Top 7 rising bakery trends to follow in 2024

Discover the bakery landscape of 2024 as we dive into the 7 most promising trends set to shake up the sector. From the latest TikTok craze to the world's most sought-after flavors, we shine light on what's new in the world of bakery.

In 2023, the popularity of the hashtag #innovation in bakery jumped an impressive 136% compared with the previous year1, demonstrating a remarkable surge in creative advances and game-changing developments within the bakery industry.
From innovative uses of traditional ingredients to reinventing the shape and taste of classics, get ahead of the curve and prepare to keep up with trends and satisfy customers.
Here is our selection of 7 rising bakery trends to follow in 2024! 

What are the top bakery trends in 2024?

1. BAKERY AS AN ART FORM : Enjoy it with the eyes

In a climate where inflation is a major concern for consumers, there has been a significant rise in the popularity of high-quality and premium bakery products on social media. Despite booming sales of hard discount and private label items, appreciation for quality remains unshaken, with 59% of American consumers saying they are willing to pay more for premium products rather than opt for average quality2. It's also thanks to the fame of artisan bakers such as Cédric Grolet (9,7M followers on Instagram) and Amaury Guichon (15M followers on Instagram), who have become real influencers by elevating bakery to the level of a true work of art. 

While pleasure remains essential, with 83% of consumers putting taste first, aesthetics are also an essential criteria. Indeed, 59% of consumers recognize that a visually appealing presentation improves overall taste perception3. This nuanced shift underlines the changing dynamics within the bakery industry, where the balance between quality and aesthetic appeal is becoming increasingly central to consumer preferences.

Why follow this trend?

Differentiate yourself from the competition: focus on quality and aesthetics to not only enhance the perceived value of products, but also strengthen brand reputation and image. In today's competitive marketplace, where consumers are increasingly demanding and value-driven, adopting these trends can build customer loyalty, attract new customers and, ultimately, contribute to the long-term success of the business.

2. CUSTOMIZATION : Make it special

Today's bakeries offer a multitude of creative possibilities, transforming their products into personalized canvas that go beyond simple consumption. Whether it's printing a distinctive logo to reinforce brand recognition, creating intricate designs that showcase artisan skills, or integrating original messages, the bakery experience is becoming increasingly interactive and tailored to individual preferences. This gives customers the opportunity to celebrate the important moments in their lives, such as special occasions (Christmas, Easter, Valentine's Day...), birthdays and even wedding proposals. 

The personalized bakery experience has become a powerful tool for expression, connection and storytelling in the ever-expanding social media arena.

If customization can be very sophisticated, it can also be made from simple bakery products or best sellers present in your offer without specific equipment or skills in just a few minutes.

3. XL SIZE : Create a giant buzz

A current trend dominating social media is the surge in popularity of oversized cake, pastries and viennoiseries. In savory form, there are also giant sandwiches intended for sharing (or not). This phenomenon reached has peaked on platforms such as TikTok and Instagram, where influencers and anonymous users shared photos and videos sparking a widespread excitement. Although it's a practice of the younger generations, also known as "gen z", it being to everyone. For instance, renowned pastry chef Philippe Conticini has introduced XXL croissants and pains au chocolat, further fueling the trend. 

The appeal of these oversized bakery creations extends beyond their striking visual appearance; they offer a unique social experience,  challenging individuals to eat them whole or encouraging sharing in common. These pastries provide consumers with a novel way to manage costs and portion sizes by splitting the bill among friends or family, transforming the consumption of these larger-than-life delights into not just a culinary adventure but also a financially savvy group experience.

4. UPCYCLING FEVER : Make new from existing

The upcycling food trend has gained significant momentum in response to the alarming levels of food waste in Europe, which amount to approximately 58 million tons, equating to roughly 10% of total production. As consumers become increasingly aware of this issue, there has been a notable surge in interest in ways to repurpose and recycle food items, as evidenced by the remarkable 173% increase in mentions of "reuse & recycle" on social media in 2023, generating over 5 million interactions1.

