Where do baked goods fit into resolutions?

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Where do baked goods fit into resolutions?

31 Dec 2025

Joanie Spencer

Since 2008, Joanie Spencer has covered the retail and wholesale sides of the baking industry.
Serving associations such as the American Society of Baking (ASB) and BEMA, Joanie is also in demand as an industry presenter on bakery operations and trends. She holds a bachelor’s degree in communication from Rockhurst University and a master’s degree in journalism from the University of Missouri.

When she’s not running or playing soccer, Joanie spends her time with her husband and 11-year-old son.

CINCINNATI, OH — On the eve of the New Year, people everywhere are gearing up for the “new year, new me” mode, and CPG companies are taking notice.

Although resolutions seem mythical to most, they do frame a consumer mindset for what will drive purchases in the coming years. Kroger Precision Marketing, powered by 84.51°, released its recent “Consumer Digest,” outlining some of the most important areas that shoppers will focus on in 2026.

One important note the report identified is the emphasis on goals vs. trends. Focusing on goals puts accountability at the forefront, giving resolutions like physical health and self-care more staying power. According to the report, nearly half of households polled showed a strong commitment to achieving their 2026 goals, no matter how long it will take.

When it comes to physical health, 64% of study participants identified nutrition and diet as a major focus area. And when asked about the “why” behind their goals, 75% said a boost in overall long-term health was a benefit they wanted to see from their resolutions, while 65% said a boost in physical appearance and 63% hoped for a boost in energy and performance.

Nutrition will be a big factor for achieving overall wellness in the year ahead. Seventy-nine percent of participants identified weight management as an area where diet impacts health, followed by heart health (74%) and gut health (70%). Baked goods can play a significant role in all three areas, creating opportunities for increasing the message around a product’s healthy attributes such as high fiber, whole grains, and pre- or probiotics.

When it comes to physical health, 64% of study participants identified nutrition and diet as a major focus area.

While 58% of people said limiting processed foods would be a goal for focusing on nutrition basics, 51% will focus on eating a balanced diet, which also creates opportunity for educating consumers around health attributes.

So, how will these goals impact spending? Food costs are a big factor; it was listed as one of the top three barriers, along with time constraints and not liking the taste of healthy foods. Additionally, more than half (51%) said high prices were a barrier for purchasing functional foods. According to the report, 45% said they’ll keep their grocery spending the same, while 57% said they plan to eat out less and 50% indicating an increase in savings and investments.

During January specifically, shopping habits align with resolutions, with weekly visits 1.6 times higher than average, and 18% of shoppers saying they buy more healthy foods in January.

With the increased focus on health and self-care — and their budget, time and taste constraints — consumers will likely take a holistic, yet realistic approach to their goals when the New Years celebrations are over. When brands recognize the obstacles and help consumers overcome them, baked goods can become part of the solution all year long.

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