Trend Report: Dessert Directions

When life gets challenging, we’re hardwired to choose something naughty from the supermarket – and desserts have been a prime target. And as long as stress and uncertainty continue to dominate daily life, there will be further opportunities for manufacturers to deliver feelings of happiness, comfort and relaxation.

Consumers' love of desserts continues to grow, and despite health being at the forefront of many shopper’s minds, balance is still key. As a marker, 70% of U.S consumers are extremely or very likely to purchase a favorite nostalgic food or beverage. Meanwhile, the percentage of social media influencers creating and interacting with posts about nostalgic desserts is on the rise.

Our friends at thefoodpeople are reporting a further wave of nostalgia in the desserts category as consumers seek respite from high stress situations.

And when it comes to nostalgia, can there be anything more sentimental than apple pie? Food service chefs are dreaming up exciting new flavors, adding dimensions such as burnt banana custard that are reminiscent of childhood memories.

Moving beyond nostalgia, foraged fruits are helping cafes and restaurants offer something new and different. While the elderflower season is upon us, bringing lighter floral touches, innovators are looking further and harnessing hogweed, artichokes and wood sorrel to bring new flavors to familiar classics, such as trifles.

The migration of coffee into desserts is gathering pace and is now being executed in more nuanced ways. From smaller espresso style jars to single origin and regional beans. Chefs and innovators are proving that there is plenty of scope for variations on the coffee theme.

According to thefoodpeople, we can expect five flavor types to trend in the short to medium term. These are FRUITY (such as mango, dates, apple, dates and peaches), EARTHY (such as coffee, almond, pistachio, vanilla and miso), GREAT OUTDOORS (such as rosemary, hogweed, sorrel, thyme and orange blossom), SOUR (such as sumo orange, rhubarb, lime, sea buckthorn and yuzu) and RICH (such as chocolate, honey, brandy, whiskey and maple.)

Trend spotters are clear. People’s desire for comfort, fun and a chance to relive happy childhood memories continues to drive demand for nostalgia laden desserts. So, put emotion at the center of product development, packaging design and branding.

But go beyond simple re-releases and create new, reimagined products that offer a twist on the past.

And don’t ignore opportunities for better for you versions of classic treats. Focus upon sugar and salt reduction and consider adding hero ingredients that have health associations. Consider local sourcing, plant-based ingredients and ‘clean label’ to appeal to midweek mindsets.

Right, we’re off for seconds.

If you’d like a copy of our 12 page Dessert Trends report, in association with thefoodpeople, get in touch today!