Discover the dynamic landscape of the bakery industry with our comprehensive insights into the trends shaping the bakery experience in 2024. In collaboration with industry leaders McKinsey & Company, Innova Market Insights, and Mintel, we present a trend forecast that decodes key consumer behaviors for more informed decision-making.

Consumer Insights

Consumers are trying new products and brands: 1 in 3 did so in the 3 months to June 2023, with Gen Zers and millennials particularly displaying these behaviors. Cast our minds back ten years and a typical household would have just one type of bread in the kitchen, but one today might buy sandwich loaves for everyday sandwiches, sourdoughs for special occasions, and flat breads to accompany their internationally-inspired evening mealtimes.

Wholesome Enjoyment of Products with Health Benefits

In terms of formats, we can expect all baked goods currently popular in out-of-home operators to continue to be in 2024. However, with increased emphasis on nutrition and health, balanced with a continuing desire for indulgence and novelty. Therefore, we can expect to see growing interest in bread products offering something different from the everyday sandwich carriers and, as our love of coffee shops continues, sweet and savory snacks to suit all moods too.

Simple Pleasures

Consumers are becoming more selective, and conscious of their spending habits than in the past. Having less cash available for discretionary spending is likely to mean people prioritizing weekend treats rather than weekday ones in the out-of-home market, including going out for breakfasts, a major opportunity for bread and morning goods. That being said, due to an increase in mental health awareness since the lockdowns ended, ‘simple pleasures’ are being enjoyed more than ever.

Flavor Exploration

Bakery welcomes influence from the wider food and beverage sector, so it’s appropriate to consider how broader flavor trends are developing, to see what opportunities present themselves for bakery in 2024. Embark on a journey into the diverse world of flavors, from floral fantasies to imaginative and nostalgic creations. Understand the influence of wellness and sustainability on flavor innovation, and discover the fastest-growing fantasy flavors globally.

Local Delights and Inspirations

Witness the trend of consumers seeking diverse flavors inspired by specific regions and global cuisines. Explore the potential for bakery products to tap into consumers’ cravings for authentic tastes from around the world.

Eating to Enjoy Special Moments and Stay Well

Sweet treats and other bakery items are central to the moments that consumers find special, and create a catalyst for conversation and enjoyment. Recognize the role of bakery items in creating special moments and contributing to overall well-being. Understand the evolving attitudes towards healthy aging and the shift towards minimally processed, nutrient-rich products. The new focus for aging societies will be an extended health span — the period of life spent in good health, which requires a proactive long-term strategy. Importantly, Gen X’s are openly discussing and leading conversations around aging concerns that were once considered taboo.

As the bakery industry transforms, our 2024 trends forecast provides the actionable insights you need to stay ahead. To stay current on the latest bakery trends for 2024, contact Bakels USA representative.

Bakels Bakery Trend 2024