Shortening Sales Market Size, Share, Growth, and Industry Analysis, By Type (All Purpose Shortening, Emulsified Shortening and High Stability Shortening), By Application (Baking, Frying, Confectionery and Pastry and Others) and Regional Insights and Forecast to 2031

Updated On: 08 April 2024

SHORTENING SALES MARKET REPORT OVERVIEW

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The global shortening sales market size was USD 4021.6 million in 2022 and the market is projected to touch USD 4792.9 million by 2029, at CAGR of 2.5% during the forecast period.

Shortening, a solid, edible fat integral to baking, is derived from animal fats or vegetable oils such as butter, margarine, lard, and hydrogenated vegetable oils all maintaining solidity at room temperature. The primary purpose of shortening is to "shorten" gluten strands in wheat, providing a crumbly texture, moist lubrication, and a delightful crunch in baked goods. The high-fat content contributes to the moistness, fluffiness, golden hue, and creamy consistency in dough and fillings. Varied options, including palm-based shortenings and 100% vegetable-based alternatives, address health concerns, offering trans-fat-free and non-hydrogenated choices for health-conscious consumers. The array of solid fats such as butter, vegetable shortening, lard, and coconut oil showcases the diversity of shortening options.

Used extensively in baking, shortening plays a pivotal role in creating tender, flaky, and melt-in-your-mouth textures in items such as pie doughs, shortbreads, biscuits, and pastries. Its versatility extends to icings, cream fillings, and sauces, making it a foundational ingredient in a wide array of culinary applications. Overall, shortenings emerge as adaptable fats crucial for achieving the desired characteristics in baked goods, providing a spectrum of choices to cater to different dietary preferences and health considerations in the ever-evolving landscape of culinary innovation.

COVID-19 Impact: Pandemic fuels market shift to health-oriented natural shortening in consumer preferences

The global COVID-19 pandemic has been unprecedented and staggering, with the market experiencing lower-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden market growth reflected by the rise in CAGR is attributable to market’s growth and demand returning to pre-pandemic levels.

The pandemic has significantly impacted consumer preferences, particularly concerning health and safety considerations. This impact has led to a growing interest in natural and organic shortening options, derived from vegetable fats and oils. The shift is driven by a desire to avoid products containing artificial additives and preservatives, which have been associated with various health issues. Consumers are increasingly conscious of potential negative effects linked to certain fats found in traditional shortenings, including an increased risk of heart disease, heart attacks, and stroke. Consequently, individuals are opting for healthier substitutes such as grass-fed butter, ghee, or coconut oil instead of traditional shortening. This evolving trend signifies a broader movement towards conscientious and health-focused consumption, with a strong emphasis on natural, minimally processed ingredients.

LATEST TRENDS

"Market embraces health-focused trend favouring natural shortening in mindful consumption choices"

The growing interest in natural and organic shortening alternatives, derived from vegetable fats and oils, reflects a trend motivated by the avoidance of products containing artificial additives and preservatives linked to diverse health concerns. Consumers are becoming increasingly mindful of potential adverse effects associated with specific fats present in conventional shortening, posing heightened risks of heart disease, heart attacks, and stroke. Consequently, individuals are opting for healthier substitutes such as grass-fed butter, ghee, or coconut oil instead of traditional shortening. This transition is part of a broader movement towards more thoughtful and health-conscious consumption, underscoring a preference for natural, minimally processed ingredients in response to evolving dietary preferences and health awareness.

SHORTENING SALES MARKET SEGMENTATION

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• By Type

Based on type the global market can be categorized into All Purpose Shortening, Emulsified Shortening and High Stability Shortening.

All-Purpose Shortening: Versatile and renowned for creating tender and flaky results in pastries, biscuits, and pie crusts, all-purpose shortening is a favoured fat in cooking and baking. Its neutral flavour suits a broad range of recipes, and it extends the shelf life of baked goods. Typically crafted from a blend of vegetable oils, it serves as a viable substitute for butter or lard in various recipes, accommodating diverse dietary preferences.

