THE 3 STRONGEST TRENDS IN BAKING FOR 2024

Sep 21, 2023

The Taste Tomorrow forecasts trends in the baking industry based on a global survey of 20,000 people in 50 countries, as well as cutting-edge AI-powered online data science.

To maintain a competitive edge in the bakery industry, it is essential to remain proactive in meeting consumer demands. Discover the top 3 bakery trends predicted for 2024 in this trend analysis from Taste Tomorrow. Discover not only the most popular food choices, but also the underlying reasons behind these preferences.

Here are the 3 strongest trends that will shape the baking industry in 2024:

• Plant the future

• Sourdough & well-being

• Natural & organic

These trends stem from insights provided by Taste Tomorrow, the largest consumer research program in the bakery, pastry and chocolate industry. It is not only the largest program of its kind in the world, but also the most comprehensive, reaching 20,000 consumers in 50 countries. Our unique approach seamlessly merges in-depth consumer surveys with advanced always-on online tracking using the latest semantic AI techniques, revealing the consumer needs and motivations behind these trends.

Taste Tomorrow's research is based on 3 pillars:

1. AI & Data Science – continuously analyzes conversations, searches, and social media mentions in 9 languages to uncover emerging trend signals and predict their growth trajectory

2. Global Consumer Survey – the human cultural intelligence needed to decipher the consumer needs, motivations, and narratives that underpin each trend.

3. Focus on trends – our consumer experts use a globally unified lens to cover the entire trend ecosystem.

DIVE INTO THE WORLD OF THE THREE GAME-CHANGING TRENDS THAT WILL SHAPE THE FUTURE OF THE BAKERY INDUSTRY IN 2024 AND BEYOND:

1. PLANT THE FUTURE

From the plant base to the unique plant

The continued shift in consumer preference from animal-based foods to plant-based foods is fundamentally changing the baking industry. While many breads are already completely vegan, some baked goods rely heavily on eggs, butter, and dairy. According to our research, 56% of consumers worldwide are interested in plant-based variants of (sweet) baked goods . Demand for plant-based baking innovations is therefore strong, particularly in the Middle East and Africa (74%), South America (70%) and many countries in the Asia-Pacific region (68%). 

Companies like Soy Concha Bakery have already seized this opportunity. They have developed plant-based versions of pan dulce, traditional Mexican sweet rolls. But as the plant-based trend continues to evolve and mature, we're seeing that consumers now want more than just vegan versions of the classics. 

52% of consumers already believe that plant-based alternatives are as good as foods of animal origin. This is why trendsetters and trendsetters are now looking for clearly plant-based recipes that combine the unique properties of plants. We are witnessing a change from plant-based to plant-only. Vegan dishes now contain plant ingredients for their own sensory or taste properties, and not as substitutes or imitators.

2. SOURDOUGH & WELL-BEING  

Happy belly, happy life

It's not a very sexy subject, but consumers don't care. Gut health is a trendy topic and people are obsessed with good digestion and a healthy gut. This is good news for the baking industry, as 85% of consumers say fiber has a positive effect on digestion , and wholemeal bread is one of the most popular and well-known sources of fiber.

With this global awareness of gut health, consumers are becoming more informed about exactly how the gut works and what ingredients they should choose. 7 out of 10 consumers now also agree that biotics (probiotics, prebiotics and postbiotics) are trusted ingredients for improving digestion. Globally, this represents an increase of 7% compared to 2021, with the largest change seen in Europe (54% in 2021 compared to 65% currently).

Consumers also believe that improving gut health has a positive effect on mental well-being, a belief shared by 79% of consumers. This leads to the search for versatile gut-friendly foods. Consider digestion-friendly snacks that also improve your mood, like cookies from Toto Foods. Their Birthday cookie, with vegan white chocolate chips and colorful sprinkles, is advertised as "a party in the mouth (and throughout the body)", as it not only improves gut health, but also helps stabilize the mood and increase performance and concentration.

This increased interest in gut health goes hand in hand with the sourdough craze. It’s no longer just the beautiful, artisanal appearance that attracts consumers to sourdough baked goods. Sourdough bread is characterized by its excellent digestibility, due to the long fermentation process. This slow fermentation has a number of benefits: increased release of vitamins, minerals and amino acids, which help improve nutrient content.

62% of consumers currently view sourdough products as healthy, a stunning increase from 2021, when only 52% of people felt this way.

3. NATURAL & ORGANIC  

The big appeal of Clean Eating

What benefits of baked goods are consumers willing to pay more for right now? Freshness is the undisputed number one, but number two may surprise you: Naturalness and a “clean” ingredient list. Clean, easy-to-understand product labels are clearly popular. Not only do consumers prefer baked goods that are as minimally processed as possible and free of artificial additives, but 28% of them are also willing to pay more for it.

In fact, 71% of consumers worldwide would shop more at bakeries where everything is baked with natural ingredients. In 2021, this was only the case for 66% of consumers worldwide. North American consumers, in particular, have significantly changed their attitude towards these natural bakeries, going from 54% to 66%.

Bread made from natural ingredients is perceived as healthier. People are therefore scrutinizing the products they buy, in the hope of eating as cleanly as possible. 3 out of 4 respondents have recently reviewed the information on bakery product packaging. Their gaze immediately went to the list of ingredients. 

If you want to take advantage of this trend, you should clearly communicate this on the packaging of your products. In addition to statements like "non-GMO", "no artificial additives" and "no artificial sweeteners", you can also clearly list the ingredients on the front of your product, if you dare. An approach already appreciated by energy bars like RXBAR , which has filled the entire front of its protein bar with nothing other than the list of ingredients, which it concludes with a wink "No BS".