Baked goods are transforming into a source of wellness, experience, and delight
2 Aug 2025
What will bakery lovers crave in 2026? We’ve got the answers, straight from the source: consumers themselves. The Taste Tomorrow research program—built on insights from over 23,000 consumers in 56 countries—reveals the most up-to-date view on global bakery trends. Through a unique blend of large-scale surveys, semantic AI, and expert analysis, we’ve uncovered the top desires, expectations, and cravings set to shape the bakery landscape in 2026.
From the breads they buy to the textures they can’t resist—here’s what’s next in the world of baking:
Protein power
Texture mashups
Sourdough
Protein power
Fuel for an active lifestyle
No less than 67% of consumers select foods based on the health benefits they offer. And the health ingredient currently in the highest demand is protein. Consumers aren’t just searching for protein in sports bars and shakes anymore. They’re now actively seeking high-protein versions of everyday baked goods, such as bread, cookies, cakes, and even indulgent desserts. This shift reflects a broader expectation: bakery products should support active, health-conscious lifestyles, not just satisfy cravings.
According to our global research, online conversations about protein-enriched baked goods are experiencing a surge in popularity and are expected to grow by 17% in 2026. Our trend survey shows that today, 29% of global shoppers check the product packaging for protein content. As a result, protein now ranks as the fourth most searched nutritional attribute—just behind sugar, calories, and fat. In the APAC region, this number goes as high as 40%, followed by 30% in North America. Online searches and mentions of ‘low-carb protein bread’ grew by 282%, while ‘high protein dessert, low carb’ skyrocketed by a mind-boggling 7,800% over the past year.
Today, indulgence and nutrition are no longer opposites—they’re expected to coexist. Consumers increasingly see (sweet) bakery products not just as treats, but as potential sources of functional benefits like protein. The idea that a dessert or pastry can satisfy cravings while supporting wellness goals is not just appealing—it’s becoming the norm. Consumers are especially drawn to protein-enriched classic treats with familiar flavors and textures, which offer a sense of nostalgia without compromising on nutritional value.
Undeniably, the rise in awareness and use of GLP-1 medications like Ozempic—often associated with weight loss and potential muscle loss—has prompted many to focus more intently on their protein intake. The growing demand for vegan and vegetarian foods has already fueled interest in protein-rich products; however, demand is now climbing even higher.
Textural mashups
Conflicting textures are the new crave factor in bakery and rising fast
Baked goods that combine contrasting sensations are capturing consumer attention worldwide, such as the combination of crispy and chewy, soft with a crunch, or flaky with rich or creamy fillings. Texture is no longer just a detail; for 71% of consumers, it’s a key driver of food enjoyment. And with 67% actively seeking novelty through new formats or unexpected mouthfeels, it’s no surprise that ‘texture mash-ups’ is the second-fastest-growing trend in the bakery category today.
Want to know the texture bakery lovers are craving most right now? Consumers can’t get enough of crusty, crunchy bites. This texture—whether you call it crusty or crunchy—is now the most sought-after in bakery. We predict a 19% increase in online conversations around crunchy/crusty textures in 2026, following a strong 15% rise in 2025. The trend is especially pronounced in Europe (46%) and South America (30%), where the satisfying snap and audible crunch signal freshness, quality, and artisanal appeal. When this texture is paired with something soft, chewy, or richly filled, it creates an irresistible contrast. It’s the ideal starting point for brands looking to tap into the booming texture mash-up movement.
Think of the Mookie by the Australian La Bomb Cookies: a cookie-muffin hybrid that offers a soft and chewy texture with a crispy cookie edge and bits of filling, such as Kinder chocolate or Mars Bar & M&M's for a creamy, gooey surprise. Consumers know they will love familiar flavors, the novelty is the sensorial aspect of biting into a mookie. The trademarked Ube Mochicro from family bakery The French Spot in San Francisco is another example. This viral pastry consists of a crisp and flaky croissant topped with a velvety ube glaze and toasted coconut flakes. Inside, there’s a chewy mochi filling with a sweet and nutty ube flavor. This treat offers consumers multiple clashing textures with each bite.
Sourdough
Better flavor and better-for-you
Sourdough is back on top—again—as the #1 most talked-about trend in bakery. Taste Tomorrow has spotlighted sourdough as a star trend for years, and the latest data proves it’s still on the rise. Searches for ‘sourdough bread near me’ surged by 178% in Q2 2025, reflecting deep and growing consumer interest. With 58% of consumers believing sourdough makes bread healthier, and 70% agreeing it enhances flavor according to our research, this fermented favorite perfectly bridges health & well-being and taste.
Sourdough is experiencing a pop culture moment, as superstar Taylor Swift revealed she “thinks about sourdough 60% of the time” in the podcast New Heights. As a home baker, she experiments with cinnamon swirl and funfetti sourdough loaves. Her favorite, the blueberry lemon sourdough loaf, has been trending across social media, further cementing sourdough as a lasting winner in bakery innovation.
A large driver of this growth comes from new applications of sourdough. It isn’t just artisanal loaves of sourdough bread that consumers are after. They’re also craving sourdough pastries, cookies, and other baked goods, something clearly reflected in the surging online interest in these concepts:
Sourdough focaccia +141%
Cinnamon raisin sourdough +115%
Sourdoughnuts +172%
Looking at the latest sweet baked goods launches, there’s been a 31% increase in products featuring a sourdough claim, which is especially pronounced in South America (+118%), Europe (+28%), and the Middle East & Africa (+9%). With 33% more growth forecasted in 2026, sourdough continues to shape the future of bakery, just as our predictions have long suggested.
Sourdough is widely seen as beneficial for both taste and health, making snacks and sweet baked goods that include it twice as appealing. Its strong link to gut health is especially compelling, reflected in a 99% increase in online searches for ‘sourdough bread gut health’. These perceived health benefits give consumers permission to treat themselves without guilt. So if you’re creating a donut, cinnamon roll, or savory pastry, be sure to incorporate sourdough into your product development.
Discover the hottest 2026 trends for patisserie and chocolate
From Europe to South America and across the Middle East, sweet preferences are evolving fast. Our global insights into patisserie and chocolate trends for 2026 reveal what’s shaping consumer choices worldwide. Expect bold shifts in flavor, texture, and indulgence—because dessert is no longer just about sweetness, it’s about experience.
