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How Bakeries are Baking Up Better-For-You Treats

The predominant trends of bakery products for 2024 are steering towards a health-centric focus, even as taste, convenience and affordability remain key considerations for consumer.

Bakery goods are so universal in daily life that they speak for themselves without the need for introduction or explanation. As bread continues to be a global staple, bakeries must align to evolving consumer trends influenced by shifts in eating habits. Today’s consumers seek fast, healthy, gourmet, on-the-go, and cost-effective options for their daily dietary choices.

In 2023, the global market for bakery products reached a value of USD 513.17 billion, influenced by the Covid-19 pandemic and the Russia-Ukraine War. However, the industry is anticipated to grow at a CAGR of 6.7% during the forecast period from 2024 to 20322.

The market is experiencing growth driven by an escalating demand for bakery items, supported by factors such as the accessibility of affordable food options, a diverse range of products, rapid urbanization, busy lifestyles, health benefits, and the convenience associated with baked goods3.


The Rise and Flourish of Bakery Trends in the Market

The ketogenic or keto diet is a very high-fat diet that is also very low in carbohydrates. The idea is for us to get more calories from protein and fat and less from carbohydrates. It involves cutting back most on easily digestible carbs, such as sugar, soda, pastries, and white bread.4.

Worldwide, there’s a noticeable surge in the consumption of bread and bread products, particularly evident in India (38%), the Philippines (27%), and Egypt (27%) of consumers, have increased their intake in the past year4. While maintaining a focus on taste, the leading factor expected to drive bakery trends in 2024 is the increasing focus of consumers on health.

Top 3 bakery trends to watch in 20245:

Plant-Centric EvolutionTransitioning from plant-based to plant-unique choices.

The demand for innovative plant-based bakery products is significant currently, particularly in the Middle East & Africa (74%), South America (70%), and numerous countries across the Asia-Pacific region (68%). There’s a transition from plant-based to plant-unique approaches. Vegan dishes are now increasingly integrating plant-based ingredients not as substitutes or imitations, but for their own distinctive sensory and taste characteristics.

Sourdough & Digestive Well-beingCultivating a contented gut for a fulfilling life.

A consensus among 7 out of 10 consumers now indicates trust in biotics (probiotics, prebiotics, and postbiotics) as ingredients that enhance digestion and leads to positive effect on mental well-being.

Additionally, 85% of consumers agree that fibres positively impact digestion and whole grain bread is one of the most popular and well-known sources of fibre. Apart from this, sourdough products are now widely regarded as healthy food options, experiencing a 10% increase from 2021 when only 52% of consumers held that belief.

Natural & Organic AllureThe compelling appeal of embracing clean eating practices.

The demand for clean label is clearly evident in baked goods as well, with 28% of consumers expressing a willingness to pay a premium for bakery products that are minimally processed and free from artificial additives and sweeteners. Bread made from natural ingredients is perceived as a healthier option, 3 out of 4 respondents mentioned they will actively check the packaging information of bakery products, with their attention immediately drawn to the ingredient list.

Navigating Hurdles in Bread Formulation

A study conducted by a leading player in the baking industry indicates that 56% of global consumers express interest in plant-based sweet bakery products, 85% are on high-fibre baked goods and 71% are inclined to purchase more from bakeries that feature natural ingredients6

For modern consumers, prioritizing naturalness and plant-centric attributes is crucial, reflecting their growing concern about the ingredients in their food and the manufacturing process. In response to growing consumer demands for healthier direction, bakery manufacturers are intensifying their efforts to incorporate functional benefits, clean labels, and natural ingredients into their products. However, transitioning to plant-based or gluten-free ingredients poses significant formulation challenges for the industry, with two commonly encountered issues being crumbly and dry textures7.

In the meanwhile, the changing landscape of the better-for-you trend presents both challenges and opportunities for the bakery industry. In the context of baked goods, consumers prefer ingredients that are real, authentic, and free from ingredients they perceive negatively. Given that baked goods are commonly associated with indulgent treats containing significant amounts of fat and/ or sugar. Therefore, the primary challenge for bakery manufacturers is striking a balance between health and indulgence8.

Solutions in Bakery Products

In addressing the challenges of formulating plant-based or gluten-free bakery products, an enzyme system could be introduced as a solution, enabling the customization of baking results to meet specific customer requirements.

Generally, consumers gauge the texture of a bread and bread products through a hands-on test – by feeling and squeezing it, they will evaluate the freshness of the crumb and its elasticity before purchasing of the bread and the consumers might discard freshly bought bread due to it becoming “stale”.

Topbake enzyme systems series from Stern Ingredients addresses the needs of bakery applications, offering added value in terms of both economic benefits and improved quality. Given the diverse range of bakery industry needs, Stern Ingredients offer tailor-made enzyme solutions designed to meet their specific requirements.

Enzyme systems customized for various flour mixtures lead to a significantly fresher and more succulent crumb, creating a more attractive bread product. Enzyme compounds are added with the intention of creating synergies between enzymes and other raw materials, such as dietary fibres or hydrocolloids. This approach aims to optimize water absorption and decrease the need for additional gluten9. These processing aids can be employed to modify baking properties, maintain cost-effectiveness, and contribute to sustainability.

Opting for fibre over sugar not only adds nutritional value but also contributes to achieve healthier formulations and improving in dough yield. The incorporation of Orafti® Inulin from BENEO in baked goods, resulting in a fibre-enriched version, qualifies for a “high fibre” claim, promoting improved digestive health among consumers. In addition, Orafti® Inulin has a unique impact on a timeless favourite – white bread, preserving the bread’s original whiteness.

High protein claims are attractive to 52% of consumers when selecting bakery products such as bread, cookies, and cakes/pastries. Furthermore, the array of baked goods enriched with protein and other healthful wholesome ingredients, including vitamins, minerals, and prebiotics will also see ongoing expansion10. Benexia® Xia Powder is an exceptional chia protein powder with a fine, dispersible texture, featuring an impressive protein content of over 40%. It stands as a comprehensive plant-based protein, containing all 9 essential amino acids, and additionally offering fibre and plant-based omega-3 ALA fats.

Where Would You Find the Solutions?

As a full-suite market enabler for food businesses, DPO International works in tandem with specialized food ingredient producers such as Stern Ingredients, Beneo and Benexia to help you transform the latest trends into innovative products.

Talk to us and find out how we can help you not only create an up-to trend of baked goods but also effectively position it in the competitive bakery food market. We provide a comprehensive solution for food manufacturers seeking to diversify their product range, providing a perfect blend of nutritional excellence and market appeal.


  1. Bahtera Adi Jaya (n.d.). The Challenges for Bakery Industry in Shifting to Plant-Based Products.
  2. Beneo (n.d.). Ingredients for bakery products – gluten-free or high in fibre.
  3. Expert Market Research (2023). Global Bakery Products Market Outlook.
  4. Glanbia Nutritionals (2023). What’s New in the Better-For-You Bakery Market.
  5. Glanbia Nutritionals (2024). Bakery Trends for 2024.
  6. Innova Market Insights, Category Insider: Global Trends in Bread and Bread Products, May 2023.
  7. Jo Ilie (2023). Puratos: The 3 Hottest Bakery and Patisserie Trends for 2024. World Bakers.
  8. Kranjnc, N. (2024). Innovative baking trends for 2024: Organic, gut friendly. Sun-Gazette.
  9. Precision Report (2023). Bakery Market – Growth, Trends and Forecast (2024 – 2031).
  10. Sterningredients (n.d.). SternEnzym. https://www.sterningredients.com.cn/sternenzym.html.