STORY: Top Valentine's Day baking trends revealed

A new survey of bakers, conducted by the Craft Bakers Assocation (CBA) to its members, has revealed the top trends and flavours predicted for this Valentine’s Day.

More than one in three (38%) of bakers think that champagne and prosecco flavours be a top trend and a similar number (34%) expect gin and tonic-inspired products to be popular.

This theme of celebration will extend to how bakes look, with Instagram-worthy, visual bakes expected to be popular.

More than three in four bakers (76%) predict personalisation to be a top trend, along with bright colours (28%) and decoration (17%).

Favourite flavours

A firm favourite for Valentine’s Day, chocolate will still be a popular flavour. Nearly half of bakers (48%) say they think dark chocolate will do well with customers, 38% say milk chocolate and one in five white chocolate.

Salted caramel is expected to retain its popularity, with a quarter of bakers predicting this to do well. Floral flavours could start making their way into baked goods, with one in 30 bakers (3%) envisioning this being a trend in 2022.

Traditionally popular fruit flavours such as strawberry and raspberry are also expected to be in demand by 24% of bakers, and nearly one in 10 think blueberry will do well.

“With the world beginning to open up again, bakers are expecting consumers to be enjoying bakes with celebratory flavours and eye-catching decoration and personalisation this Valentine’s Day," says Karen Dear, director of operations for the CBA.

"We look forward to seeing the innovative and delicious products our baker members create to meet these trends and please customers.”

The legacy of the pandemic means that consumer habits such as enjoying individual servings (40%), online ordering (31%), home delivery (24%) will remain.

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