Vegan baking is on the rise, according to global trend forecasting firm WGSN. On social media, buzz for #veganbaking jumped 35 percent in the past year while #baking grew just 12 percent.
The increase in consumer interest is due to “unprecedented concern about personal health, animal welfaire, and environmental resources,” said Kara Nielsen, director of WGSN Food & Drink, in a statement.
“Like so many consumers, those following flexitarian and vegan diets nevertheless still crave a sweet treat, comfort food, and celebratory baked items, all of which make this an ideal time for food makers to invest in developing more vegan baking ingredients, mixes, and finished products,” she continued.
Innovations in plant-based ingredients are also helping to boost vegan baking. Now that consumers have alternatives to eggs, butter, and dairy milk, they are being embraced by eaters around the world with even more gusto than their “real” equivalents, according to WGSN.
Examples of vegan baked goods that are seeing a surge include banana breads, chocolate brownies made with plant butter, and buttercream made with aquafaba.
Nielsen predicts that supermarket bakeries and bakers who supply cafes will launch new vegan treats for Veganuary, a month dedicated to plant-based eating. Nielsen also believes that new chickenless egg products will show up on store shelves in 2021. “Egg substitutes will go beyond flax seed egg replacers; watch for food tech-enabled egg substitutes made from mung beans, such as Just Eggs, and even chickpea cooking water, aka aquafaba,” she said.
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Image: WGSN
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