Page 25 - The European Baking Ingredients Market Report 2022 - Volume 2

European Baking Ingredients
Fedima 25
Market Report 2022

in which pastries are consumed as However, throughout the during the afternoon with tea. What
well as the consumption changes COVID-19 pandemic, consumers ties these traditions together is the
that occurred due to COVID-19. have continued to meet their view that pastries, viennoiseries,
The crucial social and emotional friends and family, having social and cakes offer an additional
role pastries play in everyday life gatherings around often local moment to gather with family and
came to light with further insights produce and connecting with friends, bonding over a food that is
being revealed about products that each other around sweet treats associated with taking some time
are perceived as iconic and what such as viennoiseries, cakes, and for relaxation.
makes a great pastry product great. patisseries.
The connecting power of pastries
Impact of COVID-19 Key pastry consumption moments means that though not considered
The COVID-19 pandemic has Pastry consumption moments a ‘staple’ food in terms of physical
had far-reaching, ongoing effects vary across countries in relation to needs, they offer people an
on the bread and pastry market, traditions and cultural habits, but emotional and social benefit that
as with many other industries. there are also some similarities in cannot be underestimated.
Consumers were obliged to how and when Europeans consume
change their habits both during pastries. Social & Emotional Draws
lockdowns and post-lockdowns, What, therefore, are the emotions
leading to more local shopping, Often, pastries are consumed and feelings with which pastries are
a move to cheaper options and a at moments of connection with associated? Our research shows
trend towards increased snacking. friends and family or as a break or that consumers eat pastries to tap
Attention turned to the quality time of relaxation and indulgence. into emotions such as nostalgia,
of the pastries consumed, with However, the way these moments compensation, joy, indulgence,
some consumers more curious take form can vary from one energy, and connection.
about ingredients and more willing country to another: in Germany,
to purchase less, but of a higher there is the tradition of gathering The emotions that are brought
quality. Some of the new habits with family on Sunday around an up by eating pastries are varied:
due to the changing circumstances array of cakes; in France, sweet nostalgia can be activated by
have continued, though with the pastries such as croissants are often eating pastries associated with
reopened foodservice business and eaten at breakfast-time, with fine childhood or home; joy is created
the return to office work, on-the-go pastries being enjoyed more as a when sharing products with
consumption has increased once refined afternoon break; in the UK, family or friends for a celebration;
more. patisseries are often consumed and a sense of indulgence and

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