Veg-based patisserie: these 4 factors drive its popularity

The latest Taste Tomorrow data reveal that veg-based patisserie is the largest social trend globally. It was already gaining traction for some time, but the pandemic clearly drove a rise in vegetable-based baking. 

The data show that the trend is fairly stable in all languages, but there are regional differences in the factors driving the trend. For example, we see Asian markets incorporating veggies to add color and visual vibrance. And we see South American cultures adopting vegetables into traditional celebratory recipes.

Today more than ever, vegetables are used in baking. Why? Aside from the popularity of some typical seasonal recipes, multiple benefits can be seen as drivers of this trend: 

• health benefits perception

• ingredient availability

• novelty and experimentation

• visual appeal 

The health benefits are most relevant. Vegetable-based patisserie allows consumers to feel like they are making healthier choices, while still offering indulgence and creating excitement around their food through experimentation and use of their creativity. In other words: veggies provide a chance to discover new tastes, and to experiment with color, flavor and textures, without compromising health and taste. 

The second driver is novelty and experimentation. In times of lockdown, people were looking for new ways to enjoy themselves. Veggies provide a chance to experiment with and discover new tastes, textures, colors and flavors.

The visual appeal of vegetables is the third factor driving the popularity of veg-based cakes and patisserie products. And certainly not the least. The striking colors of veggies like ube (purple sweet potato), beetroot and carrot are a feast for the eyes. And while taste remains the undeniable drive of repurchase, the visual aspect of sweet patisserie is even more important when consumers search for inspiration online. Good to know: 1 in 2 consumers agrees that food that looks good to the eye, is tasty as well. Appearance enhances taste perception, as the Taste Tomorrow data show. 

The data show that consumers are looking for ways to redefine classic dishes, allowing them to discover new tastes, experiment with appearance and give these dishes a healthy twist. Familiarity is a catalyst in the adoption of new products: 79% of the respondents like traditional tastes, and 64% still want to have a familiar element when trying new types of food. Classics infused with veggies cater to this need. Think of waffles infused with sweet potato, carrot cupcakes, sweet potato pancakes and chocolate chip zucchini muffins. All classic dishes turn out to be good vehicles for veggie-based experiments. 

The veg-based patisserie trend brings opportunities for the bakery sector. Consumers are looking for indulgence with a healthy twist, and are open to discovering new taste and textures. Bakeries can respond by baking goods with veg-based ingredients, veggie leftovers and surprising substitutions. Explore new flavors in sweet goods that are associated with functional and healthy benefits. 

We collected a few inspiring examples for you. But of course, you can find plenty more inspiration on social media. Discover them by using hashtags like #healthycake, #vegancake, #veganbaking, #plantbasedcake, #vegetablecake and #veganbakery. Enjoy!