Snacking trends

Coronavirus blues expected to continue propelling snacking movement in 2021

By Gill Hyslop contact

- Last updated on GMT

Indulgence, health, shopping more locally and purchasing foods with real provenance will drive the bakery sector in 2021, says the CBA.
Indulgence, health, shopping more locally and purchasing foods with real provenance will drive the bakery sector in 2021, says the CBA.

Related tags: coronavirus, Craft Bakers Association, viennoiserie, Indulgence, snacking

Snacking – both in and out of the home – is a category that did very well in 2020 and the movement looks set to continue in 2021 as consumers look for inexpensive sweet treats to cheer themselves up, writes Karen Dear, director of operations for the Craft Bakers Association (CBA).

The CBA’s survey was conducted among its members in October 2020.

“We are fortunate that so many of our members have been able to stay open during the various lockdowns, so they are well placed to witness the latest snacking trends,”​ said Dear.

Indulgent flavours, provenance and value for money will be key trends for snacking this year.

A recent Craft Bakers Association (CBA) member survey predicted that nostalgic (83%) and indulgent (75%) flavours, which are able to comfort and reassure, will be popular this year.

In addition, nearly 60% of bakers predicted seasonal goods to celebrate occasions such as Easter and Valentine’s Day will do well.

Just fewer than half (40%) expect snack-sized and individual portions to be a key trend, especially goods with vivid colours and eye-catching decorations.

Although indulgence is key characteristic for 2021, health is also expected to be a priority, which is indicative of consumer awareness of how food can impact on overall well-being.

Where health trends are concerned, over half (53%) of CBA members cite low sugar options as being important, followed by allergen labelling (40%) and high fibre options (35%).

Plant based and superfood options were also predicted to be popular by nearly a third (29%) of bakers.

As well as a quest for both indulgence and health, there is a continued move towards shopping more locally and purchasing foods with real provenance – both of which is extremely positive for the craft baker.

The CBA represents approximately 500 bakery businesses in England, Wales and Northern Ireland, supporting more than 3,000 shops on the high street.

It has been the voice of the sector since 1887, working alongside its members to ensure a sustainable future for craft baking. Members have access to advice on safety and environmental health, online and in-house training, employment law advice and putting forward their views on legislation.

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