Today’s customers are more selective and experience-driven than ever4, seeking baked goods that go beyond great taste to deliver surprise2, health benefits5, and shareable moments11.
For bakery chains, this shift presents a clear opportunity: to offer products that feel indulgent, but also relevant and on-trend.
We’ve gathered our tips on must-have bakery offerings, grounded in global research, consumer behavior, and cross-market innovation. These are not just passing trends. They reflect what today’s consumers are actively searching for, talking about, and buying3.
What are today’s bakery customers looking for?
According to Innova, 43% of consumers seek out bold and indulgent new flavor experiences2, and over 65% want to try unexpected taste combinations11. This explains the growing popularity of globally inspired, hybrid creations, from matcha churros to bento cakes.
At the same time, health continues to play a central role in purchasing decisions. Across 50 countries, 68% of consumers now say they choose food based on its health benefits5. This includes a strong interest in high-protein, high-fiber, and gut-friendly bakery options. From cinnamon rolls enriched with whey protein to sourdough croissants offering better digestibility, consumers are no longer willing to choose between taste and nutrition.
But that’s not all. Visual appeal matters more than ever, particularly among younger consumers influenced by TikTok and Instagram. TikTok-worthy items like XXL croissants, colorful mini cakes, or stuffed cookies with dramatic textures11 (think gooey, crunchy, chewy) are gaining traction because they deliver a shareable sensory experience4.
For bakery chains, this adds up to a clear takeaway: success lies in creating offerings that are visually tempting, nutritionally meaningful, and sensorially exciting, without sacrificing familiarity or comfort.
Consumers are hungry for quirky flavors
Global inspiration is redefining the modern bakery goods. One of the most dynamic shifts is the rise of fusion flavors, where traditional formats meet unexpected global ingredients.
Mexican pan dulce, particularly the beloved concha, is a standout example. While traditionally flavored with vanilla or chocolate, today’s versions come in ube, hibiscus, maple, or even cookies and cream. Hybrid formats like the “croncha” (croissant + concha) or the crème brûlée-filled concha are gaining social media buzz and driving new relevance for this nostalgic product6.
Korean and Japanese flavors are also making an impact9. Mochi donuts, matcha croissants, and gochugaru-spiced cookies11 combine familiar textures with unexpected flair. These East-meets-West creations resonate especially with younger consumers who value discovery, novelty, and cultural crossover3.
Tea-based infusions are another fast-growing segment, as consumers embrace flavors like hojicha, Thai iced tea, chai, and London Fog in formats ranging from madeleines to cheesecakes. Online mentions of tea-flavored madeleines, for example, have grown by 176% in the past year7.
By updating familiar products with globally inspired tastes, bakery chains can connect with modern consumers who want baked goods that surprise them.
Interesting textures: why mouthfeel matters more than ever
In the past few years, texture has become just as important as flavor. Consumers increasingly crave bakery products that deliver a multi-sensory experience, from chewy mochi donuts to flaky sourdough croissants4 or crisp-edged crookies2 (croissant-cookie hybrids). These textural mashups don’t just satisfy the palate, they also heighten indulgence and trigger emotional delight11.
According to Taste Tomorrow, “texture mashups” are one of the fastest-growing bakery signals1, driven by consumer fascination with contrasting sensations like crunchy and creamy, or soft and crispy, especially in countries like the US, UK, India, and Australia11.
Beyond enjoyment, texture is also a powerful differentiator. Terms like “gooey,” “crispy,” and “chewy”11 now appear prominently in marketing assets, helping bakery chains communicate indulgence at a glance. Offering a range of textures (either within a single item or across your product mix) can help your brand stand out in this competitive market.
Rising popularity of tea and botanical flavors
Florals and botanicals are flourishing in the baked goods space, thanks to their elegance, seasonality, and perceived wellness benefits. Flavors like lavender, rose, elderflower, sakura (cherry blossom), and hibiscus are appearing in cakes, cookies, croissants, and even chocolates. These ingredients appeal particularly during spring holidays like Mother’s Day, when consumers seek premium, nature-inspired gifts8.
One in three global consumers has actively sought floral flavors in food and beverages over the past year8. Meanwhile, Taste Tomorrow reports a +28% increase in interest for tea-infused pastries, and a 97% rise in online mentions of tea-flavored éclairs7.
