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

Table of Contents

    • What we have seen
    • Our pick of the most innovative launches in this review
    • Other innovative launches

    • 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
  2. 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
  3. 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

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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