Market insights

Sustainability has become an essential part of today's bakery landscape. Globally, 70% of consumers believe food and beverage brands should do more to protect the planet, and 60% say they are likely to choose food that is less damaging to the environment.* Yet these same consumers still expect products to deliver on taste, freshness, quality and convenience.

Driven by younger consumers, changing lifestyles and new consumption habits, the bakery industry is entering a new phase. Consumers expect greater variety, fresh products throughout the day and concepts that combine quality, convenience and authenticity.

Consumers are rediscovering the value of tradition. Across Europe, bakery products rooted in heritage, authenticity and craftsmanship are gaining renewed attention. From sourdough breads to locally inspired recipes, consumers increasingly favour products made with recognisable ingredients, traditional baking techniques and familiar flavours. As a result, baking traditions have become an important source of inspiration for bakers looking to create products that resonate with today's consumers.

In today’s fast-paced world, traditional mealtimes are becoming less predictable. Work-from-home schedules, co-working spaces and flexible routines are reshaping how and when people eat. Instead of a few structured meals a day, many consumers now prefer smaller eating moments that offer a sense of indulgence and fit around their lifestyle.

In times of social uncertainty, consumers increasingly look for small moments of luxury. Moments that allow them to pause, enjoy and escape, even briefly. 

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.

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

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.

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 indulgent reduces price sensitivity amongst consumers.

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.

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.