KANSAS CITY, MO — Typical of fall and winter celebrations, shared food is the core of every gathering. As the retail baking industry prepares its holiday menu for the 2024-2025 season, incorporating current trends and flavors will pique customer interest and boost sales.
According to Mondelez Foodservice’s industry trends report, playing to the strong interest in seasonal fare is a great way to grab customers’ attention.
Trend No. 1: Dig into the data
Market data and research from Statistica found that 81% of US adults intend to have a home-cooked holiday dinner this year.
Opportunities for bakeries to accommodate customers seeking convenience and value were present last year, as 64% of survey participants said they planned to order at least one holiday food item from a restaurant.
According to Dataseential’s 2024 Winter Index report, rosemary is a current menu trend that evokes the essence of the season in both sweet and savory winter dishes, with red velvet taking the lead as a favorite dessert flavor among 65% of US consumers.
Findings from that same report found that peppermint is a top trending sweet breakfast flavor during the colder months, with menu items increasing 10 times more in the winter than the average for all other seasons. Bakers can utilize this flavor by incorporating it into a cake or donut topped with icing and adorned with candy cane pieces.
Trend No. 2: Promote season’s eatings (and savings)
Datassential found that 92% of customers surveyed feel that food prices have remained too high for too long. Bundled offers and other money-saving promotions can provide customers with a better bang for their buck, so to speak.
With 45% of customers admitting to dining out less frequently, bakeries can retain business by offering discount delivery and to-go offers.
From a marketing standpoint, brands should consider promoting offers in the spirit of the season online, on-site and in-app to help customers alleviate the stress of high costs around the holidays.
Trend No. 3: Take tried-and-true to the next level
Holiday staples remain a go-to for US customers who gravitate toward traditional comfort foods associated with the season.
To elevate main courses on a holiday menu, Mondelez suggests customers consider new twists on old favorites, such as utilizing crushed crackers in a shepherd’s pie or as topping on chicken pot pie bites.
On the sweeter side, apple pie remains a seasonal favorite among 46% of customers, followed by chocolate chip cookies at 36.4%. To provide the distinct sweet-and-savory combination, baked apple desserts pair well with crushed crackers and cinnamon ice cream.
For the more innovative hosts, a chocolate mousse pie made with cookie pieces adds a crunchy touch to another holiday favorite.
Trend No. 4: Host special events
Scheduling dinners around fun activities like cookie decorating or a holiday-themed potluck will encourage customers to make intentional shopping trips.
For a Halloween menu twist, elevating a traditional pumpkin muffin with cookie pieces and chocolate chips allows kids to customize their pumpkin-flavored treat.
In addition to the traditional celebrations, bakeries can consider incorporating cultural holidays centered around the season as well, such as creating a different menu item for each night of Hanukkah and Kwanzaa.
For more holiday menu inspiration, visit the Mondelez International website.
