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.
To discover more about the global sweet bakery market, read The Future of Bread, Bakery and Cakes or take a look at Mintel’s extensive baked goods market research.
Meet The Expert
This report is written by Zoe Wong. Zoe joined the Food & Drink team in March 2023, having previously worked in Mintel GNPD Operations. In her current role, she researches and writes category reports. Zoe has a background in NGO fundraising and corporate communications and has a Bachelor of Arts degree in Communication Studies from the University of Western Australia.
Indulgent experience remains the mainstay of this category, driven by taste and texture. Better-for-you claims are also inspiring innovations.
Zoe Wong
Junior Analyst – Food & Drink, BPCH
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: sweet bakery producers expand frozen offerings
- Consumers turn to the frozen aisle
- Frozen formats are growing their share in cakes and sweet baked goods
- Graph 1: launches of cakes, pastries and sweet baked goods, by share of storage types, 2020-24
- Frozen sweet bakery products deliver both taste and convenience
- Europe: brands continue to target seasonal celebrations
- Cakes and sweet baked goods play an important part in celebrations
- Seasonal and limited edition offerings continue to be prevalent
- Graph 2: launches of cakes, pastries and sweet baked goods, by share of seasonal and limited edition claims, 2020-24
- Brands innovate around flavours, packaging and shapes in seasonal launches
- The Middle East & Africa (MEA)
- Brands highlight premium cues to elevate quality perceptions
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Asia Pacific (APAC)
- Asia: innovation focuses on chewy textures
- Consumers are interested in chewy textures
- Sweet bakery launches with chewy textures are on the rise
- Graph 3: launches of cakes, pastries and sweet baked goods, by share of select textures, 2020-24
- Brands are taking different routes to deliver chewy textures
- Asia: sweet bakery brands are blending Eastern and Western elements
- Consumers want to experiment with Eastern and Western fusion flavours
- When East meets West in cakes and sweet baked goods
- Brand renovation/innovation: Wholy launches wholegrain fudgy cake, boasting prebiotic fibre
- Australia & New Zealand
- Sweet bakery brands are placing a greater focus on ethical initiatives
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the americas
- North America: brands put a stronger focus on naturalness
- Consumers are concerned about sweet bakery products being processed
- Free-from claims are on the rise
- Graph 4: launches of cakes, pastries and sweet baked goods, by share of select natural claims, 2020-24
- Brands are removing the ‘baddies’ to resonate with health-conscious consumers
- North America: indulgent gluten-free options target a broader consumer base
- Gluten-free isn’t just for those with intolerance
- Brands are expanding their gluten-free options
- Taste descriptors improve the appeal of gluten-free options
- Brand renovation/innovation: Post Consumer Brands releases Pebbles Waffles range
- Latin America
- Consumers seek value to cope with the high cost of living
- Graph 5: launches of cakes, pastries and sweet baked goods, by share of branded and private label launches, 2020-24
- Value is communicated through different strategies
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.
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