1 UNIQUE USE OF FLAVORS IN FRESH BAKERY PRODUCTS Presented by: Ryan G. Smith Percep&on of flavor consists of: • Smell • Taste • Texture WHAT IS FLAVOR? WHAT IS FLAVOR? Coffee Tea Vanilla Fruits Chicken Beef Fish AROMA Creamy Juicy Crispy Crunchy FaAy Chewy TEXTURE Astringent Hot Cold Sweet Sour Salt BiAer Umami TASTE CONSUMER-PREFERRED TASTE: A DELICATE BALANCE WHY USE 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 (0.51.0%) • 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 HOW DO YOU APPLY FLAVORS?
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Presented by: Ryan G. Smith - asbe.org · Presented by: Ryan G. Smith Percep&on)of)flavor)consists)of:) • Smell) • Taste) • Texture) WHAT IS FLAVOR? WHAT IS FLAVOR? Coffee)
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• 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
HOW DO YOU APPLY FLAVORS?
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WHAT REGULATIONS APPLY TO FLAVORS?
• Unadulterated • 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
• Top 8 allergens (wheat, gluten, dairy, tree nut, peanut, seed, shellfish, soy)
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
Chocolate Strawberry Caramel Vanilla Almond Cherry Lemon Orange Raspberry Mint
Marshmallow Peanut BuLer Apple Cinnamon Fudge Blueberry Coconut Peppermint Dark Chocolate Cream Pecan Peanut BuLer Hazelnut Banana
Red Velvet Salt/Salted Oatmeal Açai Carrot BuLermilk Sunflower Seed Green Apple Black Cherry French Vanilla Irish Cream Red Wine Black Raspberry Chai Poppy Seed Mascarpone Cheese Green Tea Pumpkin
Carrot Almond Cucumber Rose Lavender Spinach Bergamot White Chocolate Basil Dulce de Leche Horchata Irish Cream White Peach Mangosteen Sage Tamarind Elderberry BiLers Jasmine
Ginger Pumpkin Salted Caramel Açai
Hibiscus Chai Mocha Cinnamon
Yuzu Vinegar Rhubarb Guava Hops Meyer Lemon Juniper Aloe Vera Green Coconut
BEVERAGE FLAVOR TRENDS
UP & COMING FLAVOR TRENDS MEGATRENDS
Explora(on / Mul(-‐Sensorial We are curious beings and always looking for
something different and exci(ng to fulfill our inner explorer. With an increasing ethnic influence and a 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.
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.
Genera&on Green
From healthcare to ice cream, the need for customized products is not only being demanded by consumers, but required for survival in the marketplace. Products designed to fit a certain
demographic, gender, race, lifestyle and life stage con:nue to drive innova:on and demand.
CustoMYzed
Consumers are demanding products that fit their fast-‐paced lifestyles and with technology the need
for instant gra:fica:on is a necessity. As the workplace and home evolve into one, the need for more convenient products will con:nue to grow.
There’s an App4that
Consumers are more engaged in their personal lives both especially when it comes to their health. The demand for low/no/reduced products has been increasing drama:cally over, but consumers want the full flavor that comes along with fat, sugar and
salt.
Everything Zen
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.
Crave New World
Despite the economic :mes, consumers are always looking for an indulgence or a way to feel special. This is a fundamental aspect of being human and these indulgences, whether big or small, con:nue to be a core driver of spending.
*Product new to the market in the review period so it does not have a
growth figure.
Double Chocolate Chocolate Chunk Crumbled Cookie
Carrot Milano Cookie Cake
Red Velvet Tiramisu
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).
Source: ACNielsen FDM (excludes Wal-‐Mart and club stores)
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Baking Ingredients & Mixes 31%
Bread & Bread Products 16%
Cakes, Pastries & Sweet Goods
18%
Savoury Biscuits/Crackers
8%
Sweet Biscuits/Cookies 27%
New Product Launches by Category (Q1 2014)
CATEGORY 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
In a shiP from 2013, innova(on and new product launches showed growth in Q1 2014 in comparison to Q4 2013.
Crackers and Cookies are the two major growers going from Q4 2013 to Q1 2014
INNOVATION WHAT HAPPENED IN 2014
HEALTH AND WELLNESS TRENDS TOP CLAIMS IN NEW PRODUCTS Mrs. Smith’s Dutch Apple Pie has a
front of package no ar3ficial flavors or preserva3ves call outs
in addi:on to calling out the seasonality of their apples
Lance Cracker Crea:ons calls out being an all-‐natural product
All-‐natural claims con:nue to show flat
growth
No addi3ves/preserva3ves claims have
grown 14%
Low/No/Reduced Trans Fat claims declined 15% from
2012-‐2013
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
Wholegrain claims were down 18% in new product launches during the review period
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.
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. Udi’s Gluten Free Double
Chocolate Muffins
+14%
-‐18% 0%
+33%
-‐15%
Source: Mintel GNPD
LOOKING FORWARD 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
APPLE GORGONZOLA BREAD
SPICY SRIRACHA BURGER
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