Crunchy cookies, chewy brownies, decadent tortes, cute cupcakes, crusty baked bread…baking is an art this world would just not be the same without. World Baking Day is observed next on Sunday, May 17th, 2020 to celebrate it. It has been observed the third Sunday in May since 2012. This day was created to show people just how much fun it can be to make a cake or some cookies, and baking can be a great way to spend time with family and friends.
HOW TO CELEBRATE WORLD BAKING DAY
It is not necessary to be a pastry chef specializing in fancy tortes to celebrate this holiday. All you really need is a little flour, sugar and butter and a sense of adventure. One of the best things about baking is that there are thousands upon thousands of recipes to choose from, so everyone is sure to find something to suit their specific tastes.
GLOBAL OPPORTUNITIES
Companies can tempt more consumers to switch on their ovens by innovating with fun and engaging baking decoration products, providing more appealing flavours and also deliver products which simplify the baking process.
In fact, consumers are increasingly expecting food products to match their dietary needs and choices. As a result, bakery ingredient brands need to respond with suitable products and ingredients.
ORGANIC, ECO-FRIENDLY AND NATURAL
According to a recent research by Mintel, in the EMEA area (Europe, Middle East and Africa) consumers interest in natural, organic and non-processed ingredients is booming, and baking product brands have the opportunity to capitalize through sourcing organic ingredients.
Launch activity in Europe in the baking ingredient & mixes, and sweeteners & sugars categories has seen the share of organic claims rapidly rise over other natural claims. Consumers in the region view organic ingredients as a signpost to natural production.
In addition, the baking craze sparks demand for decorations. The popularity of reality television shows which focus on baking, and the popularity of sharing home-baked products on social media, offers opportunities for brands to innovate with bold decorations and flavourings, such as metallic glazes and ruby chocolate.
NATURAL CLAIMS CONTINUE TO GROW
Baking ingredient brands are increasingly looking to natural ingredients as a means of reassuring consumers of ingredient purity and safety, along with tapping into consumer perceptions that natural means healthier. This is demonstrated in China, where 65% of adults rank “all natural/no additives” in their top five attributes for a ‘healthy snack’. In the Asia Pacific region, the no additives/preservatives claim has seen exceptional growth over the past five years and leads natural innovation in the region. Other natural-style claims are more modest in innovation and growth.
TIME-SAVING CONCEPTS ARE FLOURISHING
In the USA, bakery ingredient brands are targeting time-pressed consumers with convenient formats, such as pre-portioned mixes and cakes in a cup, along with other simplified preparation solutions.
More consumers can be tempted into baking through innovations which focus on indulgence and convenience. For example, baking kits are emerging which add an element of fun and creativity. There are also opportunities to provide consumers with bakery and sweetener ingredients which match their favorite lifestyle and dietary choices, such as paleo & keto diets and vegan & vegetarian lifestyles.
North Americans are also looking for baking convenience. Baking can be in fact a time-consuming, laborious and messy process. As such, it doesn’t always fit with the hectic pace of modern life. In the US, claims which refer to convenience, most notably microwaveable claims, have seen substantial focus in the baking ingredients & mixes and sweeteners & sugars categories. Indeed, some 44% of adults who have bought a baking mix have done so because it’s less-time consuming than baking from scratch.
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