The bakery and snack industries are entering a bold new era where indulgence blends seamlessly with exploration, fuelled by consumer cravings for unique flavours, elevated experiences, and nostalgic comforts. Insights into emerging trends reveal a transformative opportunity for producers of all sizes to innovate and captivate audiences.
The intersection of indulgence and exploration offers boundless opportunities for innovation in 2025. By tapping into trends like global flavours, sensory innovation, and functional indulgence, producers can cater to evolving consumer preferences while fostering loyalty. Whether you’re a large-scale manufacturer or an independent artisan, these actionable steps can guide your journey toward crafting products that delight, surprise, and resonate.
Article one of three-part guide
Here are the top 10 indulgence-driven trends shaping 2025.
1. Elevated comfort foods: Luxurious takes on classics
Comfort foods remain a cornerstone of consumer preferences, but 2025 sees them elevated with a luxurious twist. Familiar treats like brownies, cookies, and cakes are being reimagined with premium ingredients, offering both nostalgia and sophistication. According to dsm-firmenich, flavours like Milky Maple (nominated it’s flavour of the year) exemplify the trend by adding sophistication to nostalgic favourites. Kerry’s 2025 Taste Trends reports also highlights the creative reinterpretation of heritage dishes.
Actionable steps:
- Incorporate premium ingredients like saffron, truffle, or Madagascar vanilla to enhance classic recipes.
- Develop mini-sized versions of indulgent comfort foods for portion-controlled treats.
- Offer limited edition or seasonal variations to boost excitement and exclusivity.
2. Global flavour exploration: Bringing the world to the table
Younger generations are driving interest in bold, globally inspired flavours. According to the Specialty Food Association (SFA), ‘instant global gratification’ is transforming the snacks and bakery categories with the rise of South Asian-inspired snacks, Japanese yuzu desserts, and authentic spice blends. Ingredients like gochujang, za’atar, and harissa are making their way into everyday products such as bread and snacks. Authenticity remains key, with producers emphasising regional roots in their marketing.
Actionable steps:
- Experiment with global flavour infusions – think garam masala-infused pastries, miso caramel cookies, tikka masala crackers or za’atar flatbreads.
- Develop ready-to-use kits for global recipes, such as bao or roti wraps.
- Use storytelling on packaging to highlight the cultural origins of your products.
3. Sensory innovation: Engaging all five senses
Modern consumers want products that stimulate more than just great taste. Kerry’s trend report emphasises multi-sensory appeal through textures, colours, and aromas that create memorable experiences. Layered textures, such as crunchy exteriors paired with creamy fillings, are gaining traction. Vibrant, natural colours like spirulina blue and beetroot red enhance visual appeal, while aromatic spices add olfactory intrigue. Interactive elements, - like snacks with hidden fillings – create a sense of discovery. The Institute of Food Technologists (IFT) notes that artificial intelligence (AI) is reshaping the food industry by enabling producers to experiment with textures, flavours, and visual appeal to captivate consumers.
Actionable steps:
- Enhance visual appeal with vibrant, naturally sourced colors to attract attention and boost social media visibility.
- Experiment with multi-textured products, such as granola bars with caramel layers.
- Incorporate aromatic elements, such as spiced glazes, to enhance the sensory appeal.
4. Fusion of indulgence and wellness
According to IFT’s Top Ten Food Trends for 2025, pairing functional ingredients like adaptogens with indulgent flavours is a key opportunity in 2025. Baked goods are increasingly using alternative flours and natural sweeteners to cater to health-conscious consumers. The rise of functional ingredients, such as ashwagandha and turmeric, aligns with the demand for wellness-oriented options and provides a dual appeal: delicious treats that also support health goals. Additionally, T. Hasegawa identifies ‘Beauty You Can Taste’ as a growing trend, with collagen, vitamin B, and adaptogens being incorporated into indulgent treats, further bridging the gap between luxury and functionality.
Actionable steps:
- Use nutrient-dense alternatives like almond flour or coconut sugar in bakery recipes.
- Combining functional ingredients with indulgent elements – like antioxidant-rich cacao in brownies or reishi mushroom in cookies.
