4 mega-trends in the bakery business that are transforming the global market and offering specific opportunities for manufacturers.
1. SWEET CONNECTIONS: How social media shapes buying decisions Instagrammable products and viral creations are no longer a fringe phenomenon.
According to the study, 60 per cent of consumers are influenced by social media when buying bakery products. Almost half even plan to order directly through platforms such as TikTok or Instagram in the future. For bakeries, this means that those who present their products well online can significantly increase customer loyalty and brand awareness.
2. INCREASED PLEASURE: Luxury becomes suitable for everyday life Sweet pastries are a daily delight for many people - and could potentially be even more so.
72 per cent of respondents consider it an affordable luxury, and three quarters are happy to experiment with new flavours. Bakeries can earn points with creative recipes, special ingredients or limited editions, thus adding an emotional touch to everyday purchases.
3. JUST FEEL GOOD: Classics with a nostalgic twist Four out of five consumers enjoy foods that evoke childhood memories. Almost as many buy baked goods for social events. The trend is towards an emotional reconnection: familiar classics such as Bundt cakes or Swiss rolls are reimagined to strengthen a sense of community and encourage sharing - both analogue and digital.
4. DIVERSITY: Individualisation and value awareness matter. Sustainability, transparency and freedom of choice are key factors in shopping today.
60 per cent of respondents remain loyal to brands that recognise environmental responsibility. More than half value shared values when shopping. For bakers, this means that a diverse product range that meets individual dietary needs - for example, through vegan options or free choice of ingredients - is becoming increasingly important.
The analysis was presented by Dawn Foods on 18 May at IBA 2025 in Düsseldorf.