The biggest trends in bakery, patisserie and chocolate sectors: 2021 year in review

While an online presence is a must, 77% of people would not like to see the end of stores in the street. This calls for a strategy that ties together physical shops, digital communication channels and the in-home experience of consumers. Make sure customers can see the art of baking in action at your shop like in the London E5 Bakehouse, where shoppers can ask the baker questions and people can sit down for a coffee as well.

By offering options for click-and-collect shops have tied online and offline together, often necessitated by lockdowns. But that’s not enough for the digitally savvy consumer. We asked what people expect from food retailers online, and this is what we got back:

• 48% Wants a one-stop online shop
• 47% Likes to get inspired via online media on the product offer of local shops
So pastry brands and bakeries that offer real-life, authentic storytelling are thriving. They inspire consumers by showing behind-the-scenes videos of their staff creating chocolates or transparently sharing information about every step in their supply chain.

Hygiene will continue to be an important trend for the time coming, which means packaged products will remain favourable. But bakeries should take note as well. Less than half of consumers (41%) think unpacked food handled by shop owners is safe. And only a third of consumers think unpacked food that can be picked freely is safe. Taking extra hygienic measures to reassure hygiene-conscious consumers will definitely pay off.

Social media platforms like Instagram and TikTok are highly visual. Without beautiful, impressive or fun photos and videos, it’s hard to build an audience there. This focus on looks is further fueled by online shopping, causing 59% of consumers to agree that food that looks good to the eyes is tasty too. Especially younger generations are sensitive to the visual aspect and prize Instagrammable food experiences.

The general approach to nutrition is becoming more holistic. We see increased attention to the ways in which food impacts both their physical and mental well-being:

• 72% of consumers have an interest in food products that improve gut health
• 78% of consumers think that improving gut health will have a positive effect on the immune system
To improve their gut health, people reach for natural food solutions such as nutrient-rich leafy greens and fermented products or probiotics, such as kombucha, kimchi or sourdough bread. 63% of people agree that prebiotics are a trusted way to improve their gut health and digestion. The perceived positive link between gut health and fibre is even stronger with 81%.

Mental health is still growing as a health food trend, but already 63% of consumers say they look for food that delivers on mental health. And here we see the holistic health approach come through as well: 75% of people agree that improving gut health has a positive effect on mental well-being.

Some consumers look for food with ingredients that actively work to reduce stress, but the link between food and mental health doesn’t have to be that intricate. It can be as simple as eating chocolate when consumers experience stress or anxiety. This is no longer seen as ‘having a weak moment’, but eating chocolate or baked goods for a short-term emotional boost is now part of a well-balanced lifestyle.

This trend towards conscious and ethical shopping – fuelled by the climate crisis – can be seen in all sectors, not just in supermarkets, bakeries and pastry shops. Sustainability has become central to consumer’s purchasing decisions, as they seek to leave a better world for this generation and future ones. The most important focus areas for people who want to do good by eating good are: plant-based, organic, natural ingredients, local support and waste management.

Plant-based eating is becoming especially popular. 60% of consumers buy plant-based food and the weekly purchasing of plant-based food has doubled compared to 2018. Now, 30% buy plant-based food at least once a week. But opting for plant-based foods or a fully plant-based diet does not stem from environmental concerns only. The impact of food choices on one's personal health plays an important role as well:

• 60% Agrees plant-based food has a positive impact on the environment
• 56% Agrees plant-based food is healthier than animal-based food

Today food is so much more than nutrition alone, it is linked to identity and social relations. Especially consumers under 25 want to know about the companies they buy from, because what they eat should reflect who they are. So cater to these consumers by offering information on how your products impact the planet plus the well-being of others and animals yourself.

The lockdowns over the past year have sped up the move towards online shopping as well:

• 12% of global consumers buy groceries online at least weekly
• 17% orders take-out meals online at least weekly
• 57% thinks all shops and restaurants should offer the possibility of home delivery
And 37% of consumers are even ready for fully automated food delivery without human intervention, they would like their cakes to be delivered with self-driving cars or drones.

The biggest challenge this trend brings for the bakery and patisserie industry is reassuring consumers that the freshness and quality of the bakery and patisserie products they purchase online are the same as those they buy in-store. So offer information on how your preparation, packaging and delivery times ensure super fresh products to enjoy at home.