As individuals adapt to their current reality in a world post-COVID, they're embracing the "carpe diem" or "seize the day" attitude. They’re allowing themselves small pleasures daily, even when health considerations are paramount.

Increasingly, buyers aren’t reserving treats for unique events. For example, “birthday cake” isn't just a dessert meant for annual celebrations anymore. Currently, this flavor is finding its way into everyday items like doughnuts, as showcased at the Dawn Foods stall during an exhibition.

In Dawn's latest Global Trends Analysis, the firm pinpointed four primary trends influencing the baking industry: Digital Revolution, Experiential Ventures, Everyday Joy, and Conscious Living.

“The trend of birthday cake flavor interweaves Experiential Ventures and Everyday Joy,” remarked Sarah Hickey, the chief director of promotions and analysis at Dawn Foods. “A touch of Experiential Ventures involves reviving cherished memories with a contemporary spin, and nothing evokes memories like a birthday cake. Reinventing that experience transforms it into an Everyday Joy, turning regular moments into mini-celebrations.”

When buyers associate a product with a cherished, festive moment, it adds value to that item, particularly when it's applied to a different bakery delight.

One of the methods Dawn employs to enhance this experience is through its wedding cake-inspired buttercream offered in its muffin range. To spark ideas among cake designers and bakers, Dawn featured this special icing atop plain white cupcakes in its advertising content, illustrating how festive events can merge with routine moments.

“Such initiatives make ordinary moments feel extraordinary,” noted Hickey. “We ought to find reasons to rejoice every single day.”

As a growing number of consumers integrate treats into their health-focused routines, festive flavors and items pave the way to keep confections and sweets in the spotlight.

Baking show will continue to share more industry professional content with you, so please stay tuned!

Bakery China, organized by China Association of Bakery and Confectionery Industry (CABCI) and Bakery China Exhibitions Co., Ltd. was launched since 1997. Bakery China is the Asia Pacific‘s leading event serving the entire value chain for the bakery and confectionery market. The event presents all range of ingredient, equipment, packaging and services, and enables global leading professionals and buyer delegates to meet and share the latest innovations and thinking on manufacturing & distribution, R&D, applications and related services for bakery industry.

The 26th Bakery China will be held on May 21-24,2024 at National Exhibition and Convention Center (NECC), Shanghai, covering 320,000 sqm show space. Over 2,200 exhibitors and 300,000 visits are expected.（source:commercial baking）