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Changing Purchase Intentions Toward Bread and Pastry Products as an Example of Ephemeral Aroma Marketing

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• First Online: 05 September 2023
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• Jiří Zelený   ORCID: orcid.org/0000-0003-3910-2816 7 ,
• Lada Petránková 8 ,
• Anna Kubátová   ORCID: orcid.org/0000-0002-9955-3777 9 ,
• Jan Barták 7 &
• Lenka Turnerová 10  

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 344))

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• International Conference on Marketing and Technologies

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This paper demonstrates that the typical digital phenomenon of ephemeral marketing can also appear in the case of food when triggering multiple senses, such as smell and taste. Five traditional Czech bread and pastry products (BPPs) were chosen, each produced by a large national producer, a medium-sized regional producer, and a local bakery. We then aimed to identify how the selection between competing BPPs takes place with a focus on their sensory aspects. A sensory evaluation by 105 untrained consumers showed that aroma was the only sensory factor not differentiating the preferences. Two focus groups with regular consumers of BPPs explained that the aroma of certain BPP neither influences choices when eating BPP nor subsequent purchase decisions. The only exception was the traditional bread with a sourdough starter, where the aroma was essential in both sensory evaluation and focus groups. Paradoxically, during the act of shopping itself, the ambient aroma of BPPs in the store is the most significant attractor stimulating non-preferential purchasing decisions. There is a substantial decrease in the importance of the aroma of BPP when comparing the “purchase-consumption” phases. We claim that using qualitative research is crucial, as quantitative categories pre-defined by researchers for the sensory evaluation may block the evaluators from expressing “outside the box” ideas.

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Department of Hotel Management, Institute of Hospitality Management and Economics, Svídnická 506, 181 00, Prague, Czech Republic

Jiří Zelený & Jan Barták

Department of Humanities, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 00, Prague, Czech Republic

Lada Petránková

Institute for Environmental Studies, Faculty of Science, Charles University, Benátská 2, 128 00, Prague, Czech Republic

Anna Kubátová

Department of Marketing Communications, University of Creative Communication, Na Pankráci 420, 140 00, Prague, Czech Republic

Lenka Turnerová

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Conceptualization, J. Z.; Theoretical background, J. Z.; Methodology, J. Z.; Data collection, J. B., J. Z., L. T.; Statistical evaluation, J. Z.; Writing–original draft, J. Z., J. B.; Writing–reviewing and editing, A. K., J. Z., L. P.; Translation, J. Z., A.K.; Supervision, J. Z., A. K.

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Correspondence to Jiří Zelený .

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José Luís Reis

Universidade de Santiago de Compostela, Santiago de Compostela, Spain

Marisa Del Rio Araujo

University of Porto, Porto, Portugal

Luís Paulo Reis

University of Maia - ISMAI, Maia, Portugal

José Paulo Marques dos Santos

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Zelený, J., Petránková, L., Kubátová, A., Barták, J., Turnerová, L. (2024). Changing Purchase Intentions Toward Bread and Pastry Products as an Example of Ephemeral Aroma Marketing. In: Reis, J.L., Del Rio Araujo, M., Reis, L.P., dos Santos, J.P.M. (eds) Marketing and Smart Technologies. ICMarkTech 2022. Smart Innovation, Systems and Technologies, vol 344. Springer, Singapore. https://doi.org/10.1007/978-981-99-0333-7_33

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Bread vs Pastry (What’s the Difference?)

Have you ever found yourself standing in your kitchen, pondering the distinctions between bread and pastry? These two delightful creations may seem similar, but they’re each on a distinct journey to satisfy your taste buds. From the texture to the ingredients, there’s more to these baked wonders than meets the eye.

The main difference between bread and pastry lies in their composition. Bread, is made from simple ingredients like flour, water, and yeast. On the other hand, pastries are a bit more decadent, using ingredients like butter, sugar, and eggs that create their rich and flaky goodness. 

But there’s more to it than just the ingredients – the way they’re prepared and the purposes they serve also set them apart. So, join us as we delve into the nuances of bread and pastry, exploring their differences, similarities, and the various variations that make each bite a unique experience.

