Presented by: Ryan G. Smith - asbe.org · Presented by: Ryan G. Smith...

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UNIQUE USE OF FLAVORS IN FRESH BAKERY PRODUCTS

Presented by: Ryan G. Smith

Percep&on of flavor consists of: •  Smell •  Taste •  Texture

WHAT IS FLAVOR?

WHAT IS FLAVOR?

Coffee Tea Vanilla

Fruits Chicken Beef Fish

AROMA

Creamy Juicy

Crispy Crunchy FaAy

Chewy TEXTURE

Astringent Hot Cold

Sweet Sour Salt BiAer

Umami TASTE

CONSUMER-PREFERRED TASTE: A DELICATE BALANCE

WHY USE FLAVORS?

• Can be customized to desired profile • Add nuances and other desirable notes to product •  Strengthen the exis:ng flavor in product • Add stability and consistency to flavor in product • Replace costly or bulky ingredients • Minimal or no reac:on to other ingredients in product • No significant nutri:onal contribu:on •  Less cost in use

•  Flavor usage is high (0.5-‐1.0%) • Mix flavor into dough/baLer prior to baking • Dust or spray onto surface emerging from oven •  Flavor cream filling, glaze, or coa:ng • Proteins and starches good for flavor binding • Oil soluble flavors for beLer reten:on • Best to use mul:stage encapsulated dry flavors

HOW DO YOU APPLY FLAVORS?

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WHAT REGULATIONS APPLY TO FLAVORS?

•  Unadulterated •  All organic cer:fied ingredients or 95/5 rule

•  No synthe:c ingredients

•  No GM ingredients •  No irradiated

ingredients •  No ingredients grown

with sewage sludge

•  Top 8 allergens (wheat, gluten, dairy, tree nut, peanut, seed, shellfish, soy)

•  Sensi:vity ingredients (MSG, HVP, AYE, tartrazine, celery, sulfites, mustard, etc.)

Naturality Organic Organic Compliance Allergenicity

•  Ingredients derived from soy, corn, sugar

•  Ingredients derived from soy, corn, sugar

•  Dairy •  Meat •  Parve

•  No alcohol •  No swine derived

ingredients

•  Denatured alcohol •  Ar:ficial topnote •  Potability

GMO Diacetyl Kosher Halal TTB

Natural Duck Flavor

Natural Duck Flavor WONF

Natural Duck-‐type Flavor

Natural & Ar:ficial Duck Flavor

Natural & Ar:ficial Duck-‐type Flavor

Ar:ficial Duck Flavor

WHAT DO THE DIFFERENT LABELS MEAN?

+

+

+

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WHAT DO THE DIFFERENT LABELS MEAN?

• Cost – ar:ficial is cheaper • Profile – ar:ficial is beLer •  Strength – ar:ficial is stronger • Consumer Actude – natural is preferred

WHAT ARE REGULATORY TRENDS IN FLAVORS?

• Diacetyl-‐free • Organic compliance •  EU compliance •  Fair Trade • PHO-‐free

FLAVOR TRENDS 2014 - 15 FLAVOR CHARTS •  “Mainstream flavors” are the top flavors for the last 5 years •  “Key flavors” are the top flavors following mainstream flavors for the last 5 years •  “Up and Coming” are the fastest growing flavors in the last 3 years •  “Emerging” are the fastest growing flavors in the last year

Inspira(on can be drawn from these charts: •  To create approachable, market tested flavors consumers, choose a mainstream or key flavors.

•  Pairing a mainstream or key with and up and coming or emerging is the chance to branch out in a safe and approachable way.

•  Pairing something with up and coming is a safer innova:on path •  Pairing with emerging flavors will feel more trendy

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BAKERY FLAVOR TRENDS

Chocolate Strawberry Caramel Vanilla Almond Cherry Lemon Orange Raspberry Mint

Marshmallow Peanut BuLer Apple Cinnamon Fudge Blueberry Coconut Peppermint Dark Chocolate Cream Pecan Peanut BuLer Hazelnut Banana

Red Velvet Salt/Salted Oatmeal Açai Carrot BuLermilk Sunflower Seed Green Apple Black Cherry French Vanilla Irish Cream Red Wine Black Raspberry Chai Poppy Seed Mascarpone Cheese Green Tea Pumpkin

Guava Olive Oil Root Beer Grapefruit Huckleberry Rosemary Bubble Gum Margarita Avocado Persimmon Pickled Ingredients Campari/BiLers Meyer Lemon Yuzu Bacon Crème Brûlée Rhubarb Cheese Blood Orange

Toffee Coffee Lime BuLerscotch Peach Blackberry

Marcona Almond Chili Ginger Bourbon/ Whiskey Brandy/ Cognac Honey Passion Fruit Mango

Orange Lemon Pomegranate Strawberry Mango

Chocolate Apple Mixed Berry Raspberry Peach Lime Blueberry Cranberry Grape Lemonade Cherry Punch Vanilla Pineapple Honey

Blackberry Passion Fruit Pear Grapefruit Agave Milk Chocolate Coconut Margarita Watermelon Pink Lemonade Coffee Grape (White/Green) Gingerbread Sangria Key Lime Chili/Chili Pepper Dragon Fruit Blood Orange

