The bakery and snacks sectors are primed for a transformation in 2025 that’s as innovative as it’s flavourful.
It’s widely known that increasingly health-conscious consumers are looking for products that pack functional benefits and align with their eco values, which is pressurising brands to come up with bold choices that fuse wellness, sustainability and indulgence.
Brands are responding to consumer demand with inventive spins on familiar favourites, delivering everything from sourdough-infused pastries to beverages that offer a mental boost or relieve stress. A mix of time-honoured flavours, elevated with modern twists and functional ingredients sets the stage for a year where bakery and snack treats will not only nourish but connect people to culture, memory and a deeper sense of self.
Here’s a thumbnail look at key trends to anticipate in 2025, backed by insights from industry leaders like ADM, KOS, Puratos, FMCG Gurus and Fresh Thyme Market.
1. Protein redefined: From gym essential to everyday nutrition
Wellness brand KOS has identified a major trend: Consumers will increasingly view protein as vital for overall health, not just for fitness.
This shift is partly fuelled by the rise of weight-loss medications like Ozempic, which can lead to muscle loss alongside fat reduction, sparking an increased need for protein to maintain muscle mass. Already a nutrient star, this trend reframes protein as a staple for brain health, hormone production and general wellbeing, positioning it as a daily dietary requirement.
To meet this demand, brands are creating accessible protein options that go beyond typical gym products. Protein-packed smoothies and snacks for example – popularised by celebrities like Hailey Bieber (Strawberry Glaze Skin Smoothie) and Bella Hadid (Kinsicle) and Kourtney Kardashian (Poosh Potion Detox) for upscale LA store Erewhon – demonstrate how protein can become part of everyday routines, especially with added benefits that support the brain-gut connection.
2. Food dye alternatives to avoid UPFs
Consumers are becoming increasingly wary of ultra-processed foods (UPFs) and synthetic dyes, such as Red Dye 40, commonly found in American snacks.
KOS notes health-conscious shoppers are now actively seeking natural alternatives: A shift that aligns with consumer interest in indie brands and products with naturally sourced colours and nutrients.
ADM’s ‘Revisit & Re-Invent’ trend reinforces this movement, highlighting a desire for simplicity, familiarity and comfort in flavours – traits associated with minimally processed treats. There is a growing distrust of artificial ingredients, driving demand for products that are as visually appealing as they are nutritionally rich.
3. Functional beverages with enhanced hydration and wellness benefits
Reusable water bottles are trending and so is what is inside them with consumers looking to add functional hydration to their routines.
KOS predicts beverages combining electrolytes, fibre and plant-based ingredients will dominate in 2025. These drinks often feature brain-health-enhancing ingredients and are presented as alternatives to sugary sodas.
Puratos’ Taste Tomorrow research echoes this trend. Under the company’s ‘Euphoric Wellness’ prediction, it says consumers are increasingly seeking beverages that elevate mood and support relaxation.
Fresh Thyme Market, too, anticipates growth in non-alcoholic, mood-enhancing beverages, particularly those infused with adaptogenic mushrooms, CBD and magnesium to support mental clarity and reduce anxiety.
4. Sourdough as a versatile ingredient in baked goods
Puratos’ Taste Tomorrow research identifies a 40% rise in the popularity of sourdough in 2025.
What was once a bread staple is now appearing in pastries, bagels and doughnuts, especially in French-speaking regions where sourdough’s health benefits and artisanal appeal are celebrated. This versatile ingredient aligns with consumer preferences for unique flavours and foods that support gut health.
Sourdough’s expansion beyond bread underscores the rise of health-conscious indulgence. The familiarity and tradition of sourdough, combined with its wellness benefits, make it an appealing option for both traditional and fusion cuisine.
5. Culinary fusion: East meets West with tech-driven innovations
Culinary fusion – another top trend forecasted by Puratos – blends global ingredients and techniques to create hybrid desserts and savoury items designed to delight the senses. Pastry chefs are turning to artificial intelligence (AI) to experiment with new flavours, tapping into unexpected combinations that push boundaries. Social media has amplified these inventive flavours, turning them into viral sensations.
