Consumers crave craft


Consumers are happy to pay a premium price for baked goods that meet or exceed their expectations. That was one of the conclusions of the latest Taste Tomorrow survey. One of the values that justifies a higher price is craft: food with a human touch that showcases the artisan’s love for the product, and the sharing of tradition and heritage. Learn more about the ‘craft’ trend.

Taste Tomorrow: a foodstep into the future
Taste Tomorrow is the world’s largest bakery, patisserie and chocolate consumer survey. It gathers data from over 17,000 consumers in 40 countries and leads to fresh insights about health, taste, convenience, experience, digital trends and more. The latest survey reveals nine key worldwide trends, one of which is ‘craft’.

Consumers are willing to pay more for handcrafted products
The survey gives a significant indication that craft is hot. It offers a clear added value for consumers - so clear that a whopping 77% of consumers are willing to pay more for handcrafted products. 
Consumers crave craft

Imperfection is perfect
So craft is hot, but how do consumers define craft? Which elements must be present? The Taste Tomorrow survey shows that certain elements are crucial. Consumers embrace the imperfections of a crafted product; it has to look like it has been created by an artisan and made by hand. Something which is 100% perfect does not always feel artisan. Consumers appreciate imperfect finished goods - with a slightly different shape, size and look - as they are a result of manual work.

Craftsmanship can be shown in the making but it’s also inside the product: natural ingredients and an authentic recipe also define craft for consumers.
Consumers crave craft

Show and tell
The perception of craftsmanship can also be influenced by how products are presented: an open oven or seeing how products are finished enables consumers to see and trust the artisanal production.

72% of consumers appreciate bakeries where they can see the oven and see items being baked on site. And 73% of consumers say they feel drawn to food with authentic recipes or authentic production methods. They love to hear about traditions, heritage and history. The Taste Tomorrow survey of 2015 already showed this love for craft, but in 2019 the figures have increased. So the end of the craft trend is not yet in sight!
Consumers crave craft

Key take-aways from the ‘craft’ trend
Knowing that craft is hot and consumers are willing to pay more for handcrafted products, it’s time to wake up the artisan within you! Emphasise the use of natural ingredients and original recipes. Show people how you make things: show your workplace, the production method, have a visible oven. And share with others your tradition, heritage, history and most of all your love of the product and the craft.

Want to discover more about the craft trend and how you can benefit from it? Get inspired by these five concepts that cater to customers' cravings for craft. Nail the trend yourself with this recipe for Fusion Focaccia.