PAGE HEADER IDDBA GUIDING TRENDS (CONT.)
Trend 5: Homemade, Modern Made Nostalgia Meets Modern Life
Consumers are returning to familiar flavors and formats that signal care and craft—delivered with modern convenience and clean, simple ingredients. “37% of Americans eat a favorite food to minimize stress, +8 pts from 2011-2023,” and “66% of Americans cook for fun weekly or more often, +14 pts from 2019-2025; far fewer (48%) eat out at least weekly.” — Rachel Bonsignore, Vice President at NIQ Consumer Life, NielsenIQ.
“A dish that’s homemade signals care, family, and tradition — a way to ‘do better’ and ‘care for’ people they love. In fact, 21% of shoppers seek nostalgic flavors like apple pie, s’mores, or orange creamsicle when looking for something new. And because 65% of bakery shoppers worry products will go bad before they’re used, smaller packs and resealable formats ease guilt and boost confidence—helping bring scratch-style comfort into today’s busy routines.” — Sarah Weise, CEO, Bixa.
“Another trend that’s been around for a bit but is continuing to see traction is the ‘old is new’ trend, with everything classic being reinvented with new versions or flavor treatments. Just look at all the applications we’ve seen with Dubai chocolate and how the flavors of chocolate and pistachio can be worked into nearly any product, including sweets and baked goods.” — Renee Lee Wege, Trendologist & Senior Publications Manager, Datassential.
At home, the behavior shift is durable: “The decade has seen both Convenience and Relevance be central dimensions of value that consumers seek. Retail still commands 60% of total food & beverage spending as of Q3 2025… New skills learned during the pandemic and enabled through digital learning and innovative home appliances like air fryers are also bringing more and more meals home… Everyday special occasions (about 91% of all “special meals”) happen outside a holiday… Deli, Dairy and Bakery are all essential… flavor expansions… Middle Eastern and Mediterranean in Prepared Foods as well as Hispanic and Asian baked goods… While in Dairy and Deli, the continued demand for “snackification” is driving trays, charcuterie and specialty cheeses… In the Dairy, ingredient “swaps” are a major driver of double-digit growth in cottage cheese and other traditional ingredients seeing new usage occasions… Dairy, Deli and Bakery companies should stay abreast of trends from well beyond just their own walls… We are in a new era of exploration – and our ideas should match the moment.” — Jonna Parker, Principal, Circana.
A caution on nostalgia: “There are a few challenges when it comes to pursuing nostalgia as an innovation play… there is no one or even generally perceived nostalgia… nostalgia is very limiting… A better approach is to innovate for the future and, when appropriate, to pull in nostalgic elements as touch points… Consider the emotional attributes of nostalgia… when elements can evoke that same emotion without getting trapped in a nostalgia hole.” — Maeve Webster, President, Menu Matters.
Five Takeaways for Retailers & Manufacturers
• Modernize the memory: recast classics with clean labels and subtle flavor twists.
• Design for “everyday special”: affordable, weeknight upgrades that feel celebratory.
• Right-size the pack: smaller, resealable formats reduce waste anxiety and increase confidence.
• Merchandise newstalgia: pair vintage cues with trending flavors (e.g., pistachio, ube, chili crisp).
• Leverage home tools: formats optimized for air fryers and multicookers fit modern routines.
WHAT’S IN STORE | 2026 © 2026 International Dairy Deli Bakery Association
Industry Landscape
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