Top trends driving change in the bakery industry
Top trends driving change in the bakery industry
Like the perfect loaf of bread, growth in the bakery sector is rising steadily. As in any growing industry, the baking sector is a hive of innovation and opportunity. However, there are also challenges. Overcoming these challenges – and making the most of these opportunities – depends on being able to adapt to the many trends that are driving change in the industry.
Of course, adapting to a changing industry is impossible without being informed. These are the industry trends that today’s bakers should be aware of.
Parchment becomes the unsung hero of presentation
Today’s consumer eats with their eyes before their food ever reaches their mouths. There’s a reason shows like the Great British Bake Off are so popular – put simply, consumers enjoy being amazed by extravagant baked goods[1]. Gen Z consumers in particular are heavily influenced by viral showstopping bakes they have seen online[2], and innovations like 3D printing mean the industry has more tools than ever to craft innovative baked goods that delight consumers.
Before going out and investing in patisserie experts and digital design technology, however, it’s important to have the fundamentals right. No matter how exquisite a baked item is, it needs to go into the oven and emerge unscathed. This is where the right choice of baking parchment becomes vital. It helps pastry retain its shape during baking, even if it is moulded into a complex shape, which unlocks a whole host of creative design options for bakers. And it can even be used as part of the point-of-sale display for consumers, giving baked goods a rustic, handcrafted look that is currently extremely popular[3].
At Prowrap, we treat our professional-grade parchment with silicone to provide a non-stick surface without the need for additional greasing. This can help bakers craft exquisite products as efficiently as possible by minimising the occurrence of defects in the oven.
More legal uncertainty on the horizon?
As of July this year, the UK exists in a new political reality. The new Labour government was elected on the back of a one-word slogan: “Change”. It remains to be seen how this promise of change applies to the defining political topic of the last decade – Brexit. Figures from the EU and UK have indicated a willingness to revisit certain aspects of the Brexit deal[4], which could have major implications for the bakery industry.
For example, the “rules of origin” regulations affect exports and imports of many ingredients like grains and flour. A reworked agreement could change this, potentially freeing up supply chains that currently move slowly. This could create exciting opportunities for growth – or it could create more uncertainty.
Honesty matters
As part of the consumer trend towards functional ingredients and foods which offer health benefits[5], products like sourdough bread have undergone something of a renaissance in recent years. Sourdough’s long fermentation time means it supports the digestive system and general gut health[6], which makes it attractive to today’s health-conscious consumers.
However, there is no legally protected definition of sourdough, which leaves the door open for misleading labelling and marketing. The Association of Bakery Ingredient Manufacturers (ABIM) has released a voluntary code of practice regarding sourdough claims, but it is entirely self-regulatory.
As part of a broader review of the Bread and Flour Regulations[7] (which also covers other as-yet legally undefined terms like ‘wholemeal’), this could change in the near future. It means that ensuring consumer trust is vital – something that can only be achieved by avoiding hyped product claims embracing transparency and honesty in product labelling and marketing. As regulations and consumer preferences evolve, the trend towards ‘honest’ products will only grow.
Buying local continues to grow
Messy post-Brexit regulations are far from the only issue jamming up supply chains. Across the world, almost every industry is facing supply chain pressures stemming from rising costs and geopolitical instability. The bakery industry has been hit particularly hard by the war in Ukraine, which has strained grain and vegetable oil supplies throughout Europe.
This, in turn, has combined with energy price rises and the generally increasing cost of living to put pressure on bakers. One solution to this problem is simply to buy local. By ensuring ingredients have as short a supply chain as possible, the costs associated with transport will be significantly lower.
That means bakers should look out for UK-made products going forward – and this doesn’t just mean looking for ingredients. At Prowrap, all of our products are responsibly sourced or produced in the UK, providing lower costs and greater supply chain security for our customers.
Sustainability, ethics, and baking for good
Another benefit of using locally-sourced products is that they result in fewer emissions on their journey through the supply chain. This will appeal to consumers who increasingly look for products that are produced sustainably – a global phenomenon, with 64% of all consumers worldwide looking for baked goods they perceive as sustainable[8].
This also ties into the trend towards transparency and honesty that we discussed above. Consumers expect clarity on how products are made and what ingredients they contain – but where those ingredients are sourced from also matters. 68% of global consumers would be more interested in food products that they knew contained sustainably farmed ingredients, while 65% actively look for products that deliver a fair deal for farmers and other workers in the supply chain.
At Prowrap, we have partnered with organisations like Sedex, the world’s largest data platform for supply chain sustainability assessments, ensuring our supply chain meets the highest ethical standards. Partnerships and accreditations like this will prove to be vital as this trend continues to shape the industry. We also ensure our baking parchment is fully biodegradable and compostable, helping end users minimise the amount of waste sent to landfill.
Wrapping will only become more important as food waste is another subject that consumers are increasingly concerned about – in fact, a Food Standards Agency poll found it was the top food-related concern among British consumers[9]. This means cutting down on waste using proper wrapping techniques and portion control will prove to be vital as businesses look to reduce their environmental footprint.
Efficiency will be the difference-maker
Running a bakery while all of the above trends interact with one another might feel a little like spinning a room full of plates. That’s why efficiency in the bakery will be what separates the success stories from the strugglers in the industry.
Efficiency is at the heart of every solution to the many trends, challenges, and opportunities currently facing bakery businesses. It can help businesses find breathing space in tightening margins, turn around large orders more quickly and cost-effectively, and cut waste. And finding the right tools for use in the bakery is crucial for maximising efficiency.
Fast-wrapping solutions like the Speedwrap Pro are designed to help bakers unlock new efficiencies, helping them adapt and driving growth in a changing industry.
[1] https://www.theconsumergoodsforum.com/blog/2019/06/03/detecting-global-consumer-trends-in-bakery-patisserie-and-chocolate-to-inspire-innovation/
[2] https://bakeryinfo.co.uk/promotional-features/the-rise-of-gen-z-consumers-and-their-influence-on-bakery-innovation/677720.article
[3] https://sensientflavorsandextracts.com/insights/consumer-interest-in-artisanal-baked-goods-creates-opportunities-for-standout-products/
[4] https://www.independent.co.uk/news/uk/politics/brexit-deal-eu-keir-starmer-irish-b2575471.html
[5] https://ahdb.org.uk/news/consumer-insight-a-natural-opportunity-for-health
[6] https://extension.colostate.edu/topic-areas/nutrition-food-safety-health/9-392-understanding-and-selecting-sourdough-for-health-benefits/
[7] https://www.sustainweb.org/realbread/articles/jan22-case-for-legal-definition-of-sourdough-bread/
[8] https://www.tastetomorrow.com/inspiration/Farm-to-table-bakeries-that-take-transparency-and-local-sourcing-tot-the-next-level
[9] https://www.foodmanufacture.co.uk/Article/2022/08/10/food-waste-top-concern-among-british-consumers