May 10, 2021
With the Pandemic virulent wave, the demand of consumers has now combined with their rising desires of sustainability, proactive health and wellness behavior and desires for product transparency. However, with the changing times no one can foresee how the future would be but the signs in the marketplace enable the industry experts to determine the direction of travel and how trends are likely to evolve.
In order to meet consumer expectations around right and sustainability, brands can focus on expanding sustainable packaging initiatives, ensuring shorter supply chains, and supporting local communities. More brands should connect with startups that deliver farms to finished products. Essentially, the brand should provide the foundation for wholesome nutrition with simple ingredients sourced from nature, supported by its technical know-how focused on solving bakers’ most exacting baking challenges.
The purchase decision of cake is governed by mostly flavours. As cake falls under the indulgence-driven category, it’s imperative to launch new flavours inspired by the popular culture with new presentations. For example, incorporating unexpected yet complimentary flavours into recipes. We can also incorporate organic flavours and contrasting textures that will create impulse purchases and excite interest in the category.
A survey published in a leading FMCG portal says that 77 percent of consumers give taste the first preference when it comes to purchasing the sweet baked products followed by the cost. And, 65 percent say they purchase cakes and cake bars if they see any innovative flavor. Customers are also opting for a flavoured cake mix solution, such as the Toffee Cake Mix, or Complete Ginger Cake Mix. Such innovations in terms of flavor are the need of the hour.
Consumers now demand transparency right from regarding the whole product lifecycle – including where it’s from, how it’s made, who made it, and how it’s packaged. Brands should set the goal for artisanal quality. The cake brands must cash in on the backlash against ultra-processed foods and mass production by focusing on quality ingredients and traditional, artisanal recipes. It has been observed that consumers, who opt for premium cakes/sweet baked goods, will automatically ready to shell out more for freshly baked goods.