Simple pleasures, elevated indulgence, empowering choices and sweet connections: these are the four current trends driving the world of sweet bakery goods, according to comprehensive research from Dawn Foods.
Dawn Foods carries out extensive research spanning the entire world, to find trend dynamics and common denominators that spell opportunities for bakeries and consumers. Released every three years, the Global Bakery Trends are the result of a comprehensive research project conducted by the company’s Global Market Research & Insights team. The team analyzed syndicated industry data from established, renowned sources, then conducted proprietary research including over 2,500 consumer surveys. Dawn also conducted visits for this study to hundreds of bakeries, grocery stores, and foodservice establishments worldwide. This multi-approach methodology provides a global view of the behaviors and motivations shaping bakery consumption.
The trends identified offer a data-driven look at where the sweet bakery industry is headed and how bakers can stay ahead of shifting consumer expectations. Today’s consumers choose sweet baked goods that are an extension of their values, dietary needs and likes. The sweet snacks that will make the cut are those that will be personalized to meet these sets of criteria, while also providing an exciting, great-tasting eating experience.
2025 global bakery trends
+ Sweet connections
Social media is the platform for viral experiences, snacks included. Internet-famous products can launch products into market success instantly. It is a valuable strategic channel: “Food is now part of a global conversation, and bakeries are finding powerful ways to connect with customers through social media. Platforms like Instagram and TikTok have made it possible for a single product to go viral overnight, reshaping discovery, purchase, and brand loyalty,” Dawn’s research underlines, recommending bakers to “Leverage digital platforms for product launches, real-time engagement, and shareable visual storytelling to boost brand awareness and customer connection.”
Key insights:
o 60% of consumers say social media influences them to buy bakery items
o Almost half expect to order food directly from social media in the future
+ Elevated indulgence
Indulgence is no longer reserved for special occasions, the study reveals; it’s become a part of daily routines. “Consumers are elevating their everyday choices with premium ingredients, bold flavors, and creative textures,” Dawn details. Affordable luxury is a lucrative concept. Innovation with high-quality ingredients hold opportunities for bakers specializing in sweet specialties, as well as limited-time offerings that delight with new sensory experiences.
Key insights:
o 72% of consumers see sweet baked goods as affordable luxuries
o 3 in 4 like to try new foods and experiences
+ Simple pleasures
Familiar favorites bring comfort in a world full of noise. Sweet moments rooted in nostalgia, solace and emotional connection make people happy. There are promising opportunities in refreshing classic creations in new, unusual interpretations and “tapping into shared memories to bring people together through bakery,” Dawn’s research suggests.
Key insights:
o 4 out of 5 consumers like sweet baked goods that remind them of childhood
o Nearly 80% buy baked goods for social gatherings.
+ Empowering choices
Retreating to places of comfort and reimagining taste memories are two valuable ‘ingredients’ that work for new product development. Keeping in mind who the consumers are and what they value adds an extra dimension, by reflecting inclusivity and customization. “Consumers today want options that reflect their values, preferences, and dietary needs. One-size-fits-all no longer fits and bakeries that offer flexible solutions will earn trust and loyalty,” Dawn’s study finds. This can encompass customizable portions, ingredient transparency and inclusive options, for relatable products.
Key insights:
o More than half of shoppers prioritize a brand’s values when making a purchase
o 60% are loyal to brands that prioritize sustainability.
2025 sweet bakery trends in Europe
The Global Bakery Trends, usually unveiled at IBIE, are announced in two parts this year: the first part was revealed in Europe for the first time, at iba in Düsseldorf, highlighting applications from the European markets. Part II will be presented at IBIE in Las Vegas, with North American-specific insights. The European data presented at iba included highlights from the UK, France, Spain, Germany, the Netherlands and Poland.
Social media platforms are transforming how food is perceived and make is part of a global conversation. Viral trends and creative visuals have a major impact on the bakery industry, particularly new product development. Monitoring different platforms is key. “We found that one in two consumers like to try the latest viral food trends. Viral food trends, however, come and go in a few months, so the key is getting ahead of this wave,” Sarah Browner, Market Research and Insights Manager for Dawn Foods Europe and EMEA pointed out in the trend presentation at iba.
One trend that endures today is the pistachio Dubai chocolate, which managed to put a spotlight on traditional Middle Eastern desserts. The TikTok video stat sparked the trend, dated 2023, has now over 120 million views. Two years later, the Dubai chocolate trend is still around, with big brands taking part in it. “We’re seeing new product developments every week,” Dawn’s researcher notes.
This is not limited to chocolate brands, as creations are enthusiastically being prepared across snacking offerings. An example from the Netherlands is the Dubai Pistache Flappen. Dunkin’ Donuts also joined the trend with the recently launched Dubai-style doughnuts. The famous French pastry chef Cédric Grolet has been particularly successful at captivating consumers with short videos on social media, with more than 12.5 million followers, Browner illustrates.
Consumers today view Sweet Bakery as an affordable luxury, through which they can access a VIP experience. A majority (72%) of European consumers believe this, Dawn’s research shows. Next-level buns are a testament to this, as the company found: “We saw a lot of bakeries committing to different sweet buns. Whether cinnamon buns in Germany or home-style buns in the UK, they are all priced between EUR 5 and 7, so quite affordable. It’s not a premium price, but people are willing to spend it,” she adds.
Limited offers with a twist are attracting attention, too: 3 in 5 consumers look to limited editions for something new and different. Movie and music inspire these: the pink-themed everything – product launches inspired by the Barbie movie, the Wicked creations, or the ‘brat summer’ branding all celebrate pop-culture moments, with some interesting collaborations.
Childhood nostalgia is another opportunity: 4 in 5 consumers agreed that sweet baked goods remind them of their childhood. In Ireland, the Easter-classic hot cross buns, for instance, are now recreated into innovative creations, available throughout the year, crossing the boundary from a seasonal staple with a traditional recipe. “Hybrids now include hot cross donuts, chocolate hot cross buns, or even hot cross bun flavored cookies,” Browner illustrates.
“The baking industry is evolving faster than ever, and our Global Bakery Trends give our customers the clarity and confidence they need to lead that change,” said Carrie Jones-Barber, CEO of Dawn Foods.