Emulsified Shortening: Specialized with added emulsifiers, emulsified shortening ensures a stable, uniform texture in baked goods and icings. Widely used in industrial baking and food production, it enhances aeration and moisture retention, resulting in a consistent and appealing finished product. Its resistance to oxidation and ability to improve the volume and texture of baked goods make it valuable for commercial baking operations.

High Stability Shortening: Designed for the rigours of commercial baking and food processing, high stability shortening offers superior resistance to oxidation and flavour retention. Ideal for high-temperature applications such as frying, it maintains structural integrity and performance under heat stress. A preferred choice for food service and industrial applications, it delivers consistent results and extended fry life, proving cost-effective and reliable for high-volume food production.

• By Application

Based on application the global market can be categorized into Baking, Frying, Confectionery and Pastry and Others.

Baking: Shortening plays a crucial role in baking, contributing to the tenderness and flakiness of products such as pastries, biscuits, and pie crusts. It aids in achieving a desirable texture and imparts versatility to a wide range of bakery items, thanks to its neutral flavour. The growing demand for baked goods, encompassing bread, cakes, and pastries, has been a driving force behind the expansion of the shortening market in the baking segment.

Frying: In the frying segment, shortening is essential for maintaining stability at high temperatures, making it ideal for deep-fat frying applications. It contributes to the desired texture and flavour in fried food products, and its high stability leads to extended fry life, presenting a cost-effective choice for food service and industrial applications. The shortening market has experienced increased demand for high-stability shortening, especially for high-temperature frying and food processing.

Confectionery and Pastry: Shortening holds a significant position in the confectionery and pastry sectors, where it is employed to create appealing textures and mouthfeel in icings, fillings, and doughs. Its ability to enhance aeration and moisture retention in confectionery and pastry products has fueled its demand in this segment. Investments and demand for shortenings have surged in various confectionery and pastry products, underlining the pivotal role of shortening in these sectors.

Others: The "Others" category encompasses diverse shortening applications, including margarine production, incorporation into packaged foods, and formulation of personal care products. Shortening's unique properties, such as improving texture, flavour, and shelf life, drive its use in these applications. The demand for shortening in these sectors is spurred by the dynamic food industry, constantly exploring innovative ingredients and solutions to elevate the quality and performance of various food products.

DRIVING FACTORS

"Increasing consumer preference for bakery and confectionery products is poised to bolster the market"

The robust global shortening sales market growth is strongly influenced by an increasing consumer preference for bakery and confectionery products. This trend is propelled by the ever-changing tastes and preferences of consumers, resulting in a heightened demand for a diverse range of bakery items, including bread, pastries, cakes, and cookies. Consumers across all age groups actively seek bakery products that not only deliver essential nutrients but also boast flavorful profiles and provide convenience. Furthermore, there is a significant surge in the demand for healthier and organic bakery options, leading to an emphasis on the production of whole grain, gluten-free, and naturally derived ingredient-based baked goods. Importantly, the convenience store segment is poised for substantial growth, driven by a growing appetite for freshly baked and confectionery products.

"Health and wellness trends are expected to contribute to the market's expansion"

The rising consumer awareness of health-conscious ingredients and the growing emphasis on clean labelling have influenced the market demand for shortening products sourced from natural and healthier options, such as palm oil and coconut oil. Consumers are increasingly mindful of the potential adverse effects associated with certain fats found in traditional shortenings, which have been linked to an increased risk of heart-related issues. In response to this awareness, there is a noticeable shift toward healthier substitutes such as grass-fed butter, ghee, or coconut oil, replacing traditional shortening. This transition aligns with a broader movement promoting mindful and health-conscious consumption, with a focus on natural, minimally processed ingredients. The demand for healthier and organic bakery products further propels the need for shortening derived from natural and healthier sources. This trend towards healthier and natural ingredients is anticipated to be a driving force for the continued growth of the shortening market in the food and beverage industry.

