GLOBAL BAKERY TRENDS 2026


HAS BAKERY FELT THE “OZEMPIC EFFECT”


Health-conscious consumers still crave indulgence, but in 2026 the most successful bakery products are those that combine nutrition, texture, authenticity and global flavour inspiration into a single bite. Kennedy’s Bakery Production reports


F


or years, the bakery industry has been framed around a series of apparent


contradictions: indulgence versus health,


convenience versus quality, innovation versus tradition. In 2026, however, those distinctions are blurring. Consumers now expect products that successfully deliver across every measure. Today’s bakery shopper wants a


croissant that satisfies a craving while contributing to protein intake, a muffin with a shorter ingredient list, or a snack bar that feels indulgent without excessive sugar. This convergence of nutrition, sensory appeal and transparency is redefining product development globally and creating new opportunities for manufacturers prepared to innovate. According to ADM’s consumer research,


the shift towards functional bakery is unmistakable. Around 69% of global consumers are actively seeking more fibre in their diets, while 66% are looking to increase protein consumption. At the same time, clean-label expectations continue to influence purchasing behaviour, particularly in Europe, where 65% of consumers say sugar reduction becomes even more important when


24 • KENNEDY’S BAKERY PRODUCTION • JUNE/JULY 2026


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