Baked goods trends: focus on indulgence and premium quality
The current trends in the baked goods industry show that consumers are looking for special flavour experiences and are investing in quality. Premium luxury and conscious indulgence are therefore still on the rise.
The figures show it: studies conducted in 2023 by the Belgium expert for consumer insights PURATOS show that 57% of European consumers see a direct link between appearance and taste. Consumers are therefore looking for baked goods that offer a café experience at home – without breaking the bank. Visual presentation plays a key role here, with colours, finishes and elaborate decorations with icing being particularly popular.
We are looking for products that not only taste good, but also offer a holistic indulgence experience. There are also exciting new developments in the sweet baked goods categories: frozen bakery ranges in particular are being continuously expanded. At the same time, the demand for festive baking creations for special occasions is growing.
Premium Quality Remains Stable
Remarkable: According to studies by PURATOS, 66% of European customers buy sweet baked goods even on a tight budget. Clear preferences emerge:
- Quality is the key: Consumers prefer smaller portions of high-quality products.
- Taste is priority: While health aspects play a role, taste remains paramount. Recipe changes are scrutinised if they affect taste.
- Brand trust important: In the premium segment, there's a clear preference for trustworthy brands. Particularly high-quality private labels are preferred over budget brands.
Focus on Taste and Texture
Consumers appreciate new taste experiences. Trending are:
- Variations like salted caramel
- Different textures through creams and ganache
- Baked goods with standout layering
Hot Beverages as Ideal Complement
An important trend is the natural combination of fresh baked goods with hot beverages. This opens up new possibilities for product innovations, especially in flavours. Matcha, chai, and various coffee variations are particularly in demand.
Baked goods in transition: sustainable and plant-based
Manufacturers are also adapting to the desire for more sustainability – they are increasingly focusing on environmentally friendly packaging and using natural sweeteners more often instead of artificial ones. The demand for vegetarian and vegan baked goods is also growing steadily, which is why these are now a permanent feature of the product range. The variety of ingredients is increasing – more and more different plant-based products such as cereals, pulses and spices are being used. This is not only healthier, but also better for the environment.
Sources: The Future of Bread, Bakery and Cakes: 2024 – Mintel / A year of innovation in biscuits, cookies and crackers, 2024 – Mintel / PowerPoint Presentation
