MORNING GOODS AND PASTRY INNOVATIONS


WITH


From sugarbeet flour to spent grain innovation, bakers are reinventing breakfast with healthier, greener, and more indulgent creations.


B


akery products play a central role in the European diet, serving as staple foods for millions. The market is well established, with


a mature network of products, distribution channels, regulations, and innovation platforms that have shaped consumer preferences for decades. Yet, the bakery sector is experiencing significant transformation. Shifting lifestyles, growing health consciousness, rising disposable incomes, and a strong demand for convenience are driving rapid changes in what European consumers expect from


their morning goods and pastries. Today’s consumers are looking beyond


convenience. They want nutritious, instant options that allow them to reduce calorie and sugar intake without compromising on taste or indulgence. Germany leads the European baked goods market with an annual growth rate of 3.0%, closely followed by the UK at 2.9%, highlighting the sector’s continued momentum. Several key trends are shaping


this evolution: the rise of gluten-free, wholegrain, ancient grain, and additive- free products; a growing preference for


natural, allergy-free ingredients; and increasing interest in artisan, organic, and locally produced goods. Tourism and on-the-go lifestyles are fueling demand for portable options such as muffins and doughnuts, while environmentally friendly packaging and waste reduction are becoming important drivers for both manufacturers and consumers. At the same time, bakery operations are


being reshaped by the need for efficiency, reliability, and sustainability. Bakers are investing in advanced equipment and optimised systems that reduce


20 • KENNEDY’S BAKERY PRODUCTION • AUGUST/SEPTEMBER 2025


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