Cake offerings are very much a personal matter. The choice depends on the moment, the occasion, or the season, on health-related needs or nutritional preferences. The consumer’s moment of indulgence is directly related to the qualities of cake the bakers are offering. To efficiently create the cake for any occasion, versatility in production is everything.
The segment with arguably the widest variety in baking, cakes are a perennial mainstay among consumers’ favorites and the treat of choice for all events, big or small. Cakes can be tailored to any occasion, season, budget and flavor, which is why they are among the most popular treats of all time. Dawn Foods shares insights into how to make the most out of their versatility to make.
Eat cake for the occasion!
Whether for celebrations, seasonal events, or just as a daily treat, the cake category continues to evolve and adapt to the latest consumer demands. With 34% of European consumers stating that they eat cakes at least once a weeki and 19% of all fresh patisserie consumption in Europe coming from the cake categoryii, there is no better time to innovate and expand cake portfolios everywhere.
The type of cakes perceived as coveted perennial favorites differs by country: “Cakes come in all shapes and sizes, very traditional and specific to each country. They are strongly embedded in local culture: think Victoria Sponge Cake in the UK, typical schnittes in Germany, or traditional ‘farmers’ loaf cake (Boerencake) in the Netherlands,” Dawn Foods’ specialists illustrate.
“Think rose and raspberry madeleines or lavender and white chocolate sponge cake; the distinct sweet, refreshing and botanical profile that florals offer works well in baked goods.”
Dawn Foods Europe specialists
Although they vary by country with local interpretations, cakes across Europe share an important characteristic: the eating occasion they are associated with. European consumers decidedly see that the traditional role of cakes is to mark celebrations.
Fall and winter are traditionally big seasons for cakes. Seasonal occasions at this time of the year may include going back to school and work after summer breaks, Halloween and other seasonal events and even weather changes. Seasonality is only becoming a bigger opportunity.
Very Important Cakes: Elusive limited editions
Christmas may be the big occasion for special celebration cakes; but, several smaller, traditional, local holidays across Europe also involve sweet baked goods. Any of these occasions calls for limited-time editions and/or offers, which can bring both added excitement for consumers and generous sales opportunities for bakers. Among those who only eat them on special occasions/celebrations, 43% find limited editions appealing, Mintel research finds.
Celebrations big and small may ask for cake: the idea of cakes and sweet baked products as a way of celebrating small wins or achievements may appeal to those only eating them on special occasions/celebrations. This includes promoting messages of even low-key occasions deserving of cake, Dawn believes. This positioning holds promise for premium products, which are inherently better placed to create a sense of occasion and celebration than standard variants. The instant added win: the key and notoriously demanding young generations will actively search for this kind of cakes, identify them and drive the online conversations around them – as soon as they deem the visual and sensory experience offered worthwhile.
Colors, flavors and decorations can all contribute to themed cakes that can be immediately associated with ‘their’ holiday, be it Halloween, Christmas, New Years, or Epiphany. Spiced apple, plum and pumpkin spice are some of the flavors that have become eponymous with fall, for example, while ginger, orange and cardamom spell winter. Spring goes with rose amd matcha, while summer excitemenent in cakes is delivered by flavors such as mango, peach and passion fruit. There is plenty of room for new offerings to represent each season.
Flavor of the now
Flavors are a clear avenue for exciting differentiation opportunities across all categories, from traditional, established options that may enjoy an unexpected interpretation, to the brand-new flavor combination that promise untapped sensory adventures, such as up-and-coming favorites – florals and Asia’s exotic flavors. Dawn observes that florals have been increasing in popularity for a few years now, with cherry blossom, lavender and rose being among the flavors to watch. “Think rose and raspberry madeleines or lavender and white chocolate sponge cake; the distinct sweet, refreshing and botanical profile that florals offer works well in baked goods,” the specialists underline.
Exotic and global flavors are shining through in new cake products. Flavors such yuzu from Japan, cardamom from the Middle East and Latin America’s tropical fruits like mango and guava can be encountered, providing memorable tasting experiences. “Based on our research, we found that 7 in 10 European consumers agreed that they try different types of sweet baked goods because it can be a gateway to experiencing different culturesiii. In 2024, consumer desire for adventure is stronger than ever. Bakers should see this as an opportunity to experiment and explore new flavors from across the world,” Dawn Foods recommends.
