New consumer insights revealed at Taste Tomorrow London event held at LSBU
04 November 2015
Over 100 delegates from the food industry, retail and bakery gathered to hear results of a global study - provided by Puratos - which gave unique insights into emerging consumer behaviour, perception, future trends and
attitudes relating to bakery, pastry, patisserie and chocolate.
Puratos is an international group with a full range of
innovative products and application expertise in the bakery, patisserie and
The global study consisted of qualitative research - conducted by InSites Consulting - which was carried out in two phases; the first of which
were two hour online discussion groups to examine key trends in the baked goods
industry. The second phase consisted of in-depth conversations with online
communities to uncover new trends and develop new idea sessions in the
Hakim Zemni, Managing Director at InSites Consulting, presented
the results of the study at the National Bakery School which unveiled four key
observations: age of abundance; the future of food lies in its availability,
innovation, variety and convenience.
Findings from the research detailed that when
consumers buy bread, pastry, chocolate or patisserie their decision is driven
by three key criteria, freshness, healthiness and taste. These three elements
form what Puratos refer to as the ‘baked goods triangle’, which are essential
areas the industry should address when looking at innovation.
Paul Flatters, chief executive of the Trajectory
Partnership followed the results of the global study with a presentation on
‘The factors driving future consumer behaviour’, which detailed the forces
shaping modern consumer behaviour.
Mark Hix, chef,
restaurateur and food writer discussed ‘The real good food trend’ which
observed the role of bakery in the
restaurant industry and how it has evolved observing the impact and trends
within the industry on kitchens and restaurants alike.
Elaine Thomson, Course Director at the
National Bakery School, commented; “The National Bakery School was thrilled to host the Taste Tomorrow London event as it allowed us to really appreciate the mindset of consumers. Puratos have done a fantastic job in gathering this information which will lead us to
better understand the average
consumer in much more detail.”