Balancing Taste and Health in Sweets

Innova Market Insights reports 40-50% of consumers buy cakes, pastries, and sweet goods simply because they are tasty and a similar number because they want to indulge or reward themselves.  

Foodservice and retail operators cannot afford to sacrifice taste and indulgence as these are still the most important drivers to sweet good purchases. However, the recent trend in health and wellness has forced many companies to shift their priorities to focus on clean-label and special-diet products. Although taste should always be the priority, today there needs to be a balance of flavor and indulgence with clean nutrition when it comes to cakes, pastries, and other sweet goods. This can be achieved through product adjustments including Non-GMO, removal of high-fructose corn syrup, fresh ingredients, and Datem-Free.

Additionally, operators are extending product lines to include special-diet products. Gluten-free development has boomed over the past 10-15 years and is now so established that the market is segmenting to include a diverse range of gluten-free products.  Another rising special diet trend includes products with high protein contents and low carb/high-fat choices geared towards keto diets. Between 2015 and 2019, the share of new products carrying high protein claims increased at a CAGR of almost 19%.

While other food categories may focus on plant-based, superfood ingredients, and adaptogens, the primary purchase driver for bakery products is taste. As we look into innovation and new product development, it will be important for operators to find the sweet spot between indulgence and the rising health trend.