Iba 2025


Fresh out the oven with Dawn Foods


Dawn Foods delivered a powerful keynote at iba 2025, presenting its global bakery trend forecast and spotlighting the consumer behaviours changing the world of sweet baked goods.


Manager for Europe and AMEAP, took the stage to unveil Dawn’s four key trends driving innovation and connection in today’s bakery world.


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“This is a very special day for us at Dawn,” Browner began. “We’ve launched our 2025 trends here at iba, and this is our first in- depth presentation.”


16 Kennedy’s Bakery Production June/July 2025


ith a packed audience and high expectations, Sarah Browner, Market Research & Insights


Rooted in robust research – including a survey of over 2,500 consumers across six European countries, as well as extensive on- the-ground market visits—Dawn’s insights were framed by major global forces like climate change, inflation, and rising demand for personalisation. “We took a step back and asked: what’s happening in the world, and how is it impacting consumer purchases?” Browner explained.


1. SWEET CONNECTIONS Dawn’s first trend,


Sweet Connections,


emphasised how social media is a marketplace and a megaphone rolled into one. “This really


is all about social media,” Browner said. “It’s reshaping how brands and bakers sell, innovate, and market.”


She highlighted the viral phenomenon of Pistachio Dubai Chocolate, an indulgent bar made with pistachio cream and tahini, which skyrocketed to fame on TikTok in 2023 and still commands attention with over 120 million views. “What’s exciting is that two years later,


it’s still around—big


brands are getting involved, and demand hasn’t slowed,” she added.


Browner stressed the growing importance of short-form video in catching consumer attention. “We love to scroll, and you’ve got


bakeryproduction.co.uk


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