Sweet Delight – Decoding consumer bakery decisions
30 Apr 2024 | Cargill
Indulgence remains one of the essential reasons for purchasing bakery products. However, new research shows that consumers want the best of both worlds and expect tasty products with a healthier profile. Join our webinar to discover our proprietary insights and better understand today’s bakery consumer behavior and the role that texture, ingredients and claims play in product success. Get Inside bakery product market trends and what they mean for you. Discover our new “Sweet Delight – decoding consumer decisions” research on evolving consumer demands. Learn why Cargill’s solutions will help you achieve the desired textures in baked goods and contribute to the overall indulgence.
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Good morning everyone and welcome to this webinar entitled Sweet Delight, Decoding Consumer Bakery Decisions.
We're looking forward to a very interesting session into better understanding today's bakery consumer behavior and the role the texture, ingredients, and claims play in product success.
So today we're, we'll be sharing some key learnings from a proprietary bakery research to offer you a better understanding of today's bakery consumer behavior.
And we strongly believe that these insights will help you with the focus of your innovation efforts.
So, a little bit of background first, indulgence remains one of the essential reasons for purchasing bakery products.
However, new research shows that consumers want the best of both worlds and expect tasty products with a healthier nutritional profile too.
And at Cargo's Food Solutions, we significantly invest in consumer research to better understand and decode our customers' consumer behavior.
So our Sweet Delight decoding consumer decisions usage and attitude research, it surveyed 1200 consumers in Europe, and in Germany in October 2022, as part of a global study which included similar research in the US and Brazil.
And the study reveals unmet needs and motivations that drive purchase behaviors relating to bakery products, which, in this case, it redefines as cakes, cookies, and pastries.
So today our speakers are going to take you inside the results of this survey and what they mean for you.
And additionally, we'll take you inside Cargill's solutions and outline how you can use them to achieve the desired textures and baked goods, and contribute to the overall indulgence.
We'll show you why Cargill is your bakery expert partner through our wealth of baking fat solutions, years of bakery experience, and supply chain capabilities.
Today, you're going to hear from Camille van Baek, who is Category Director of bakery and functional Systems, and Camille leads the growth and innovation agenda of our bakery business, including the development of benefit-based portfolio bakery solutions.
We'll hear from Ellie van der Berg, who is bakery, and marketing manager, and Ellie leads the bakery, the marketing efforts for the bakery category.
She's also responsible for external and internal activations and supporting customers with market and consumer insights, as as dedicated innovation insights.
Then we'll hear from Thomas K Skivszak, who is, insight senior specialist, and from local delicacies through to global gastronomy, and Thomas, deciphers trends, unearths consumer desires, and discovers customer needs to translate them into delectable solutions.
And in our Q&A sessions, we'll also be joined by Susan Gottwald, who is R&D bakery category leader.
And in in her role, she's responsible for bakery application team at the R&D Center in Vilvoorda, as as the technical account manager's bakery across the food solution product lines.
If you have any questions for any of our speakers, please make sure to enter them into the chat box, and we'll try to get through as many of them as possible in the Q&A session.
But for now, it's time to get started.
Over you to Camille.
Over to you, Camille, with an overview of what you're going to hear about today.
Yes, fantastic.
Thank you.
I'm actually really pleased to be here, and to share our latest insights on the consumers of bakery products.
We've done a lot of study, research on this, and we were presented in the three topics you see above, the bakery category developments as we see today.
We zoom a little bit deeper into the consumer specifically and decoding their decisions.
And then, we would like to have a view on how we can seize this opportunity, together.
A very nice study which we have done.
And I think if you think about why have we done this research?
I think for us as CFS as Cargill, we believe that each innovation starts with the consumer.
Yeah.
If we understand their needs, their drivers, and their intentions much better, then we should be much better and able to create solutions for those consumers.
And of course, we do this in collaboration with our customers, which enables them to differentiate with their products on the bakery market.
So let's have a look at those insights.
Yes.
Thank you, Camille.
So now I would like to start by sharing with you some of the key developments in the bakery category to help set the scene.
