“There are some challenges to entice consumers back to that retailer, back to that at-home food, the packaged items they can pick up at the supermarket, or the fresh items from the in-store bakery,” Schneider said. “We see at the start of this year that it’s not looking great for center aisle. There’s a lot of work we can do to really liven it up and bring those consumers back.”

With a focus on the health-and-wellness sector, bakers can understand what consumers are searching for when they read a product’s ingredient label.

“We know the number one reason for consumers moving away from baked goods is that they feel that they’re unhealthy for them,” Schneider said. “Food health is not just counting calories anymore. We’re seeing more and more studies come out about ultra-processed food. Consumers are scared, and they want to understand our ingredient lists.”

When it comes to flavors, consumers are trying to step outside of the box — and the country. Manufacturers need to provide global taste profiles and multi-textural experiences, especially as younger generations, known for their unconventional palates, gain more purchasing power.

“Young millennials and those Gen Z that are starting to gain more wallet share in the US are looking for exotic tastes from around the world,” Schneider said. “Creating a product that’s both relatable and also culturally significant to them would make these exotic and really rich flavor combinations more approachable for everyone.”

Those generations are also interested in reliving their youth with twists on nostalgic flavor profiles. They’re also seeking indulgence without the “unhealthy” label, opting for cleaner ingredients over removing treats entirely.

“Altogether, these two consumer groups are looking for that memorable experience,” Schneider said. “They’re looking for something exciting, something that makes them feel good and is really satisfying because it really gets that sweet tooth without going too far.”