Puratos Taste Tomorrow research unveils 2026 trends
Taste Tomorrow, the global consumer insights program by Puratos dedicated to bakery, patisserie and chocolate, has revealed the top three trends set to shape the future of these industries globally in 2026. The world’s largest program of its kind, Taste Tomorrow blends insights from over 23,000 consumers across more than 56 countries with ‘always-on’ semantic AI analysis of social conversations and search engine enquiries.
- Expecting the unexpected in texture: 67% consumer appeal
The world of pastry in particular is being transformed by the rise of contrasting textures, as consumers increasingly crave treats that combine soft with crunchy, chewy with crispy, and flaky with creamy elements. Textural interest is now a key driver of food enjoyment for 71% of consumers globally, according to Taste Tomorrow, with 67% actively seeking novelty through unexpected mouthfeels.
The growing appetite for multi-texture indulgence is also driving innovation across cakes, desserts and fine patisserie. Layered cakes embody this trend perfectly, each layer offering a new texture, from soft and creamy to chewy and crunchy, keeping consumers engaged with every bite. Online conversations about ‘seven-layer chocolate cake’ have increased by 121%, highlighting renewed excitement for this classic treat. Meanwhile, searches for ‘chocolate crinkles chewy and moist’ have risen by 184%, underscoring the growing fascination with crinkle cookies. With a crisp, powdered sugar coating and a soft, brownie-like center, these cookies perfectly capture the essence of the texture mash-up trend.
- Memorable experiences: the fastest-growing trend
Particularly in the world of chocolate, indulgence is evolving into a multi-sensory experience that creates lasting emotional connections. Today’s chocolate consumers expect more than just a product; they want a story, a moment, and a reason to care, making emotional storytelling around sustainability, origin and craft essential ingredients in brand loyalty. Taste Tomorrow data reveals that consumers are increasingly drawn to chocolate treats that combine nostalgia, novelty and interactivity.
This desire for discovery and memorability is something that artisanal chocolate shops are ideally poised to meet, thanks to their ability to deliver variety – new surprises, personalization and shareability. This explains why searches for ‘unique dessert shop near me’ rose by 100% in 2025, for example. The Dubai chocolate phenomenon proves the power of originality and creativity, meanwhile. Crafted to be unique and memorable in both flavor and presentation, it ignited consumer passion and social media buzz, driving a 137% spike in searches for ‘pistachio chocolate filling’ in 2025. Its impact on the chocolate industry is undeniable.
Storytelling is another response to the desire for memorable experiences. While taste remains the number one driver of chocolate choices, consumers are raising the bar: authenticity, origin and sustainability are all important aspects of a chocolate’s story and ability to deliver a memorable experience. This is reflected in the 94% rise in demand for single-origin chocolate, as transparency and meaning grow alongside taste as key decision drivers.
- Protein power: +17% growth
The bakery sector has joined the protein revolution as health-conscious consumers seek more ways to up their protein intake. This shift reflects a broader expectation that bakery products can and should support active, health-conscious lifestyles, not just sustain everyday life or satisfy cravings. Taste Tomorrow shows that 67% of people purchasing baked foods and even chocolate make their choice based on health benefits, with protein now becoming the fourth most searched nutritional attribute behind the everlasting sugar, calories, and fat. The numbers tell a compelling story: online searches for ‘low-carb protein bread’ grew by 282%, while ‘high protein dessert, low carb’ skyrocketed by 7,800% over the past year.
The growing awareness and use of GLP-1 medications like Ozempic for weight loss, which can cause muscle loss too, has prompted many consumers to focus more intently on their protein intake. Now, more than ever, both sweet and savory bakery can be positioned as a source of functional benefits alongside flavors and textures that offer a truly enjoyable eating experience.
“It’s important to acknowledge one clear constant in the industry: sourdough,” comments Laurence Herbert, Chief Marketing Officer at Puratos. “According to our Taste Tomorrow data, sourdough remains the biggest and the second fastest-growing trend worldwide. What began as a niche movement that surged during the COVID-19 pandemic has since grown into a global phenomenon, embraced by consumers and professionals alike. Its enduring appeal has even captured the attention of leading public figures in 2025. Alongside these three powerful emerging trends, sourdough continues to rise.”
Herbert adds: “What makes the Taste Tomorrow research so valuable is that it captures both what consumers say they want and what they’re actually searching for online. When ‘protein-enriched dessert’ searches jump by thousands of per cent or chocolate buyers start prioritizing storytelling, not just flavor profiles, we can help manufacturers pivot before their competitors even realize change is coming. Our platform reveals patterns that would otherwise take years to surface through conventional market research. It’s like having early access to tomorrow’s shopping list.”