So based on data from Enova's category review, we see that Europe continues to be the largest region for new product development within the bakery category.
It represents 38% of the category launches globally, and actually, if your business covers the full region of EMEA, including Middle East and North Africa, that adds another 6%, bringing it up to almost half of the retail innovations worldwide.
Then the second biggest region is Asia Pacific with 30% of the launches, followed by Latin America with 17% and North America with 10%.
Within the bakery category, sweet baked goods are displaying a notable rise in NPDs with a positive keger of 4.1%.
When we actually look at the launches per subcategory, we see that sweet biscuits and cookies continue to be the biggest segment with 43% in 2022.
Second comm cakes and pastries with 32% and actually both of these subcategories have had an increase in share year on year with 4% and 1% respectively.
The third subcategory is baking ingredients and mixes with 25% but actually showing a decline of 5% versus the previous year.
Now let's have a look at the top claims for sweet baked goods in 2023.
We see that 4 out of the top 5 claims are actually the same for both West and East Europe, with some minor regional differences.
Environmental claims, as as label friendly claims, including no additives or preservatives, palm oil-free, and organic, are leading in both regions.
For Western European consumers, however, the top claim is actually vegetarian, while gluten-free is important for Eastern Europeans.
Now if we deep dive into the two growing subcategories, we see that for cakes traditionally crafted claims are influential with 23% of European consumers while made with real ingredients are important to 22% and indulgence claims are important to 18%.
On the other hand, when we look at cookies, sugar-related claims like low, no, or reduced sugar are cited to be most important for 20% of European consumers, while palm oil-free and indulgence are at 18% each.
With this consumer focused on indulgence, it all comes back to the sensory appeal.
So here we like to say that taste is king, but texture is the queen.
Based on a proprietary cargi research with more than 9000 consumers across 10 countries in 2022, we learned that for sweet baked baked goods, taste is still by far the most important sensory attribute.
When ranking the five senses, it comes first for 6 out of 10 consumers.
However, after taste, texture is the second most important product characteristic.
It is actually being ranked first, so higher than taste, by 11% of consumers and comes second for another 28%.
After taste and texture come the look and color, then smell, and finally the sound.
So taste is king, but which specific flavors have been reigning over the sweet baked goods category?
It is all about chocolate.
Milk chocolate has been leading, the leading flavor over the last couple of years by far, followed by dark chocolate and cocoa wrapping up the top three.
Then come classics like hazelnut and vanilla.
In addition to being at the top.
Chocolate flavors are also part of the other key flavors that have been growing significantly in popularity over the last couple of years, like white chocolate, caramel, and chocolate chip.
And then of course we have some nuts and fruits that are represented by almond and red raspberry.
And in 2023 we see that some recipes are taken to even higher indulgence levels again, often with the help of chocolate, including being dipped in chocolate on both ends featuring rich fillings such as cream cheese or toppings such as white chocolate drizzle.
So as we can see, there is already a lot known about taste.
So now I would like to give the floor to our insights expert Thomas, who will actually tell you more about our exciting proprietary research that provides a unique deep dive into texture and the related ingredients and claims and how they impact today's bakery consumer.
Thank you, Eli.
To help you take the right business decisions about successful product portfolio, we are going on continuous quest to gather a lot of data and insights.
Key important aspects we focused on, here, we're understanding what drives consumer decisions, what product characteristics are important for them, and what ingredients make real difference.
In a few next slides, I would like to guide you through highlights of the findings from our peak proprietary research that help us to answer these questions.
The results were published in the beginning of last year and comprised feedback from almost 5000 respondents from three countries.
It consisted of two stages.
First one, qualitative, focused on deeper understanding of needs and purchase drivers, and second, quantitative, showing us how the different needs and drivers are spread within the bigger population.
The big study included the three key applications cakes, pastries, sweet biscuits, and cookies.
The outcome offers many insights helping to uncover new opportunities to meet the consumer expectations both at total pay carrier level as as within the specific views per application.
This knowledge combined with our extensive bakery capabilities give us confidence in creating together with you winning delicious products.
I will start from some basic eating habits.
