Consumers to Pastry Chefs: "Bring on the Almonds"

If you want to enhance the appeal of your baked goods and desserts, reach for the almonds. Consumer surveys show almonds polling at record levels for likeability and taste. Although both scores were already high, now they're higher. And when it comes to almonds, what consumers say closely tracks what they do. Per-capita consumption of almonds in the U.S. doubled between 1999 and 2007. Who knew almonds were on the march?

From a look at the research, it's easy to see what's driving this demand for almonds. Consumers associate almonds with both wholesome nutrients and good taste, in virtually equal measure. That probably explains why, in just one year (from 2006 to 2007), Americans increased their almond purchases by almost 25 percent.

For another clue to current tastes, look at what packaged-food companies are doing. They tend to take their cues from foodservice, and clearly they have noticed the almond boom. Bakery product introductions with almonds soared 55 percent in 2006. That should get your attention.

Health-conscious consumers respond positively to almonds in cookies, pastries, muffins and breads. In a 2007 survey, 85 percent of respondents agreed that products with almonds were more nutritious. That's an attitude a baker can take to the bank.

And almonds' allure goes beyond health. The same survey showed that consumers overwhelmingly find dishes with almonds more interesting (78 percent) and more contemporary (65 percent).

For the professional baker, the almond's good image spells opportunity. It can "flip the switch" for customers who may be hesitating about ordering dessert or allowing their children a small treat. And the wide range of almond products—from whole almonds to almond milk—makes it possible to incorporate this favored flavor into almost any bread or sweet.

In this video demo, Culinary Institute of America chef Aaron Brown uses almonds three ways—almond oil, almond flour and whole blanched almonds—to make irresistible Almond Rosemary Shortbread Cookies.