Puratos Italia reports shifting consumer trends in bakery and pastry sectors

Puratos Italia has concluded its ‘Taste Tomorrow On Tour’ series, which included stops in Salerno, Bari, Turin, and Verona. The initiative engaged over one thousand artisan entrepreneurs to discuss the evolving landscape of the baking and pastry industries.

Research presented by Marketing Director Valentina Bianchi indicates that Italian consumer preferences differ significantly from European and global averages. Specifically, 81% of Italian respondents expressed a preference for healthier bakery products, compared to 53% in Europe and 58% worldwide. Additionally, 68% of Italian consumers are interested in exploring new or unusual flavor combinations, surpassing the 59% reported across Europe.

Despite the push for health and innovation, tradition remains vital. Approximately 54% of the Italian sample believes fermentation enhances food taste, and sourdough continues to be utilized in new preparations. The study also noted that bread consumption patterns in Italy vary by day, with a focus on practicality during weekdays and a preference for pleasure and sharing during weekends. Key challenges identified for the sector include securing qualified personnel, managing investments, and navigating generational transitions.