Let's look closer into the moments of the day across the products with three main applications cakes, pastries, cookies, and biscuits.
The gravity of cake's consumption is around afternoon snack.
85% of respondents claim that this is their typical moment.
It can be related to more planned occasions, often accompanied with tea, coffee, and sharing with others.
Is pastry different?
Yes and no.
Still, their key moment of the day remains afternoon, but at the same time we can see growing popularity of eating pastry as breakfast and morning snacks.
On the contrary, The third applications, cooking and biscuits are often the evening options, where there is a time for rewarding your, rewinding your, sorry, rewarding yourself, and satisfying sudden cravings, to have something sweet.
Let's move to what are the triggers and barriers for the bakery, and again this is just the top line view.
We also have a lot of observations for each of the applications.
So what attracts a lot of people to a sweet bakery is that they cannot imagine a better a company for a cup of tea or coffee.
They also find it satisfying and convenient snack between their meals or a really great finish of a good meal.
On the other hand, what worries them is the risk of putting on weight or eating too much sugar, sometimes compulsive, with potential negative consequences on their health.
A deeper understanding of similar habits and needs, and linking them with, other preparatory studies like Car Trend Tracker led us to identify five benefit platforms.
First to, A premium indulgence and fresh from the oven are platforms related to the core needs of a bakery.
They put in the center intense multisensorial experience and the pleasure of indulgence.
It is because people have unchangeably strong expectations from the food, bringing joy to their life, and they want to experiment with combinations of taste and different textures.
A hedonic part of our nature is balanced by two other platforms, Better for you and guilt-free.
They are representing the nutritious and healthy side of food.
We know that after the latest experiences with the pandemic, consumers became more interested in the positive nutrition and look for healthier options to enjoy.
Last platform everyday, everyday kind of treat is derived from the latest experiences with galloping inflation and growing income polarization.
There is still a group of people willing to pay premium, but they are also growing masses of consumers who are tight on their budget, and they are looking for more affordable options.
Next to this 5, we cannot forget about plant-based and sustainability, which remains relevant across all the platforms and can be used, , as a strong reason to believe increasing the importance of the original platforms.
Now, a few words about, about our approach.
This visual on the right hand side can give you an impression it was very, very complex, while in fact the process was much, was much simpler.
In the first step, we, after presenting the platforms, we are measuring how important they are in the context of decision process and how strongly they drive purchase intent.
The three following steps were focused on claims, textures, and ingredients, and linking them with particular platforms.
In this way we were checking how much specific elements of this mix they fit together and they work in synergy.
OK, so what did we learn from the study?
This map shows how strong these five opportunities are.
We have plotted them into two dimensional grid.
The horizontal position shows how important the platform is, while vertical position, how much the platform can drive willingness to pay more.
Out of this picture we can clearly see that premium indulgence shows the biggest potential being both important and worth to pay more for.
At the same time, better for you and guilt free, attractive for a bit narrower group of consumers but still are able to drive premium.
However, every kind of treat is highly important, but due to its nature it's more an entry point for the consumers looking for good value for money.
The previous slide showed the first step, strength of the platforms to drive purchase.
It helped us to focus on three top opportunities premium intelligence, better for you, and everyday kind of treat.
Here you can see an example how the particular platforms work in synergy with the elements like different textures, claims, and ingredients.
Why is this important?
Because only good peaks can strengthen the power of the platform and maximize its market performance.
So for example, Premium indulgence works perfectly with textures like creamy, smooth, buttery, stressing the richness of the experience.
When it comes to claims, premium indulgence is key to play with origin of the ingredients and their sourcing with communicating all natural, 100% traceable, palm oil free, locally sourced and organic.
In case of specific ingredients, strong premium associations can be driven with butter and cocoa butter, coconut oil, especially when combined with added nuts and coconut powder.
Together with the evaluation of the platforms, we also defined consumer profiles for each of them, so.
It is a combination of demographics, lifestyle needs, purchases drivers, and behaviors.
I would like you, I would like to use this opportunity and to introduce you to Anna.
She is a high-end purist who represents the target of the premium indulgence.
Anna is about 40 and likes biscuits and cookies primarily as an afternoon snack, snack with coffee.
