Dawn Foods, a business in bakery manufacturing and ingredient distribution, has introduced its Dawn Global Bakery Trends, launched May 18 at IBA, a trade fair for the baking and confectionery industry, held in Düsseldorf, Germany. The trends offer a data-driven look at where the sweet bakery industry is headed and how bakers can stay ahead of shifting consumer expectations.

Dawn’s Global Bakery Trends are the result of a comprehensive research project conducted by the company’s Global Market Research and Insights team. The team analyzed syndicated industry data from renowned sources, then conducted proprietary research including over 2,500 consumer surveys, and made visits to hundreds of bakeries, grocery stores, and foodservice establishments worldwide. This multifaceted methodology provides a truly global view of the behaviors and motivations shaping bakery consumption, the company says.

“The baking industry is evolving faster than ever, and our Global Bakery Trends give our customers the clarity and confidence they need to lead that change,” says Carrie Jones-Barber, CEO of Dawn Foods. “At Dawn, we’re committed to providing our customers with the very best quality products and services, and the insights and ideas that drive growth and bakery innovation. The Dawn team is excited to share our proprietary research revealing four important insights and trends and to help bakeries translate these insights into actionable ideas empowering growth.”

Global Bakery Trends

Sweet connections: social media as a strategic channel

Food is now part of a global conversation, and bakeries are finding powerful ways to connect with customers through social media. Platforms like Instagram and TikTok have made it possible for a single product to go viral overnight, reshaping discovery, purchase, and brand loyalty.

Key insights:

• 60% of consumers say social media influences them to buy bakery items.
• Almost half expect to order food directly from social media in the future.

Opportunity for bakers: Leverage digital platforms for product launches, real-time engagement, and shareable visual storytelling to boost brand awareness and customer connection.

Elevated indulgence: affordable luxury for everyday moments

Consumers are elevating their everyday choices with premium ingredients, bold flavors, and creative textures. Indulgence is no longer reserved for special occasions. It’s woven into daily routines.

Key insights:

• 72% of consumers see sweet baked goods as affordable luxuries.
• Three in four like to try new foods and experiences.

Opportunity for bakers: Innovate with high-quality ingredients and limited-time offerings that give customers permission to indulge and delight in new sensory experiences.

Simple pleasures: finding comfort in familiar favorites

In a world full of noise, consumers are returning to what makes them happy: sweet moments rooted in nostalgia, comfort, and emotional connection.

Key insights:

• Four out of five consumers like sweet baked goods that remind them of childhood.
• Nearly 80% buy baked goods for social gatherings.

Opportunity for bakers: Blend the familiar with the fresh: reimagine classics and tap into shared memories to bring people together through bakery.

Empowering choices: inclusivity and customization in the bakery aisle

Consumers today want options that reflect their values, preferences, and dietary needs. One-size-fits-all no longer fits and bakeries that offer flexible solutions will earn trust and loyalty.

Key insights:

• More than half of shoppers prioritize a brand's values when making a purchase.
• 60% are loyal to brands that prioritize sustainability.

Opportunity for bakers: Expand offerings with customizable portions, ingredient transparency, and inclusive options to meet modern expectations.

Global trends, regional focus

In a new twist for 2025, Dawn will release the Global Bakery Trends in two parts:

• Part one: Global and European insights launched May 18 at IBA.
• Part two: North American-specific insights to be revealed at IBIE in Las Vegas, September 13-17.

Throughout the year and beyond, Dawn’s Insights Team will continue to monitor shifts in consumer behavior and help bakeries translate these insights into actionable ideas. The Global Bakery Trends reflects Dawn’s commitment to empowering bakeries with the insights and innovation to drive growth, it says.

Related: Dawn Foods expands line of bakery coatings