RESTRAINING FACTORS

"Health awareness, regulatory influence and fostering a shift to healthier choices impede the market"

The substantial consumption of trans-fatty acids, closely linked to an elevated risk of cardiovascular diseases and other severe health conditions, has prompted increased governmental regulations. These regulations specifically target the direct usage of liquid oils in sweet goods and icings, reflecting a response to the health risks associated with trans-fatty acids. The heightened awareness of these negative health effects has substantial implications for the shortening market. As consumers become more informed about the potential risks, there is a visible impact on the market dynamics, leading to a shift in preferences and consumption patterns. This evolving landscape underscores the crucial role of regulations in shaping industry practices and highlights the growing importance of health considerations in influencing market trends within the shortening sector.

SHORTENING SALES MARKET REGIONAL INSIGHTS

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"Europe's enduring dominance in the market underscores its influential and pivotal role"

The market is primarily segregated into Europe, Latin America, Asia Pacific, North America, and Middle East & Africa.

Europe remains the frontrunner in the global shortening sales market share, asserting its dominance with a significant share and a trajectory set for continued leadership. The region's pivotal role is underscored by the extensive utilization of vegetable sources, especially in the bakery and confectionery sector. The surge in major retail outlets and the escalating popularity of freshly baked goods contribute substantially to the increasing demand for shortening. Additionally, the growing emphasis on biofuels, specifically biodiesel derived from animal fats, further amplifies the demand in the region. Within the shortening market landscape, the vegetable segment takes centre stage as the primary contributor, with Europe intricately shaping and upholding a substantial share that moulds the overall market dynamics.

KEY INDUSTRY PLAYERS

"Collective commitment to innovation positions the market for expansion and success"

These key industry players collectively emphasize sustainability in the shortening market, incorporating advanced production methods and responsible sourcing. Clean labelling is a shared priority, addressing consumer demands for transparent ingredient lists. Moreover, technological advancements play a crucial role in enabling efficient processing and quality control. Innovations in packaging are evident across the board, aiming to improve product shelf life while minimizing environmental impact. The companies also share a commitment to research and development, exploring healthier formulations and alternatives to meet the increasing demand for natural, organic, and health-conscious products in the dynamic food and beverage industry. These common factors reflect a shared dedication to staying at the forefront of industry trends and addressing evolving consumer preferences.

List of Market Players Profiled

• Walter Rau (Germany)
• VFI GmbH (Germany)
• Olenex (Switzerland)
• AAK (Sweden)
• Zeelandia (Netherlands)
• Puratos (Belgium)
• HAS Group (Turkey)
• Yıldız Holding (Turkey)
• ADM (U.S.)
• Princes Group (U.K.)

INDUSTRIAL DEVELOPMENT

November 2023: Zeelandia is actively pursuing a sustainable future, concentrating on innovative methods to minimize packaging waste. By introducing a 100% paper-wrapped box and paper-made tape, we aim to reduce environmental impact while providing clear recycling instructions. Our commitment extends to a plastic-free 100% paper bag, featuring a 55% ink reduction and crafted from non-bleached FSC paper. Aligned with our zero-waste ambition, these initiatives exemplify Zeelandia's dedication to sustainable packaging solutions, encouraging responsible sourcing and recycling practices. Check sentence structure and grammar properly and tell me what changes you made.

REPORT COVERAGE

The study encompasses a comprehensive SWOT analysis and provides insights into future developments within the market. It examines various factors that contribute to the growth of the market, exploring a wide range of market categories and potential applications that may impact its trajectory in the coming years. The analysis takes into account both current trends and historical turning points, providing a holistic understanding of the market's components and identifying potential areas for growth.

The research report delves into market segmentation, utilizing both qualitative and quantitative research methods to provide a thorough analysis. It also evaluates the impact of financial and strategic perspectives on the market. Furthermore, the report presents national and regional assessments, considering the dominant forces of supply and demand that influence market growth. The competitive landscape is meticulously detailed, including market shares of significant competitors. The report incorporates novel research methodologies and player strategies tailored for the anticipated timeframe. Overall, it offers valuable and comprehensive insights into the market dynamics in a formal and easily understandable manner.