A time of change for sweet bakery tastes?

Sweet goods lead bakery innovation in key growth markets, but consumers may soon expect more than traditional indulgence. Our consumer survey confirms the trend towards healthier options.

Sweet baked goods are driving bakery innovation in the Middle East and Africa. In fact, some 57% of new bakery launches come from the sweet segment, with sweet biscuits and cookies taking a very strong lead. Chocolate is the preferred flavor by far.

Manufacturers will do well to target Millennials in their product development.  According to Innova Market Insights, consumers born in the 1980s and early 1990s today represent just over a third of the population in the Middle East and Africa as well as globally.

A DuPont Nutrition & Biosciences survey has captured the consumer perspective on sweet baked goods in three of the region’s growing markets: Egypt, Saudi Arabia and South Africa.  The findings are very much in line with the Innova overview.

These show that cookies, biscuits, cakes and croissants regularly feature on consumer shopping lists. Many households keep convenient packaged items in stock for day-to-day consumption or for serving to guests.

A few surprises
Our senior application specialist Andy Flounders has spent a lot of time working with bakery manufacturers in Saudi Arabia and South Africa. While he nods in agreement with most of the survey findings, there are a few surprises.

“The findings from both these markets show the impact of demographic change and changing attitudes over the past few years.

“Before the survey, I would probably have said traditional high-sugar and high-fat products were still the best bet for successful market launches. But what we can see here is a growing interest in healthier sweet baked goods among certain consumer groups,” he says.

Healthier options for women
In South Africa, this points to greater opportunities than previously for sweet bakery snacks with added fiber and reduced sugar. Flounders also highlights the positive response of Saudi Arabian women to healthier options.

“This suggests there could be potential for gender-specific products,” he adds.

As in many other parts of the world, an increasing number of consumers in the Middle East and Africa are concerned about their health – and with good reason. The International Diabetes Federation predicts, for example, that the number of people with diabetes in the region will more than double from 2015 to 2040.  

New sweet bakery launches that are either sugar-free or enriched with fiber may still have a low market share in the region. But, says Innova, they are growing at a double-digit rate.

Keeping it indulgent
Flounders remarks, “Sugar reduction is a particular challenge for the sweet bakery segment, as consumers still expect an indulgent taste and texture. Bakery products in the Middle East and Africa are traditionally also very sweet.

“At DuPont, we are already working on healthier sweet bakery concepts with a number of customers. In the light of the current trends, we expect to do even more work of this nature in the future.”

To learn more about the DuPont Nutrition & Biosciences sweet baked goods consumer survey, see our infographics and download our white papers.

Growth Markets

Sweet_bakes_stay_great_with_less_sugar_3_Cart_Layout.png
Is it possible to cut the sugar in a favorite cake or cookie without cutting down on indulgence? Our test concepts produce promising results.
countryImage.png
Sweet baked goods are as popular as ever in key growth markets. But what do consumers choose and when – and are habits changing?
iStock-598221712.png
Consumer preferences will make or break a new bakery product. We explore which bakery fillings are likely to work best in Egypt, Saudi Arabia and South Africa.
A-simpler-route-to-the-finest-soft-croissants.png
Producing a premium croissant with a four-week shelf life is a demanding task. We tested whether an ingredient blend could make it easier for medium-sized bakeries in the Middle East.
Fast_food_burgers_are_up_and_coming_in_Africa_3_Cart_Layout.png
At DuPont, we follow the latest market trends from our base in South Africa. As the burger buns for fast food outlets are locally produced, one of our recent projects has looked into the development of a functional ingredient package that is specially adapted to regional conditions.
Pakistan_adds_more_life_to_affordable_flatbreads_3_Cart_Layout.png
Flatbreads remain the dominant bread product in Pakistan mainly because of their affordability. Traditionally, they are made in the morning for consumption during the day.
Great-cakes-with-easy-cake-gels.png
Bakery application specialist Casper Høy Simonsen demonstrates how to make a cake gel and improve your cake gel production – and explains why cake gels are ideal for producing moist, high-volume cakes.
iStock-504482237.png
Crispy baguettes are relatively new to the bakery markets of the Middle East and Africa, where consumers have a growing taste for Western-style products. One issue that local industrial bakers may struggle with is how to get the right volume.
Healthy_baking_with_the_right_fibers_3_Cart_Layout.png
At DuPont, we’ve invested a lot of research in developing ways to add fiber to bakery products without altering their soft, white characteristics - you can read about that in a previous issue of Bakery Performance.
iStock-109171324.png
If the answer is no and you’d like to learn more about opportunities with cake gels, you’re welcome to download our cake gel technical memo. You’ll find the latest knowledge and trial results from our bakery specialists.
iStock-157281727.png
Consumers in the Middle East and Africa eat more bread than anywhere else in the world, says Pinar Hosafci from Euromonitor International. The bread they eat also stands out as the cheapest.
iStock-600165122.png
From our work with tortillas, we have quite some experience in this area. Our tailored blend of emulsifiers, enzymes and encapsulated acid can maintain the softness and flexibility of tortillas for up to nine months.
iStock-690554856.png
At DuPont, we have experienced that the rise of fast food chains in Middle East and Africa has brought more and more enquiries about possible solutions.

Get Started

DuPont cares about your privacy. Your personal information (name, email, phone number and other contact data) will be stored in chosen customer systems primarily hosted in the United States. This information will be used by DuPont, its affiliates, partners, and selected third parties in other countries to provide you with the product or service information requested. To learn more, please visit www.privacy.dupont.com. By providing your personal information, you agree to the terms and conditions of this Privacy Statement.

 
 
 
/content/dupont/amer/us/en/nutrition-biosciences/references/contact-us.html /content/dupont/amer/us/en/nutrition-biosciences/references/corporate-contact-us.html /content/dupont/amer/us/en/nutrition-biosciences/references/subscribe.html