The global consumer landscape is evolving rapidly, and 2025 promises to bring a new wave of trends that will shape how businesses interact with their customers. From heightened self-sufficiency to a greater focus on mental wellness, these insights can help bakeries align with what matters most to their audience. Here’s a summary of the standout trends from Innova Market Insights’ latest report.

1. Savvy and Self-Sufficient

With consumers taking charge of their food choices and home routines, bakeries can meet the demand for convenience and empowerment.

  • Trend Highlights:
    • 36% of consumers surveyed say that they are cooking from scratch to be more self-sufficient.
    • DIY snacks and home-prepared meals are top priorities.
  • Opportunities for Bakeries:
    • Help consumers to feel like they are in control by introducing online or app purchases which includes a loyalty programme.

2. Quality and Integrity

Trust is a growing concern, particularly among younger consumers, who demand transparency and sustainability from brands.

  • Trend Highlights:
    • 1 in 4 consumers lists product quality as critical to their trust in a brand.
    • Environmental responsibility is a top concern for Gen Z customers.
  • Opportunities for Bakeries:
    • Communicate clearly about the origins and sustainability of your ingredients.
    • Use packaging to emphasise transparency, such as displaying ingredient sourcing or certifications.
    • Build trust through consistent quality and by aligning your products with customer values, like using local trusted suppliers for ingredients.

3. Authentic Connections

Modern consumers are looking to foster genuine relationships, both with brands and within their communities.

  • Trend Highlights:
    • Socialising in nature is growing, with 1 in 4 people choosing outdoor gatherings.
    • A desire for tangible, nostalgic experiences are driving consumer preferences.
  • Opportunities for Bakeries:
    • Offer nostalgia-inspired products that evoke comforting memories, such as traditional bakes with a modern twist.
    • Use social media to create authentic and approachable brand interactions.

4. Transformational Moments

Everyday indulgences are a source of joy, and bakeries are perfectly positioned to provide these moments of happiness.

  • Trend Highlights:
    • 52% of consumers prioritise small, experiential treats as rewards.
    • There is growing interest in unique flavour combinations and visually stunning products.
  • Opportunities for Bakeries:
    • Introduce “everyday luxury” items like mini pastries or artisan cupcakes that feel special but accessible.
    • Experiment with bold and unexpected flavour pairings to intrigue customers.
    • Showcase your most visually appealing products on social media to entice impulse purchases.

5. Positive Best

Mental and emotional well-being are taking the spotlight as key drivers of consumer behaviour.

  • Trend Highlights:
    • Feeling mentally happy and positive is the top definition of “feeling well” for 61% of consumers.
    • Actions like eating well, improving sleep, and spending time in nature are growing in importance.
  • Opportunities for Bakeries:
    • Develop “better-for-you” options such as wholegrain, reduced-sugar, or superfood-enriched baked goods.
    • Create marketing messages that highlight comfort and joy, such as the stress-relieving power of a warm, freshly baked loaf.
    • Offer giftable treats for moments of self-care, aligning your products with wellness trends.

Final Thoughts for Bakeries

These trends present immense opportunities for bakeries to align their offerings with consumer values. By understanding what drives your customers—be it quality, well-being, or memorable experiences—you can craft products and services that resonate deeply in 2025 and beyond.

Data: Innova 2024 – Global Consumer Trends 2025