The appeal lies not only in flavor but also in mood4. Botanicals are often linked to relaxation, beauty, or sophistication, making them ideal for bakery items that serve as both treats and experiences.
Protein packed bakery products are on the rise
As consumers demand more from their food, protein has emerged as a hero ingredient, especially in the bakery category. In fact, global search volume for high-protein desserts has grown by +387%5. That’s because protein brings satiety, fitness alignment, and perceived health benefits to otherwise indulgent items.
We’re now seeing cookies, donuts, waffles, and cakes formulated with whey, pea, or soy protein. Brands like Drumroll and Kodiak5 are already capitalizing on this shift, offering products with up to 19 grams of protein per portion, without sacrificing taste or texture. Consumers, particularly younger snackers and fitness-focused shoppers, are drawn to these “guilt-free indulgences” that deliver on both flavor and function.
In addition, more than 1 in 4 consumers say they’re willing to pay more for products that offer added health benefits5.
And what about gut health?
Long appreciated for its fermentation process and tangy flavor, sourdough is now trending in croissants, bagels, and even cookies. According to Délifrance, online mentions of sourdough have grown by 44%, with a notable rise in non-bread applications4.
Meanwhile, gut health has become one of the top health drivers for food purchases globally. Bakery products featuring digestive-friendly claims (like added fiber or fermented flours) are up 22% year-over-year2. For bakery chains, combining sourdough formats with messaging around well-being and craft is a smart direction.
If you're looking for inspiration on how to integrate gut-supportive benefits into your product range, explore Puratos' approach to gut health9.
Snackable or shareable: playing with portion and visual impact
Bigger or smaller? It doesn’t matter, as long as it makes a visual impact. Portion play has become a defining bakery strategy. Miniature cakes, muffins, brownies, and cookies support moderation, gifting, and variety. At the same time, jumbo-sized croissants, oversized cookies, and XL pastries are trending on social media for their spectacle and shareability4.
This dual trend is driven by consumer desire for treats that are either manageable or memorable (and preferably both). Bento cakes are a prime example: their small size, personalized decoration, and photogenic appeal have driven a 245% increase in social engagement year-over-year4. Meanwhile, brands like Chips Ahoy!, Pop-Tarts, and even luxury bakeries are launching XXL formats that go viral instantly4.
Some of the most iconic formats lend themselves naturally to this trend. Think jumbo brownies for special occasions, or castella cakes reimagined in oversized or bite-sized versions.
For bakery chains, the takeaway is clear: experiment with size not just for function, but for emotion, occasion, and attention.
More strategies for bakery chains
To turn these consumer trends into commercial success, bakery chains need more than good ideas, they need smart execution. That starts with limited-edition products, which are a low-risk way to test bold flavors, textures, or formats. According to Innova Market Insights, launches featuring seasonal or limited-time claims are growing rapidly, as they tap into consumers’ desire for novelty and exclusivity2.
Storytelling is also a must. Transparency around ingredients, sourcing, or traditions builds trust, especially as more consumers seek local, sustainable, or nostalgic options. Whether you’re highlighting sourdough heritage, regional flavors, or botanicals with a health halo, your products should carry a story12.
Ready to transform your bakery offering? Contact your local Puratos representative to discover how we can help you stay ahead, and deliver what your customers are craving.
REFERENCES:
- Taste Tomorrow: Global Report Q1 – Puratos
- Bakery Trends 2025: Global Market Overview – Innova
- Consumers’ Need for Comfort Brings a Resurgence of the Bakery Category – Synergy
- Top 10 bakery trends to follow in 2025 – Délifrance
- Health meets indulgence in protein-packed pastry and baked goods – Taste Tomorrow
Are conchas the new croissants? – Taste Tomorrow - Steeping success: the hottest tea flavor applications in baked goods – Taste Tomorrow
- The botanical boom in pastry, bakery and chocolate – Taste Tomorrow
- Gut Health – Puratos
- Seoul's trending pastries and baked goods to put on your watchlist – Taste Tomorrow
- 6 food trends you’ve might have missed – Puratos
- How artisanal bakers can meet the latest consumer demands – Puratos
