UNIQUE USE OF FLAVORS IN FRESH BAKERY PRODUCTS Presented by: Ryan G. Smith
WHAT IS FLAVOR? AROMA Fruits
Coffee
Tea
Chicken
Beef
WHAT IS FLAVOR?
Percep&on of flavor consists of: • Smell • Taste • Texture
CONSUMER-PREFERRED TASTE: A DELICATE BALANCE
Vanilla Fish
TASTE Astringent
Hot
Cold
Umami
Sweet
Sour
Salt
BiAer
TEXTURE Creamy
Juicy
Chewy
Crispy
Crunchy
FaAy
WHY USE FLAVORS?
HOW DO YOU APPLY 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
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WHAT REGULATIONS APPLY TO FLAVORS? Naturality • Unadulterated
Organic
Organic Compliance
• 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
Allergenicity • Top 8 allergens (wheat, gluten, dairy, tree nut, peanut, seed, shellfish, soy) • Sensi:vity ingredients (MSG, HVP, AYE, tartrazine, celery, sulfites, mustard, etc.)
WHAT DO THE DIFFERENT LABELS MEAN? Natural Duck Flavor
Natural Duck Flavor WONF
+
Natural Duck-‐type Flavor
Natural & Ar:ficial Duck Flavor
+
GMO
Diacetyl
• Ingredients derived from soy, corn, sugar
• Ingredients derived from soy, corn, sugar
Kosher • Dairy • Meat • Parve
Halal • No alcohol • No swine derived ingredients
TTB • Denatured alcohol • Ar:ficial topnote • Potability
Natural & Ar:ficial Duck-‐type Flavor
Ar:ficial Duck Flavor
+
+
WHAT DO THE DIFFERENT LABELS MEAN?
WHAT ARE REGULATORY TRENDS IN FLAVORS?
• Cost – ar:ficial is cheaper • Profile – ar:ficial is beLer • Strength – ar:ficial is stronger • Consumer Actude – natural is preferred
• 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
Marshmallow Toffee Peanut BuLer Coffee Apple Lime Cinnamon BuLerscotch Fudge Peach Blueberry Blackberry Coconut Peppermint Dark Chocolate Cream Pecan Peanut BuLer Hazelnut Banana
Chocolate Strawberry Caramel Vanilla Almond Cherry Lemon Orange Raspberry Mint
BEVERAGE FLAVOR TRENDS
Red Velvet Marcona Salt/Salted Almond Oatmeal Chili Açai Ginger Carrot Bourbon/ BuLermilk Whiskey Sunflower Seed Brandy/ Green Apple Cognac Black Cherry Honey French Vanilla Passion Fruit Irish Cream Mango 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
Chocolate Apple Mixed Berry Raspberry Peach Lime Blueberry Cranberry Grape Lemonade Cherry Punch Vanilla Pineapple Honey
Orange Lemon Pomegranate Strawberry Mango
UP & COMING FLAVOR TRENDS
Ginger Pumpkin Salted Caramel Açai
Blackberry Hibiscus Passion Fruit Chai Pear Mocha Grapefruit Cinnamon 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
Yuzu Vinegar Rhubarb Guava Hops Meyer Lemon Juniper Aloe Vera Green Coconut
MEGATRENDS Genera&on Green
Crave New World
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.
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.
CustoMYzed
Everything Zen
Consumers are more engaged in their personal lives From healthcare to ice cream, the need for customized products is not only being demanded Explora(on / Mul(-‐Sensorial both especially when it comes to their health. The demand for low/no/reduced products has been by consumers, but required for survival in the We are curious beings and always looking for increasing drama:cally over, but consumers want marketplace. Products designed to fit a certain something different and exci(ng to fulfill our inner the full flavor that comes along with fat, sugar and demographic, gender, race, lifestyle and life stage explorer. With an increasing ethnic influence and a salt. con:nue to drive innova:on and demand. 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. Despite the economic :mes, consumers are Consumers are demanding products that fit their always looking for an indulgence or a way to feel fast-‐paced lifestyles and with technology the need special. This is a fundamental aspect of being for instant gra:fica:on is a necessity. As the human and these indulgences, whether big or workplace and home evolve into one, the need for small, con:nue to be a core driver of spending. more convenient products will con:nue to grow.
