Why Bakery Products Thrive Even as Snack Consumption Declines

Despite an overall decline in snack consumption (driven by growing trends toward healthier eating), bakery products continue to stand out worldwide. According to a Circana study cited by Food Dive, consumers still want to indulge, but are now seeking higher quality, freshness, and nutritional awareness in their purchases. Here’s what you need to know.

Photo de baguettes et de pâtisseries

Key Trends

  • Bakery is gaining ground: sales are up, store visits are increasing, and the average basket size in the bakery section is higher than a year ago. In addition, more bakeries are opening across North America.
  • Croissants are trending: they show +7% growth both in the store “perimeter” (fresh products such as bakery, deli, etc.) and in central aisles. They are also heavily featured by influencers on social media, especially TikTok.

What Consumers Are Looking For

  • Less processing, more natural appeal: shoppers prioritize fresher products, labeled as “less processed.” The perception of freshness and visual quality (appearance, variety of shapes, textures) plays a decisive role.
  • Smaller sizes, mindful indulgence: there is a rise in snack purchases in smaller portions, bought more frequently, with close attention to cost per serving.
  • Creative formats and flavors: trends like the “croiffle” (a croissant pressed in a waffle maker), international flavor mashups, and inventive toppings are capturing attention.

Industry Implications

Bakeries, fresh food retailers, and brands that invest in innovation in formats and quality are well-positioned to capture greater market share.

Marketing strategies should emphasize freshness, pleasure, but also moderation (small portions, healthier ingredients). Packaging and visual appeal are increasingly critical to win over conscious consumers seeking novelty.

In summary, while the overall snacking trend is slowing down, it doesn’t mean the end of indulgence. The success of bakery products proves that consumers want to combine enjoyment with quality. For brands and retailers, the key lies in innovating — formats, flavors, textures — while keeping a close eye on composition and price positioning.

Nos derniers articles