Batter-making is a science that involves not just a mixture of flour and liquid (mostly water), but a thorough balance of other ingredients such as leavening agents, shortening, sugar, salt, eggs, and various flavorings. The resultant is used to make baked goods and other food products. By Marketsandmarkets
The batter food market is a diverse and dynamic industry encompassing a wide range of products, including pre-packaged items and those prepared fresh in restaurants or food service establishments. Deep-fried foods have existed for centuries, and food anthropologists can trace them across cultures; the variety of batter foods is greatly influenced by consumer preferences, regional tastes, and cultural traditions.
Batter-coated foods are popular in many cuisines around the world and are commonly found in fast food establishments, restaurants, and home cooking. Some examples of batter-coated foods include fried chicken, fish and chips, onion rings, tempura, fritters, and pancakes. Cultural influences are now fashioned with newer preferences. When it comes to food choices, some people may opt for gluten-free options, which has resulted in the creation of batter mixes and coatings made from alternative flours such as rice flour or chickpea flour.
For those looking for healthier options, the market has responded by offering low-fat and organic batter choices. Various batters are used in cooking for different purposes and types of dishes. The raw material that forms the base of the batter and its coarseness, the nature of the liquid used for mixing the batter and its viscosity, the seasoning, and the coating are among the key factors that define a batter. Some common types of batters are adhesion batter, tempura batter, customized batter, beer batter, and thick batter.
Current market trends
The food batter market experiences various trends that shape the industry and reflect evolving consumer preferences. Some notable trends in the food batter market include the following:
Health-conscious Batter Options: With increasing awareness of health and wellness, there is a growing demand for healthier batter alternatives. Consumers seek batter mixes or coatings that are gluten-free, low-fat, organic, or made from alternative flours and ingredients. This trend caters to dietary restrictions, preferences, and the desire for nutritious choices.
Plant-based and Vegan Batters: The increasing popularity of plant-based diets and the growing demand for vegan food alternatives has had an impact on the food batter market. In response, manufacturers are now introducing batter mixes and coatings that are animal-product-free, using ingredients such as chickpea flour, flaxseed, or aquafaba (which is made from chickpea brine). These new options cater to consumers who are following a vegetarian or vegan lifestyle.
Ethnic and International Flavors: In recent times, there has been a surge in people’s desire for novel culinary experiences, particularly those that feature international and foreign flavors in batter-coated foods. This exhilarating trend involves the use of spices, seasonings, and tastes from various cuisines, such as Asian, Middle Eastern, or Latin American. By embracing these diverse influences, the market for batter-coated foods is reinvigorated with a heightened sense of enthusiasm and a broader range of options.
Artisanal and Gourmet Offerings: The demand for premium, high-quality food experiences has extended to the batter food market. Consumers seek artisanal and gourmet batter-coated products made with carefully selected ingredients, unique flavor combinations, and refined techniques. This trend reflects a desire for elevated and indulgent batter-coated foods.
Convenience and Ready-to-Use Products: With busy lifestyles becoming the norm, there is a growing desire for convenience in food preparation. This has resulted in a rise in the popularity of ready-to-use batter mixes and pre-coated food products. These products offer an effortless and time-saving solution for consumers, allowing them to enjoy deliciously coated foods without requiring extensive preparation or cooking skills.
Innovative and Unique Coatings: The food batter industry is experiencing a surge of creativity when it comes to coatings. Manufacturers are venturing beyond conventional flour-based batters and experimenting with fresh and interesting alternatives. This includes coatings made from various grains, nuts, or seeds, as well as exploring gluten-free or grain-free options. These innovative coatings add texture, flavor, and distinct quality to the batter-coated food experience.
Shaping the food batter market
These trends of changing tastes and values of consumers are shaping the food batter market by inspiring the creation of new coatings, preparations, and batter products. Manufacturers and food service establishments strive to meet these demands, providing a wide selection of options that cater to various dietary needs, flavor preferences, and lifestyle choices. The increasing popularity of ethnic foods has been a significant driver for the food batter market.
