In the hustle and bustle of modern life, consumers are increasingly breaking away from the traditional pursuit of high-end brands and elaborate packaging in the baking industry. Instead, they are embracing a more rational and quality-focused approach to consumption, characterized by following key trends.

1. Cost-Effectiveness and Quality Core

Consumers are increasingly prioritizing cost-effectiveness and product quality over brand prestige and packaging. Surveys show that freshness, healthy ingredients (such as whole wheat, low sugar, and additive-free options), and authentic taste are now the top considerations, accounting for 75.3%, 62.1%, and 58.7% respectively. In contrast, brand recognition, luxurious packaging, and complex designs have become less important, with only 28.4%, 16.5%, and 10.2% of consumers citing these factors as significant. Practicality is also a key consideration, with over half of consumers favoring convenient, easy-to-store options like individually packaged bread rolls and pastries.

2. Embrace Local and Niche Flavors

There is a growing preference for local and niche flavors over mass-produced baked goods. More than 40% of consumers now prefer traditional bakeries in their communities or hidden gems in back alleys, driven by a desire for unique flavors and traditional craftsmanship. Local specialties such as wood-fired bread and traditional kiln-fired biscuits are gaining popularity due to their distinctive textures and cultural heritage. Surveys indicate that 70.5% of consumers choose community bakeries or traditional workshops, primarily to taste authentic flavors and support local crafts.

3. Prioritize Self-Satisfaction and Quality of Life

Consumers are focusing on products that enhance their quality of life and bring personal satisfaction. There is a notable trend towards purchasing high-quality baking ingredients for home use, enrolling in baking courses, and customizing cakes with special meanings. Consumers are increasingly valuing the emotional and personal growth aspects of baking, exploring diverse baking cultures, emphasizing the ritualistic aspects of baking in daily life, and integrating baking with a healthy lifestyle.

How Baking Brands Can Adapt? Baking Exhibition provides some suggestions.

1. Build a High-Quality Supply Chain and Optimize Pricing

To remain competitive, baking brands need to establish robust supply chains and optimize pricing. Direct partnerships with suppliers can reduce procurement costs, while cold-chain logistics can ensure ingredient freshness. Advanced production technologies can improve efficiency and reduce costs, making products more competitively priced without compromising quality.

2. Add Emotional Value to Products

Brands should focus on adding emotional value to their products. Highlighting "handmade," "traditional craftsmanship," and "freshly made daily" can convey quality and dedication. Launching culturally themed baking series and providing personalized customization services can enhance consumer experience and evoke emotional resonance.

3. Innovate Business Models

Integrating online and offline operations is essential. Online platforms can offer membership programs, points redemption, and online courses, while offline stores can create experiential environments with baking zones, cultural lectures, and family-friendly activities. Innovations in product categories, such as introducing healthy options and culturally blended specialties, can meet consumers' demands for novelty and health.

In summary, the baking industry in 2025 is shifting towards rationality and quality. Consumers are more focused on personal satisfaction and healthy living. Brands that can adapt by optimizing supply chains, adding emotional value, and innovating business models will be better positioned to succeed in this evolving market.

Bakery China 2025 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 27th Bakery China would be held on May 19-22, 2025 at National Exhibition and Convention Center (NECC), Shanghai, covering 330,000 sqm show space. Over 2,200 exhibitors and 400,000 visits are expected.

（source: Baker Circle）