She buys it for herself and her partner.
She's not eager to sacrifice quality for a lower price.
She rarely follows any diet, but likes vegan food and cares about the environment.
The ideal product for her needs to be to taste good and needs to be also healthy, which for her primarily means portion size.
She looks for products and formats allowing her to relax and unwind.
Anna cares about natural traceable, locally sourced organic ingredients.
She's not a big fan of palm oil.
The products should be made out of the best quality ingredients.
Anna buys them primarily in the supermarkets and bakery sections, but also, also center aisles.
She can, or we actually can attract her attention by playing with smooth, melting, creamy, buttery, and rich rich textures and ingredients like butter, cocoa butter, cocoa powder, and added nuts.
And, yeah, that was all about Anna.
And, these, there were also the, these were also, all the highlights that I wanted to share with you today.
You can learn about, , other consumer portraits, as as, hear more about bakery and its three key applications by reaching to your bakery business, partners and, Cargill.
And with this invitation I will hand over back to Camille.
Yeah, really cool to hear all those insights and to see how we have been able to really make those, personalization personas of consumers, which should enable us to drive our, to develop our solutions to targeted consumers, which at the end will help our customers.
And this is what we do at Cargill, yeah, we really like to work with our customers to co-create growth and bakery together.
And, today we show you an example about the insights we are having, and these are very important for us to really is the backbone of all our innovations that we do.
It starts with the consumer.
That's why our innovations are very insights driven.
And that will then support our broad solutions of ingredients.
As Cargill, we can offer you a lot of all kinds of ingredients which we can then all engineer together with our expertise we are having, and not only on the ingredients level, application level, but we also have a lot of expertise when it comes to the manufacturing processes of our customers.
And of course, we will have, , we are a trusted supplier, we hope to, we are able to give you the, the, the products you want, where you want it, and when you want it.
And an important playground for Cargill is, of course, sustainability, and it's also an important field in, in bakery, as you have seen on those insights.
We have a lot of ingredients.
Think about the sweeteners, texturizers, proteins, fibers, oils and fats, cocoa and chocolates, but we also have a nice portfolio of decorations and inclusions, and, and a nice group of blends which enables you to get the right functionality into your product, so that we can combine the functionality of your end end product with the sensory expectations of the, of the of the consumer.
And by combining those things, if you look at the left side where you see all the ingredients and components of a bakery products, if you combine those things and approach it in a holistic way, we are able to create the benefits for our consumers in those end products.
Yeah, think about reduction of sugar, product enrichment, labor friendly solutions, etc.
Cost efficiency is of course an important one as.
But overall, we believe that in this category, indulgence is always in the lead, so we also can combine our ingredients to tailor them and engineer them actually to create a super sensorial effects, for you to enable to create those differentiating products on the bakery market.
And I will give the floor to Ellie to give an example on what we have done recently with the oils and pets portfolio.
Thanks a lot, Camille.
Indeed, as an example of how we ourselves have utilized the insights from the Sweet Delight research into our own innovation work and to help you elevate baking indulgence, we recently launched Cargill's broad portfolio of oils and fats.
Ozone fats are key ingredients in achieving desired textures and mouth feel in baked goods, and they also actually impact the overall indulgence by enhancing the taste profile and affecting the color and the volume.
And we didn't only look at the ozone fats fats in isolation, but how they interact with the other ingredients and the total impact on the final application.
For this purpose we also prepared 3 delicious Males as prototypes to showcase these profound effects.
So if you're interested, we have sample boxes that you can order as part of a follow-up tasting session with us.
So by offering our broad baking oils and fats portfolio along with world-class formulation expertise, global presence, and baking capabilities, we can help you meet the most challenging application goals that satisfy consumers.
We have a variety of liquids, fats, specialties, and blends and can also tailor-make solutions based on your specific requirements.
We have a wealth of solutions for a complete sensorial experience so we can help you achieve the desired textures by consumers based on what we have learned from the Sweet Delight research.
We have also solutions for various nutritional profiles to be able to get the best of both worlds in terms of indulgence, but also better for you.
