As consumers seek everything from better-for-you options to indulgent comfort foods, the baked goods

sector is evolving fast. FoodBev spoke with leading industry experts to uncover the flavours, inclusions,

ingredients and innovations shaping the next wave of bakery products – and what’s set to rise in 2026.

Florianne Dudragne

Business opportunity manager, Baking with Lesaffre

2026’s baked goods trends will centre on two key priorities. First, snack-style products that combine convenience with adaptability to busy routines, offering healthy, all-in-one options enriched with fibre and protein. These make it easier for consumers to meet nutritional goals without the mental load of constant decision-making.

Second, pure indulgence moments – products chosen for their taste or their ability to evoke global or childhood nostalgia. Think doughnuts, Danish pastries or globally-inspired flavours. These focus on sensory pleasure and emotional connection, balancing everyday practicality with occasional decadence.

The category will bridge efficiency and joy, easing decision fatigue while satisfying evolving appetites.

Mike Walker

Managing director, The Original Baker

We see traditional savoury favourites being elevated with richer inclusions such as slow-cooked meats, heritage cheeses, wild mushrooms and fresh herbs. These touches transform a familiar pie into something that feels like a treat.

Convenience also plays a big role. Shoppers don’t want to compromise on authenticity just because they’re busy. Heat-and-eat pastries are answering this demand by using real ingredients, traditional techniques and recipes that feel homemade. For many, savoury pastry is no longer just an everyday meal option; It’s becoming an affordable luxury that delivers both comfort and a sense of indulgence without breaking the bank.

Susen Gottwald

R&D bakery category leader, Cargill

Looking ahead to 2026, flavour and format innovation will take centre stage. Consumers are seeking bakery products that deliver both function and flair, with enrichments such as targeted inclusions that support gut

health.

At the same time, global inspiration is set to bring fresh energy to the category, with flavours like cardamom, saffron, guava and passionfruit adding a sense of adventure to everyday bakes. Nostalgic favourites, including muffins, doughnuts and cookies will continue to rise, but with modern upgrades – from freeze/ thaw-stable fillings in vibrant colours and textures to indulgent chocolate and fruit inclusions that add depth and excitement.

Matt Schueller

Director of marketing insights, Ardent Mills

Ardent Mills identifies ‘benefit stacking’ as a key force shaping the future of baked goods.

Consumers are no longer satisfied with a single nutritional claim – the average person now engages in more than seven ‘stacked’ health behaviours at once. As a result, they’re seeking products that deliver protein, fibre, digestive support, sustained energy and great taste, all in the same bite.

This shift is driving demand for versatile ingredients like chickpeas, which 63% of consumers now view as ‘upand- coming’. Naturally gluten-free, chickpeas tick multiple boxes while performing well in indulgent formats such as cookies, brownies and snack breads. This balance of comfort and multifunctional nutrition is set to define the next wave of bakery innovation.

Consumers want flavours and inclusions that feel indulgent yet purposeful – sweet treats paired with protein or fibre-rich add-ins, nostalgic textures reimagined through a wellness lens, or classic snacks offering gut health benefits alongside flavour and enjoyment.

Stephen Jones

UK sales director, Grupo Bimbo UK, on behalf of New York Bakery

First, fibre-maxxing is rapidly gaining traction, as consumers look to boost gut health and fibre intake in fun, shareable ways. Second, flavour remains key. Finally, health and wellbeing continue to be top priorities, with shoppers seeking better-for-you options that don’t compromise on taste.

The cost-of-living crisis has further reinforced demand for products that deliver both value and versatility –affordable staples that work across multiple meal occasions. At the same time, health and wellness goals aren’t going away. Shoppers want foods that work harder for them, whether

through higher fibre, extra protein or lower-calorie options, without paying

a premium.

Sarah Gerrerd

Category manager, White Rabbit

We see three key themes shaping the baked goods category as we move toward 2026. First is the ‘foodie’ trend, driving demand for more adventurous choices. In fact, seven of the ten fastest-growing pizza products today fall outside traditional flavour profiles – clear proof that consumers are seeking new taste experiences.

Second is the ongoing premiumisation of baked goods, as shoppers continue to trade up for products that deliver higher quality and craftsmanship.

Finally, quality cues such as sourdough are becoming powerful symbols of premium. Pizzas with sourdough bases are growing at +33% year-on-year compared to just +1% for pizza overall, highlighting consumers’ growing appreciation for artisanal-style products.

Alex Alderdice

Marketing manager, Juvela and OAF Gluten Free

We believe the future of gluten-free bakery is shaped around the elevated everyday products we are seeing in mainstream fixtures, as well as the emphasis on indulgence and flavour in treat occasions – the key is doing this without compromising on quality, taste and value for money for the gluten-free consumer.

