Growth in consumer demand for products that are “inherently good” continues, according to Mintel International Group Ltd., Chicago, a company that provides market research into consumer behavior, product innovation and market strategies. Consumers' philosophy of that which is inherently good goes well beyond health and wellness to include products and processes that affect long-term sustainability and the environment.

Value is a key component of consumer buying behavior, particularly during tough economic times. And value isn't only measured in terms of price, but also quality, consideration for the environment and healthful benefits, among other criteria. Bakers also are concerned with value, and often measure it by leveraging brand identity. In many cases, product lines that are oversaturated are being consolidated to ease the financial burden during the economic downturn.

In spite of the difficult economic situation, demand remains high for baked products. And plenty of opportunities exist for new product introductions, given the growing interest in the health and wellness category.

Baking Management presents 10 of the biggest trends affecting the baking industry.

Multigrain blends add differentiation

Whole grain mania continues as consumers become more knowledgeable about the healthful benefits associated with their consumption. Whole grains deliver more protein, fiber, phytonutrients, vitamins and minerals than traditional white flour. But interest in whole grains goes beyond their nutritional contribution. Baked products made with multigrains, such as breads, muffins and pizza crust, provide new and interesting flavor profiles, as well as textural and visual interest.

As such, the use of multigrain blends has fueled a whole new niche category of products containing a variety of interesting and nontraditional grains in addition to or in place of traditional wheat flours. More bakers are turning to ancient grains, such a quinoa, teff, amaranth, millet and sorghum, as a means of product differentiation.

Even product name changes suggest that versatility in grain use gives bakers a means of separating themselves from the pack. For instance, Naked Pizza recently moved from multigrain crust to “ancestral” crust, which contains more than 10 seeds and grains, including buckwheat.

Various ancient grains have distinctive properties and bring their own unique properties to a formulation. For example, flavor nuances range from a slight lactic flavor profile from amaranth, a slight fava bean flavor from quinoa, nuttiness from millet, “chocolate or espresso scents” from darkly baked teff and sweetness from sorghum, notes Safa Hamzé, a San Francisco Baking Institute baking and pastry instructor.

Bakers need to communicate the flavor, texture, structure and nutritional profile they're trying to achieve when sourcing ancient grains.

Gluten-free entices consumers with wellness appeal

The gluten-free market, which includes the gluten-intolerant and their family members, is about $1.6 billion today and is expected to grow to $2.6 billion by 2012, with an average market growth rate of 29 percent since 2004, according to research provided by Penford Food Ingredients Co., Centennial, Colo. The market for gluten-free products is expanding, in part because of a growing awareness of gluten intolerance or celiac disease, and also because a growing number of people are being diagnosed with these illnesses.

But U.S. consumers also are purchasing gluten-free products for well-being, digestive health, weight loss and nutritional value, according to The Hartman Group's “Gluten-Free: Context, Insights and Predictions,” as reported by Tate & Lyle's 2010 Food & Beverage trends.

Tesco-owned Fresh & Easy Neighborhood Market, which operates 136 stores in California, Arizona and Nevada, claims gluten-free is the number one dietary request from its customers. The store is introducing new gluten-free products and adding special shelf labels in response to its customers' demands.

Although production of gluten-free products poses some challenges, the opportunity to develop gluten-free cakes, breads, cookies, muffins or pizza dough that meet this market's needs is a huge incentive for bakers looking to expand their product lines.

Keep it simple … and natural

Consumers' growing interest in products made with natural, non chemical-sounding ingredients has been fueled in part by the availability of and easy access to a vast amount of information from mainstream media and the internet, whether accurate or not. As such, consumers are reading more labels and examining the types of ingredients used in producing the foods they eat.

Since no standard of identity exists for what constitutes a natural product, much of the interpretation is left up to the consumer. And what consumers classify as natural are those ingredients that are not synthetic and minimally processed. Consumers perceive natural products as being more healthful and better for the environment.

Continue to next page