Canadian Consumers Crave Craft

22 Nov 2019

Consumer Insights
Taste Tomorrow

When it comes to buying baked goods, consumers around the work are looking for value for their money and this also counts for Canadians. This was one of the conclusions drawn from the Taste Tomorrow research that showed that consumers are willing to pay more for baked goods that meet or exceed their expectations. One of the values that justifies a higher price is ‘craft’ - food with a human touch that showcases the artisan’s love for the product, and the sharing of tradition and heritage. Learn more about the craft trend in baked goods in this article.

The data and insights come from a consumer survey, Taste Tomorrow, which is conducted in 40 countries to gather data from over 17,000 consumers, including 400 Canadians. The study was first conducted in 2011 and now, eight years later, the results of this third edition reveal nine key worldwide trends. We will discuss each of the nine trends in upcoming blog posts. In this article, we will share with you more insights on craft.

Consumers are highly interested in handcrafted products

The survey gives a significant indication that craft is hot. It offers a clear added value for consumers - so clear that 62% of Canadian consumers are willing to pay more for handcrafted products.

It is a trend we have seen already happening in the beer industry. For years, consumers in Canada were drinking your mainstream Lager that was easy to find in every liquor store. However, in the past couple of years, we have seen a number of microbreweries popping up, increasing their beer offerings as well taking over more shelf space in stores. The Canadian consumer today is more interested in unique recipes, the story of the brewer behind the beer and the passion that comes along with it.

The same is happening within the bread category. And although the white sliced bread will always be part of most households’ pantry, we see many Canadians opening up the door for more unique bread recipes with a special story.

Imperfection is perfect

So craft is hot, but how do consumers define craft when it comes to baked goods? Which elements must be present? The Taste Tomorrow survey shows that certain elements are crucial. Consumers embrace the imperfections of a crafted product; it must look like it has been created by an artisan and made by hand. Something which is 100% perfect does not always feel artisan. Consumers appreciate imperfect finished goods - with a slightly different shape, size and look - as they are a result of manual work.

Craftsmanship can be shown in the making but it’s also inside the product: natural ingredients and an authentic recipe also define craft for consumers.

Show and tell

The perception of craftsmanship can also be influenced by how products are presented: an open oven or seeing how products are finished enables consumers to see and trust the artisanal production.

65% of Canadian consumers appreciate bakeries where they can see the oven and see items being baked on site. And 43% of Canadians say they feel drawn to food with authentic recipes or authentic production methods. They love to hear about traditions, heritage and history. The Taste Tomorrow survey of 2015 already showed this love for craft, but in 2019 the figures increased significantly. So the craft movement has just begun!

Key takeaways from the ‘craft’ trend

  • Knowing that craft is hot and consumers are willing to pay more for handcrafted products, it’s time to wake up the artisan within you!
  • Emphasize the use of natural ingredients and original recipes.
  • Show people how you make your products: show your workplace, the production method, have a visible oven.
  • Share with others your tradition, heritage, history and most of all your love of the product and the craft.
  • Want to learn more?

    Please contact your Puratos Sales representative if you would like to find out more about the Taste Tomorrow trends in Canada.

    About Taste Tomorrow, it’s a consumer survey dedicated to bakery, patisserie and chocolate. It’s conducted by Puratos every three years in 40 countries to gather data from over 17,000 consumers, including 400 Canadian consumers. The results? Fresh insights on health, taste, convenience, experience, digital trends and more, to stimulate innovation in the bakery, patisserie and chocolate sectors.

    This article is written by Liesbet Vandepoel, Marketing Director, Puratos Canada. Liesbet has over 15 years of expertise in marketing in Europe and North America and has developed a true passion for food as well as a thorough understanding of the people who consume it. In the coming months, she will share with you the different trends coming from the Taste Tomorrow study with a specific focus on Canada.