Tech-inspired, conscious consumer and holistic health are the top trends to influence UK shoppers

Puratos UK has revealed the trends influencing the bakery, patisserie and chocolate industries at an exclusive Taste Tomorrow customer event.

The supplier of ingredients for bakery, patisserie and chocolate has identified three distinct trends: tech-inspired, conscious consumer and holistic health. The research was brought to life by guest speakers at the event; Kate Ancketill, CEO and founder of futurist consultancy GDR and Dr Morgaine Gaye, food futurologist.

These latest findings forecast changes in UK shoppers’ habits and preferences that have implications for food producers across the country. They are developed by combining insights from the company’s unique and comprehensive data-gathering platform, Taste Tomorrow, and sophisticated analyses and forecasting by experts.

The Taste Tomorrow data and keynote speakers explored the following top three trends at the event:

1. Tech-inspired

Technology is being used to enhance convenience, creativity and fun in the development, marketing and delivery of food and its potential is firmly engrained in consumers’ minds, with 53% of respondents believing that progress in food can be made through science. Manufacturers are already seeing the benefits of AI software to create new and exciting recipes and Kate Anketill predicts technology will transform operations by streamlining routine tasks and enhancing customer experience through empathic AI agents.

2. Conscious consumers

58% of Taste Tomorrow respondents want to know where their food comes from and how it is made. Locally-grown ingredients are a priority – 71% think local is better for the environment, while half of shoppers believe such products are healthier. However, only a quarter of people currently buy food with locally-made ingredients on a weekly basis. There is also growing appreciation for products that are made by hand as conscious consumers look for elements of realness, imperfection and nature in their purchases, guest speaker Dr Morgaine Gaye revealed. The food futurologist also highlighted the potential for secondary revenue streams through utilising waste or upcycling, for example using mussel shell glass or orange peel in fabrics, and food waste in 3D printing.

3. Holistic health

33% of Britons now prioritise natural ingredients in their baked goods, while one in four focus on products that are good for gut health and 24% look for an optimal energy balance. ‘Power ingredients’ like cocoa in chocolate, fruit in patisserie and grains or seeds in bakery can also boost the health halos of these consumer favourites. 80% of survey respondents know that fibre has a positive effect on digestion, and now 81% understand that improving gut health benefits the immune system and 79% agree that it affects mental well-being, too. Fibre, biotics and wholegrains top shoppers’ lists when it comes to ingredients that improve gut health and consumers will be looking for ‘naturally high in fibre’ and ‘naturally good for gut health’ products.

The new insights are based on responses from 400 consumers across the country, as well as predictions enabled by Taste Tomorrow’s semantic artificial intelligence (AI) tool that gathers data from online content such as social media. This means Puratos can more accurately predict the future trajectory of these trends, giving its customers an unparalleled understanding of their markets.

Philippa Knight, marketing director at Puratos UK notes how consumer preferences are always evolving – especially across the bakery, patisserie and chocolate sectors.

“In this insightful customer event, we wanted to share our research findings and offer predictions for the coming years, to help brand owners, manufacturers and retailers navigate this dynamic, and often complex, consumer landscape,” she adds. “Taste Tomorrow is about much more than sharing research results; it brings together insight and inspiration to help ensure Puratos and our customers are at the forefront of innovation and continue to evolve and grow our market.”

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