We can also help you with processability, shelf life, and ease of handling, as as achieving cost and use efficiencies and helping you with certified sustainable solutions to address consumers' considerations in that space.
So to sum it all up again, working with Cargill truly offers you a holistic technical expertise all in one place.
We are setting you up for success with the insights that are complementary to yours, like what you saw today from our proprietary research sweet delight and more.
Sensory is at the heart of what we do, so we can enable your recipe reformulation with no compromise on indulgence, and at the end.
Passion for bakery is what we have in common.
So our dedicated and knowledgeable bakery experts are looking forward to deep diving further with you into the insights we have and the solutions we can offer.
So please reach out to us and let's co-create winning bakery products together.
Now, let's open the floor for a Q&A and Robin I'll give the floor to you to see if we already have some questions in the chat that we can address.
Thanks very much, Ellie, really good.
And thanks, also to Thomas and Camille for those insights.
Let's get to the Q&A.
So, we're also happy now to be joined by Susan Gottwald, who is, R&D Bakery category leader.
So again, if you have any questions for any of our speakers, just please enter them into the chat box, and we'll try and get through as many as possible.
But I'll, begin back with you, Ellie.
You mentioned vegetarian at the very beginning as the top claim in Europe.
What about, what about vegan?
Right, thanks for the question, Robin, and a spotted detail, very interesting.
So indeed we highlighted the top 5 claims across Europe.
So actually vegan is, still in less than about 10% of, innovations in West Europe and even less in East Europe.
So it is not in the top 5.
So that's why it was not shown on the slide, but it is still in the top 10 claims.
So definitely important to keep in mind.
And here I would actually also like to call out the plant-based claim because this is the claim that is actually showing the biggest growth over the last 5 years, but starting from a much smaller base, so you will not see it in the top claims, but it is top in terms of consideration for consumers.
So yeah, keep it in mind and you're going to continue seeing it across innovations in Europe.
OK, thanks very much, Ellie, and it raises maybe a question for you, Susan.
Thanks, thanks for joining us.
So, what, what Ellie was picking up there on, on plant-based, what, what, what does this rise in demand for plant-based bakery options mean for product development?
And how, how are you overcoming these challenges then?
Thank you, Robin, for this interesting question.
Yes, the rise in demand for, plant-based products comes with some challenges, as we have to replace dairy and egg-based products, , and with the current manufacturing capabilities, and the consumers would like to maintain the texture and the taste.
So, and all the challenges, correlates, with the amount of ingredients which need to be replaced.
So, and what we have seen with our requests coming from our customers that by low dosage, low dosages to change are easier to handle than having high dosages to change in certain bakery products.
And also dairy and egg are multi-component and multifunctional ingredients, so the replacement will be not done by just one component, so it's also preferred to have a multi-component, and multifunctional ingredient which is replacing eggs or dairy products.
So we look, At the end product and the function which each ingredient can is is adding to the bakery product and we do have a huge portfolio as Camille showed in the presentation of plant-based ingredients which enable.
Us to find the right solution and to replace egg and the dairy ingredients by still while keeping the consumer experience and to be able to support the development of a very indulgent bakery product.
Excellent stuff.
Thank you very much, Susan.
But I'll, and I'll stick with you as , because I guess another of the trends that we're speaking about is is the notion of healthy indulgence, where you're trying to balance the two together.
This, this technical, it's really a a technical challenge, I guess, to, to combine both indulgence with health in order to achieve a a more nutritional profile.
In what is typically a very indulgent kind of category.
So, which new ingredient solutions, when combined with technical expertise are helping you to achieve this, healthier indulgence?
Yeah, that is An interesting question, and there's some of that what was also mentioned in the presentation.
So when we're looking into nutritional profile, what was the main concerns of the consumer is sugar content or fat and calorie content.
So, when we are looking on the product, we are looking for sugar, to, to on, on the sugar content and on the amount of the saturated fatty acids, which are top of mind and also mentioned on the label, so consumers can see that the two parts on the final product.
So with the portfolio we have, we can work to reduce sugar with full or non-calorie sweeteners.
