While significant attention is paid to health and sustainability, it is equally important to remember that flavour and enjoyment are just two of the primary reasons why consumers regularly elect to purchase bakery goods. In a world of uncertainty, consumers are seeking out products that enhance their mood in order to find moments of indulgence and escapism from daily pressures. According to a consumer survey, 64% of global consumers still prioritize indulgence when purchasing cakes and pastries. This demonstrates just how important it is to put flavour and sensory appeal at the forefront of positioning across all product categories when launching bakery products.


Growth in variety of flavours, but the classics are still popular

Consumers enjoy seeing a variety of flavours within the bakery market. Most consumers continue to prefer familiar, healthier or better-for-you, traditional or nostalgic, and comfortable flavours in their food choices; while continuing to explore a wide variety of flavours. When it comes to familiar or classic flavours in sweet bakery products, 82% of global consumers prefer chocolate, followed by vanilla (75%), raspberry (72%), orange (63%), mango (61%), and caramel (60%). According to a consumer survey, 23% of global consumers are interested in sensory-stimulating flavours and the same percentage enjoy seasonal and limited-edition flavours. Furthermore, fruit flavours are getting increasingly varied in sweet profile products, mainly because these flavours are considered to be more exotic, to add taste value, and to increase novelty. This variety in preferences is an aspect to which the bakery industry needs to respond in order to differentiate itself in the market, capture consumer attention, and evoke an indulgent reaction.

pastry with different flavours and texture

Unique textures for special occasions

While flavour is the most essential component influencing levels of enjoyment, it is crucial to remember that other aspects shape consumer opinions, including the feel of the product in a customer’s hands or mouth, demonstrating that texture plays a crucial role in determining a product's overall enjoyment. Consumers find new and unusual textures to be enjoyable and experimental, with 73% of global consumers stating that they like to be adventurous when selecting products with unusual textures. It is also important that texture is perceived to improve the occasion at which the product is consumed, with 77% of global consumers more willing to seek out unique textures for special occasions. Furthermore, interesting textures are particularly appealing to younger consumers, with 18% of millennials as well as generation Z indicating that interesting or enjoyable textures are some of the most important drivers of enjoyment and pleasure in consuming food.

Bite-sized indulgences to satisfy sweet cravings

Consumers continue to seek bite-sized indulgences to satisfy sweet cravings but without consuming too many calories. Cakes and pastries are by far the most popular mini or small bakery products, preferred by 38% of global consumers. Consumers also enjoy mini or small viennoiserie (29%), sourdough bread (28%), and brioche/panettone (27%). Furthermore, many consumers like to purchase ready-to-eat bread and bakery items for immediate consumption, with many bakery providers responding by introducing bakery products in convenient consumption formats. Apart from the indulgence and flavour components, 38% of global consumers consume cake and patisserie in the morning and afternoon because the items are convenient to eat on the go, according to a consumer survey.

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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. 

Market trends in healthier alternatives

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.

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.