NEW YORK — Bagels have remained a staple item for an anytime snack or breakfast meal, but the tides are turning for the sea of bagel demand as retailers innovate to meet evolving taste preferences.
It was evident at the 2025 New York BagelFest, created by BagelUp and presented by King Arthur Baking Co., that businesses are responding to current trends paving the bagel landscape. Walking around the event, each booth offered a taste of what customers are craving these days.
For Sam Silverman, founder of BagelUp, sourdough bagels were among the trends that caught his eye the most.
“A few years ago, sourdough bagels were very rare to find,” he told Craft to Crumb. “About a quarter of BagelFest participants brought sourdough bagels with them. It’s been an interesting trend; it’s such a different texture than that classic New York bagel. It’s airier, and the taste is completely different.”
Another trend gaining momentum in the category is the continued popularity of spicy flavors, particularly in schmears and various bagel toppings.
Jalapeno was a popular addition to many bagels and schmears. Emerald City Bagels in Atlanta and B’s Bagels in Gig Harbor, WA, each crafted jalapeno cheese bagels. Other standout toppings in this space included fermented chili, kimchi scallion, creole, and spicy versions of the classic Everything bagel.
A splash of color could also be found throughout BagelFest. At the Ess-a-Bagel, attendees could find a rainbow bagel served with cookies-and-cream schmear. Over at the Tali’s Bagel and Starship Bagel booths, ube-flavored cream cheese stood out with its bright purple pigment and sweet taste.
“We’re seeing these chef-inspired creations that you could only dream of,” Sam said. “Not too long ago, you could only get a bagel with limited options for schmear, but now we’re seeing the most unbelievable combinations. The envelope keeps getting pushed higher and higher; it’s a great thing for the industry.”
