How to gauge consumers’ shifting flavor preferences

BACK TO ALL NEWS

How to gauge consumers’ shifting flavor preferences

19 Sep 2025

Lily Cota

Lily Cota is a writer, editor and photographer from Kansas City, Missouri. She graduated from Missouri State University with a Bachelor of Science in English and a minor in Photography. When she’s not writing, you can find her reading fantasy novels, thrifting, trying out local coffee shops and spending time with her nieces.

LAS VEGAS — The baking industry is always changing, especially when it comes to the top flavor trends guiding production. By staying ahead of the curve, bakeries can attract and retain consumers looking for something new from their baked goods.

During the International Baking Industry Exposition (IBIE)’s dedicated day of education on Sept. 13, Suzy Badaracco, president at Culinary Tides Inc., divulged the key drivers shaping the future of food preferences, placing a heavy emphasis on economic and psychological influences.

“Consumers are looking for authentic but new flavors, so if you’re working on a new food or beverage, you want to put it alongside something that’s a little more familiar,” Badaracco said. “Right now, they want new foods, but they don’t want off-the-cuff fusion, or things they don’t recognize at all.”

As the economy shifts, so do consumer preferences, especially when it comes to nourishing their bodies. During an economic downturn, shoppers are more likely to purchase inexpensive, value-driven foods, often opting for snacks in place of meals.

Before the COVID-19 pandemic, consumers reacted differently to rising inflation. Fear and panic would rise, leading them to decrease risk-taking, travel and experimentation with new and bold flavors.

“You’ll have no idea how long a trend is going to last, so you need to understand why it’s occurring in the first place.” — Suzy Badaracco | president | Culinary Tides Inc.

Now, they’re less reactive. Stressed, but not panicked. This leads to more exploration, travel and inclination for global flavor profiles.

“Travel is important to track because that brings global flavors into the US,” Badaracco explained. “That’s how we can predict what flavors are going to hit. We can see that extreme flavors are still here and growing in interest. So citrus, chilies, heat and all things spice are still on the menu.”

Understanding these shifting trends enables baking companies to innovate their offerings and ensure they meet evolving tastes, including regional, national and global influences.

“You want to understand the emotional, psychological and cultural drivers, not just what’s trending,” Badaracco said. “You’ll have no idea how long a trend is going to last, so you need to understand why it’s occurring in the first place. Lean into savory, global — even functional — roles that bakery often offers.”

Listening to the things driving baked goods consumption for the modern consumer puts power into the hands of the baker.

“Consumers are seeking discovery and adventure, so bake in some excitement with international influences or spice-driven profiles and better for you,” Badaracco said.

Advertisement

BACK TO ALL NEWS