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Bakery Trends 2014
Karen McPheeTechnical Manager, Product & Process Development
Consulting Services
Overview
• Current baking industry trends
• Technical considerations for capitalizing on some of the trends
Trends
6 Bakery Trends for 2014• Clean Labels
• Gluten Free
• Low Sugar
• Ancient Grains
• Ethnic
• Aging Population
Clean Labels
• Consumers want to go ‘back to nature’ and seek minimally processed baked goods containing fewer additives and preservatives.
• Consumers want to understand / pronounce the ingredients in their food
• 75-90% of consumers read ingredient labels (http://www.canadianmanufacturing.com/food/news/clean-as-a-whistle-68470 )
• While this was the big trend in 2012 (“2012 was the Year of Clean Labels”) (FoodProcessing.com –Jan-9-12) it was still as strong in 2013 and continues to be in 2014.
The Challenge...
Bakeries face numerous challengeswhen capitalizing on the clean labeltrend.
• Consumers also want:o Great-tastingo Cost effectiveo Safe
• Retailers also want:o Long shelf life
Approach Taken for Clean Label
1. Free from additives – remove or replace artificial ingredients with more natural alternatives
2. Short, simple ingredient list -easier to read, indicates less processed product
Clean Label Formulation Options
Microbial preservatives
• Many bakery products are susceptible to microbial spoilage
• Options for clean label ingredients
o Reduce water activity• Examples of label friendly humectants: salt, sugars, honey
o Microbial Preservatives • Examples Label friendly preservatives:
Raisin paste, puree or concentrate (contains propionic acid)
Cultured sugar/wheat/milk ingredient preservatives
Clean Label Formulation Options
Antioxidants
• Prevent oxidation/rancidity (cardboard, fishy flavours)
• Examples of label friendly antioxidants: ascorbic acid (vitamin C), tocopherol (vitamin E), rosemary extract
Emulsifiers
• Helps obtain soft crumb and tenderness in bakery products and inhibits staling
• Example of label friendly: soy lecithin
Clean Label Examples
Ingredients: Whole Grain Wheat flour including the germ, water, sugar, yeast, wheat gluten, oat hull fibre, soybean and/or canola oil, salt, cultured wheat starch, soy lecithin, cultured wheat flour, lactic acid.
Ingredients: Unbleached wheat flour, filtered water, sour dough (organic unbleached wheat flour, filtered water, organic evaporated cane juice, yeast, sea salt, sunflower oil), organic evaporated cane juice, sea salt, yeast, sunflower oil, cultured wheat starch, citric acid.
Wheat flour, sugar, canola oil, cocoa, skim milk powder, unsweetened chocolate, salt, baking soda, soya lecithin, natural flavour
Gluten Free
• Gluten free market has increased 44% between 2011-13
• Almost $10.5 billion in sales in 2013• Predicted to grow by 48% from 2013
to 2016• Gluten-Free Consumers include:
o Celiac diseaseo Non-celiac gluten intoleranceo Wheat allergyo Life style choice
http://www.foodnavigator-usa.com/Trends/Gluten-free/Gluten-free-2.0-Where-is-the-gluten-free-trend-going-next
Gluten Free
Gluten Free Trend Coming to an End??
• Some suggest that the gluten free trend has hit the ceiling and consumers are abandoning the diet
• Messages from health professionals are becoming more frequent in the media and are indicating:
o the gluten free diet is a medical diet
o not necessarily a more healthy diet and
o will not help you lose weight
• Review the current marketing data before considering gluten free product offerings.
http://www.bakeryandsnacks.com/Markets/Culinary-Tides-Not-only-have-we-already-hit-the-ceiling-the-gluten-free-bubble-is-already-bursting
The Challenge
• Gluten is a very high quality and functional protein in bakery products.
o Forms a network
o Expands and retains gas
o Stabilizes with heat
• A straight substitution with the same characteristics is not available
Formulation Options for Gluten Free
• Alternate grains that do not contain gluten that causes damage to the intestine in people with celiac:
ArrowrootAmaranthBuckwheatCornFlaxIndian ricegrassLegume floursMesquite flourMillet
QuinoaPotato starch/flourRiceRice branSorghumSoySweet potato flourTapiocaTeffNut flours
Formulation Options for Gluten Free
• Other ingredients commonly used in gluten free bakery products include:
o Hydrocolloids and starches – can help in the formation of a network and retain moisture xanthan gum, guar gum, pectin
o Emulsifiers – can help increase volume Lecithin, sodium stearoyl lactylate (SSL), di-acetyl tartaric ester of
monoglycerides (DATEM)
Low Sugar
Recent media coverage about the negative health
effects of consuming too much sugar
• “ How toxic is sugar” – CBC News, Oct 03, 2013
• “Eating too much added sugar increases the risk of dying with heart disease” - Harvard Medical School, Feb 6, 2014
• “Eating Sugar Causes Massive Health problems, Says WHO” –Huffingtonpost, March 5, 2014
Studies and reports have indicated that diets high insugar not only contribute to obesity but also higher risks of disease
Low Sugar
• A recent study from Mintel Research Consultancy indicated between 21-60% of consumers were concerned about total sugars in their diet.
http://www.foodmanufacturing.com/news/2013/03/consumer-trends-consumers-want-less-sugar
Low Sugar Formulation Options
Functions of Sugar • Provide sweetness• Browning (caramelization and Maillard reaction)• Humectancy (hold water) and extend shelf life• Provide bulk
Alternate Sweetener OptionsSugar alcohols – maltitol, ErythritolHigh intensity sweetners
Stevia – naturalSucralose
Low Sugar Formulation Options
Formulation considerations• Browning
o Some browning may occur from naturally occurring sugars in product
o Add caramel colour
• Low calorie bulking agent o polydextroseo Erythritol
• Moisture retention o Gums and starches can modify the texture, viscosity and
mouthfeel
Ancient Grains
• Alternative , Ancient Grains, and Seeds o Spelt wheat
o Amaranth
o Millet
o Quinoa
o Flax
o Chia seed
• Technical Considerations
o Shelf life – some contain unsaturated fat that may oxidize Use an antioxidant
Suitable packaging with oxygen barrier properties
Ethnic Cuisines
• Brazilian
o Portuguese and African culinary influences
o Root vegetables such as cassava and yuca root and fruit like açaí, mango, papaya, guava, passion fruit
• Mexican – up-scale
o Beyond the tacos and burritos
o Mole sauce, tortilla panuchos
Ethnic Cuisines
• Malaysian
o More emphasis on spice than heat
o Influences of Indian and Chinese cuisines
• Peruvian
o traditional staples include corn, potatoes and Aji chilli peppers
o Quinoa is a Peruvian staple
Aging Population
• Canadian Census Data indicates:o By 2011, 1/3 of the population will be 45
to 64.• Under nutrition and malnutrition is common
in the older population • Risk factors that influence the food intake of
older adults include:o Poor appetite o Chronic diseases: cardiovascular disease,
diabetes, cancer, osteoporosis, and arthritis.
(Agri-food for Healthy Aging (A-HA))
Aging Population
• Food and Beverages target the specific needs and wants of older consumers
o High calorie
o High protein
o Fortification of nutrients
• Health is not the only focus
o Packaging adaption
o Communications that appeal but do not patronise