We have products to increase soluble fiber and protein in bakery products, and we have different vegetable oils to reduce the amount of saturated fatty acids.
So to combine that, the art is not only in reducing a single ingredient, no, it's combining multiple.
Multiple and different solutions to make it work in the full recipe.
Beyond, maybe these, these trends of plant-based, healthier indulgence, are there other kind of trends that you'd call out that are causing kind of technical challenges and the need for solutions within bakery right now, Susan?
We see, next to that what you mentioned, plant-based, also sustainability requests, so better for the planet, but we also see questions coming on cost efficiency, , as a, as a topic.
So, on working on ingredients but also new colors or, or flavors, shapes, something to make the product more attractive, from how it's look and feel.
That is what, also, what we see as a requests.
So, the, the life cycle of the products, they are getting shorter.
They are the development cycle of the, of the product with our customers that is staying the same.
So with, we are trying to anticipate also with all the research we're doing on insights, so we're trying to anticipate also the changes and working proactively on having the right solutions ready when the questions arriving at at us.
Very good.
Been kept busy, that's for sure.
There's so many things going on right now.
Absolutely.
OK, Tom, Thomas, I'll go over to you.
Thomas, what, what were some of the more surprising findings that you came across in your research, and what can bakery manufacturers take in order to, to address these market demands?
Mhm.
For me, maybe less surprising, but still a lot very, very fascinating is the tension between indulgence and health and nutrition.
Although from bakery people do not expect the same like from broccoli or other vegetables, but they are still extremely interested in finding good excuses for their choices.
At the same time, they do not want to compromise on pleasure.
This is something we need to, we need to remember.
So bakery products are in this sense very unique versus, for example, ice cream or chocolate tablets.
On one hand, consumers eat bakery products to fill.
On the other, they have a need for a treat.
We in industry, need to remember that the moments of the day and the product types, determine, , what consumers are looking for, and, it defines, also their needs for either nutrition or, or indulgence or good balance between these, these two.
So this is something really, really fascinating and something that, what we want to do to help everybody to, to address in the portfolio.
Very good, thank, thank you so much, Thomas, and just, just sticking with you now, you, you showed Anna as And as a consumer for premium indulgence, what other consumer examples do you have, for other opportunity spaces?
Yes, of course, we have, consumer portraits for all the other platforms, as , but it will take a lot of time, for me to share all these portraits, portraits, with you, right now.
I can only assure that, each of the, the profiles differs in demographics, motivations, expectations towards, product characteristics, as as, favorite bakery solutions up up to, , brand level.
So we need to remember that there is no size fits all solution in bakery.
Addressing the needs, of different groups and different moments of the day helps to, helps to, to maximize penetration in the consumer market.
And this is, where our growth portfolio and solutions is mean to, to help you all.
OK, very good.
Thank you, thank you very much.
Just building on that, Susan, a little bit, we mentioned the Ana as the consumer for premium indulgence.
How, how can we technically formulate towards those sort of demands and these very specific needs of a kind of a consumer group?
Oh yes, if you look on Anna, she had quite some demands, so she product should be very indulgent, good taste and surprising texture, and then all the requests she also had on sustainability and Transparency and would like to have only the best ingredients, so it will be a premium indulgent product she is looking for maybe with double or triple chocolate, so at least there are yeah, possibilities to enrich the product with more.
Indulgent products we have from, from our portfolio.
Absolutely, thank you very much.
Interesting question just came in here now, which is, I think it is very, very relevant right now, considering the current situation on the cocoa market, as everybody's pretty aware of.
So, chocolate's a very, very important flavor in baked goods, but with the current situation on the market, what alternatives or solutions do you have to address this?
And maybe I'll go with you first, Susan, but maybe Camille can also offer his perspectives.
Thank you, Robinna.
This is a relevant topic, as chocolate stands for indulgence, and, there are few alternatives when working with chocolate.
So, the most easiest, of course, to decrease the slightly the amount of chocolate in your bakery product.
There are the possibilities to, use RR rated, chocolate inclusions, R rated chocolate chunks, , and, another way is to optimize the current chocolate recipe to a more cost efficient recipe.