Flavoured breads, such as Subway-style rolls, are set to be a big hit, with mainstream retail offers from Aldi and New York Bakery showing that shoppers are willing to experiment with breads that bring excitement to everyday life.

Ross Lowrey-Heywood

Innovation manager, Finsbury Food Group

We expect to see a rise in bakes that balance familiarity with innovation, nostalgic flavour cues like red

velvet and carrot cake reworked with mascarpone frosting instead of cream cheese, or experimenting with the likes of miso caramel rather than more expected profiles like salted caramel.

Layered textures, stuffed formats and hybrid bakes (like brookies or cruffins)

are gaining ground for their sensory appeal, on-shelf impact and the fact that they translate well on social media. The future of bakery is about meeting multiple missions: indulgence, health, convenience and experience, without compromising on quality.

Daniela Quintero

Director of design and product development, Luker Chocolate

Consumers in 2026 want it all – healthier options that don’t compromise on indulgence, including reduced-sugar recipes, functional ingredients such as whey and pea protein and clean label formulations.

Flavour trends are moving toward sweet-savoury crossovers, like miso caramel or chilli chocolate, alongside nostalgic milk and dark chocolate paired with vibrant fruit accents such as raspberry and citrus. Multi-textural experiences are also gaining importance, with crunchy-soft layers and hybrid formats like croissant-cookies providing both visual appeal and sensory excitement.

Andrew Hart

Director of strategic marketing and business development, flavour and encapsulates, Balchem

Consumer demand for healthy yet indulgent food continues to rise – with 52% of consumers globally preferring to treat themselves through everyday moments of happiness. At the same time, interest in clean label recipes with recognisable, natural ingredients is also growing – driving reformulations across the entire food and beverage industry, including bakery.

Ultimately, flavour remains crucial to deliver healthier AND enjoyable taste experiences. Looking ahead,

regional influences will inspire a new wave of innovation. Think espresso fudge brownies, tortillas with

coconut and curry leaf, or cinnamon sugar churro blondies – blending indulgence with novelty to create true ‘wow’ experiences.

Ozge Aksit

Product manager, Sensient Flavours & Extracts, Europe

Consumers increasingly prefer multi-textured products for a more engaging sensory experience.

Inclusions such as multi-layered particles – like salt-coated sugar or lemon meringue – are rising

in popularity, offering a twist on classic options like caramel and chocolate.

Flavour trends are moving in two directions: nostalgic classics and viral, adventurous options.

Asian-inspired flavours – matcha, jasmine, cherry blossom, wasabi, salmon, yuzu and black garlic – are gaining shelf space, while visually striking ingredients like vibrant purple ube are proving highly

shareable on social media.

Rachel Wells

Commercial director, St Pierre Groupe

Flavour will define 2026. Consumers are seeking more excitement from everyday bakery, with bold, globally inspired flavours increasingly showcased through the product itself. Premiumisation remains

strong, as shoppers look to elevate routine occasions with small indulgences – an area where bakery is perfectly placed to deliver.

Limited-edition flavour combinations and innovative breakfast formats not only create excitement but

also attract new shoppers. By continuing to premiumise breakfast, brands can offer affordable luxury while helping retailers drive incremental spend and loyalty.

Laurence Herbert

Chief marketing officer, Puratos

Protein is emerging as one of the biggest trends reshaping bakery, as

health-focused consumers demand more from their favourite breads,

pastries and desserts.

Puratos Taste Tomorrow data shows 67% of shoppers now choose baked goods for their health benefits, with protein ranking as the fourth most searched nutritional attribute – after sugar, calories and fat.

Online searches for ‘low-carb protein bread’ are up 282%, while ‘high protein dessert, low carb’ has surged 7,800% in the past year.

As GLP-1 weight loss medications heighten focus on maintaining muscle mass, bakery brands have a

golden opportunity to fuse function with flavour and indulgence.

David Hebson

Trade marketing director, Fox’s Burton’s Company

While taste remains the primary reason people gravitate towards a certain product, recent reports suggest consumers are increasingly looking for multi-sensorial mouthfeels within their food palette.

It’s key for retailers to stay across the latest trending topics on socials, as well as keeping in close contact with their suppliers, so they can stock their fixtures quickly and capitalise on a big uptick in demand.

2025 saw the rise of ‘Dubai Style Chocolate,’ fixtures that jumped on this trend and generated sales of £986k in ten weeks. While the next ‘taste trend’ remains unknown, we urge store owners and retailers alike to have

their finger on the pulse of socials to boost basket spend and sales.