At the latest edition of IBA, Dawn Foods revealed four trends that will determine the future of baking and pastry worldwide. The company reached these conclusions based on an exhaustive research project in which it analyzed syndicated industry data from renowned sources, conducted 2,500 consumer surveys, and visited hundreds of bakeries, grocery stores, and restaurants around the world.

With this report, Dawn Foods aims to help bakeries transform this information into practical insights that drive innovation and business growth.

Social Media, a Strategic Channel in the Purchasing Process

Social media influences the purchase of baked goods according to 60% of consumers. And almost half say they are more likely to order food directly through social media in the future.

Social media drives discovery, is capable of making a product go viral overnight, and is transforming the way bakeries and pastry shops innovate, market, and sell.

For all these reasons, Dawn Foods encourages pastry chefs and bakers to leverage digital platforms for product launches, real-time engagement, and shareable visual storytelling to boost brand awareness and connect with customers.

Gastronomic pleasure is no longer reserved for special occasions

According to company data, 72% of consumers view baked goods and pastry products as an affordable luxury. Furthermore, three out of four enjoy trying new foods and experiences. Pleasure is no longer reserved for special occasions; it’s now part of everyday life.

This trend encourages bakers and pastry chefs to innovate with quality ingredients, bold flavors, creative textures, and limited-time offers that allow customers to indulge and delight in new sensory experiences.

Happiness is sought through sweet memories and shared moments

In a world full of noise, consumers return to what makes them happy: sweet moments rooted in nostalgia and emotional connection. The data corroborates this: 4 out of 5 consumers like pastries that remind them of their childhood, and almost 80% buy pastries and baked goods for social gatherings.

Chefs now have the opportunity to revisit classic products, blend the old with the new, and leverage shared memories to gather people together around the table.

Personalized and Inclusive Establishments

More than half of consumers prioritize a brand’s values when making a purchase, and 60% are loyal to brands that prioritize sustainability.

Today’s consumers want options that reflect their dietary preferences and needs. Bakeries and pastry shops that offer flexible solutions earn customer trust and loyalty.

This trend is driving bakeries and pastry shops to offer personalized options, ingredient transparency, and inclusive options to stay relevant and appealing to a wider audience in an ever-evolving market.