When it comes to sweet goodslike doughnuts, Danishes, sweet rolls, muffins and coffee cake, the market is in a state of flux. As Walter Postelwait, president of Pak Group LLC/Bellarise Baking Ingredients, Pasadena, CA, puts it: “The total segment appears to be growing slowly, but has hot pockets of activity.”
One area of activity is in better-for-you. “The overall sweet goods market is changing,” says Judie Giebel, technical service representative, Briess Malt & Ingredients Co., Chilton, WI. “Sugar-filled pastries, sweet rolls and doughnuts are occasional treats, while healthier breakfast-type sweet goods are climbing in popularity. Sugar reduction and clean labels have become the mantra of the food industry, including sweet goods.”