about eight seconds to stop someone. It’s all about showing the finished product first, then giving that behind-the-scenes peek— people love to see your kitchen, your process, your story.”


2. ELEVATED INDULGENCE


Next came Elevated Indulgence, a trend reflecting consumers’ growing desire for bold flavours, refined textures, and a sense of treat-yourself luxury—even on a budget. “Consumers view sweet bakery as an affordable luxury,” Browner said. “Something that gives them that VIP feeling—even if it’s just for a moment.” According to Dawn’s research, 72% of European consumers agree that sweet baked goods provide that attainable indulgence. Browner pointed to the rise of “next-level buns” across European bakeries—especially reinvented cinnamon buns—as proof that consumers are embracing decadent formats and bakers are responding with creativity and flair.


3. SIMPLE PLEASURES


In contrast to the bolder indulgences, Dawn’s third trend, Simple Pleasures, highlighted the role of sweet baked goods in offering emotional comfort and nostalgic joy. “These products offer a delightful escape,” Browner explained. “They bring familiarity and joy when it matters most—whether it’s a reminder of childhood or a shared moment with someone close.”


This trend urges bakers to revisit classics and enhance them in subtle, meaningful ways—combining heritage with innovation.


4. EMPOWERING CHOICES The final trend,


Empowering Choices,


reflects a growing demand for customisation, inclusivity, and values-driven purchases. “The days of one-size-fits-all are over,” said Browner. “You might have a vegan friend, a gluten-free friend, and one who only eats from bakeries that fight food waste. Consumers expect choice—and meaning behind that choice.” Dawn’s research found that 56% of European consumers prioritize buying from brands whose values align with their own. That means bakers must go beyond the product,


providing transparency,


sustainability, and community engagement. Browner spotlighted German donut chain Brammibals Donuts as a prime example. “They donate €0.50 from every strawberry sprinkle donut to a rotating charity, and they


bakeryproduction.co.uk


update customers every three months on who they’re supporting. This level of transparency builds trust—and loyalty.” As the keynote wrapped up, Browner showcased a single donut from Brammibals


that embodied all four trends: a matcha white chocolate flavour (elevated indulgence), developed with an influencer (sweet connections), fully plant-based (empowering choices), and rooted in comforting flavour (simple pleasures).


“This one product is meeting multiple consumer demands at once,” Browner said. “It’s a great example of how these trends are interconnected—and how brands can innovate in every direction.” Dawn Foods invited iba attendees to experience the trends firsthand at their booth (Hall 15), with a live baking demonstration. “We’ll be creating sweet baked goods that bring these trends to life,” Browner said. “Come see how it’s done—and taste the future.”


Kennedy’s Bakery Production June/July 2025 17


72% of European consumers agree that sweet baked goods provide that attainable indulgence”


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