Findings:
Halloween is a growing opportunity for bakeries, with sales increasing for over half of Craft Bakers Association members.
Consumers are looking for value for money this Halloween due to cost-of-living concerns.
Traditional baked goods like cupcakes remain popular, but with a demand for a modern twist.
Gen Z consumers are open to experimentation and adventurous flavors.
Savory bakery, like Halloween-themed sausage rolls, is also seeing innovation.
Classic Halloween colors like black, orange, and purple are still popular, with a growing interest in softer autumnal shades.
Pumpkin spice and spiced apple are predicted to be dominant flavors.
Creative and colorful designs, including 3D cakes and intricate decorations, are in demand.
Social media is crucial for shaping consumer desires and driving traffic to bakery businesses.
Gifting options like "boo baskets" are gaining popularity.
Key Takeaway:
Bakers can capitalize on the Halloween season by offering affordable, familiar treats with a creative and modern twist.
Trends:
Newstalgia: Combining familiar formats with fresh flavors and ingredients.
Experiential bakery: Interactive elements like injectable fillings and "Burn Away" cakes.
Gifting: Boo baskets and pre-orders for Halloween treats.
Consumer Motivation:
Value for money: Consumers want affordable treats that still deliver the "wow" factor.
Nostalgia with a twist: Consumers enjoy familiar formats but are looking for exciting flavors and experiences.
Celebration: Halloween provides an opportunity for fun and indulgence.
Driving Trends:
The love of American culture: Halloween's popularity in the UK is fueled by American influence.
Cost-of-living crisis: Consumers are price-sensitive and looking for value.
Gen Z influence: This younger generation is open to experimentation and drives trends on social media.
People Referred to:
Consumers of all ages, especially Gen Z.
Bakery industry professionals, including members of the Craft Bakers Association and representatives from Renshaw By Bakels, Dawn Foods, Henley Bridge, CSM Ingredients, Kluman & Balter, and Zeelandia UK.
Description of Consumers/Product/Service and Age:
Consumers: All ages, but with a particular focus on Gen Z.
Products: Cupcakes, cookies, cakes, doughnuts, muffins, brownies, sausage rolls, and other Halloween-themed baked goods.
Services: Bakeries and retail aisles selling these treats.
Conclusions:
By embracing creativity, value, and the latest trends, bakers can ensure a successful Halloween season.
Implications for Brands:
Focus on value and affordability.
Offer familiar formats with a modern twist.
Experiment with new flavors and ingredients.
Use eye-catching decorations and displays.
Leverage social media to drive traffic and pre-orders.
Offer gifting options and experiences.
Implications for Society:
Continued growth of Halloween as a commercial holiday in the UK.
Increased opportunities for socializing and celebrating.
Big Trend Implied:
The growing importance of experience and innovation in the food industry, even for traditional holidays like Halloween. Brands need to cater to consumer desires for both nostalgia and novelty.
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