The love of pastry and viennoiserie products is unbothered by cost-of-living worries; on the contrary, the appreciation for fine bakery is growing, as it provides an important moment of indulgence and affordable luxury, when other experiences have had to leave shopping lists. The global pastry market, in which Europe ranks first, is estimated to be around EUR 61 billion this year, and projections show it could reach EUR 72.27 billion in five years – a CAGR rate of 3.44% . Consumers increasingly expect unique flavors, premium ingredients (including healthier options and sustainable options), innovative recipes and craftsmanship, regardless of the type of shopping channel at hand.