Differences

Differences in Ingredients

Bread and pastry might seem similar at first glance, but they have distinct differences when it comes to their ingredients. Bread is made from a few basic components: flour, water, yeast, and sometimes salt. The magic happens when yeast ferments the dough, creating air bubbles that give bread its characteristic texture. On the other hand, pastries are a bit more indulgent. They often contain flour, butter, sugar, and sometimes eggs. The buttery richness of pastries gives them a melt-in-your-mouth quality that’s hard to resist.

Texture Matters

One of the key differences between bread and pastry is their texture. Bread is generally known for its chewy and slightly dense texture. The yeast in bread dough produces gluten, a protein that gives bread its elasticity. This is why you can find a variety of bread with different levels of chewiness, from the softness of white bread to the heartiness of whole-grain varieties.

Pastry, on the other hand, is all about that flaky goodness. The high fat content in pastries, usually from butter, creates layers that puff up during baking. When you bite into a well-made pastry, you’re met with a delicate, airy, and buttery sensation. It’s the kind of texture that crumbles beautifully and makes every bite delightful.

Sweet vs. Savory

Another major difference between bread and pastry is their intended use. Bread can be a versatile canvas for both sweet and savory creations. You can have a classic PB&J sandwich on a slice of bread, or you can spread avocado for a trendy brunch. It’s your call! Bread is like that friendly neighbor who gets along with everyone.

Pastries, however, lean more towards the sweet side. Think of those delectable croissants, Danish pastries, and fruit tarts that are a staple in bakeries. Pastries have a natural affinity for fillings like fruits, custards, and chocolates. They’re the sweet treat you reach for when you want to indulge your sweet tooth.

Preparation Techniques

The way bread and pastries are prepared also differs. Bread-making involves a series of kneading, resting, and rising stages to develop the gluten and allow the yeast to work its magic. It’s a patient process that requires time and attention.

On the flip side, pastry-making is more delicate. The goal is to keep the butter cold and distinct from the flour until it’s time to bake. This involves techniques like “cutting in” the butter and folding the dough to create those layers. Patience is still key, but pastries require a lighter touch and a knack for precision.

Versatility vs. Decadence

In a nutshell, bread is your trusty everyday companion. It’s there to make your sandwiches hearty and your soups complete. Bread is like your reliable work friend who’s always there when you need them.

Pastry, on the other hand, is like that luxurious dessert you save for special occasions. It’s the treat you savor, knowing that its rich flavors and textures are meant to be enjoyed in moderation.

Similarities

Baking 

Both bread and pastry owe their deliciousness to the magic of baking. The oven transforms raw dough into golden masterpieces, filling your kitchen with mouthwatering aromas. Whether it’s the satisfying smell of a loaf of bread or the sweet fragrance of a pastry, baking is where the real enchantment happens.

Dough 

While the ingredients and techniques might differ, both bread and pastries involve a certain level of dough handling finesse. Kneading, rolling, and shaping are skills that bakers of all kinds need to master. Whether you’re folding layers of pastry to create that sought-after flakiness or shaping a loaf of bread for that perfect rise, your hands are your most valuable tools.

Cultural Connections

Bread and pastry have managed to weave themselves into the fabric of cultures around the world. Every corner of the globe has its own version of these beloved baked goods. Think of the baguette in France, the naan in India, or the empanadas in Latin America. These foods don’t just nourish our bodies; they nourish our connections to different cultures and histories.

Homemade Happiness

There’s something incredibly satisfying about creating your own bread or pastries from scratch. The process of mixing, kneading, and watching your creations rise can be therapeutic. Whether you’re baking a simple loaf of bread or crafting an intricate pastry, the act of creating something with your own hands is a joy that can’t be replicated.

Both bread and pastry often have deep ties to family traditions and cherished memories. Many of us can recall the aroma of freshly baked bread filling our grandparents’ kitchen or the joy of biting into a pastry made from a secret family recipe. These baked treats have a way of bringing generations together and creating moments of shared happiness.

Versatility

While we previously discussed the versatility of bread, it’s worth mentioning that pastries can also surprise us with their adaptability. While they’re often associated with sweet indulgences, savory pastries are a hidden gem. Think of savory turnovers filled with vegetables, cheese, or meat – they’re like a delicious secret waiting to be discovered.

