If you read the previous blog post consumers were up in arms when natural ingredients replaced the artificial colourings, additives and preservatives in their cereal brand that they demanded that the manufacturer changed it back. According to Mintel’s Cakes and Cake Bars UK 2017 Report, 60% of consumers who have eaten cakes or cake bars in the last three months believe manufacturers should reduce the sugar content of cakes.
According to the same report, low-sugar options would encourage one third of consumers to eat more cakes – which in our line of work isn’t a bad thing and using vegetables could help address the perception that cakes are inherently unhealthy.
Vegetables also offer solutions to the demand for new flavours, especially among Millennials, in the cake offering. Major grocery retailers are starting to experiment with vegetables. Asda launched an Extra Special Hand Finished Carrot, Courgette and Orange Loaf Cake and M&S a lime, carrot and courgette cupcake made with spelt flour and coconut features in a range of cakes made with fruits, vegetables and alternative flours. We are also getting a lot of enquires for healthier options including gluten free, vegan and dairy free which keeps us on our toes. We already have a vanilla and zucchini , chocolate and beetroot , carrot cake and a growing vegan range too including our vegan banana loaf which is a firm favourite.
The use of vegetables in sweet bakery is well established in Asian markets, where azuki beans, mung beans, sweet potato and taro are popular flavours. But vegetable use, with the exception of carrot, is much less developed elsewhere in the world. According to Mintel GNPD, vegetables as an ingredient in sweet bakery were seen on 7% of launches in Asia in 2016, making it the third largest flavour group behind chocolate and fruit. In Europe, just 1% of sweet bakery launches featured vegetable flavours.
The number of launches featuring vegetable flavours is in sharp growth in Europe, albeit from a small base. There is every indication that this trend will continue, and will likely attract the attention of mainstream brand owners, the Mintel report concludes.
Head over to www.mintel.com to read the full report