Top 6 Trends to Watch in Bakery

What top bakery trends are consumers loving? Discover more about how clean labels, indulgent combinations, limited edition treats, and more are enticing consumers.

Bakery and Pastry products are staples in many households and baked goods are a common part of many meals.

Keeping the baked goods aisle innovative and enticing will continue to bring these consumers in for more.

Read on to see the key bakery and pastry trends that Barry Callebaut sees influencing the many new and innovative bakery and pastry products hitting the marketplace.

Top 6 Trends to Watch in Bakery and Pastry:

Delivering on Indulgence

The bakery product category naturally tends to deliver on indulgence for consumers looking for a sweet treat. Consumers turn to the baked goods category for premium products they can serve for celebrations and special occasions.

70% of Western Europe consumers said they prefer cakes or pastries which allow them to indulge.²

Hyper-indulgence can be built into bakery products by adding texture, unique or premium ingredients or exotic ethnic flavors.

Premium Nuts Cake, Made by Chef Willem Verlooy

Ruby Chocolate Creations, Source ANA InterContinental Tokyo

Afternoon Tea with different Ruby Chocolate Creations. A hedonistic experience.

Looking Good

Visual appeal is a top criterion for consumers choosing a crave-worthy bakery item. Adding decoration, bright colors or black hues can take a baked good from average to fully Instagramable.

'70% of consumers say social posts or reviews from friends and family would influence their purchase decisions.'

(Source : Crowdtap)

Seasonal & Limited Edition Treats

Brands are driving consumers to the baked goods category by offering seasonal, nostalgic or limited edition products. These brands mix familiarity and innovation to bring excitement to bakery and pastry items.

71% of Western Europe consumers said they want to try new and exciting chocolate Cake or Pastry experiences.²

Unique finds are generating excitement for the consumer who wants to try new and exciting bakery experiences.

Mini Egg Nest Cakes, Source Cadbury — Mini Egg Nest Cakes, source Cadbury

Chocolate flavoured sponge layered with a vanilla flavour creme, covered in milk chocolate & decorated with milk chocolate curls

Blueberry Muffin, Source Nakd

Fruit & Nut bar, free from gluten and dairy & made from 100 % natural ingredients.

Clean Label, Enhanced Health Cues

The bakery space is addressing consumers concerned with health and wellness.

Better-for-you treats often come with clean claims, natural positioning and simple labels.

Products with the ‘bad stuff’ removed fit into this bakery trend, too. These products could be dairy free, sugar reduced, clean ingredients, GMO free or even Vegan.

'63% of Millennials report trying to incorporate plant-based and unprocessed foods into their diet.'²

(Source: Survey from YouGov and Whole Foods Market reported by Forbes.)

Functional Foods in the Bakery Case

Adding extra goodness is a great way to appeal to bakery consumers looking for permissible indulgences in the bakery category. This can take the shape of added protein, fiber, super fruits, whole grains, and much more.

62% of Western Europe Millenials said that the best cakes or pastries are ones with healthy or good for you ingredients added in.²

This idea of added goodness appeals to Millennial consumers.

Protein Soft Baked Oats, Honey & Chocolate Biscuits, Source Belvita

Each biscuit is made with chocolate and 10 grams of protein along with nutritious whole grains.

Organic cookies, Source Farmbrothers

Cookie makers to change the earth. Organic cookies with ginger & lemon - dark chocolate & sea salt - hazelnut & cinnamon

Social Responsibility

Corporate and social responsibility will become expected of leading companies as consumers look for brands and products that align with their values.

Sustainable ingredients, transparent labels and traceability are among top demands for consumers.

'3 in 4 global consumers feel that businesses/companies have a responsibility to lead social and environmental change.' (Source: Innova)

'54% of global Glen Z are concerned about the sustainability of the planet.' (Source: Innova Consumer Lifestyles and Attitudes Survey (2018))