British Bakels has revealed its bakery trends predictions for 2026, with health-conscious indulgence set to shape the category, as nutrition and enjoyment increasingly go hand in hand.
The predictions are informed by Bakels’ proprietary vertical intelligence model, drawing on macro trends, category insight and expertise from Innova Market Insights, Mintel, Black Swan Data and Bakels’ global bakery experts.
Opposing Consumer Drivers
The year ahead will be shaped by two traditionally opposing consumer drivers: a growing demand for higher nutritional density, influenced by health and GLP-1 awareness, alongside a continued appetite for indulgence and emotionally rewarding treats. At a macro level, the industry is moving away from perceptions of “empty calories” towards products that are more functional, sustainable and technically advanced.
Dan Jones, Marketing Manager at British Bakels, said: “Consumers are increasingly looking for bakery products that deliver on both enjoyment and nutrition. In 2026, innovation will be less about compromise and more about integration – creating products that feel indulgent and satisfying, while also aligning with health goals and ingredient expectations.”
Protein and fibre are emerging as key pillars of this shift. Interest in these claims is particularly strong among Gen Z and Millennial consumers, with 80% and 77% respectively actively seeking protein and fibre content. However, only a small proportion of bakery launches currently feature these claims, highlighting a clear opportunity for the sector.
Protein continues to be a wellness mainstay, valued for its role in overall health and satiety. Increased awareness of GLP-1 medications, including Ozempic and Rybelsus, has further sharpened focus on maintaining muscle mass, encouraging consumers to proactively increase protein intake. Reflecting this, food and drink launches featuring protein and weight management claims have risen by 29% in the 12 months to June 2025.
Fibre is also gaining momentum, driven by its links to digestive health, immunity and fullness. Online conversations around “fibre-rich” products have increased by 9% over the last year, while related topics such as gut health and mood are predicted to grow further over the coming 12–14 months. Beyond individual nutrients, interest in products offering “high nutritional value” has risen by 21% year on year, reinforcing the demand for bakery that delivers more in every bite.
Jones added: “While nutrition is playing a bigger role in purchasing decisions, taste remains non-negotiable. Bakery is an emotional category, and consumers still buy into it for flavour, texture and enjoyment. The opportunity lies in delivering technically robust solutions that bring indulgence and nutrition together, without sacrificing either.”
As consumer expectations continue to evolve, British Bakels remains focused on supporting bakers with insight-led solutions that help them respond to changing behaviours and deliver products that resonate in an increasingly intentional marketplace.
To explore the full range and view recipe inspiration from British Bakels, visit: https://www.britishbakels.co.uk/
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Media contact
Joseph Clarke
Editor, International Bakery
Tel: +44 (0) 1622 823 920
Email: [email protected]
