Consumers have long prized bakery snacks for many attributes: they are portable, oftentimes single-portion, and, above all, tasty. With many of these same shoppers now on GLP-1 medications—still seeking indulgences, but in reduced sizes and perhaps with less sugar—producers are seizing the day to innovate with even smaller treats in grab-and-go options.

Market data

The bakery snacks category didn’t change much in sales over the past year, according to Circana data from the past 52 weeks, ending on April 19, 2026.

The center store snack cakes category brought in $2 billion, with a slight dip of 1.3%. In the center store bar/finger snack cakes subcategory, McKee Foods (parent company of Little Debbie and Drake’s, among others) took in $591.1 million, with a healthy 9.4% increase, and J.M. Smucker (who snapped up Hostess in 2023) made $252.7 million, but with a loss of 12.3%. Grupo Bimbo (Entenmann’s, etc.) garnered $122.6 million, with a 2.1% drop.

In the center stores snack cupcakes subcategory ($326 million, down 2%), J.M. Smucker again did well, with $200 million of the total haul and a 4.2% increase. Flowers Foods (Tastykake, Wonder brands) brought in $51.7 million, but experienced a 10.2% loss in sales, and private-label brands took in $32.1 million, with an 11.1% decline.

In center store roll snack cakes ($222.8 million, down 5.3%), McKee Foods continued to dominate, with $174 million in sales but a drop of 6.3%, and private label garnered $22.8 million, down 1.9%. Additionally, Flowers Foods took in $15.5 million with a small 1.8% uptick.

Finally, in the all other center store snack cakes subcategory ($73.8 million, up 1.7%), Bon Appetit Danish Inc. grabbed $34.9 million of that, with a loss of 2.5%, and, interestingly, Starbucks brought in $8.9 million, but with a hefty 19.4% decline in sales. Private label again made an appearance here, with $5.6 million in sales but a 3.1% decline.

Looking back

“Inflation combined with the rising popularity of GLP-1s have created opportunities for smaller-size bakery snacks in grab-and-go options,” says Paul Stippich, senior director of marketing at Otis Spunkmeyer (Aspire Bakeries). “Consumers still want their sweet baked goods—this indulgence is an affordable luxury—but they just may want it in a smaller size. Another related trend we continue to look at is the demand for bakery items with protein.”

Credit: Aspire Bakeries

Ashley Hornsby, senior director of brand management at Flowers Foods (Wonder), notes the snack cake category has long been a resilient space, but the way consumers engage with it continues to evolve.

“Today’s shoppers want the nostalgic flavors they grew up with, but they also expect variety.

Classic flavors like chocolate and vanilla still anchor the category, but consumers are increasingly drawn to new flavors, seasonal offerings, and formats that fit modern, on‑the‑go lifestyles. That balance of comfort and novelty is really shaping where the category is headed,” she comments.

In 2026, Wonder expanded its lineup with options like Triple Chocolate, Peanut Butter Cupcake, Banana Crème, and doughnuts flavors such as Strawberry and Brownie Crunch, aiming to bring bold new flavors to familiar formats.

Ali Brown, VP of marketing and sweet baked snacks at J.M. Smucker, says the sweet baked snacks segment is resilient and highly impulse-driven, with consumers desiring variety across flavor, format, and pack type.

“As consumers have begun to trade larger meals for more regular snacking throughout the day, the occasion for sweet baked snacks has expanded to fit different snacking needs throughout the day. The most notable trends we see are a shift towards more engaging flavor profiles, and product formats that are flexible in terms of serving size and convenience,” she adds.

This past year, Hostess launched several new product concepts, highlighted by new flavors and formats, for its Donettes brand, including Churros flavor, and expanded its sharing size option. It also relaunched Suzy Q’s, which features two layers of chocolate cake and a layer of creamy filling in between—it had last been seen on shelves in 2020.

Monty Pooley, CEO of JTM Foods, says after a challenging 2025, the first quarter of this year brought “green shoots” to the category—aka, early indicators that conditions are improving for those who stay invested in the aisle, after the industry moved through retail inflation, GLP-1 headwinds, and the disruption created when large players in the space go through transition.

“We are seeing improvements and remain optimistic that when merchandised well, the sweet baked goods category will remain strong and vibrant,” Pooley adds.

Chris Tirone, chief marketing and innovation officer of JTM Foods, says he sees consumers continuing to focus on their health and wellness, and expects this to be an ongoing trend that those in the category must address—meeting consumers where they are without ever compromising taste or texture.

“The removal of artificial colors and flavors is something our team believes is critical to deepening our relationship with the consumer. By doing so, we are addressing the consumer desire for more authentic ingredients in the snacks they enjoy,” he explains. “[Additionally], great taste and texture remain critical to consumer success and as a team we are unwavering in ensuring we meet these before any product will be launched.”

An example of JTM’s commitment to evolving its portfolio is the move away from artificial colors and flavors across its products this year. Its JJ’s Bakery Pies brand will have a new refreshed packaging design that will call out this removal with a clean new look that consumers prefer, based on the company’s research.

Looking forward

Stippich remains highly optimistic about the bakery snack category, he shares, despite ongoing regulatory challenges, including the new food pyramid, which are providing significant hurdles for food manufacturers. 

Credit: J.M. Smucker Co.

“While the new FDA national guidelines are evaluated, several states have created their own regulations—none are the same and may not even align with the federal guidelines. So, we are looking at all these inputs proactively to be as ready as we can to work with our customers,” he promises.

Pooley predicts the category's bigger branded players will continue to work through transition, and the geopolitical impacts on fuel and packaging will no doubt introduce additional risk. However, due to JTM’s value-oriented solutions, speed, agility, and flexibility, its business model is uniquely positioned to address the risks presented by these factors, he believes.

JTM Foods anticipates launching a lineup of branded doughnuts holes with improved flavors and shelf life by the year’s end. Its R&D team has also recently delivered a line of indulgent brownies that deliver a 30-day shelf life and are gaining significant traction across channels, plus it’s focused on working on fiber-laden, calorie-reduced, and lower sugar products, as well as removal of titanium dioxide from its lineup.

Courtesy of JTM Foods

Hornby says the snack cakes category will continue to thrive by leaning into what consumers love most: nostalgia, flavor variety, and convenient formats that fit modern routines.

“Because this is an impulse‑driven category, brands that deliver comforting, familiar experiences with fresh twists (such as seasonal programs, new flavors and forms, etc.) will stand out. Overall, the category is positioned for steady interest as consumers continue to look for small moments of delight throughout the day,” she predicts.

Credit: JTM Foods

Brown agrees, adding there is tremendous competition in sweet snacking today: “In order to stand out, brands need to meet consumers where they are, while staying anchored in what the brand is known and loved for. As we think about innovation, our focus is on how we can deliver new experiences to consumers. This includes our approach around limited-time-only and seasonal products, as well as new product concepts.”

Credit: JTM Foods

Limited-time-only (LTO) and seasonal products play a critical role in sweet baked snacks, as they create excitement and drive increased engagement in the category, she explains, saying Hostess has seen success in its LTO and seasonal programs by focusing on helping its consumers “get into the season” during holidays and cultural moments.

Credit: JTM Foods

“We also remain dedicated to bringing consumer-led innovation to market across our core brands, including Donettes, Cupcakes, and Twinkies,” she promises. “From new flavors to new formats, we are committed to bringing moments of joy to every day through our beloved brands.”