British Baker - Top Bakery Trends 2025

 Trends at a Glance

Trends are the lifeblood of the baking industry. Tapping into them can drive consumer engagement, create excitement, and unlock opportunities for bakery businesses of all shapes and sizes from plant bakers serving up the nation’s daily bread to artisans crafting beautifully decorated pastries.

Trends can be slow to build, in some cases emerging over several years as interest grows, or they can occur more quickly as a result of macroeconomic and geopolitical issues or simply what is drawing audiences in on TikTok.

Keeping on top of them is no easy feat. Luckily, British Baker has done the hard work for you. We’ve reached out to experts across the baking industry (and some beyond) to understand the key challenges and opportunities facing the sector in 2025. We’ve investigated consumer shopping habits, financial considerations, and the inspiration behind new product development.

Notably, while some of the trends in this report complement and build on each other, others contradict. After all, consumers are complex creatures with needs that change frequently.

While some dark clouds loom, the good news is that 2025 is full of potential for bakery. In the report below, we explore both from the ongoing debate around ultra-processed foods and cost challenges, to up-and-coming flavours, the increasing focus on texture, and how technology is shaping innovation and efficiency.