Following the successful launch of its Global Bakery Trends at iba last year, Dawn Foods released its 2026 Trend Report for Europe & AMEAP. Built on insights from more than 3,000 consumers globally, the report reinforces the four key trends shaping the future of sweet bakery:

• Sweet Connections,
• Elevated Indulgence,
• Simple Pleasures, and
• Empowering Choices.

Designed as a practical source of inspiration for bakers, the report combines consumer insights, expert analysis and chef-vetted recipes to help bakers understand and adopt emerging trends

“What we’re seeing is a fundamental shift in how consumers discover, experience, and connect with bakery products,” said Sarah Browner, Market Research & Insights Manager EU & AMEAP, Dawn Foods. “From digital-first discovery to more personalized and value-driven choices, these changes are redefining the category. This report brings those insights together, helping our customers stay relevant and create products that resonate in 2026 and beyond.”

The 2026 Trend Report for Europe & AMEAP is available online.

Photo: Dawn Foods