Key trends for the bakery industry to adapt 2023

To stay ahead of the game, it’s important for the bakery industry to keep an eye on the latest trends. That’s why we’ve analyzed trend reports from Mintel 2023 Global Food and Drink Trends and British Baker Top Bakery Trends 2023 to highlight the essential trends that every bakery should be prepared for in the coming year. From a focus on functional foods and sustainability to an emphasis on healthy and good-mood foods, these trends will shape the way consumers approach baked goods in 2023 and beyond.

1. Baking for well-being and happiness

As consumers re-evaluate their relationship with healthy living, they are seeking out ways to achieve a more holistic and balanced approach to their overall well-being, including a greater focus on both physical and mental health, as well as a desire for a happier lifestyle.

In a fast-paced and competitive world, more and more consumers are seeking food that can help them improve their mental performance, manage stress, and optimize brain function in all aspects of their lives. According to the Mintel report Global Food and Drink Trends 2023, focus and productivity are two of the most highly desired mental and emotional well-being benefits that consumers are seeking in their food choices.

One way consumers are looking to support their health is by incorporating healthy options and good-for-the-gut ingredients into their diets, such as sourdough bread, wholemeal bread, and bread rich in seeds, fruit, and vegetables. Additionally, there is a growing trend towards “putting good mood in food,” as consumers shift their focus from viewing sweet goods as something to feel guilty about to seeing them as a source of enjoyment and a necessary part of a balanced lifestyle.

The many benefits of incorporating prebiotics in baked products are expected to receive increased attention as consumers look for ways to support their mental and emotional well-being through their diet. By choosing foods that contain prebiotics, consumers can support their mental and emotional well-being while also enjoying the delicious taste and satisfying texture of baked goods. So, it is worth considering these options as a part of a healthy and balanced diet.

2. Truly sustainable – not just a claim

As consumers across all generations become more aware of the impact of their actions on the planet’s health and well-being, they are increasingly seeking out brands that can help them live, eat, and behave better on a daily basis. Sustainable claims are no longer a niche or optional feature, but rather a standard that all businesses must live up to if they want to be trusted by consumers.

One way that brands can gain trust and credibility is by citing scientific research and using certifications and third-party voluntary labels to support their claims. For example, according to the British Baker 2023 trend report, recyclable packaging and the use of reusable bags are expected to become more popular in the coming year as consumers look for more environmentally-friendly options. Some manufacturers are already promoting eco-packaging solutions that replace plastic, and there is a general ambition across the supply chain to reduce food waste while still maintaining availability and freshness.

By demonstrating a commitment to sustainability and transparency, brands can build trust with consumers who are looking for trustworthy information and solutions to help them live more sustainably and make a positive impact on the planet.

3. Finding value in treats

As consumers navigate the ongoing economic challenges, they are looking for ways to save money while still enjoying new experiences. This can be a delicate balance for the manufacturers to strike, as they seek to deliver value to their customers while meeting their expectations for high-quality treats.

Despite the economic uncertainty, many experts believe that baked goods, such as cakes, pastries, and sweet treats, will continue to be popular as a form of affordable indulgence and comfort. This is known as the “lipstick effect”, where this phenomenon suggests that during tough economic times, consumers tend to turn to small luxuries, such as treats, to boost their mood. These treats can provide a small but much-needed boost during tough times, and many consumers are willing to budget for them even if they are cutting back in other areas.

However, it is also important to note that some consumers may choose to cut back on these types of treats in an effort to save money. In this case, producers will need to find ways to meet the needs of these budget-conscious customers while still offering a wide range of delicious and satisfying options. Whether through the use of cost-saving ingredients or the development of value-priced items, brands can ensure that they remain a go-to destination for consumers seeking affordable indulgences and comfort.

4. Communicating the value

During 2023, it is likely that consumers will increasingly seek out brands that align with their top priorities and values. While the demand for low prices may not fully disappear, companies can anticipate that consumers will place a greater emphasis on other benefits such as product versatility, environmental sustainability, and ethical practices.

To connect with these buyers, it will be essential for brands to communicate their products clearly and simply, highlighting the benefits that are most important to consumers. In particular, health benefits and natural ingredients are likely to become more important factors in consumer purchasing decisions, as people look for ways to support their overall well-being.

As such, companies that can effectively communicate the unique value of their products and how they align with consumer priorities will be best positioned to succeed in this evolving marketplace. By focusing on the factors that are most important to consumers, brands can build trust and loyalty, and ultimately drive sales and growth.

To sum it up

Take control over the trends influencing 2023, including functional foods, sustainability, healthy and good-mood foods, simplicity, and personalized options. To meet the needs and expectations of consumers, it will be important for manufacturers to incorporate these trends into their products and sales strategies.