LAS VEGAS — The baking industry is always changing, especially when it comes to the top flavor trends guiding production. By staying ahead of the curve, bakery owners can attract and retain customers looking for something new from their baked goods.
During the International Baking Industry Exposition (IBIE)’s dedicated day of education on Sept. 13, Suzy Badaracco, president at Culinary Tides Inc., divulged the key drivers shaping the future of food preferences, placing a heavy emphasis on economic and psychological influences.
“Consumers are looking for authentic but new flavors, so if you’re working on a new food or beverage, you want to put it alongside something that’s a little more familiar,” Badaracco said. “Right now, they want new foods, but they don’t want off-the-cuff fusion, or things they don’t recognize at all.”
As the economy shifts, so do customer preferences, especially when it comes to nourishing their bodies. During an economic downturn, people are more likely to purchase inexpensive, value-driven foods, often opting for snacks in place of meals.
Before the COVID-19 pandemic, people reacted differently to rising inflation. Fear and panic would rise, leading them to decrease risk-taking, travel, and experimentation with new and bold flavors.
Now, they’re less reactive. Stressed, but not panicked. This leads to more exploration, travel and inclination for global flavor profiles.
“Travel is important to track because that brings global flavors into the US,” Badaracco explained. “That’s how we can predict what flavors are going to hit. We can see that extreme flavors are still here and are growing in interest. So citrus, chilies, heat and all things spice are all still on the menu.”
Understanding these shifting trends enables bakeries to innovate their offerings and ensure they meet evolving tastes, including regional, national and global influences.
“You want to understand the emotional, psychological and cultural drivers, not just what’s trending,” Badaracco said. “You’ll have no idea how long a trend is going to last, so you need to understand why it’s occurring in the first place. Lean into savory global — even functional — roles that bakery often offers.”
Listening to the things driving baked goods consumption for the modern customer puts power into the hands of the baker.
“Consumers are seeking discovery and adventure, so bake in some excitement with international influences or spice-driven profiles and better for you,” Badaracco said.
