Shareable, hyper-visual & branded bakery to succeed in 2022 - Rich's

Rich Products, manufacturer of baked goods for retail and coffee shops across the UK, has outlined its key trends for the sector, including sharing treats, hyper-visual snacks and the opportunity for bakery items to offer "little luxuries".

One of the biggest trends seen so far this year is the clamour for sharable goods. After a period of collective isolation, consumers are attending more social occasions with friends and family. Rich’s predict that sharing buns and packs will continue to be popular in the months ahead, especially around big occasions such as the Queen’s Jubilee and The World Cup.

Another theme to look out for is fun treats that bring out your inner child. In an uncertain economic climate, shoppers look to bakery and confectionary to offer an affordable luxury that can act as a pick-me-up during the week. There’s an expectation for hyper visual, "Instagrammable" products – so bold colours, layers and hidden flavours inside are set to soar.

Products that tap into British nostalgia, such as Lemon Meringue or Eton Mess, will perform well around the Jubilee and beyond. In addition, the lines between sweet and savoury flavours will continue to blur, opening up a world of innovative combinations.

In terms of ingredients, expect floral/botanical, fruits and nuts/seeds to feature heavily on sweat treats, all enhancing a product’s visual impact and point of difference. Whilst classics such as chocolate chip cookies and blueberry muffins will continue to perform well, Rich’s expect more world flavours to enter the market, with sweet treats influenced by Japanese or Mexican recipes.

With value on the mind of many, branded goods will stand-out on shelf offering familiarity and reassurance. Earlier this year, Rich’s introduced its Baked x Nestlé cookie collection, including Matchmakers Zingy Orange, Rolo and Munchies varieties.

“We’ve seen a surge in demand for innovations this summer from retailers and coffee shops, as they look to shake-up their bakery offering,” says John Want, Sales, Marketing and R&D Director at Rich’s. “Although global supply issues may delay some products landing in market, it’s an exciting time for the sector.

“With more of us out and about for work and pleasure in 2022, there’s a real opportunity for retailers and coffee shops to make the most out of the recovering food to go sector. With purse strings tightening, sweet bakery will benefit from its existing positive perception as a little luxury – an affordable indulgent moment in the day for us to savour!

“Looking ahead, plant-based bakery is still on the rise, with many retailers in fact switching core ranges or products to plant-based as standard - although of course customers expect these to taste and perform like their regular counterparts. There is a returning interest in healthier sweet treats, but the need for indulgence outweighs health in the bakery and snacking occasion. One way to bring a higher health perception however is through the addition of functional ingredients, such as through nut and seed toppings.”