Everyday Luxury
EVERYDAY LUXURY – MICRO TRENDS Premiumiza3on •
•
At home consump:on is increasing -‐ consumers seek convenience, yet indulgent, experiences The quality and flavor experience of a high-‐end restaurant at home
Permissable Indulgences • • • •
Luxury with integrity and soul Jus:fiable indulgence Guilt-‐free splurges Bite-‐sized luxury
GENERATION GREEN – MICRO TRENDS
Ar3sanal Indulgences • • •
Small-‐batch Authen:c, hand-‐made products High-‐quality luxury
Licorice Salted Caramel Dark Chocolate Crème Brulee
There’s an App4that
Ethical Well-‐being • • •
Locally Fresh
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
Back to Basics • •
Simple ingredients Recognizable ingredients
Rosemary Kale Spinach Basil
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CRAVE NEW WORLD – MICRO TRENDS Adventurous Experimenta3on
Global Explora3on • • •
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
CUSTOMYZED – MICRO TRENDS
Living on the Edge • •
Pushing the envelope to try something new and different; talk worthy, badge worthy Demanding unique experiences and shocking innova:ons with food
Hyper 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
Sriracha Gochujang Chile Cumin
BAKERY TRENDS
• •
Taking It Personally
Connected Customiza3on
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
FRESH BREAD TRENDS
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. Top Selling Flavors
($ Sales % Change from YAG)
Honey Wheat Rolls King’s Hawaiian
Pretzel hamburger, hot dog buns and dinner rolls Pretzilla
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%)
Fastest Growing Flavors ($ Sales > 300K, Growth >25%)
Asiago Cheese BuLer & Honey Pretzel Cheddar Cheese Wheat Honey
Source: ACNielsen FDM (excludes Wal-‐Mart and club stores)
COOKIES (READY TO EAT)
CAKES (FRESH & FROZEN)
TRENDS
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
TRENDS
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).
Top Selling Flavors
Top Selling Flavors
($ Sales % Change from YAG)
Dark Chocolate Cheesecake Cookie Pepperidge Farm
Triple Chocolate Cookie Lo]house
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%)
($ Sales % Change from YAG)
Chocolate Chunk Crumbled Cookie Cake Pepperidge Farm
Fastest Growing Flavors ($ Sales > 2MK, Growth >95%)
White Fudge Chunk Cherry Vanilla Dark Chocolate Cheesecake Triple Chocolate Salted Pretzel Pumpkin Cheesecake
Double Chocolate Layer Cake Sara Lee
Source: ACNielsen FDM (excludes Wal-‐Mart and club stores)
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%)
Double Chocolate Chocolate Chunk Crumbled Cookie Carrot Milano Cookie Cake Red Velvet Tiramisu
*Product new to the market in the review period so it does not have a growth figure.
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INNOVATION
HEALTH AND WELLNESS TRENDS
WHAT HAPPENED IN 2014
In a shiP from 2013, innova(on and new product launches showed growth in Q1 2014 in comparison to Q4 2013.
TOP CLAIMS IN NEW PRODUCTS
Mrs. Smith’s Dutch Apple Pie has a
Crackers and Cookies are the two major growers going from Q4 2013 to Q1 2014
front of package no ar3ficial flavors or preserva3ves call outs in addi:on to calling out the seasonality of their apples
New Product Launches by Category (Q1 2014) Sweet Biscuits/ Cookies 27% Savoury Biscuits/ Crackers 8% Cakes, Pastries & Sweet Goods 18%
CATEGORY Baking Ingredients & Mixes 31%
Bread & Bread Products 16%
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
LOOKING FORWARD
Low/No/Reduced Trans Fat claims declined 15% from 2012-‐2013
-‐15%
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
No addi3ves/
+14% preserva3ves
claims have grown 14%
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.
Lance Cracker Crea:ons calls out being an all-‐natural product
0%
All-‐natural claims con:nue to show flat growth
Wholegrain claims were down
-‐18% Source: Mintel GNPD
18% in new product launches during the review period
Udi’s Gluten Free Double Chocolate Muffins
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.
+33%
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 SPICY SRIRACHA BURGER
APPLE GORGONZOLA BREAD
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
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