- Educate consumers on the dual benefits of your products through targeted messaging, such as ‘rich in antioxidants’ or ‘made with wholesome ingredients’.
5. Nostalgia reimagined
The craving for nostalgic flavours persists, but 2025 brings a sophisticated twist. Items like frosted cookies or peanut butter bars are being reimagined with gourmet ingredients and innovative formats. Meanwhile, s’mores-inspired cookies with dark chocolate and artisanal marshmallows evoke childhood memories while offering a sophisticated experience. Flavour house T. Hasegawa notes that flavours like cereal milk, brown sugar, and root beer float are making a comeback, reimagined for modern palates.
Actionable steps:
- Develop limited edition ‘throwback’ products to tap into nostalgia, enhancing them with premium ingredients like handcrafted marshmallows or caramelised sugars for a sophisticated twist.
- Use vintage-inspired packaging to evoke nostalgia and enhance appeal.
- Combine nostalgic profiles with global elements, like chai-spiced cereal cookies.
6. Street food inspiration
The portability and bold flavours of street food continues to influence the bakery and snacks sectors. From empanadas to bao buns, the SFA reports that street food-inspired items cater to adventurous and convenience-driven consumers. These offerings bring global culinary experiences to consumers, particularly when paired with authentic spices and seasonings.
Actionable steps:
- Develop street food-style snacks, such as handheld savoury pastries with innovative fillings.
- Focus on authentic spice blends like harissa or chimichurri to enhance flavour.
- Market these products as convenient, adventurous options for busy consumers.
7. Premium packaging for a luxurious experience
Packaging now serves as an extension of the product experience, combining sustainability with elegance. Producers can use premium packaging to differentiate their products and create an unboxing experience that resonates with consumers. According to Good Foods, eco-friendly packaging paired with high-quality designs can create a lasting impression.
Actionable steps:
- Invest in biodegradable or recyclable materials for packaging.
- Incorporate elegant design elements, such as metallic finishes or minimalist layouts.
- Include product narratives on packaging to emphasise artisanal and sustainable values.
8. Mashup mania: Unique flavour pairings
Unconventional flavour combinations are exciting consumers and sparking curiosity. From sweet and savoury blends to ‘swicy’ (sweet + spicy), on-demand delivery service Gopuff highlights how unique pairings drive social media buzz and consumer engagement. Fantasy-inspired flavours like ‘unicorn’, ‘galaxy’, and ‘rainbow’ also transform snacks and beverages into playful, imaginative experiences, catering to consumers looking for a joyful escape from everyday life. Collaborations with cultural experts or chefs can offer opportunities to explore unique flavour profiles.
Actionable steps:
- Experiment with flavours like chocolate & miso or citrus & chili.
- Host events or tastings to highlight collaborations and engage consumers.
- Use partnerships to expand marketing campaigns and share cultural stories
9. Social media-ready innovations
Social media platforms like TikTok are increasingly shaping consumer behaviour, with visually engaging and buzzworthy products gaining a distinct advantage. According to Gopuff, the TikTok-driven Hear Me Out Cake trend led to a 24% spike in cake mix orders within a month, underscoring the power of visually engaging, story-driven indulgence. This underscores the importance of crafting items that not only deliver on flavour but also thrive in the visually driven world of social media.
Actionable steps:
- Design products with vibrant colours and fun elements, such as edible glitter or interactive packaging, to enhance their social media appeal.
- Create shareable content that highlights unique features or uses of your products.
- Collaborate with influencers to showcase your brand and products online
10. Artisanal craftsmanship
Consumers value authenticity and craftsmanship. According to Flavorchem, artisanal techniques and small-batch production are driving consumer trust and premium appeal. Brands like New York City-based Levain Bakery have set the bar with oversized, gooey cookies, attracting consumers willing to pay a premium for superior quality. Artisanal offerings often feature transparent sourcing of ingredients and unique flavour combinations.
Actionable steps:
- Highlight hand-crafted processes and artisanal methods in marketing.
- Use transparent labelling to highlight premium ingredients and ethical sourcing.
- Experiment with small-batch seasonal products to create exclusivity and excitement.
