in desserts,” he reveals. 

“We see everything from the classic combination of chocolate and orange to more unique pairings like elderflower with lemon and black currant with rosemary.” 

Additionally, protein shakes and other traditionally nutrition-forward foods and beverages with indulgent flavors are on the rise, Powers notes. These include salted caramel energy drinks, dairy-free chocolate bars, brownies that support digestive health, and berry hibiscus green tea.

By Elizabeth Green