Explore the latest innovation in cakes, pastries and sweet goods in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the sweet baked goods market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global cakes market. Understanding innovation in cakes, pastries and sweet baked goods has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Benedict Lai. Benedict joined the Food & Drink team in March 2025, bringing with him over three years’ experience as a CN-EN translator within the localisation team. Currently, he researches and writes Year of Innovation reports.
Sweet baked goods brands continue to focus on seasonal offerings while broadening usage occasions and enhancing convenience.
Benedict Lai
Associate Analsyt (Innovation)
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Cakes, Pastries and Sweet Baked Goods
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: seasonal claims are more prevalent in private-label launches, while limited editions remain niche
- Sweet baked goods shoppers favour seasonal and limited-edition launches
- Seasonal claims lead in private label, while limited-edition claims lag behind
- Graph 1: % of private-label and branded cakes, pastries and sweet goods launches with select positioning claims, 2024-25
- Brands and private labels leverage seasonal and limited-edition appeal
- Europe: sweet bakery brands offer versatility from breakfast to snack time
- Sweet baked goods sought for more occasions
- Brands tap sweet baked goods as breakfast options
- Brands offer sweet baked goods tailored for snack time
- The Middle East & Africa (MEA)
- Social media icons on-pack to drive engagement
- Social media driving first-time food and drink purchases
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Asia Pacific (APAC)
- Asia: no additives/preservatives claims remain underused despite consumer demand
- Consumers seek cleaner, preservative-free sweet baked goods
- Low uptake of no additives/preservatives claims in Asia
- Graph 2: % of cakes, pastries and sweet baked goods launches with select natural claims, 2020-25
- Sweet baked goods brands use preservative-/additive-free and wholegrain claims as a point of differentiation
- Brand renovation/innovation: Happy Mate debuts clean-label freeze-dried brownie tempeh
- Asia: shelf-stable remains the focus for sweet baked goods brands, while frozen trails behind
- Convenience, accessibility and range appeal to frozen bakery buyers
- Chilled gains share of new launches at the expense of shelf stable
- Graph 3: % of cakes, pastries and sweet baked goods launches by storage type, 2020-25
- Brands expand offerings with unique formats and ingredients in the frozen aisle
- Brand renovation/innovation: Guanghe teams up with 7-Eleven for limited-edition sweet goods featuring fermented beancurd
- Australia & New Zealand
- Sweet baked goods brands turn to global flavours to stand out
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the americas
- North America: convenience matters, yet related claims lag in sweet baked goods launches
- Consumers seek convenience in sweet baked goods
- Convenience claims show only modest movement in sweet bakery launches
- Graph 4: % of cakes, pastries and sweet baked goods launches with select convenience claims, 2020-25
- Brands explore convenience alongside new flavours and formats
- North America: flavours in focus as consumers seek indulgence from sweet baked goods
- Consumers turn to sweet baked goods for self-indulgence
- Chocolate holds top spot as spice enters the mix
- Sweet bakery brands explore both classic and creative flavours
- Latin America
- Consumers seek healthier options in sweet baked goods
- Brands highlight better-for-you options to support mindful indulgence
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
For a more detailed look at a Year of Innovation report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
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