Consumers today are more adventurous in their food choices and seek diverse flavors and culinary experiences. Ethnic cuisines, such as Japanese, Indian, Mexican, and Thai, have gained widespread popularity globally. Food batters play a crucial role in the preparation of various ethnic dishes. Tempura, a popular Japanese dish, involves dipping seafood and vegetables in a light, crispy batter before frying them to perfection. Similarly, pakoras, a popular Indian snack, are made by coating vegetables or meat in a spiced chickpea flour batter and deep-frying them.
These ethnic dishes often rely on specific batter formulations and techniques to achieve their unique textures and flavors. As consumers embrace different ethnic cuisines, there is a growing demand for food batters that can replicate the authentic taste and texture of these dishes. Manufacturers respond to this demand by developing batter mixes and formulations tailored to specific culinary traditions. These specialized food batters allow consumers to recreate their favorite ethnic dishes at home or enjoy them in restaurants and food outlets.
The popularity of ethnic foods is driven by various factors, including globalization, increased travel, and multicultural influences. As people become more exposed to different cultures and cuisines, they develop a taste for diverse flavors and seek out these experiences in their everyday meals. The versatility of food batters in capturing and enhancing these flavors makes them a vital component in the preparation of ethnic dishes. Additionally, the rising interest in ethnic foods goes hand in hand with the demand for variety and novelty in the food industry.
Consumers are increasingly seeking unique and authentic food experiences, and ethnic cuisines offer a wide range of flavors and ingredients that cater to these preferences. Food batters provide a convenient and versatile way to achieve the desired texture and taste in these dishes, making them an essential component of the multicultural food landscape. Some of the key players in the food batter market are Cargill (US), Kerry Group (Ireland), McCormick & Company, Inc.(US), Newly Weds Foods (US), and Ardent Mills (US).
These companies provide batter mixes, innovative starches, breading, batters, and breadcrumbs to meet the demands of consumers and food processors. These products are designed to enhance the taste, texture, and appearance of fried and breaded foods while offering versatility and convenience in preparation. With options for chicken, fish, seafood, vegetables, and more, the food batter market caters to a wide range of preferences and provides solutions for creating delicious and crispy coated foods.
Coatings for all product ranges
Changing consumer preferences toward flavorsome and convenient foods, particularly seafood, poultry, and vegetables, have presented food processors with an opportunity to enhance existing products in terms of their appearance, taste, and shelf-life. To meet the demand for versatile coatings that offer excellent crispiness and structural integrity, an innovative range of batter starches has been developed. These starches come with different adhesive and clear coating functionalities.
One notable example is Cargill BatterCrisp modified food starch, which ensures consistent adhesion of breading, batters, and coatings. It facilitates uniform pick-up of batters and delivers the desired crispy and crunchy texture in finished fried products. Additionally, high-amylase versions of these starches also contribute to the texture of extruded cereals and snacks. Kerry Group’s Golden Dipt brand has been a reliable choice for creating battered and breaded foods for over 75 years. It offers a broad selection of breading, batters, and breadcrumbs that deliver top-quality taste and texture consistently.
In addition to batter mixes, Golden Dipt also provides griddle and bakery mixes, enabling the creation of exceptional pancakes, waffles, and more. Newly Weds Foods, known for its expertise in food coating solutions, offers a range of formulated batters tailored to address variations in substrates and ingredients. These batters are designed to offset processing variables such as line speed, machinery, water quality, and breading pick-up. They provide improved yields while also allowing for product differentiation based on flavor, texture, and appearance.
Newly Weds Foods also offers specialty batters, gluten-controlled products, and custom solutions to meet specific customer requirements. Leading the food batter market are these companies that consistently deliver high-quality products to meet consumer demands for convenient and flavorful coatings. Their offerings cater to a variety of preferences, from seafood and poultry to vegetable coatings. These companies have established themselves as industry leaders by providing versatile options, innovative formulations, and customized solutions to meet the needs of their customers.