Sarah Browner, Market Research & Insights Manager at Dawn Foods, reveals how viral trends, indulgence, and inclusivity are shaping the bakery industry
Sarah was part of the team who developed the recently launched Dawn Foods Global Bakery Trends which include four key trends: Sweet Connections, Elevated Indulgence, Simple Pleasures and Empowering Choices.
Dawn’s Global Bakery Trends are the result of a comprehensive research project conducted by the company’s Global Market Research & Insights team. The team analysed syndicated industry data from renowned sources, then conducted proprietary research including over 2,500 consumer surveys, and made visits to hundreds of bakeries, grocery stores, and foodservice establishments worldwide.
How is social media reshaping the way consumers discover and interact with bakery products?
In our first trend, Sweet Connections, we look at how viral foods are becoming a key driver for how consumers discover and interact with bakery products. Viral products create FOMO-driven demand, with consumers lining up for products they first saw online. From our Global Bakery Trends Survey, we recorded 1 in every 2 consumers want to try the latest viral food trends.
A good example is the Dubai Chocolate trend, a chocolate dessert that went viral for its rich, glossy appearance and indulgent experience. Its popularity was fuelled by countless videos of people trying it, filming slow-motion shots of the experience, and posting their reactions online.
Social media has transformed bakeries into performance spaces where products are created not just for consumption but for visual storytelling, social sharing, and viral potential. This has elevated the importance of presentation, novelty, and digital engagement in shaping consumer behaviour.
What strategies can bakeries use to turn online engagement into real-world loyalty and sales?
While posting visually appealing products is important, social media is also about creating a community around your brand. Beyond product promotions and business-focused content, sharing behind-the-scenes snapshots of your bakery and process helps foster a sense of connection with your followers. Introducing your team members, updating customers on the opening of a new location, or reposting photos you’re tagged in are all great ways to strengthen relationships with your audience. You can also encourage engagement by asking questions, running polls, or inviting followers to share their own stories related to your bakery, making them feel like valued participants rather than just observers.
Read the full article in our latest issue here
