Despite the push towards clean label, consumers are under no illusion that pastry is the healthiest of products, argues La Serre Bistro & Boulangerie chef Waddah Bou Saad.
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Millennials and their demands
Globally there has been a push in the food and beverage industry towards simpler ingredients and transparency in labelling of products.
The demand, stemming mainly from millennial consumers being more switched on with regards to what they are consuming, has seen multinationals from the likes of Nestlé to Mondelez International and numerous others pledge to eliminate artificial colours and flavours from certain foodstuffs.
“People are curious to know more about the food that they are eating and their nutritional facts,” says Mazen Marakebji, marketing manager, Baqer Mohebi.
The “digital era” Marakebji adds, has only magnified this issue further, with consumers actively researching what is healthy and what is not at the push of a button. “People tend to buy tasty products providing clean label ingredients which are good for health. We’ve guaranteed this in all of our Puratos branded products,” he adds.
Despite the push towards clean label, consumers are under no illusion that pastry is the healthiest of products, argues La Serre Bistro & Boulangerie chef Waddah Bou Saad.
Nevertheless, he seems confident that the move to seeking out better-for-you options is not “having an adverse effect” on the demand for traditional artisan pastries. “We believe in eating everything in moderation and our customers enjoy our desserts as a treat every once in a while,” he adds.
Paul Hurley, chef at Dum Dum Donuterrie, agrees, adding that a recent health push has not seen health “take precedence” over indulgence when it comes to pastry. Instead, he believes what consumers are after from food firms, outlets and chefs, is honesty in what they are delivering.
“Dum Dums are doughnuts so it’s definitely a treat. However, we don’t believe in the unnecessary fat that comes from floating dough in a vat of cheap oil. We are very vigilant about the use of good ingredients so if you are having a cheat day then may as well have the highest quality and not junk,” he asserts.
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The free-from movement
While Aramtec pastry division manager Riyadh Hassan agrees that the "health aspect is still not a priority for people who want to indulge in eating pastry and bakery products" one area in the health-conscious arena that is growing in size and popularity quickly is the 'free-from' movement.
Gluten-free makes up a significant part of this and according to Euromonitor, in 2013, the gluten-free food industry across the Middle East was worth US$13.6m. By 2018 it is forecast to reach $18.1m. Much of this audience is gluten intolerant says La Marquise’s Silvia Persico.
“Unfortunately this figure is growing year-on-year. The demand of customers pushes restaurant operators to expand their menus by adding gluten-free pastry and bakery products,” she adds.
It has seen a rise in the number of products on the market that make gluten-free claims and food outlets offering gluten-free food options. There’s also been an increase in the number of dedicated gluten-free outlets across the Middle East with the likes of Sweet Connection and Skinny Genie in the UAE to name a few.
Despite this, it is not always plain sailing when it comes to offering a gluten-free option, says Perera.
“While the number of customers requesting gluten free products is growing, the bakery and pastry industry has not been fully supported by its suppliers as to offer a wide range of ingredients.
“Other challenges faced are to ensure staff understand the health risks of cross contamination associated with food intolerance, presenting gluten-free alternatives in an appealing way, and above all, the cost factor,” he explains.
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