Consumers are also gravitating toward dishes that combine different textures with flavours, such as the sweet-and-sour ‘tangy twist’. This fusion trend is especially popular in English, Portuguese and Chinese-speaking markets, reflecting an appetite for adventurous culinary experiences that bridge cultures and generations.
6. Nutritional balance in chocolate
Traditionally seen as an indulgence, chocolate is now part of the wellness movement.
With consumers increasingly seeking nutrient-dense treats that support mental clarity, immunity, and holistic wellness – so why not chocolate? In fact, in 2025, Puratos reports a 30% rise in demand for nutrient-dense chocolates that offer health benefits, such as those packed with turmeric, botanicals and nuts.
FMCG Gurus’ 2025 ‘The Mantra is Well-Being’ trend mirrors this, emphasising functional indulgence. Consumers want to enjoy treats without guilt, favouring options that support mental wellbeing while aligning with mindful eating practices.
7. The ‘new human nature’ in flavour and colour trends
ADM’s 2025 ‘adaptive eating’ trend highlights how technology enables consumers to tailor their diets – propelling flavours and colours that enhance satiety, affordability and sensory satisfaction in 2025.
This trend is driven by consumers adjusting their consumption to improve health while managing economic challenges. Products with reduced fat and sugar – but still maintaining that all-important mouthfeel – will resonate for hitting the indulgence-without-compromising-wellness mark.
ADM also emphasises the swing under its ‘Made for [You]’ trend that celebrates personalisation and unexpected pairings. As consumers look for joyful, individualised experiences, brands are free to experiment wildly with flavour combinations that evoke positive emotions and satisfy curiosity.
8. Functional ingredients for enhanced cognitive and physical health
Fresh Thyme Market forecasts and rise in curiosity in functional ingredients, such as those with cognitive-boosting properties – think ginkgo biloba and magnesium – to support focus and mental clarity. The retail group also anticipates a surge in adaptogenic mushrooms like Chaga and Lion’s Mane, integrated into pantry staples for their stress-reducing benefits.
Market researcher FMCG Gurus aligns with this trend under its 2025 ‘Prioritising Pleasure’ and ‘Do Good, Feel Good’ themes. Consumers want to combine enjoyment with health benefits, choosing products that align with their values and support both emotional and physical wellbeing. That’s where functional ingredients come in: helping individuals balance mental health and physical wellness.
9. Next-gen sustainability and ethical choices
Fresh Thyme Market highlights next-gen sustainability practices will become more predominant, especially as consumers demand more environmentally friendly choice. Regenerative agriculture became a big buzzword in 2024, and controlled environment agriculture (CEA) (greenhouse farming) will increasingly be heard next year. CEA-grown products – such as lower-impact grains and produce – align with ethical consumerism.
FMCG Gurus also reports consumers will prioritise sustainability and ethical responsibility, with a growing preference for brands that reflect these values. The market researcher’s ‘Elevating Our World’ trend highlights this, showcasing how sustainable, ethically sourced ingredients resonate with those who want to minimise environmental impact while supporting social causes.
10. Nostalgia meets innovation in flavour profiles
ADM’s ‘Revisit & Re-Invent’ and FMCG Gurus’ ‘Timeless Traditions’ trends reveal consumer desire for nostalgic flavours that offer comfort amid uncertain times. Classic tastes, updated with modern touches, appeal to consumers of all ages, providing a blend of familiarity and excitement.
Fresh Thyme Market predicts that the vitamin C rich-mango will dominate in 2025, embodying this nostalgia-meets-innovation theme. It believes consumers should expect to see mango flavours in everything from snacks to beverages, tapping into a familiar yet revitalised ingredient that supports immune health.
As consumers balance comfort with adventure, brands have an opportunity to deliver products that meet evolving needs while aligning with ethical values. By embracing some of these trends – and getting their story out to savvy consumers – brands can foster deeper connections with the growing cohort who seek products that enrich both body and soul.
