ANAHEIM, CA — During the International Dairy-Deli-Bakery Association’s IDDBA 2023 tradeshow, which took place June 3-5 in Anaheim, CA, baking companies highlighted some of the biggest trends that consumers are — or will be — clamoring for this year.
As people settle into their new normal in a post-COVID reality, they’re keeping that “life’s too short” mentality. They’re making room for indulgences in their everyday lives, even when health and wellness is top of mind.
Oftentimes, consumers aren’t waiting for special occasions to indulge in celebratory treats. For instance, “birthday cake” is no longer just a cake consumed at a birthday party … or even on the birthday at all. Now, it’s a flavor trend showing up in products as common as donuts, as displayed in the Dawn Foods booth during the show.
In Dawn’s most recent Global Trends Report, the company identified four key trends that are impacting the bakery sector: Technology Transformation, Experience Exploration, Daily Delights and Mindfulness Matters.
“[The birthday cake flavor trend] blends Experience Exploration and Daily Delights,” said Sarah Hickey, senior director of marketing and insights at Dawn Foods. “A little bit of Experience Exploration is about nostalgia with a twist, and nothing’s more nostalgic than your birthday cake. Putting a twist on that experience brings it into a Daily Delight. It can be a moment of celebration in the everyday.”
When consumers can feel a connection to a special, celebratory event, it brings power to that product, especially when applying it to a different baked good altogether.
“A little bit of Experience Exploration is about nostalgia with a twist, and nothing’s more nostalgic than your birthday cake.”
— Sarah Hickey | senior director of marketing and insights | Dawn Foods
Another way that Dawn is helping to achieve that experience is with its wedding cake-flavored buttercream available in its cupcake line. To provide inspiration for cake decorators and other bakery operators, Dawn added the wedding cake icing to simple white cupcakes in its promotional materials as a way to highlight how special occasions can join an everyday experience.
“These kinds of things make a daily experience feel really special,” Hickey said. “We should be able to celebrate every day.”
As more consumers consciously fit indulgence into their healthy lifestyles, celebratory type flavors and products create opportunities to keep baked goods and treats top of mind.
For more information on these trends, visit the Dawn website.