If chocolate is.
Not , not needed, then there is also the possibility to investigate if the use of coating or filling with a chocolate can can be an alternative solution.
But here, please watch out if you have an impact on your ingredient list and on the naming of the product.
So, and if that is not the case, you are free to move into coatings or fillings.
And for fillings, you still have the choice for fat-based, emulsion-based or water-based fillings to be used in your bakery product.
Very good.
Camille, would you have anything to add to that?
Maybe, because I, I also know there was a recent partnership that Cargill entered into.
Yes, yes, , yeah, as the, we have of course have, picked up on this, this, this big price, development in the cocoa market, so we've been looking at cocoa alternatives and I think, recently we've announced a partnership with Voyage Foods and, this partnership enables us to.
To offer our customers, solutions which significantly reduced environmental footprint, and the, the use of Cocoa, and as a result the environmental footprint of the products.
That's really great because I think it can help them to position their product as a more sustainable options for the consumer and you have seen in the research how interesting that could be, for the consumer.
Absolutely, thank you very much.
And maybe just, just staying with you, Camille, you, Cargill recently implemented a category-driven market approach, to, to product development and, partnership with customers.
What, what, what does this change mean for actual, for bakery customers in, in, in reality?
Yeah, interesting, very good question.
I think, and I'm happy to clarify that a little bit more.
At Cargill where we, typically, used to have a very much product line driven approach to the market, we have now, changed it into a category approach and, what we also try to showcase in, in our presentation is that we by combining our ingredients and combining our expertise.
We think we, we are better to provide holistic solutions for our customers.
Yeah, we can, we will be better in place to have a better connection between the consumer needs, the opportunities offers to our customers, and how we can put that together in our portfolio of solutions towards our customers.
Yeah.
So it's not about our ingredients alone anymore.
It's not about an oil and or a fat alone or a sweetener or a starch alone.
No, it's about the benefit we want to create in the end product, in the muffin and in the cookie.
And the relevance of those benefits, sugary juice and these kind of things, the relevance of those benefits is determined by the consumer insight to be showcased today.
Yeah, today we showcase what the consumer really want and that will drive the innovation for us.
And then by putting those basic consumers first and their products more central, we believe that we can, that we can be a better part of our customers for their innovation and their product development needs.
Absolutely, thanks very much, Camille.
Maybe time for one question.
So this is one that was obviously touched on quite a bit.
So, maybe last word for you, Ellie, what, what's, what's next for cargo within the bakery space, and what, what should we look, be looking out for in the coming period?
Yes, thank you for that question, Robin.
So for our bakery team within Cargill, of course, indulgence will continue to be a key priority.
So sensory is at the heart of what we do, so no compromise there.
However, we're also working on the other two big themes that are influencing bakery consumers.
So that is, of course, health and conscious consumption.
So we're working on a number of holistic solutions to help our customers improve the nutri score of their bakery products, and we're also putting even more focus on the growing trends for sustainability and plant-based alternative.
So again, a nice example is this recently announced partnership with Voyage Foods.
So exciting developments to come in this area.
Absolutely, so much to look forward to.
So, yeah, excellent stuff.
Thanks, thanks very much, everyone, and, it's about all we have time for today, but my thanks again to our speakers and to you for watching, of course.
And just to let you know that a recording of this session will be shared with you in the coming days, and if you go to our bakery page, for which, you'll see a link in the chat, you can find, fill in your details and you'll be contacted by, One of our colleagues, if you have any specific bakery questions.
And just to let you know that we'll also have a very another interesting webinar upcoming on Food Ingredients First, which will be held on May 30th, and that's more focused on, the sugar confectiony space, and it's entitled, Scoring Sensory Success in Plant-based Sweets.
So, please make sure to stay tuned for that one.
And, with that, thanks again, and, have a wonderful rest of your day.
Category Director Bakery and Functional Systems
Bakery Marketing Manager
Insight Senior Specialist
Camiel van Beek
Category Director Bakery and Functional Systems
Ellie van der Burg
Bakery Marketing Manager
Tomasz Skrzypczak
Insight Senior Specialist
