Dawn Foods identifies four trends to watch

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Dawn Foods identifies four trends to watch

24 Sep 2025

Maddie Lambert

Maddie Lambert is a copywriter and editor from Joplin, MO. She graduated from Missouri Southern State University with a Bachelor of Arts in English – literary studies. When she’s not poring over the magazine or lost in the pages of a new novel, you can find Maddie exploring her local bookstores, spending time with her husband, or sharing her latest literary discoveries with fellow book enthusiasts.

LAS VEGAS — At its core, the bakery landscape is defined by shifting consumer preferences. To sustain and exceed growth, commercial bakeries rely on insights, innovation and actionable data to deliver on-trend foods and buzz-worthy baked goods.

At IBIE 2025, held Sept. 13-17 in Las Vegas, Dawn Foods unveiled its North America Bakery Trends, which builds on its recently launched Global Bakery Trends. The results of the proprietary research — developed from surveys of 2,500 consumers worldwide — highlighted the nuances that shape consumer behavior in North America and how bakeries can leverage these insights to drive sales and foster customer loyalty.

Sarah Hickey, VP of North America marketing for Dawn Foods, moderated a panel to debut and share these trends with IBIE attendees. The panel featured other Dawn leaders, including Erik Enyedy, VP of technical sales and service; Melissa Trimmer, senior director of culinary and corporate executive chef; and Cathy Wisloski, manager of insights.

Trend No. 1: Sweet Connections

Social media is a significant driver of taste discovery, with more than 60% of North American consumers influenced by social platforms to purchase a bakery item. From viral combinations like the “crookie” to Instagram-curated desserts, bakeries can connect their brand story online and in-store.

However, with these viral sensations coming down the pipeline at rapid-fire speed, it’s important for bakers to consider brand identity before jumping headfirst into the trend.

“Not every trend works for every brand, so pick and choose,” Trimmer said. “Make sure that you’re creating that authentic voice and that connection. See what works best for your brand identity and what it’s known for and make it your own.”

Trend No. 2: Elevated Indulgence

Today, indulgence doesn’t mean a rare treat; it’s an everyday occurrence and experience for consumers. Consumers seek affordable ways to enjoy bold, multi-sensory offerings. Limited-time offers help achieve this by creating a sense of urgency and exclusivity while driving both trial and repeat purchases.

“Elevated indulgence blends everyday comfort with a little extra ‘wow’ factor,” Trimmer said. “We aren’t waiting for birthdays or anniversaries to celebrate anymore. We’re seeing affordable everyday luxuries happening.”

Trimmer highlighted interesting flavors experiencing an uptick right now, including yuzu and brown butter, and how they transform a simple baked good into a luxurious treat.

With most consumers feeling the squeeze of inflationary pressures, incorporating a premium ingredient or garnish will appeal to those seeking something bold and creative.

“Consumers are looking for daily opportunities to treat themselves,” Wisloski said. “They love to explore affordable ways to try something new and create memorable new experiences. We can use this to play on consumers’ emotional need to treat themselves and give themselves permission to indulge … It’s going to encourage bakers to really push the boundaries and think about different ways to engage the senses.”

While Hickey reflected on the balance between taking risks with new trends, Enyedy emphasized the benefits of stepping outside of one’s comfort zone.

“I think the real question is if you can afford to not take risks,” he said. “Everybody in this room is sitting here because they’ve taken a certain amount of risk as they’ve built up their business. Do your research and use the resources available to help you think through these risks.”

64% of millennial and Gen Z shoppers say brand values strongly influence their purchasing decisions.

Trend No. 3: Simple Pleasures

Consumers crave nostalgic, comfort classics, with four out of five saying they love baked goods that evoke memories of their childhood. “Newstalgia” is on the rise, with 70% of consumers currently enjoying fresh takes on traditional snacks.

This presents immense opportunities for commercial bakeries to modernize recipes, packaging and eating occasions while still appealing to emotional connections and group celebrations.

“I would encourage you to look beyond bakery,” Enyedy said, “and draw inspiration from the broader food and beverage industry overall: all the flavors and trends going on there right now. There’s so much inspiration in front of us.”

According to Wisloski, consumers are nostalgic for eras ranging from the 1960s to the 2010s, which offers ample windows of time to mine recipes for throwback flavors and formats … all with a modern spin.

Trend No. 4: Empowering Choices

Most product offerings today are expected to be inclusive and reflective of values. More than half of North American consumers prefer to buy from manufacturers that offer options that cater to diverse dietary needs, and 64% of millennial and Gen Z shoppers say brand values strongly influence their purchasing decisions.

Offering transparency, sustainability and variety will position baking companies throughout the country for success.

“We’re seeing a new kind of conscious consumption emerge for consumers,” Wisloski said. “They really want to know what your bakery stands for. And it could be with respect to a menu approach, or it could be with respect to sourcing, but bakeries need to publicly and effectively communicate their values.”

The way consumers shop is always changing. Trends may come and go, but the role commercial bakers have in response will always stay the same … remaining steadfast to change while staying true to a brand’s core.

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