Top 6 Trends to Watch in Bakery (2024)

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Emotional Well-being

Today’s consumers have a lot of stress and there has been increased attention on mental well-being. Consumers have turned to baking as a way to unwind and nostalgic flavors have been a popular way to deliver comfort.

According to Mintel, 72% of US consumers agree that they enjoy things that remind them of their childhood².

Baking kits like the Duncan Hines S’Mores Brownie Kit offer consumers an easy & convenient way to continue their new found baking hobby while providing a unique twist on a classic nostalgic flavor at the same time.

Celebration

Celebrations have always been important to the bakery category but this year, there is even more to celebrate.

We see confetti, sparkles, seasonal flavors, and new formats for sharing that deliver happiness for consumers. On social media channels, consumers are creating “dessert charcuterie boards” filled with sweet treats instead of the traditional meat and cheese.

Brands like Cheryl’s Cookies have been tapping into this trend to target social occasions and moments of celebration.

Extraordinary Experiences

Consumers are seeking adventure and this applies to their baked goods too. New flavors, bold colors, and increased textures are on trend as consumers search for new experiences.

According to IRI, 67% of consumers want snacks that are fun to eat, this being up 3 points vs. 2019³. Michel et Augustin’s Croissant Chips meet this consumer demand for new flavor and texture experiences.

We also predict that consumers will continue to seek out experience driven products as we have seen examples like tsunami cakes and take & bake products introduced over the last few months.

Added Goodness

By using wholesome ingredients that provide health benefits, baked goods can steal from the snack aisle.

Whether it’s dark chocolate or nut flours, baked goods such as these Simple Mills Double Chocolate cookies satisfy indulgent cravings while being nutritionally superior to other options in the market, making them particularly attractive to today’s consumers who have their health top-of-mind.

Customized Needs

Consumers will continue to desire products that meet their individual dietary needs.

Baked goods that are “designed for a specialized diet”: paleo, allergen friendly, keto, vegan are becoming ubiquitous with keto claims growing a CAGR of 298% from 2016-2020⁴.

Hu recently introduced grain-free cookies which not only are gluten and grain free but also meet the requirements of the keto diet, paleo diet, contain no added sugar, no dairy and more.

Treats for the Planet

Clean, transparent products are on trend as consumers seek to be close to nature.

Nearly 1 in 3 adults in Canada look for all natural ingredients when seeking out healthier baked goods, +3 points vs. 2019⁵. More and more consumers are committed to sustainability and products that are better for the planet.

Renewal Mill claims to help you “fight climate change from your kitchen” as they use food byproducts to create their plant based baking mixes.