The nation’s bakers have been hard at work for months to whip up seasonal sweet and savoury treats to help consumers spread the joy this Christmas. According to baking exhibition, there are several key themes on display across the market, including nods to value, comforting flavours, and more.

　　Santa is tightening his belt for Christmas 2023 as consumers face up to the ongoing cost-of-living crisis, which could see them cut back during the usually gluttonous festive season.

　　“Some consumers will decide to bake Christmas products at home this year because of the economic climate, but at the same time, consumers with less time will continue to brighten their Christmas with baked goods of all kinds,” notes Michael Schofield, marketing manager for British Bakels.

　　Those looking for someone else to do the hard work for them continue to be spoiled for choice as the supermarkets, big brands, and craft bakers have been busy whipping up yuletide innovation. However, ranges may not be as big as seen in previous years.

　　“Retailers will be offering fewer seasonal products across all categories and in bakery, we are likely to see seasonal cakes and bakes being less elaborate,” explains Jacqui Passmore, marketing manager UK and Ireland at Dawn Foods. “Where previously there may have been five chocolate decorations on a cake, this year there’s more likely to be two. Keeping Christmas affordable has been the main driver from our customers and Dawn has been responding with R&D to meet this.”

　　Keeping prices low has been a key message from many of the supermarkets. Claire Hughes, director of product & innovation at Sainsbury’s, was among those to share the sentiment. “We understand that lots of us are tightening our purse strings, and Sainsbury’s is committed to keeping prices low on everyday items while continuing to deliver the delicious innovation you know and love,” she says.

　　It was also echoed by Sam Dickson, vice president of own brand at Asda, who notes the retailer’s improvements in quality while keeping “value at the forefront of our minds”. “There is a tendency to think that to get the tastiest food you have to spend more – that simply isn’t true at Asda,” she adds.

　　It’s affecting bakers of all sizes. Dawn Foods has advised high street bakers to reduce their range of seasonal baked goods if they need to and ensure what remains is “the best quality it can be”.

　　However, a survey of Craft Bakers Association (CBA) members found that innovation is still very much front and centre for high street businesses with 45% of respondents saying they plan to introduce up to five new or different products this year, and 17% introducing up to 10 new items.

　　“Whether bakers choose to innovate or offer traditional Christmas fare, ensuring they provide customers with a high-quality product at a good price will remain a priority – as it’s likely the ongoing cost-of-living crisis will result in consumers making spending cutbacks in the run-up to Christmas,” adds Karen Dear, CBA chief executive.

　　Millionaires, billionaires, sticky toffee, chocolate orange, spiced apple, and brown butter & spiced rum are among the signature flavours for Christmas 2023.

　　There are golden hues a plenty as bakers look to comfort bakery fans with warming spices and lashings of chocolate during the festive season.

　　“Just under half (47%) of consumers’ choices are influenced by familiar flavours; just over a third (37%) by traditional/nostalgic flavours, and a similar proportion (34%) by comforting flavours,” highlights Schofield from British Bakels, pointing to Innova research on flavours. “In the UK specifically, a quarter of shoppers are influenced by seasonal or limited-edition flavours, and just under a quarter (24%) look for mood enhancing flavours to give Christmas an added uplift,” he adds.

　　Bakery China will continue to share more industry professional content with you, so please stay tuned!

　　Bakery China, organized by China Association of Bakery and Confectionery Industry (CABCI) and Bakery China Exhibitions Co., Ltd. was launched since 1997. Bakery China is the Asia Pacific's leading event serving the entire value chain for the bakery and confectionery market. The event presents all range of ingredient, equipment, packaging and services, and enables global leading professionals and buyer delegates to meet and share the latest innovations and thinking on manufacturing & distribution, R&D, applications and related services for bakery industry.It is the first choice trade fair to enter China's bakery market.

　　The 26th Bakery China will be held on May 21-24,2024 at National Exhibition and Convention Center (NECC), Shanghai, covering 320,000 sqm show space. Over 2,200 exhibitors and 400,000 visits are expected.

　　(source: British Baker)