Simple Ingredients, Complex Flavors

Despite their differences in ingredients, both bread and pastries prove that even simple components can lead to complex and delightful flavors. A loaf of bread made from just flour, water, yeast, and a touch of salt can offer a wide range of tastes depending on its type and preparation. Similarly, the marriage of butter, flour, and sugar in pastries can create a symphony of flavors that dance on your taste buds.

Now that we’ve explored the differences and similarities between bread and pastry, let’s dive into the world of variations that these delightful creations offer. From different types of bread to a wide array of pastries, there’s something for every palate to savor.

Bread Variations

• Sourdough: This tangy bread is a favorite among many. The secret lies in its natural fermentation process, giving it a distinct flavor and chewy texture.
• Baguette: The iconic French baguette is all about that crispy crust and soft interior. It’s perfect for making sandwiches or enjoying with a smear of butter.
• Whole Wheat: For those seeking a heartier option, whole wheat bread offers more fiber and nutrients. It’s a healthier choice that doesn’t compromise on taste.
• Ciabatta: With its rustic appearance and irregular holes, ciabatta is known for its chewiness and versatility. It’s great for making panini sandwiches or simply dipping into olive oil.

Pastry Variations

• Croissants: These buttery, flaky pastries originated in France and have become a global sensation. Whether plain or filled with chocolate or almond paste, croissants are a breakfast treat.
• Danishes: With their swirls of buttery dough and sweet fillings, danishes are perfect for those who love a balance of pastry and fruitiness.
• Éclairs: These elegant pastries are made from choux pastry filled with cream and topped with chocolate glaze. They’re a decadent delight for special occasions.
• Turnovers: Savory or sweet, turnovers are like little pockets of joy. They’re made by folding pastry dough over a filling and baking until golden and delicious.

Fusion Creations

Bakers and chefs around the world have taken the art of bread and pastries to new heights by infusing them with unique flavors and ingredients. Imagine a savory bread infused with herbs and cheese, or a pastry filled with exotic fruits and spices. These fusion creations offer a glimpse into the endless possibilities of combining traditional techniques with modern tastes.

Regional Delicacies

Every culture boasts its own bread and pastry specialties, each with a distinct character that reflects its origins. From the buttery pastries of Austria to the spicy breads of India, exploring regional delicacies can be a delicious way to travel the world through food.

Vegan and Gluten-Free Options

As dietary preferences evolve, so do the offerings of bread and pastries. Today, you can find a variety of vegan and gluten-free options that cater to different dietary needs. These alternatives often rely on innovative ingredients to recreate the flavors and textures we love, making it possible for more people to enjoy these treats.

Final Thoughts

In the journey through the realms of bread and pastry, it’s clear that these two culinary wonders have a way of connecting us through our senses. Whether you find comfort in the familiar taste of a freshly baked loaf or the excitement of discovering a new pastry variation, these treats have a special place in our lives.

The differences between bread and pastry remind us of the diverse paths that creativity can take. From the simplicity of a basic bread recipe to the intricacies of crafting delicate pastries, both offer a canvas for culinary exploration. Each bite is a testament to the skill and dedication that bakers pour into their craft, transforming simple ingredients into edible art.

So, as we explore the similarities, embrace the variations, and savor the flavors of bread and pastry, let’s take a moment to appreciate the artisans who bring these delights to our tables. Whether it’s the local bakery or a homemade creation, every slice of bread and every bite of pastry carries a piece of tradition, culture, and human connection. In the end, whether you’re enjoying a flaky croissant or a hearty slice of whole wheat, remember that the magic lies not only in the taste but also in the shared experience of enjoying these simple yet profound pleasures.

Can bread be considered a pastry?

While both bread and pastries are baked goods, they belong to distinct categories. Bread is typically considered a staple food made from basic ingredients like flour, water, yeast, and sometimes salt. Its main purpose is to provide sustenance and can be a part of daily meals. On the other hand, pastries are a bit more indulgent, often made with ingredients like flour, butter, sugar, and eggs. The high fat content in pastries gives them a flaky texture that sets them apart from the chewy nature of most bread.

Why do some pastries and breads have similar textures?

