Top 6 Trends to Watch in Bakery

Discover how bakery trendsetters are keeping up with today's consumer with these Top 6 Bakery Trends to watch for product development in baked goods.

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

In the US alone, 89% of consumers said that they purchased a bread or bakery item in the last 3 months1 and 70% specifically purchased a cake or sweet good1. 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.

A great example are this bakery trend can be seen in Trader Joe’s almond biscotti, which are dipped in dark or milk chocolate and sprinkled with various delicious toppings. 

76% of North American 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.

Trendy Bakery Applications at Trader Joe's
Source: Trader Joe’s
rainbow cookies
Source: GoldBelly.com

 

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.

In North America, 49% of Millennials said that cakes or pastries which have multiple colors and are visually interesting are more premium.2 

These Rainbow Cookies from Zola Bakes feature neon almond cake, eye catching chocolate drip, and a topping of glitter. Perfect for posting on social media and a great example of the "Looking Good" bakery trend!

 

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.

74% of North American 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 before they are gone. One example of a product showcasing this bakery and pastry trend is the Chocolate Heart Jumbo Donut Cake from Angel Food Bakery. 

heart shaped cake
Source:Goldbelly.com
Foodstirs Double Chocolate Mini Donuts as a Bakery Trend
Source: Foodstirs

 

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. An example of this can be found in Double Chocolate Mini Donuts from Foodstirs, which are made with organic ingredients, contain less sugar than the average donut and are Non GMO.

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. 

38% of of North American Millennial consumers said that they seek out Vegan cakes and pastries compared to just 24% of the total population.2

 

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. 

56% of North American Millennials 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 and a great example of this are these chocolate-coated mini cakes from thinkThin which are packed with 12g of protein.

thinkthin mini cakes as a bakery trend
Source: ThinkThin
Annie's Honey Grahams
Source: Snackandbakery.com

 

Social Responsibility

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

56% of North American consumers want traceable bakery items (to know where it comes from and what’s in it).2

Sustainable ingredients, transparent labels and traceability are among top demands for consumers. These Annie’s Honey Grahams highlight organic and sustainable practices by pointing out the importance of healthy soil to the greater environment.

Look for these trends to influence what's happening in bakeries and drive exciting new innovations.

 

Sources: 

  1. Mintel Reports, In-Store Bakeries - US - February 2020
  2. Barry Callebaut Proprietary Research

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