Carnival insights and trends 2024
The magic of carnival: tradition, nostalgia and culinary delights.
Carnival - also known as the ‘fifth season’ - is firmly anchored in German customs. From its start on 11 November at 11.11 a.m. to its climax in the carnival week, which runs from Fat Thursday (Weiberfastnacht) to Rose Monday and ends on Ash Wednesday, traditions and communal celebrations characterise this special time.
The exuberant mood is also reflected in snacking behaviour: the ‘State of Snacking Report 2024’ shows that nostalgic taste experiences in particular are becoming increasingly important to consumers. This longing for traditional moments of pleasure gives bakery companies the opportunity to enrich the carnival season with classic baked goods and innovative interpretations.
Fresh bakery options for carnival celebrations
The snacking market offers enormous potential: according to the State of Snacking Report 2024, 91% of consumers worldwide consume at least one snack per day, 61% even two or more. The younger generation in particular - 71% of Gen Z and millennials - prefer to eat several small meals throughout the day. Baker & Baker can respond perfectly to this trend with its diverse range of sweet baked goods.
As the Mintel report ‘The Future of Bread, Bakery and Cakes: 2024’ shows, consumers are increasingly looking for products that promote community - 64% snack to connect with others, 71% see sharing snacks as their ‘favourite language’. Our extensive range of donuts, muffins, Berliners and other baked goods are ideal for sharing and enjoying together during the carnival season.
Special editions and special baked goods are popular
Mintel's ‘A year of innovation in biscuits, cookies and crackers 2024’ report emphasises the growing importance of limited editions. It is therefore worth picking up on this trend with special carnival editions of popular products. After all, offering already popular baked goods in a special form fulfils both the desire for pure indulgence (76% of consumers) and for special ‘me-time’ moments (81%). The ‘grandmacore’ trend, which combines traditional recipes with a modern twist, offers additional potential for seasonal creations.
Using social media as a mouthpiece
Social media presence is becoming increasingly important: 60% of consumers are inspired to make new snack purchases through social media - an increase of 9% on the previous year (State of Snacking Report 2024). Use these platforms to showcase your carnival specialities and increase brand awareness. Targeted content strategies on Instagram and social media channels can effectively promote the limited-edition carnival products and convey the festive spirit of carnival.
