inStore - July/August 2014 - 14

consumer insights

Trendspotting: Cookies
With so many flavor, type, and health varieties of cookies available,
it is hard to find people who cannot find a cookie they like. However,
because there are so many delicious classics, it can be easy for your
instore bakery to get stuck in a rut when it comes to this dessert item in
particular. Avoid this trap by making sure your bakery department has
a wide array of cookies available. The following trend tips should help.

Types

Flavors

Perhaps the most unique cookie type to have come out in awhile,
though, is the new shot-glass shaped cookie that is the brainchild
of Chef Dominique Ansel, the creator of the Cronut. Ansel has now
released a cookie molded into the shape of a shot glass, which he
serves filled with cold, vanilla-infused milk. The cookie is even crisp on
the outside and soft on the inside. This is a fantastic example of how a
classic cookie and a traditional flavor combination can be refreshed,
revised, and revitalized into a totally new and exciting dessert option.

Staying on top of flavor trends is vital for all food categories, including
cookies. While traditional chocolate chip is a proven favorite, it's important to also offer more unique flavor profiles. According to David Wild
with Clever Cookies in New York, "Salted caramel is really hot."
New York-based firm Comax Flavors has also released the flavor trends
it thinks will rise in popularity this year. Among those that might apply
to cookies are:
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Coconut lime
Pineapple cucumber
Cola cappuccino nut
Marshmallow macadamia crunch
Ginger sesame caramel
Maple bourbon banana
Sriracha chocolate
Black pepper caramel
Honey wasabi
Habanero maple
Shiraz truffle
Beaujolais citrus punch
Mojito macaroon
Boozy mint cookie

Even the most off-the-wall flavor ideas may have an application in
some type of cookie. For example, Jordano's Foodservice predicts that
ice cream sandwiches with cookie flavors like potato chip and butterscotch will significantly rise in popularity this year.

"Whoopie pies have
been popular for awhile."
David Wild with Clever Cookies in New York

14 * JUL + AUG 2014 * instore

In addition to flavors, cookie types also trend. Both macarons and
macaroons are still all the rage. Midwestern-influenced bar cookies
and layered cookies-especially if one of those layers is a fruit jam-are
also hot sellers. "Whoopie pies have been popular for awhile, too" Wild
added.

Health Factors
While your instore shoppers undoubtedly have a wide variety of
health issues and needs, that does not mean the bakery needs to be off
limits to any of them. For your gluten intolerant customers, make sure
to offer at least a couple of gluten-free cookie options. You should also
stock your shelves with several nut-free cookie varieties.
Allergies aside, some consumers simply want to make healthier
dessert choices. To cater to these customers, consider offering all of
your cookies in two sizes: regular and mini. Mini cookies are not only
popular because they're visually appealing, they also offer portion
control, which is a huge health trend.
In addition, because people often struggle to consume enough vegetables, they look for creative ways to sneak them into their diets. For
these customers, why not offer something like zucchini chocolate chip
cookies? When made with a zucchini puree, these cookies taste and
appear identical to traditional chocolate chip cookies. Due to its mild
flavor and high moisture content-it is 94.7% water by weight-zucchini
is an ideal vegetable to incorporate into baked products.

inStore - July/August 2014

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