Carrot Almond Cucumber Rose Lavender Spinach Bergamot White Chocolate Basil Dulce de Leche Horchata Irish Cream White Peach Mangosteen Sage Tamarind Elderberry BiLers Jasmine

Ginger Pumpkin Salted Caramel Açai

Hibiscus Chai Mocha Cinnamon

Yuzu Vinegar Rhubarb Guava Hops Meyer Lemon Juniper Aloe Vera Green Coconut

BEVERAGE FLAVOR TRENDS

UP & COMING FLAVOR TRENDS MEGATRENDS

Explora(on / Mul(-‐Sensorial We are curious beings and always looking for

something different and exci(ng to fulfill our inner explorer. With an increasing ethnic influence and a more sophis(cated paleEe consumers are looking for products that not only deliver flavor, but experience. They are craving the need to tell their story about the experience and looking for bolder, exci(ng, unique and

mul(-‐sensorial experiences in their consump(on.

Consumers are demanding more visibility, simplicity and natural foodstuffs in their products.

The revival of the local farmers market and regional products is only the beginning of a newly discovered need to get back to the basics of life in

both food and family.

Genera&on Green

From healthcare to ice cream, the need for customized products is not only being demanded by consumers, but required for survival in the marketplace. Products designed to fit a certain

demographic, gender, race, lifestyle and life stage con:nue to drive innova:on and demand.

CustoMYzed

Consumers are demanding products that fit their fast-‐paced lifestyles and with technology the need

for instant gra:fica:on is a necessity. As the workplace and home evolve into one, the need for more convenient products will con:nue to grow.

There’s an App4that

Consumers are more engaged in their personal lives both especially when it comes to their health. The demand for low/no/reduced products has been increasing drama:cally over, but consumers want the full flavor that comes along with fat, sugar and

salt.

Everything Zen

We are curious and constantly looking for something new and exci:ng to sa:ate our Inner

Explorer. Ethnic diversity and sophis:cated paleLes have made consumers seek bold, craveable, unique

and mul:-‐sensorial experiences.

Crave New World

Despite the economic :mes, consumers are always looking for an indulgence or a way to feel special. This is a fundamental aspect of being human and these indulgences, whether big or small, con:nue to be a core driver of spending.

Everyday Luxury

EVERYDAY LUXURY – MICRO TRENDS

Premiumiza3on Permissable Indulgences Ar3sanal Indulgences

•  At home consump:on is increasing -‐ consumers seek convenience, yet indulgent, experiences

•  The quality and flavor experience of a high-‐end restaurant at home

•  Luxury with integrity and soul •  Jus:fiable indulgence •  Guilt-‐free splurges •  Bite-‐sized luxury

•  Small-‐batch •  Authen:c, hand-‐made

products •  High-‐quality luxury

Licorice Salted Caramel Dark Chocolate Crème Brulee

GENERATION GREEN – MICRO TRENDS

Ethical Well-‐being Locally Fresh Back to Basics

•  Fear of food scares, GMO, chemical spills

•  Need for fresh, organic, traceable food

•  The “clean Label” movement

•  Fresh is key •  Farm to table has increased

the level of freshness •  Locally produced, farmers

markets and co-‐ops are on the rise

•  Simple ingredients •  Recognizable ingredients

Rosemary Kale Spinach Basil

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CRAVE NEW WORLD – MICRO TRENDS

Global Explora3on Adventurous Experimenta3on Living on the Edge

•  Emphasizing the “genuine” and rejec:ng superficiality

•  The world is one big experience

•  Availability of everything from everywhere

•  Unique and inspiring products •  Sensory fusion, bold and

global flavors, cuisines •  Courage and impulse

purchasing

•  Pushing the envelope to try something new and different; talk worthy, badge worthy

•  Demanding unique experiences and shocking innova:ons with food

Sriracha Gochujang Chile Cumin

CUSTOMYZED – MICRO TRENDS

Hyper Customiza3on Taking It Personally Connected Customiza3on

•  Consumers choose every facet of a product to fit their wants and needs

•  54% of consumers find foods and beverages formulated with their specific nutri:onal needs appealing

•  Consumers want to feel connected to their products

•  Drawing inspira:on from all aspects of a consumer’s life

•  Food and technology are teaming up

•  Offering consumers the opportunity to customize food and beverage

Gluten Free High Fiber Low Sugar Low Sodium

BAKERY TRENDS FRESH BREAD TRENDS

Wheat (-‐4.1%) White (0%) Plain (+1.5%) Rye (-‐1.6%)

Potato (+7.2%) Sweet (+19.7%) Oat (+5.6%)

Whole Grain Wheat (-‐1.6%) Oatmeal (0%)

Mul:grain (+0.4%)

Top Selling Flavors ($ Sales % Change from YAG)

Asiago Cheese BuLer & Honey

Pretzel Cheddar Cheese Wheat Honey

Fastest Growing Flavors ($ Sales > 300K, Growth >25%)

Honey Wheat Rolls King’s Hawaiian

Pretzel hamburger, hot dog buns and dinner

rolls Pretzilla

Tradi(onal flavors tend to dominate top selling flavors, but the majority are showing declining growth.