A brief overview of European cakes
Cakes are essentially honey-sweetened bread that evolved throughout centuries into the different formats, flavors, colors and textures available in the market now. Some shapes, such as loaf cakes, are still reminiscent of the cake’s origin: a sweetened variant of bread. It has since grown into its own category with a unique role in our everyday lives, from a daily treat to celebrating special occasions.
Luxury in a cake
Cakes are perceived as an affordable luxury and are even elevated to an art form because they provide a sense of indulgence and comfort while remaining within reach cost-wise. They embody an accessible way to experience pleasure and a small escape from everyday routines.
A trend that is driving the premium cake category is flavor innovation and textural inclusions, Dawn Foods’ experts observe. “As consumers seek new and unique taste experiences, bakers and pastry chefs are experimenting with a variety of flavors and combinations. This is one of our Global Bakery Trends: Experience Exploration, in which consumers are seeking experiences that are exclusive, unique, and multi-sensory to enhance the joy of cakes,” the specialists highlight.
Better-for-you cakes? Yes, please!
Cakes are not just about wants, but answer to needs, too. Consumers are increasingly armed with specific dietary to-do’s, as more evidence about how diets impact physical and mental health is scientifically proven and publicized. Health goals are a powerful motivator in all aspects of one’s life; consequently, consumers expect brands to provide them with a clear indication of what is in the ingredients list, and, just as importantly, what is not. ‘Suitable for’ claims, such as gluten-free and vegetarian, have largely remained stable in sweet bakery over the past five years, Dawn Foods observes. However, vegan and plant-based claims have seen notable growth, going up by 17% in product launches over the past five yearsiv.
“The broad range of plant-based ingredients and mixes available have elevated vegan cakes to a level of indulgence that can easily rival, and in many cases, outshine their non-vegan counterparts. We predict vegan will become the standard for many applications as bakers will try to cater to all customer dietary requirements in one product,” the baking specialist anticipates.
Cakes comes in all shapes and sizes
Diversity in cake sizes is important: while oversized and towering celebration cakes feed the desire for fun indulgence, mini- and bite-sized cakes are the perfect reminder for people to not just celebrate the big occasions, but also the ‘little wins’ in their lives. According to Dawn Foods’ research into Europe’s cake markets, 84% of European consumers agreed that small, indulgent sweet baked goods are a good way to treat yourselfv.
Smaller-sized cakes pack a powerful concept: not only do they allow brands to offer a permissible indulgence while being mindful of consumers’ daily calorie intake, but can also encourage new consumption occasions. Convenient, mini-sized cake options meet consumers on the go.
Baking all cakes, and then some
Cake mixes reliably support product diversification, thanks to the versatility of the mix. A single cake mix can help create thousands of different cake applications, Dawn Foods explains: “Think different shapes and formats, such as muffins, loaf cakes, layered cakes. Or, different consumption moments or occasions, including minis that can go with coffee, big bold celebration cakes for Sunday family events, or yogurt loaf cakes for breakfast. You can fill, decorate, flavor your cake to create your own signature piece, or tweak your cake offer with ease to fit any season, without having to change your inventory and stock. All can be done with the same base cake mix.”
Each type of cake comes with different expectations around taste, texture and performance of the mix used for the cake. Dawn Foods is expanding the range of cake mixes in its portfolio, to cover broad consumer preferences and demands when it comes to cake. Mixes are available to comprehensively cover any type of cake, from sponge and layered, to crème cakes, carrot cake, or red velvet. Better-for-you options such as vegan, gluten-free, or sugar-reduced, are also available.
The cake mix is only a (reliable) starting point and the base for any creation; afterward, the sky is the limit when it comes to filling, flavoring and decorating a unique, signature creation: “You can keep it subtle and simple with just a few inclusions or flavor/color the dough with a Dawn Compound. Add a filling or coating for additional texture, or different color and flavor combinations: from fruity to creamy to chocolatey, from smooth to crunchy,” Dawn lists just some of the possibilities.
