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- A Year of Innovation in Cakes, Pastries and Sweet Goods 2024
Indulgent experience remains the mainstay of this category, driven by taste and texture. Better-for-you claims are also inspiring innovations.
Zoe Wong, Junior Analyst – Food & Drink, BPCH
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: sweet bakery producers expand frozen offerings
- Consumers turn to the frozen aisle
- Frozen formats are growing their share in cakes and sweet baked goods
- Graph 1: launches of cakes, pastries and sweet baked goods, by share of storage types, 2020-24
- Frozen sweet bakery products deliver both taste and convenience
- Europe: brands continue to target seasonal celebrations
- Cakes and sweet baked goods play an important part in celebrations
- Seasonal and limited edition offerings continue to be prevalent
- Graph 2: launches of cakes, pastries and sweet baked goods, by share of seasonal and limited edition claims, 2020-24
- Brands innovate around flavours, packaging and shapes in seasonal launches
- The Middle East & Africa (MEA)
- Brands highlight premium cues to elevate quality perceptions
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Asia Pacific (APAC)
- Asia: innovation focuses on chewy textures
- Consumers are interested in chewy textures
- Sweet bakery launches with chewy textures are on the rise
- Graph 3: launches of cakes, pastries and sweet baked goods, by share of select textures, 2020-24
- Brands are taking different routes to deliver chewy textures
- Asia: sweet bakery brands are blending Eastern and Western elements
- Consumers want to experiment with Eastern and Western fusion flavours
- When East meets West in cakes and sweet baked goods
- Brand renovation/innovation: Wholy launches wholegrain fudgy cake, boasting prebiotic fibre
- Australia & New Zealand
- Sweet bakery brands are placing a greater focus on ethical initiatives
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the americas
- North America: brands put a stronger focus on naturalness
- Consumers are concerned about sweet bakery products being processed
- Free-from claims are on the rise
- Graph 4: launches of cakes, pastries and sweet baked goods, by share of select natural claims, 2020-24
- Brands are removing the 'baddies' to resonate with health-conscious consumers
- North America: indulgent gluten-free options target a broader consumer base
- Gluten-free isn't just for those with intolerance
- Brands are expanding their gluten-free options
- Taste descriptors improve the appeal of gluten-free options
- Brand renovation/innovation: Post Consumer Brands releases Pebbles Waffles range
- Latin America
- Consumers seek value to cope with the high cost of living
- Graph 5: launches of cakes, pastries and sweet baked goods, by share of branded and private label launches, 2020-24
- Value is communicated through different strategies
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