Improve the quality perception of your baked goods: add glaze

In a survey conducted by Puratos USA we asked consumers to choose between various glazed and non-glazed baked goods. The result? A staggering majority of consumers favoured the glazed items. This conclusion might sound obvious when applied to products that are generally glazed, like croissants. However, this also turned out to be the case with products that are less likely to be sold glazed, like apple strudels or pies.

Upon examining consumers’ motivations more deeply, it became clear that they prefer the glazed items because they like the colour better, they think the shine makes the baked goods look more fresh and they find the products more appetising. This offers a splendid opportunity for bakers and retailers, as a glaze will improve the total quality perception of a product and will therefore influence consumers’ purchasing intention even more significantly.

The percentages show the number of consumers that prefer glazed items above non-glazed items.

The finished goods that were shown to the participants in the survey were all glazed with Puratos’ Sunset Glaze. Sunset Glaze provides baked goods with a long-lasting, consistent golden shine. It is the perfect egg-free alternative: ready-to-use and non-sticky, which makes it very convenient to process. And although it’s only a minor component on the ingredient list, it has proven to have a major impact.