Flavors showing the strongest growth are those commonly associated with sweet flavors and culinary/cheese flavors.

Source: ACNielsen FDM (excludes Wal-‐Mart and club stores)

Chocolate (+6%) Chocolate Chip (+5.1%)

Vanilla (+8.6%) Sugar (-‐1.5%)

Peanut BuLer (+1.4%) Oatmeal Cream Pie (+1.4%) Chocolate Chunk (+5.9%)

Shortbread (-‐6.7%) Oatmeal (-‐7%)

Oatmeal Raisin (1.2%)


White Fudge Chunk Cherry Vanilla Dark Chocolate Cheesecake

Triple Chocolate Salted Pretzel

Pumpkin Cheesecake

Fastest Growing Flavors ($ Sales > 2MK, Growth >95%)

COOKIES (READY TO EAT) TRENDS

Dark Chocolate Cheesecake Cookie Pepperidge Farm

Triple Chocolate Cookie

Lo]house

Tradi(onal favorites; chocolate, chocolate chip and vanilla con(nue to be at the top and are showing strong growth.

Trending dessert flavors are gaining trac(on among the fastest growing flavors


CAKES (FRESH & FROZEN) TRENDS

Double Chocolate Layer Cake Sara Lee

Chocolate Chunk Crumbled Cookie Cake

Pepperidge Farm BuLer (-‐12.7%) Coconut (+2.7%)

Chocolate Fudge (-‐8.6%) Red Velvet (+13%) Yellow Cake (-‐3%) Lemon (-‐6.9%) Carrot (+46.5%)

German Chocolate (-‐1%) Vanilla (-‐2%) Tiramisu*


Fastest Growing Flavors ($ Sales > 200K, Growth >75%)

*Product new to the market in the review period so it does not have a

growth figure.

Double Chocolate Chocolate Chunk Crumbled Cookie

Carrot Milano Cookie Cake

Red Velvet Tiramisu

Carrot, Red Velvet and Tiramisu are some of the fastest growers that are also among the top selling flavors as consumers shiP away from classic flavors (vanilla, chocolate and yellow cake).


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Baking Ingredients & Mixes 31%

Bread & Bread Products 16%

Cakes, Pastries & Sweet Goods

18%

Savoury Biscuits/Crackers

8%

Sweet Biscuits/Cookies 27%

New Product Launches by Category (Q1 2014)

CATEGORY Q4 2013 Q1 2014 % CHANGE

Baking Ingredients & Mixes 187 124 -‐34%

Bread & Bread Products 91 62 -‐32%

Cakes, Pastries & Sweet Goods

84 70 -‐17%

Savoury Biscuits/Crackers 12 30 +150%

Sweet Biscuits/Cookies 77 106 +38%

Source: Mintel GNPD

In a shiP from 2013, innova(on and new product launches showed growth in Q1 2014 in comparison to Q4 2013.

Crackers and Cookies are the two major growers going from Q4 2013 to Q1 2014

INNOVATION WHAT HAPPENED IN 2014

HEALTH AND WELLNESS TRENDS TOP CLAIMS IN NEW PRODUCTS Mrs. Smith’s Dutch Apple Pie has a

front of package no ar3ficial flavors or preserva3ves call outs

in addi:on to calling out the seasonality of their apples

Lance Cracker Crea:ons calls out being an all-‐natural product

All-‐natural claims con:nue to show flat

growth

No addi3ves/preserva3ves claims have

grown 14%

Low/No/Reduced Trans Fat claims declined 15% from

2012-‐2013

Pepperidge Farm Gingerbread Swirl Bread

In light of the recent aLen:on that PHOs have received by the FDA, Low/No/Reduced Trans Fat

claims are expected to begin showing posi:ve growth in the upcoming year

Wholegrain claims were down 18% in new product launches during the review period

Kellogg’s to Go Cereal Biscuits call out the presence of whole grains comparing it to the whole grain content of cereal in a biscuit.

Low/No/Reduced Allergen and Gluten Free claims have grown by 33% and con:nues to be one of the most popular claims in bakery goods. Udi’s Gluten Free Double

Chocolate Muffins

+14%

-‐18% 0%

+33%

-‐15%

Source: Mintel GNPD

LOOKING FORWARD MILLENNIALS Mil•len•ni•al [mil•len•ee•uhls] (n.pl). Individuals born between the early 1980s to the early 2000s, who have grown up during the golden age of technology.a

NOT ALL MILLENNIALS ARE THE SAME…

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MILLENNIAL TRENDS IN BAKERY

APPLE GORGONZOLA BREAD

SPICY SRIRACHA BURGER

RECAP

• What is flavor? • Why use flavors and how are they applied? • Regula:ons •  Labeling • Regulatory trends in flavors •  Flavor and Bakery Trends •  Looking forward -‐ Millennials

Presented by: Ryan G. Smith - asbe.org · Presented by: Ryan G. Smith...

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