For efficient diversification in cake production, scalability is key: “It is easier to make the same cake format with a different flavor or filling than to create a new shape,” the cake specialist highlights. This can be especially convenient for artisanal bakers: a successful, easy-to-make recipe can be diversified by swapping out a fruit filling or adding another compound flavor to the mousse that is already used.
And a cake just is not finished until it is properly decorated and glazed for the final touch. Whether to protect fresh fruits, or simply for a vibrant shiny look, glazing is up to the task.
European mixes and compounds
While Dawn is known for its expertise in the American market, the company has been present in Europe, too, for over 30 years. Its experience in the European market is reflected in dedicated bakery ingredients, inspired by and applicable to regional specialties. European mixes are one of the specialty solutions in this category.
“These are mixes for more typical European (or from European countries) specific pastries, like shortcrust or sponge,” Dawn’s team explains. These mixes are available in the European markets where Dawn is present, to meet existing market demand for those types of applications. “A sponge cake, even with some local variations, is a sponge everywhere in Europe. The same is true for custard cream,” the specialists illustrate. Flavor or color might differ by country, but everyone across Europe would recognize these products.
Within its European mixes category, Dawn offers a wider range of specialty mixes: mixes that are developed for a very specific type of (European original) application, such as macaron mix or choux mix for eclairs.
Moreover, to increase product diversity even further, Dawn Compounds can be used for flavouring, ranging from fruity flavors to other options such as coconut, pistachio and coffee or caramel. They are concentrated flavoring pastes, made with concentrated fruit juice, extracts and/or fruit purees. For convenience and consistent results, the compounds have a standard viscosity. Compounds can be used to add variety in flavor, in mousses, bavarois, ice cream, buttercreams, dough and batters. “All flavoring components in our range of compounds are natural. In most recipes, we have chosen to use pectin as a binding system – which is a basic additive naturally present in fruits,” Dawn points out, sharing a product diversification tip: “Use a neutral custard cream, cream stabilizer (Fond), icing, fondant, a glaze or cake mix and play with different Compound flavors to create variations.”
Mixing and matching: texture meets filling
All cakes can use virtually any type of filling. The choice ultimately depends on the overall application to be achieved, to ensure the best outcome. “The most important recommendation is to have a clear picture of what application or type of cake you are planning to make, to ensure you start with the right cake mix as your base,” Dawn recommends. There are dedicated cake mixes for different types of cakes: sponge, layered and crème cake. The biggest difference between these cakes is their texture, given by the density and firmness of the crumb structure: a sponge cake is very light and soft, whereas a crème cake is heavier and dense. “Sponge cake batters would not hold inclusions, but are best suited as a base to add layers of cream and/or fruit on top or to create swiss rolls. If you want inclusions, like pieces of fruit or chocolate to be baked into your cake, then a crème cake mix would be a better choice,” is the specialists’ advice.
Different fruit fillings may react differently as they come in various sizes, textures, or viscosities of their own. Softer fruits such as strawberries behave differently than apple pieces, for instance, and as such are often used in different types of applications. Paying attention to these characteristics of various fruits is the key to creating season-specific cakes, with readily available, fresh fruit. The extent to which a change in fruit fillings impacts the manufacturing process very is largely dependent on the production line, on the one hand, and on the type of cake being filled. Dawn works closely with bakery manufacturers to understand their exact needs and help them with fruit fillings and ingredient solutions that work seamlessly (also when swapped out for a new flavor variant) on their production lines.
Baking cake with benefits
The shelf life of a cake can be extended by playing with baking time and temperatures. Depending on the filling or inclusions used, the resulting cake product will also have a different shelf life. Fresh fruit will last less than candied fruit. Adding a glaze or coating can protect the cake from drying out too fast.
Cake shelf-life can be optimized by selecting the right raw materials and using thickeners, emulsifiers and enzymes in a targeted manner to develop mixes that optimize the shelf life of the baked item. This is how Dawn Foods helps customers with cake preservation, in addition to support on which ingredients to use for the type of application, or analyzing best packaging options.
Selecting the right cake mix for the base is half the journey in cake manufacturing.