It’s true that some pastries and breads might share similar textures, like the flakiness found in both croissants and puff pastry. This resemblance can be attributed to the technique of layering butter or fat within the dough. While the overall ingredients differ, the principle of creating multiple layers through folding and rolling is what contributes to the delicate, airy texture in both cases. So, while they may look and feel alike in some instances, the ingredients and preparation methods remain distinct.

Can you turn bread dough into pastries?

In theory, you could use bread dough to create pastries, but the result might not be exactly the same as using traditional pastry dough. The texture and taste could differ due to the distinct ingredients and techniques involved. Bread dough relies on yeast for fermentation, which leads to a denser and chewier result. On the other hand, pastry dough contains more butter and is often layered through folding, resulting in a lighter and flakier texture. So, while you might experiment with using bread dough for pastries, don’t be surprised if the outcome doesn’t match your expectations.

What’s the secret behind the flavor of bread and pastries?

The flavors of bread and pastries are derived from the interaction of their ingredients during the baking process. In bread, the yeast ferments the dough, creating carbon dioxide gas that causes the dough to rise. This fermentation process not only gives bread its texture but also imparts a slightly tangy flavor. For pastries, the high fat content from butter creates layers and contributes to a rich, buttery taste. Additionally, sugar and flavorings like vanilla or chocolate can enhance the taste of pastries. So, while both bread and pastries start with basic ingredients, it’s the chemistry of baking that brings out their unique flavors.

Is there a healthier option between bread and pastries?

When it comes to health, the answer can be a bit nuanced. Whole-grain bread, for instance, offers more fiber and nutrients compared to refined white bread, making it a healthier option. However, pastries, with their buttery and sugary composition, tend to be higher in calories and fat. If you’re looking for a healthier choice, opting for whole-grain bread or choosing pastries in moderation is a good approach. Remember, both bread and pastries can be enjoyed as part of a balanced diet, but being mindful of portion sizes and ingredients can help you make healthier choices.

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Common Food Additive Found in Ice Cream, Chocolate, and Bread Linked to Diabetes

By National Research Institute for Agriculture, Food and Environment June 9, 2024

A comprehensive study in France involving over 100,000 participants has linked the intake of certain food emulsifiers to an increased risk of type 2 diabetes. These findings, drawn from the NutriNet-Santé cohort study, reveal that emulsifiers like carrageenans and mono- and diacetyltartaric acid esters increase diabetes risk by varying percentages. While the study suggests significant health implications, further research is needed to establish causality and evaluate regulatory measures for food additives.

Recent French research indicates that certain food emulsifiers may increase the risk of type 2 diabetes, underscoring the need for further studies to confirm these findings and potentially revise food additive regulations.

In Europe and North America, adults get 30 to 60% of their caloric intake from ultra-processed foods. A growing body of epidemiological research indicates that higher consumption of these foods is associated with increased risks of diabetes and other metabolic diseases.

Emulsifiers are among the most commonly used additives. They are often added to processed and packaged foods such as certain industrial cakes, biscuits, and desserts, as well as yogurts, ice creams, chocolate bars, industrial breads, margarines, and ready-to-eat or ready-to-heat meals, in order to improve their appearance, taste, and texture and lengthen shelf life. These emulsifiers include for instance mono- and diglycerides of fatty acids, carrageenans, modified starches, lecithins, phosphates, celluloses, gums, and pectins.

As with all food additives, the safety of emulsifiers had been previously evaluated by food safety and health agencies based on the scientific evidence that was available at the time of their evaluation. However, some recent studies suggest that emulsifiers may disrupt the gut microbiota and increase the risk of inflammation and metabolic disruption, potentially leading to insulin resistance and the development of diabetes.

Groundbreaking French Study on Emulsifiers

For the first time worldwide, a team of researchers in France has studied the relationships between the dietary intakes of emulsifiers, assessed over a follow-up period of a maximum of 14 years, and the risk of developing type 2 diabetes in a large study in the general population.

The results are based on the analysis of data from 104 139 adults in France (average age 43 years; 79% women) who participated in the NutriNet-Santé web-cohort study between 2009 and 2023.

