STORY: 2023's bakery trends revealed in new Dawn Foods report

Dawn Foods has unveiled its Global Trends Report, revealing four trends that will be key across the global bakery sector for the next year.

The trends focus on Technology Transformation, Experience Exploration, Daily Delights and Mindfulness Matters.

The report is the culmination of a major research project undertaken by Dawn Foods’ global market research and insights teams over the last three years, including fielding a study to create first-of-its-kind proprietary research.

The team interviewed more than 3,000 consumers and visited hundreds of bakeries, grocery stores and food service establishments globally to witness how these trends are coming to life. 

Dawn's 2023 Global Trends include:

  • Technology Transformation: Technology has forever changed the consumer eating experience, transforming how we choose, receive, and consume food – whether it be growth in contactless delivery, touch screen ordering or sharing food on social networks. This trend will only accelerate in the years to come – 41% of European consumers plan to order more food online in 2023 than they have previously. 
  • Experience Exploration: Consumers seek foods that not only enhance their nostalgic memories but incorporate fresh and new flavour experiences from other cultures. For example, while 45% of European consumers * have tried American baked goods – like chocolate chip cookies and apple pie – 30% of consumers actively plan to try traditional Asian baked goods.
  • Daily Delights: Consumers have shifted their perception of sweet goods to be an essential part of a balanced lifestyle. Tied to the growing importance of mental wellness, consumers are finding ways to bring moments of joy into their daily routine with smaller-sized, high-quality sweet treats. This trend will continue in the years to come – 1 in 2 European consumers* will continue making sweet baked goods a regular part of their routine moving forward. 
  • Mindfulness Matters: Acutely aware of how their choices affect their personal health, their community and their planet, consumers are looking for authenticity and want to make a positive impact on the world. They are loyal to brands and establishments that support causes they care about. When it comes to the environment, 71% of European consumers are willing to pay a premium for sweet baked goods that are made sustainably.

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