Viral upcycling recipes like crepes made from stale bread, croissant pudding, and French toast croissants creatively repurpose leftovers into delicious dishes.

These recipes offer both practical solutions to food waste and inspire culinary creativity, with social media platforms serving as hubs for sharing innovative ideas and promoting sustainable consumption practices.

5. TRAVEL WITH FOOD : Inspiration from around the world

The culinary landscape is undergoing a vibrant transformation, fueled by a fervent interest in global gastronomy. In the realm of Italian cuisine, there has been a notable surge in popularity, with mentions of focaccia up 93% compared to 2022. Additionally, pinsa, a traditional Roman flatbread, saw a remarkable increase of 53% in mentions and 61% in interactions, reflecting a growing fascination with authentic Italian flavors.

Across the Atlantic, the United States pastry scene is experiencing a renaissance of its own, marked by a surge in interactions with donut products, which rose by an impressive 115% compared to the previous year. Moreover, the hashtag #brownies witnessed a resurgence in 2023, with mentions increasing by 107% compared to 2022, showcasing a renewed appreciation for classic American desserts1.

Looking ahead, the Kerry Group anticipates a burgeoning interest in Lebanese, Polish, Greek, and Japanese cuisines, among others, within the European Union. These culinary traditions promise to introduce new flavours and techniques, further enriching the culinary tapestry of the region.

In conclusion, incorporating inspiration from international cuisine into your menu offers a captivating escape beyond mere sustenance for your customers. Embracing the diverse flavours and culinary heritage from around the world not only enhances the dining experience but also satisfies the growing appetite for exploration and discovery among discerning food enthusiasts.

6. CROISSANT 2.0 : One product and countless ways to enjoy it - It never stops reinventing itself

The croissant, an icon of French pastry, continues to captivate not only with its classic flakiness and delicious taste but also with its endless potential for reinvention. While delightful on its own, the croissant has become a canvas for culinary creativity.

From croissant ice-cream concoctions by French artisan baker Philippe Tayac to the trendy twist of croissant-based beignets at Cédric Grolet's new café, the possibilities seem endless. Viral trends like the smash croissant recipe, seen on YouTube, and the croissant-turned-hot chocolate vessel discovered in the bustling streets of New York City, exemplify the imaginative ways in which this iconic pastry is being reimagined and enjoyed.

This trend, although not new, shows no signs of slowing down, as the combinations are endless and the creations grow increasingly inventive. The Crookie, a recent viral sensation on TikTok masterminded by French bakery Lavaud, and other innovations like the Croiffle and Cruffin, further demonstrate the boundless potential of the croissant 2.0 phenomenon.

As the croissant continues to evolve and inspire, it's clear that this timeless viennoiserie is not just a treat for the taste buds but a testament to the enduring creativity and ingenuity of the culinary world.

7. GO GREEN : A better way to consume

With growing awareness of environmental sustainability, the food industry, including bakeries, is increasingly focusing on environmentally friendly practices to reduce carbon footprints. In fact, food production accounts for 1 third of our carbon footprint, making it a crucial area for improvement.

Over the past year, discussions around the sustainability of bakeries have multiplied, with an 83% increase in conversations across different media platforms compared to the previous year. In addition, the use of hashtag #plantbased in bakery products saw a notable increase of 38%, reflecting a move towards more sustainable and plant-based options1.

As consumers place greater importance on sustainability, bakeries can be expected to adopt practices such as sourcing locally produced ingredients and using environmentally friendly packaging solutions. Lands & Monkey, which emphasises sustainable development throughout its concept and operations, is an example of a bakery that embraces this philosophy.

We recommend developing a vegan offering to meet the growing needs of environmentally conscious consumers. In addition, opting for local sourcing helps reduce the carbon footprint associated with transporting ingredients. Finally, it is essential to effectively control and manage food waste in order to minimize losses and maximize the company's positive impact on the environment.


1DLF x Ipsos synthesio social listening 2024

2Mintel, 2022: one in five Americans struggle to cover day-to-day expenses as inflation soars

3Puratos, 2022: hottest bakery trends for 2023