bake - September 2019 - 46

what's trending

Here are 8 global trends to help
grow your bakery businesses.

Why is understanding trends so important to the

from different cultures/countries. Hybrid flavors are

success of your bakery business? The opportunity

increasing in popularity, such as category fusions (i.e.

exists to better meet consumer needs when you can

vegetables and yogurt), mixing taste profiles (i.e.

anticipate shifts in consumer lifestyles and consump-

sweet and salty), within-category hybrids (i.e. mayon-

tion behaviors. Through its extensive consumer

naise and ketchup), and flavors in a new format (i.e.

research, Dawn Food Products helps inspire innova-

maple bacon donut flavored cereal).

tive ideas. Dawn discovers trends by reviewing data
and visiting markets, by understanding data synthesis

ENLIGHTENED EATING

and trend shaping, and by bringing trends to life. The

Health is defined by consumers generally as natural,

following are eight global trends to help grow your

unprocessed and beneficial to disease management.

bakery businesses.

Different demographics have differing perceptions of
health. Millennials associate health with low-meat or

BLISSFUL INDULGENCE

even vegan/vegetarian diets; while the baby boomer

Many are looking for ways to disconnect from the

generation continues to hold onto traditional views of

digital world and enjoy a personal moment to indulge

health as low calorie or low sugar. Some are looking

- as a way to reduce stress and anxiety. Two-thirds

for gluten free. Others are looking to add good things

of consumers globally report they are "going to make

like using real fruit and vegetables to deliver flavor.

active attempts to reduce their stress levels." People
are looking to savor a decadent sweet to elevate their

TRANSPARENCY 360

mood. There is a new desire, called the Joy of Missing

People are making more mindful choices that

Out (JOMO), in which people plan time disconnect

embrace holistic well-being and support overall

and focus on what they enjoy, such as eating smaller,

healthier lifestyles. More than half of consumers are

premium desserts as a reward.

influenced by sustainability in their buying decisions.
Millennials want to know that the companies they buy

EATERTAINMENT

from are committed to doing business ethically and

The overall experience of food is becoming more

sustainably. They expect companies to be open and

important to many consumers, who seek to make

transparent about their corporate citizenship efforts,

eating a form of entertainment and adventure. More

and a majority are willing to pay more for a product if

people are sharing food photos or videos; 45% do so

it comes from a socially responsible brand.

on social media platforms weekly. An equal percentage
of consumers (50%) say that both trying new products

25/7

and trying new experiences is most exciting.

Time is precious, and people are constantly exploring
ways to save time, looking for efficient experiences

MY FOOD ID

that won't compromise food quality. Online grocery

Whether it's expressed with pictures, Instagram posts or

shopping is expected to grow to 70% in less than

the food we choose to enjoy with others, people want

10 years. Snacking and grab & go options allow

to be recognized for who they are. Stories told through

consumers to enjoy food while spending less time

a signature item, by using specific local ingredients or

preparing.

find a true connection to their personal identity. Eighty-

JUST FOR ME

eight percent will act to show support when they know

Individualism is a driving force for customization with

about a food company's alignment with personal values.

consumers looking for solutions that specifically meet
their needs. Personalized foodservice encourages

MASHUP ADVENTURE

more involved buying behaviors and boost consumer

People are searching for new horizons and enjoy the

engagement through targeting specific age, gender

treasure hunt. Three-quarters of consumers glob-

or ethnicity. Consider that 73% of consumers want

ally agree they enjoy experimenting with products

some type of personalization.

46 < SEP 2019 | bakemag.com

DAWN FOODS

by highlighting cultural traditions allow consumers to
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