Anticipating market trends and consumer insights in bakery chains

There’s something timeless about a classic pastry, the kind that’s familiar, brings a feeling of comfort and nostalgia. While trends come and go, bakery classics like croissants, pain au chocolat, and kouign amann continue to be favorites.

And this isn’t just a passing trend. According to Taste Tomorrow’s research, these favorites are expected to see significant growth in 2025, with a rise of 17% to 31% globally, and as high as 40% in French-speaking and Chinese markets. What’s even more interesting is that these pastries have become an accessible luxury, a treat that people are consistently seeking for that perfect balance of indulgence, without it being a splurge.

For bakery chains, focusing on these enduring favorites is a safe bet. Customers crave the familiarity and reliability of classic baked goods, and offering them with a fresh twist can set your brand apart.

Exotic citrus fruits like yuzu, ugli fruit (Jamaican tangelo), and finger limes are stealing the spotlight. Even vinegar-based ingredients like balsamic vinegar and tangy fermented options like kefir are making their way into bakery products.

How do you introduce these trends while keeping risks minimal? Seasonal specials are a great way to introduce tangy twists into your bakery’s lineup. Think cranberry-lime tarts or hibiscus-infused pastries, which create a fresh and eye-catching seasonal offering. These tangy treats are perfect for pairing with popular seasonal drinks, like pumpkin spice lattes, to further boost sales.

For ease of scaling and reduced waste, sourcing ingredients like freeze/thaw stable fruit fillings (e.g. Puratos’s Topfil and Vivafil), dried cranberries, tamarind paste, or powdered yuzu is a cost-effective choice. These ingredients offer shelf-stability, allowing you to experiment with tangy flavors while keeping waste low.

Sourdough continues to rise, both literally and figuratively, as one of the fastest-growing trends in the bakery world. With its distinctive flavor, artisanal qualities, and health benefits, sourdough is not just a passing craze. It’is here to stay, the numbers back it up. Demand has surged globally, with increases in English-speaking countries (+7%), Chinese markets (+14%), and French-speaking regions (+40%) over recent years, according to research from Taste Tomorrow.

The allure of sourdough goes beyond its taste. Consumers are drawn to its natural fermentation process, which not only enhances flavor but is also linked to improved digestibility and gut health.

To capitalize on this trend, go beyond traditional sourdough loaves and get creative. Offer sourdough-based products like bagels, croissants, or even muffins. These items have the potential to become customer favorites. If you're aiming for something more adventurous, consider adding ingredients like dark chocolate or kimchi, creating a fusion of flavors that is also a rising trend.

Learn what to consider when producing sourdough on an industrial scale.

According to Taste Tomorrow’s research, this shift is set to continue, particularly in regions like China and Portuguese-speaking countries, where growth rates for gut health awareness are expected to rise by up to 9%. As a bakery chain, take an opportunity to tap into this trend with gut-friendly products backed by educational marketing campaigns.

For example, promoting sourdough bread or crafting granola bars with added flaxseeds can help capture an audience focused on fitness. If your consumers are in the consideration phase, educating them on the benefits of gut-friendly ingredients can create stronger connections to your brand.

Incorporating ingredients known for their digestive benefits (such as whole grains, flaxseeds, turmeric, and cacao nibs), alongside utilizing ingredients from our Happy Gut range is a great starting point.

In regions like China, English-speaking countries, and Germany, the local authenticity trend is expected to spike by up to 40%. Younger consumers are driving this change, with 68% of those aged 18-29 expressing a strong preference for purchasing local or regional produce.

Adding regional touches to your bakery offerings, such as French baguettes, German pretzels, or Chinese mooncakes, allows you to build a customer base where a daily treat feels personal and rooted in tradition.

By highlighting the source of your ingredients and showcasing regional flavors, you can further nurture that emotional connection. Local authenticity isn't just about familiar flavors, but about telling a story. Take inspiration from bakeries like Miller + Baker in Australia, who source flour from local farmers and mill their grains on-site, showing how embracing local authenticity can engage and surprise the local community.