The bakery sector is in the midst of a transformation, driven by consumers who are increasingly informed, discerning and aware of what they are choosing. What are shoppers looking for when they approach the baked goods shelf today? Beyond taste, factors such as naturalness of ingredients, impact on digestive health and connection to authenticity are redefining purchasing decisions. In this dynamic context, knowing the key trends becomes essential to anticipate opportunities and adapt to a constantly evolving market. This article presents the main global trends in the food sector and how they are manifesting themselves.
5 GLOBAL TRENDS IN BAKERY
#1 MORE THAN INGREDIENTS
The demand for added value is increasingly common in all consumer segments. In this context, it is not enough to offer good ingredients: raising the perception of quality becomes a decisive factor.
In fact, 50% of consumers globally say that freshness is the most influential attribute when choosing bread.
What do consumers understand by "quality"?
Source: Innova Trends Survey 2025 (Average of Brazil, Canada, China, France, Germany, India, Indonesia, Mexico, Spain, UK, US), Innova Database
Freshness is the most valued attribute when choosing bakery products.
It is followed by shelf life, health benefits and naturalness of ingredients.
In contrast, factors such as price, advertising or type of store have much less influence on the perception of quality.
One clear conclusion: consumers are looking for fresh, healthy products with authentic ingredients.
What drives the purchase decision in bakery?
- In products such as canned bread and sweet cookies, the safety claim has the greatest impact.
- In the case of cakes, pastries and sweets, consumers are more attracted to labels that highlight natural ingredients.
Brand: PETER'S YARD
Selection of sourdough cookies Palm oil free. No artificial colors, flavors or preservatives. Made with natural ingredients.
#2 WILD INVENTIVENESS
43% of consumers globally are looking for "crazy" creations that offer an indulgent and surprising experience. More than 60% consider taste to be the most important factor when choosing sweet bakery products (cakes, cookies, etc.).
What impresses the consumer the most?
- They value an intense and rich flavor.
- They are looking for creative and innovative flavor combinations.
The goal is to generate the "wow" effect , with products that surprise with unusual mixes and striking sensory profiles (such as the case of Oreo + Coca-Cola with "popping candy").
The boom of viral desserts
Consumers are also being seduced by desserts that take social media by storm. Some of the most popular in this "wow" category are
(cookie + croissant): The perfect fusion of crunchy texture and buttery flavor.
Crunchy and flattened version of the classic French croissant.
Excessively large, in XXL sizes designed to be shared (or not!).
#3 BLOOM FROM WITHIN
Growing concern for digestive wellness is driving a quiet revolution in the bakery sector. Consumers, especially Millennials and Boomers, are looking for functional ingredients that promote a balanced gut microbiota and healthy digestion.
Which ingredients are leading this trend?
47% consider fiber to be the best functional ingredient for gut health.
40% of consumers choose vitamin D, key to immune function.
38% opt for probiotics, which are increasingly present in new formats
In bakery, the claim of whole-grain or multigrain bread is the most influential for those looking for more digestive and nutritious options.
In addition, interest in products such as sourdough bread continues to grow due to its fermentative benefits.
This trend opens the door to innovate with formulations that not only nourish, but also nourish from within, promoting well-being in a natural way.
Brand: SCHÄR
Gluten-free multigrain bread in slices. Good for the intestine. Baked with nutritious grains, seeds and sourdough.
High quality. High fiber content. Calcium helps food-digesting enzymes to function normally.
#4 TRADITION REINVENTED
In an increasingly globalized environment, people seek to reconnect with their roots through food. Authenticity and culinary heritage are gaining prominence in purchasing decisions, not only as a form of nostalgia, but also as a way of valuing the local.
What makes a traditional product stand out to consumers?
43% value the fact that it is made with local ingredients
42% look for familiar flavors that evoke memories and emotions.
39% are interested in products made using traditional culinary techniques.
In their search for authentic flavors, consumers enthusiastically express what they expect to find in traditional products:
"I'd like to see more old, traditional recipes appear on the supermarket shelves."
"I want to discover new products, but with flavors that remind me of the traditional recipes".
Brand: VAINOL
Traditional sponge cake
#5 RETHINKING PLANT-BASED
In 2025, the bakery industry is undergoing a remarkable transformation driven by the growing demand for plant-based products. This trend not only responds to health concerns, but also to a quest for natural, clean and sustainable.
A boom in Plant-Based bakery launches
In 2024, 21% of global bakery product launches included plant-based claims, with "vegetarian" being the most popular claim in the sector. Consumers are particularly interested in:
22% are looking for products such as cakes, pastries and candies.
20% prefer sweet snacks of vegetable origin.
Clean, natural labels and the taste that still represents a challenge
A percentage of the new plant-based launches in bakery products stand out for not containing additives or preservatives. In addition, consumers associate the term plant-based with benefits such as: healthy and natural.
Despite the boom, taste remains a key area for improvement. According to consumers, the top three areas for improvement in plant-based bakery are:
- A more natural and authentic taste.
- Reduce synthetic and artificial flavors.
- They ask for better flavor profiles.
Brand: VAINOL
Clean ingredient list on the front of the package.
Suitable for vegans. Verified by the Non-GMO Project.
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