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The latest bakery trends

17 Sep 2020

Consumer Insights

What are the latest trends for in-store and artisan bakeries? In order to keep a finger on the pulse, Puratos conducts the world’s largest consumer survey in the bakery, patisserie and chocolate industry – Taste Tomorrow. In-depth insights into behaviors, attitudes and choices have been gathered from over 17.000 consumers in 40 countries. Here are some of the biggest bakery and pastry trends of 2020.


It’s taste above all when buying bakery items. It is the number 1 selection criterium. Taste goes beyond flavor though. Texture has become a key component of a product’s sensory appeal.


Consumer expectations around health continue to evolve. Healthy food is about less and more at the same time. Highlighting power ingredients that provide health & taste is a key to success. 22% of consumers around the world search for the type of grains when they are buying bread as they are perceived to be both tasty and healthy. Adding ingredients with health benefits like fibres, wholegrains and proteins will provide baked goods a healthy boost.


Freshness defines consumers’ perceptions of quality. Let them experience freshness. Smell, time of baking, short shelf life, look & crunchiness all play a key role. Fresh food is perceived by consumers as being of better quality than frozen or packaged food. However, since the coronavirus pandemic, we clearly see that unpacked products are now making many consumers uncomfortable. In this article you can discover how to make and pack breads for longer freshness.

Ultimate Convenience

With so little time & such busy lives, consumers demand the ultimate convenience. Digital solutions are becoming essential in our industry. Especially since the Covid-19 outbreak, a lot of consumers are looking for easier solutions to respect social distancing guidelines.

Globally we can see that 61% of consumers want to be able to buy fresh food 24/7 and 70% of consumers think they will buy more food online in 2030.

More detailed consumer insights and trending bakery concepts

Are you looking for more trends and detailed data? The most innovative recipes or trending concepts in the bakery, patisserie and chocolate industry? Then visit the Taste Tomorrow website where you’ll always find the latest trends. Or subscribe to the Taste Tomorrow e-mail newsletter.

Trends after the coronavirus (Covid-19)

The coronavirus outbreak had a profound impact on consumers, changing how they live, what they eat and how they purchase. To understand these changes in behaviour and to offer our customers in-depth insights, Puratos conducted specific consumer surveys around the world to discover how the bakery category will need to adapt and evolve to meet future consumer needs in the ‘new normal’. Reach out to your Puratos sales representative in order to get the latest trends and insights and how consumers deal with bakery, patisserie and chocolate since the coronavirus pandemic.