In the bakery sector, features like flavour and texture constitute crucial factors which drive repeat purchases. But as consumer interest in healthier ingredients, veganism, reduced sugar, and clean label products continuously grows, so does the desire for healthier alternatives.


Concerns for the environment drives vegan trend 

The global vegan pastry market is estimated to be growing at a steady 6.2% CAGR (2023-2033). Main reasons for adopting a vegan diet include the disbelief that dairy is healthy (65%), concerns for the environment (62%), and concerns for animal welfare (53%). Thus, demand for products that carry a vegan certification is ever-growing. As a result, 28% of global consumers say that vegan labels appeal to them when looking for bakery goods like cakes and pastries. Additionally, 17% of global consumers say they appreciate labels on product packaging that signal them to be vegan-friendly.

less sugar cake

Reduced sugar

Over the last few years, consumers have developed a greater awareness of health and gained a desire to act to address health concerns. Too much sugar might lead to weight gain. Being overweight increases the risk of acquiring health problems such as heart disease, cancer, and type 2 diabetes. The global reduced sugar food and beverages market is expected to register a CAGR of 8.9% between 2022 and 2030. Therefore, it may not be surprising to read that 56% of global consumers say that their attitude towards sugar has changed in the last couple of years. This is further supported by the fact that 53% of global consumers keep track of how much sugar they consume. Additionally, 38% of global consumers say that they actively seek out low or reduced-sugar options when purchasing food and drinks. In cakes and pastries, 40% of global consumers say that reduced sugar claims are influential attributes when deciding whether food and drink is good value for money.

Clean label

44% of global consumers have reportedly come across the term "clean label." Of those who say they have heard of the phrase, consumers are most likely to associate such products with being natural (68%), containing recognized ingredients (63%), providing transparency regarding the sourcing of ingredients (61%), and being additive-free (58%). When purchasing bakery products, consumers are becoming increasingly attentive to the ingredients being used. Non-GMO claims are attractive to 67% of global consumers, followed by natural claims (66%) and organic claims (28%). Products with these claims are mentally associated with several benefits, including being safer, healthier, higher quality, more reliable, and better for the environment. These advantages have grown significantly in importance to consumers over the past few years. 

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Trends in indulgence

Flavour and enjoyment are just two of the primary reasons why consumers regularly elect to purchase bakery goods. It is important to put flavour and sensory appeal at the forefront of positioning across all product categories when launching bakery products.

Growing spendings on health and wellness.

Consumers continue to prioritise their health and well-being with 61% of global consumers intending to increase their spending to support their health. 

Better-for-you bread market insights

As consumers take an increasingly proactive approach to wellness and focus on prevention over cure, there is a growing interest in better-for-you products with a positive impact on health. Bakery brands promoting the use of ingredients that are guilt-free yet indulging reduce price sensitivity amongst consumers.

Market insights for sourdough products

Consumers are seeking out fermented and sourdough bakery products more and more for their perceived digestive and immune system benefits. This subsection of the market is expected to grow by at least 6%. We are meeting this demand by developing our sourdough technology for the industrial market.

Impact of CSR on consumption of baked goods

As the world becomes even more aware of our environmental impact, companies increasingly feel the need to take responsibility for their actions. This is especially true for the baking industry where consumers are interested in the origin and production of their food. Believe it or not, 72% of consumers want companies to do more to reduce their environmental footprint.