Vicky Painter, Content Analyst at FMCG Gurus, shares the top bakery trends predicted for 2025.
Consumers view bakery products as integral parts of a balanced diet and lifestyle, and consequently consumption routines are well established. Nonetheless, heading into 2025, important emerging trends within the bakery market are impacting attitudes, behaviours, and purchasing habits.
Value over Price
While still price-sensitive, consumers are increasingly driven by value over cost. If a bakery product is deemed as offering extra quality, consumers are willing to trade up, often looking to save money on products elsewhere as an additional justification. According to FMCG Gurus’ consumer insights, 69% of global consumers perceive products that use the highest quality ingredients and no chemicals as more premium or higher quality, closely followed by 67% who view the taste of the product as more valuable. Other ways to make a product more valuable include making it seem “better” for the consumer, as 54% look to buy products that are “better for them” than similar alternatives.
Sustainability
The environment remains a prominent concern for consumers who are expecting brands to be doing more to protect the planet. FMCG Gurus’ market research highlights that 82% of consumers think it is important that food and drink brands offset their carbon footprint, with 39% specifically believing that agriculture/food production is a leading cause of carbon emissions. Therefore, bakeries should aim to incorporate and promote ways they are reducing their environmental impact, such as shortening supply chains, developing packaging that extends the shelf-life of products without using preservatives, and upcycling ingredients (something that 61% of consumers find appealing).
Gut Health
The gut microbiome is a concept that is becoming increasingly understood. Consequently, FMCG Gurus’ consumer insights reveal that 57% of global consumers planned to improve their digestive health over 2024. A significant proportion of consumers looked to avoid or moderate their intake of gluten and lactose, some for allergy-related reasons, and some to reduce the negative impact these products have on the digestive system. Similarly, consumers were prioritising products that are high in fibre, specifically bakery products using ancient grains (such as oats and corn).
Emotional Wellbeing
In a time of broad uncertainty, improving emotional well-being is a priority for consumers as they look to deal with stress and anxiety. Products that evoke feelings of nostalgia by reminding consumers of the past and simpler times are providing people with moments of escapism, and therefore helping to reduce price sensitivity and prompt impulse purchasing. Brands can elicit this nostalgic reaction by launching traditional and simple flavours synonymous with comfort, something 80% of global consumers find appealing, or by designing retro-style packaging or re-launching discontinued products on a limited-time basis. Overall, 40% of global consumers have sought products that remind them of the past.
Wellbeing Spotlight: Healthy Indulgence
Consumers are turning to small luxuries in moments of indulgence as an escapism or reward when dealing with daily pressures and stress. Bakery products have become a favourite with consumers looking for a “sweet treat” in indulgent moments of self-care, with FMCG Gurus’ research revealing that 44% of global consumers eat bakery products for the great taste/indulgence. However, indulgence can lead to consumers feeling guilty if they have misaligned with their health goals. Consequently, consumers prioritize products that are free from dietary evils. 68% of global consumers find claims that a product is natural, non-GMO, or sugar-free especially appealing. While consumers won’t sacrifice taste or inferior quality for reduced sugar content, by modifying products synonymous with indulgence to being more natural, consumers can purchase their “sweet treats” guilt-free.
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