Category
Lifestyle
Gentle Diagnostics
Trend cluster
Category
Upcycled
Baking
Baked goods are being made with upcycled ingredients to cut down on waste.
3.5
Trend score
What's Happening
What is the Upcycled Baking trend?
Upcycled Baking: Upcycling is becoming an increasingly common practice by small brands in the food industry that are trying to cut down on food waste. Now, baked goods or baking ingredients are also being adapted with these ingredients as a sustainable selling point.
Insight
The consumer insight behind the Upcycled Baking trend
Sustainability is increasingly becoming a purchase motivator for consumers, particularly in industries like F&B where being eco-conscious is more affordable. As more consumers become educated about the ways in which different forms of production and sourcing impact the environment, they're turning to brands that prioritize sustainability in a way that's impactful.
Trend themes
Themes within the Upcycled Baking trend
Three behaviours holding the trend together01
Upcycling
Small brands in the food industry are adapting baked goods or baking ingredients with upcycled ingredients to cut down on food waste.
02
Sustainability in Food
Especially post-pandemic, the average consumer is more educated in both sustainability and food.
03
Upcycled Proteins
Companies are creating protein supplements and baking mixes from waste products of other industry processes, such as oat milk production.
Industry implications
What the Upcycled Baking trend means for industry
Where the trend changes the playbookFor
Food & Beverage
Adapting upcycling practices and highlighting sustainable production may resonate with customers.
For
Health & Wellness
Products that incorporate sustainable and innovative approaches to manufacture, design, or packaging, resonate with health-aware consumers.
For
Environmental
Revenue opportunities exist in upcycling with a focus on designing eco-friendly solutions that reduce waste and increase productivity.
Workshop question
How could your brand better prioritize sustainability?
Trend signals
Trend signals for Upcycled Baking
Trend score 3.5 out of 10, from popularity 55%, activity 34%, freshness 16%.
Popularity55%
Activity34%
Freshness16%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Upcycled Baking trend
6 featured examples from Mar 10, 2022 to May 19, 2023CategoryLifestyle
Upcycled Oat Proteins
SunOpta Released the 'OatGold' Protein Powder Made from Oat Milk Waste
The food and beverage industry can benefit from finding new ways to incorporate upcycled ingredients into their products.
CategoryEco
Protein-Packed CPG Cookies
Love + Chew Partnered with Renewal Mill on a Peanut Butter Cookie
Food and beverage companies can explore the use of upcycled ingredients to create healthier and eco-friendly products.
CategoryEco
Upcycled Baking Mixes
ReGrained's Limited-Edition Baking Mixes Feature SuperGrain+
By exploring upcycled ingredients, companies can reduce waste and create new product offerings.
CategoryEco
Upcycled Brownie Pie Crusts
Freedom Foods' Chocolate Brownie Pie Crust Repurposes Ingredients
Food manufacturers can repurpose their by-products to create value-added products, like Freedom Foods did with their brownie by-products.
CategoryLifestyle
Upcycled Peanut Butter Cookies
Renewal Mill & Miyoko’s Creamery Use Rescue Ingredients
Companies in the food production industry could explore the use of upcycled ingredients and by-products to create more sustainable food options.
CategoryLifestyle
Upcycled Ingredient English Muffins
The Stone & Skillet Super Grains English Muffins are Hearty
The food and beverage industry has an opportunity to pursue upcycled ingredients and sustainable sourcing commitments to create innovative and socially responsible products.
