Orla Donohue, Food and Beverage Division, Bord Bia – Irish Food Board

Bord Bia reported last year on the emerging hybrid trend in patisserie. We also reported on new innovations in the bread category including unusual combinations and new variants.

Related to this, one of the latest trends within the category as reported by Foodwatching is for savoury flavours in typically sweet confections and pastries. Traditional carriers such as the “pyclet” (a flattened crumpet) have re-emerged and savoury fillings are being added to patisserie classics such as Danish pastries. Adopting this trend, premium retailer Harrods has developed a range of modern and contemporary twists on classic patisserie items, such as salmon gateau and goat’s cheese éclair, as part of its Christmas 2014 range.

This trend responds to people’s sense of adventure and willingness to experiment with new flavours and outrageous combinations. It’s not confined to patisserie, with Mintel reporting in 2013 that 42% of bread/baked goods buyers are interested in trying products containing fruit / vegetables. Their latest report on the Bread and Baked Goods category for the UK market in September 2014 documents an increased trend in seasonal flavours, with one in four consumers reporting an increased interest in seasonal flavoured breads, such as Warburtons’ Winter Fruit Loaf, and the Co-op’s Beetroot and Apple Bloomer.

The bakery consumer increasingly seeks variety to pique their palate. Regularly changing flavours and combinations can provide brands with a low-risk platform for testing new flavours and can also re-energise ranges throughout the year, reducing the propensity of consumers to switch to rival brands when seeking variety.

For more information please contact orla.donohue@bordbia.ie