Five flavour trends in bakery for 2020

A new trend report forecasts Middle Eastern flavours and fibre from vegetables to be among the main bakery trends for the coming year

25 March 2020
asianbakerybreadfibremiddle eastern
image credit: Getty Images

While the coronavirus pandemic is resulting in obvious limitations, it’s clear that bakery is in the midst of a boom in the UK. Indeed, before the outbreak, the NPD Group found that over 40% of all off-premise visits in British foodservice in 2019 included the purchase of a bakery product, with Waitrose reporting remarkable increases in sales and searches of many varieties of bread.

Gut health has been cited as a key factor in the rise of bread - sourdough in particular - with newfound interest in grains, fibre and natural sugars also highlighted a new 2020 bakery trends forecast from our colleagues at British Baker.

Healthy eating has become more closely associated with bakery over the past year or so, away from traditional high carb, high-calorie perceptions, with the expanding free-from and vegan markets both playing their parts.

The report, which is based upon the combined forecasts of eight industry experts, says that sourdough will continue to go from strength to strength in 2020, while granola is said to be “the number one bakery ingredient to watch” by Jo Greengrass, sales director at Puratos UK.

Portuguese custard tarts (natas) and sprouted grains are also highlighted as ones to watch in bakery for the coming year, with the report revealing five flavour profiles that could lead the way in 2020.

image credit: Getty Images

Furthering floral and savouring sweet

Consumers are looking for “deeper flavours” from their food and drink, reads the report, with bakery no exception. And the use of floral and sour elements could be key in providing those options.

“Sophisticated use of floral flavours and more refined ways to achieve sweetness will be key trends for 2020,” said Michael Schofield, marketing manager of Bakels.

“Sour flavours such as cherry provide an alternative to intensely sweet products. Indulgent flavours will continue to grow, particularly salted caramel.”

Lesser-used sweet profiles are also forecast to come into play over 2020.

“More unusual ‘adult’ flavours such as hibiscus, rose, and clementine, which give a new sweet flavour profile without overpowering, will be popular…as the trend for reduced-sugar products continues,” said Puratos UK’s Greengrass.

“More herbs and spices, often associated with savoury bakery, will be used in sweet products.”

Asian and Middle Eastern influx

image credit: Getty Images

Here at Food Spark, we’ve outlined the emerging opportunities of regional Asian with consumer interest rising. And, it seems, the bakery sector is seeing a merging of East and West, with unusual and exotic flavours coming into play.

“Key mainstream staples such as vanilla, chocolate, caramel, lemon and strawberry will stay popular,” said Stephanie Brillouet, marketing director of Délifrance, “but we’re seeing a flavour crossover between East and West, with inclusions such as matcha, tea and yuzu making their way into bakery products.”

These new flavours are proving ‘Insta-worthy’ too, said Brillouet, as consumer demand for the visual and theatrical increases.

It’s a similar situation for flavours from the Middle East/Mediterranean, meanwhile, with Ivor McKane of CSM Bakery Solutions putting his money on ingredients from the region providing new avenues for savoury baked goods.

“Mediterranean flavours such as tomato, olive oil and Italian herbs will be coming to the forefront,” he said.

“These offer a light, delicious addition for savoury foods and breads, which fits with the trend for plant-based diets.”

Fibrous and colourful

image credit: Getty Images

A 2019 bakery report from Délifrance revealed that 43% of consumers said they wanted more fibre in their bread, while those that included fruit and vegetable in some way dominated 25% of online conversations about bread.

Vegetables, reads the report, could be an on-trend area in bakery going forward, with the inclusion of colour in breads said to be increasingly popular. 

“Carrot cake has been around for many years, but the range of vegetables used in baked products is increasing,” said Gary Tucker, technical development ambassador at Campden BRI.

“Beetroot and butternut squash are examples of vegetables that provide attractive colour but are also high in soluble and insoluble fibre. They can improve the appearance and health benefits of a baked product.”

*Click here to download British Baker’s bakery trend report 2020

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