Dawn Foods delivered a powerful keynote at iba 2025 (Monday 19 May), presenting its global bakery trend forecast and spotlighting the consumer behaviours changing the world of sweet baked goods. With a packed audience and high expectations, Sarah Browner, Market Research & Insights Manager for Europe and AMEAP, took the stage to unveil Dawn’s four key trends driving innovation and connection in today’s bakery world.
“This is a very special day for us at Dawn,” Browner began. “We’ve launched our 2025 trends here at iba, and this is our first in-depth presentation.”
Rooted in robust research – including a survey of over 2,500 consumers across six European countries, as well as extensive on-the-ground market visits—Dawn’s insights were framed by major global forces like climate change, inflation, and rising demand for personalisation. “We took a step back and asked: what’s happening in the world, and how is it impacting consumer purchases?” Browner explained.
1. Sweet Connections
Dawn’s first trend, Sweet Connections, emphasised how social media is a marketplace and a megaphone rolled into one. “This really is all about social media,” Browner said. “It’s reshaping how brands and bakers sell, innovate, and market.”
She highlighted the viral phenomenon of Pistachio Dubai Chocolate, an indulgent bar made with pistachio cream and tahini, which skyrocketed to fame on TikTok in 2023 and still commands attention with over 120 million views. “What’s exciting is that two years later, it’s still around—big brands are getting involved, and demand hasn’t slowed,” she added.
Browner stressed the growing importance of short-form video in catching consumer attention. “We love to scroll, and you’ve got about eight seconds to stop someone. It’s all about showing the finished product first, then giving that behind-the-scenes peek—people love to see your kitchen, your process, your story.”
2. Elevated Indulgence
Next came Elevated Indulgence, a trend reflecting consumers’ growing desire for bold flavours, refined textures, and a sense of treat-yourself luxury—even on a budget.
“Consumers view sweet bakery as an affordable luxury,” Browner said. “Something that gives them that VIP feeling—even if it’s just for a moment.”
According to Dawn’s research, 72% of European consumers agree that sweet baked goods provide that attainable indulgence. Browner pointed to the rise of “next-level buns” across European bakeries—especially reinvented cinnamon buns—as proof that consumers are embracing decadent formats and bakers are responding with creativity and flair.
3. Simple Pleasures
In contrast to the bolder indulgences, Dawn’s third trend, Simple Pleasures, highlighted the role of sweet baked goods in offering emotional comfort and nostalgic joy.
“These products offer a delightful escape,” Browner explained. “They bring familiarity and joy when it matters most—whether it’s a reminder of childhood or a shared moment with someone close.”
This trend urges bakers to revisit classics and enhance them in subtle, meaningful ways—combining heritage with innovation.
“72% of European consumers agree that sweet baked goods provide that attainable indulgence”
4. Empowering Choices
The final trend, Empowering Choices, reflects a growing demand for customisation, inclusivity, and values-driven purchases.
“The days of one-size-fits-all are over,” said Browner. “You might have a vegan friend, a gluten-free friend, and one who only eats from bakeries that fight food waste. Consumers expect choice—and meaning behind that choice.”
Dawn’s research found that 56% of European consumers prioritize buying from brands whose values align with their own. That means bakers must go beyond the product, providing transparency, sustainability, and community engagement.
Browner spotlighted German donut chain Brammibals Donuts as a prime example. “They donate €0.50 from every strawberry sprinkle donut to a rotating charity, and they update customers every three months on who they’re supporting. This level of transparency builds trust—and loyalty.”
As the keynote wrapped up, Browner showcased a single donut from Brammibals that embodied all four trends: a matcha white chocolate flavour (elevated indulgence), developed with an influencer (sweet connections), fully plant-based (empowering choices), and rooted in comforting flavour (simple pleasures).
“This one product is meeting multiple consumer demands at once,” Browner said. “It’s a great example of how these trends are interconnected—and how brands can innovate in every direction.”
Dawn Foods is inviting iba attendees to experience the trends firsthand at their booth (Hall 15), with a live baking demonstration today at 3PM (Monday 19 May). “We’ll be creating sweet baked goods that bring these trends to life,” Browner said. “Come see how it’s done—and taste the future.”
Want to meet with Kennedy’s Confection/Kennedy’s Bakery Production?
Contact our editor to set up a meeting:
Kiran Grewal kgrewal@kennedys.co.uk
