LAS VEGAS — At its core, the bakery landscape is defined by shifting customer preferences. To sustain and exceed growth, retail bakeries rely on insights, innovation and actionable data to deliver on-trend foods and buzz-worthy baked goods.
At IBIE 2025, held Sept. 13-17 in Las Vegas, Dawn Foods unveiled its North America Bakery Trends, which builds on its recently launched Global Bakery Trends. The results of the proprietary research — developed from surveys of 2,500 consumers worldwide — highlighted the nuances that shape customer behavior in North America and how bakeries can leverage insights to drive sales and foster loyalty.
Sarah Hickey, VP of North America marketing for Dawn Foods, moderated a panel to debut and share these trends with IBIE attendees. The panel featured other Dawn team members, including Erik Enyedy, VP of technical sales and service; Melissa Trimmer, senior director of culinary and corporate executive chef; and Cathy Wisloski, manager of insights.
Trend No. 1: Sweet Connections
Social media is a significant driver of taste discovery, with more than 60% of North American customers influenced to purchase a bakery item by social media platforms. From viral combinations like the “crookie” to Instagram-curated desserts, bakeries can connect their brand story online and in-store.
However, with these viral sensations coming down the pipeline at rapid-fire speed, it’s important for bakers to consider brand identity before jumping headfirst into a trend.
“Not every trend works for every bakery, so pick and choose,” Melissa said. “Think about your brand identity and use your in-store vibe on your social media. See what works best for your brand identity and what your bakery is known for and make it your own.”
Trend No. 2: Elevated Indulgence
Today, indulgence doesn’t mean a rare treat; it’s an everyday occurrence and experience for customers. In fact, 70% agree that bakeries are an affordable way to enjoy bold, multi-sensory offerings. Limited-time offers are particularly impactful, creating a sense of urgency and exclusivity while driving both trial and repeat purchases.
“Elevated indulgence blends everyday comfort with a little extra ‘wow’ factor,” Melissa said. “We aren’t waiting for birthdays or anniversaries to celebrate anymore. We’re seeing affordable everyday luxuries happening.”
Melissa highlighted interesting flavors currently experiencing an uptick — including yuzu and brown butter— and how they transform a simple cookie or muffin into a luxurious treat.
With most customers feeling the squeeze of inflationary pressures, incorporating a premium ingredient or garnish into classic snacks will appeal to those seeking something bold and creative.
“Consumers are looking for daily opportunities to treat themselves,” Wisloski said. “They love to explore affordable ways to try something new and create memorable new experiences. We can use this to play on consumers’ emotional need to treat themselves and give themselves permission to indulge … It’s going to encourage bakers to really push the boundaries and think about different ways to engage the senses.”
While Hickey reflected on the balance between taking risks with new trends, Enyedy emphasized the benefits of stepping outside of one’s comfort zone.
“I think the real question is if you can afford to not take risks,” he said. “Everybody in this room is sitting here because they’ve taken a certain amount of risk as they’ve built up their business. Do your research and use the resources available to help you think through these risks.”
Trend No. 3: Simple Pleasures
Customers crave nostalgic, comfort classics, with four out of five saying they love baked goods that evoke memories of their childhood. “Newstalgia” is on the rise, with 70% of customers currently enjoying fresh takes on traditional snacks.
This presents immense opportunities for bakeries to modernize recipes and eating occasions while still appealing to emotional connections and group celebrations.
“I would encourage you to look beyond bakery,” Enyedy said, “and draw inspiration from the broader food and beverage industry overall: all the flavors and trends going on there right now. There’s so much inspiration in front of us.”
According to Wisloski, customers are nostalgic from the 1960s to the 2010s, which offers ample time to mine recipes for nostalgic flavors and presentations … all with a modern spin.
Trend No. 4: Empowering Choices
Most bakery menus today are expected to be inclusive and reflective of values. More than half of North American customers prefer to buy from bakeries that offer options that cater to diverse dietary needs, and 64% of millennial and Gen Z shoppers say brand values strongly influence their purchasing decisions.
Offering transparency, sustainability and variety will position bakeries across the country for success.
“We’re seeing a new kind of conscious consumption emerge for consumers,” Wisloski said. “They really want to know what your bakery stands for. And it could be with respect to a menu approach, or it could be with respect to sourcing, but bakeries need to publicly and effectively communicate their values.”
The way customers shop is always changing. Trends may come and go, but the role retail bakers have in response will always stay the same … remaining steadfast to change while staying true to a brand’s core.