The participants completed at least two days of dietary records, collecting detailed information on all foods and drinks consumed and their commercial brands (in the case of industrial products). These dietary records were repeated every six months for 14 years, and were matched against databases in order to identify the presence and amount of food additives (including emulsifiers) in the products consumed. Laboratory assays were also performed in order to provide quantitative data. This allowed a measurement of chronic exposure to these emulsifiers over time.

During follow-up, participants reported the development of diabetes (1056 cases diagnosed), and reports were validated using a multi-source strategy (including data on diabetes medication use). Several well-known risk factors for diabetes, including age, sex, weight (BMI), educational level, family history, smoking, alcohol, and levels of physical activity, as well as the overall nutritional quality of the diet (including sugar intake), were taken into account in the analysis.

Study Findings and Implications

After an average follow-up of seven years, the researchers observed that chronic exposure – evaluated by repeated data – to the following emulsifiers was associated with an increased risk of type 2 diabetes:

• carrageenans (total carrageenans and E407; 3% increased risk per increment of 100 mg per day)
• tripotassium phosphate (E340; 15% increased risk per increment of 500 mg per day)
• mono- and diacetyltartaric acid esters of mono- and diglycerides of fatty acids (E472e; 4% increased risk per increment of 100 mg per day)
• sodium citrate (E331; 4% increased risk per increment of 500 mg per day)
• guar gum (E412; 11% increased risk per increment of 500 mg per day)
• gum arabic (E414; 3% increased risk per increment of 1000 mg per day)
• xanthan gum (E415; 8% increased risk per increment of 500 mg per day)

This study constitutes an initial exploration of these relationships, and further investigations are now needed to establish causal links. The researchers mentioned several limitations of their study, such as the predominance of women in the sample, a higher level of education than the general population, and generally more health-promoting behaviors among the NutriNet-Santé study participants. Therefore caution is needed when extrapolating the conclusions to the entire French population.

The study is nevertheless based on a large sample size, and the researchers have accounted for a large number of factors that could have led to confounding bias. They also used unique, detailed data on exposure to food additives, down to the commercial brand name of the industrial products consumed. In addition, the results remain consistent through various sensitivity analyses [1], which reinforces their reliability.

‘These findings are issued from a single observational study for the moment, and cannot be used on their own to establish a causal relationship. They need to be replicated in other epidemiological studies worldwide, and supplemented with toxicological and interventional experimental studies, to further inform the mechanisms linking these food additive emulsifiers and the onset of type 2 diabetes. However, our results represent key elements to enrich the debate on re-evaluating the regulations around the use of additives in the food industry, in order to better protect consumers,’ explain Mathilde Touvier, Research Director at Inserm, and Bernard Srour, Junior Professor at INRAE, lead authors of the study.

Among the next steps, the research team will be looking at variations in certain blood markers and the gut microbiota linked to the consumption of these additives, to better understand the underlying mechanisms. The researchers will also look at the health impact of additive mixtures and their potential ‘cocktail effects.’ They will also work in collaboration with toxicologists to test the impact of these exposures in vitro and in vivo experiments, to gather more arguments in favor of a causal link.

Reference: “Food additive emulsifiers and the risk of type 2 diabetes: analysis of data from the NutriNet-Santé prospective cohort study” by Clara Salame, Guillaume Javaux, Laury Sellem, Emilie Viennois, Fabien Szabo de Edelenyi, Cédric Agaësse, Alexandre De Sa, Inge Huybrechts, Fabrice Pierre, Xavier Coumoul, Chantal Julia, Emmanuelle Kesse-Guyot, Benjamin Allès, Léopold K Fezeu, Serge Hercberg, Mélanie Deschasaux-Tanguy, Emmanuel Cosson, Sopio Tatulashvili, Benoit Chassaing, Bernard Srour and Mathilde Touvier, May 2024, The Lancet Diabetes & Endocrinology . DOI: 10.1016/S2213-8587(24)00086-X

[1]: Sensitivity analyses in epidemiology aim to test the robustness of statistical models by varying certain parameters, hypotheses, or variables in the model to assess the stability of the associations observed. For example, in this study, additional account was taken of sweetener consumption, weight gain during follow-up, and other metabolic diseases)

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