Simon Atkins, independent bakery consultant and advisor to the EU’s “More Than Only Food & Drink” campaign, explains the latest trends for the bakery and foodservice industry going into 2026.
“With over 30 years in the bakery and foodservice industry, I’ve seen many trends rise and fall, but the forces shaping bakery today feel especially significant. As consumers seek comfort, authenticity, and quality, three themes are set to define the bakery landscape for 2026: nostalgia, premiumisation, and a renewed focus on “real”, less processed baking. EU bakery, with its blend of heritage and innovation, is perfectly positioned to meet this demand.”
Nostalgia With a Modern Touch
“One notable shift is the rise of nostalgic flavours. Research indicates that almost three-quarters of global consumers enjoy foods that remind them of childhood, and this emotional connection is particularly influential in sweet bakery. Diners are seeking familiar tastes — yet elevated with a touch of refinement.
“We’re witnessing a renewed interest in traditional European flavours such as gingerbread, warm spices, bright citrus, rich chocolate, and increasingly, cherry. Classic bakes like German Bienenstich or soft pretzels are inspiring contemporary interpretations, while European patisserie continues to set the benchmark for indulgent comfort. Nostalgia isn’t about replicating the past; it’s about reimagining it with craft and intention.”
Premiumisation Continues to Shape Demand
“Premiumisation remains a strong driver across both retail and foodservice. Despite cost pressures, consumers are becoming more selective, with 76% willing to pay more for quality. In bakery, this translates into demand for products with provenance, craftsmanship, and visual appeal.
“European bakery traditions deliver exactly that. The European Union’s quality schemes – Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) – guarantee that a product’s qualities or reputation are directly linked to its place of origin. PDO foods must be produced, processed, and prepared entirely within a defined region, while PGI products require at least one stage to take place there. PDO and PGI products, from Italy’s Pane Toscano PDO – an unsalted Tuscan bread – to Sweden’s Upplandskubb PDO, a steamed rye loaf, and Lithuania’s Daujėnų naminė duona PGI, a naturally fermented rye bread, showcase unique regional specialties rooted in tradition.
“In sweet bakery, premium chocolate continues to drive innovation. Data shows that 66% of consumers prefer chocolate with multiple flavours, and 65% favour multiple textures, fuelling demand for layered patisserie, richer inclusions, and more sensorial experiences. EU chocolate styles, from delicate blonde profiles to traditional nougat, are increasingly influential in this space.”
Fermentation, Gut Health and the Move Toward “Less Processed”
“Health remains a powerful motivator. 44% of UK consumers describe themselves as highly health-conscious, and interest in gut-friendly foods continues to grow. This is driving a wider appreciation of fermentation, not only in bread but also in sweet bakery too.
“The renewed popularity of sourdough reflects a broader desire for products that feel natural and minimally processed. Bakers across the EU are incorporating sourdough starters into doughs for cakes, pastries and enriched breads, creating deeper flavour and texture while tapping into the consumer perception of sourdough as being gentler on digestion.”
Circular Thinking and Responsible Baking
“Sustainability is becoming a baseline expectation, with waste reduction and ever-growing concern for consumers. Across Europe, bakers and producers are exploring innovative ways to repurpose surplus dough, minimise waste, and develop more efficient production cycles. From using spent ingredients in secondary products to experimenting with next-generation functional mixes, circular thinking is gaining momentum. For operators, these practices offer both environmental benefits and compelling stories to share with customers.”
The Outlook for 2026
“Today’s consumers want comfort, integrity, and memorable flavour – and European bakeries deliver all three. By blending nostalgic cues, elevated patisserie, slow-fermentation techniques, and thoughtful innovation, the EU bakery sector demonstrates that heritage and progress can coexist beautifully. For UK retailers, chefs, and foodservice operators, looking to the EU for bakery inspiration and supply is not merely a sourcing choice, but a way to meet the rising expectations of the modern diner.”
