The baking industry’s top innovators, suppliers and thought leaders will come together at IBIE 2025 to showcase innovative ingredients, cutting-edge technology and next-level baking solutions.
Held at the Las Vegas Convention Center, September 14-17, 2025, IBIE will deliver product showcases, immersive demos and world-class education experiences to help baking professionals explore opportunities for innovation and growth while gaining insight into emerging trends and consumer preferences.
With IBIE 2025 on the horizon, we’re keeping an eye on four key trends that are sure to stand out throughout the event.
Trend 1: Cookies, Cookies, Cookies
Cookies continue to hold their place as the most universally chosen baked good. The cross-generational appeal and convenience of cookies is inspiring innovation in baking ingredients, mixes and product positioning, as brands seek to align with evolving consumer tastes.
While consumers appreciate the approachability and portionable nature of cookies, the market is shifting toward more gourmet interpretations—driven by consumer interest in high-quality ingredients. Brands are experimenting with unique flavor combinations, indulgent formats and premium textures to capture consumer interest in this category. These elevated offerings go beyond basic treats, delivering a sensory experience that blends nostalgia with innovation.
64% of cookie consumers are interested in bakery-quality cookies, making it the top innovation driver in the category.
67% of consumers agree that gourmet cookies are worth the extra cost.
Mintel, Cookies – US – 2024
Mintel, Baking and Mixes – US – 2025
Trend 2: Blending Health & Indulgence
The baking industry is evolving as functional nutrition trends—like high protein, keto and formulations compatible with GLP‑1 medications—drive product innovation. Consumers are increasingly looking for baked goods that strike a balance between health and indulgence, pushing brands to develop enjoyable treats that satisfy cravings while offering perceived nutritional benefits.
Today’s consumers are drawn to baked goods that combine better-for-you (BFY) or clean label ingredients with rich flavor and satisfying texture. While there’s growing demand for products made with short ingredient lists and functional additions like high protein, alternative sweeteners and flours, and sustainable ingredients, taste and convenience still reign supreme. Brands that can successfully integrate both health-conscious and indulgent qualities are well positioned to lead in a market where consumers no longer want to choose between flavor and function.
30% of consumers want to see functional ingredients or claims in baked goods.
Mintel, Baking and Mixes – US – 2025
Mintel, Prepared Cake and Pies – US – 2025
Trend 3: Natural Colors Take Center Stage
Sweet bakery items are becoming a canvas for colorful, eye-catching innovation as consumers gravitate toward simple ingredients and natural alternatives to synthetic food dyes that create visually appealing treats. Natural colors sourced from familiar ingredients, like fruits and vegetables, are gaining popularity for their health appeal, as well as their ability to make products feel more approachable and trustworthy.
Colorful and whimsical flavors are trending across the bakery sector, driven by social media and consumers’ desire to rediscover nostalgic experiences with a vibrant twist. As health-focused consumers continue to seek functional benefits and transparency, the use of colors derived from nature and clear ingredient sourcing have become essential to building trust and standing out in a competitive market.
60% of consumers say clean labels significantly influence their buying decisions.
Innova Market Insights, Colorful and Whimsical Flavor Trends in the US & Canada – December 2024
Innova Market Insights, Natural Ingredient Trends: Global Market Overview – July 2024
Trend 4: Seasonal Flavors Delight
Seasonal baking has moved beyond traditional holidays, with consumers increasingly open to enjoying seasonal flavors throughout the year. In the U.S., seasonal flavors have become a powerful driver of consumer excitement and product innovation in the baking category. These offerings allow brands to connect emotionally with consumers, tapping into their desire for familiar comforts, as well as new, engaging experiences.
When it comes to spring-inspired flavors, baked goods are embracing the trend with innovations in floral, fruity and lighter flavor profiles that capture the essence of spring. By leveraging seasonal flavors with thoughtful storytelling, brands can maintain relevance and capture consumer interest year-round.
31% of U.S. consumers say that seasonal flavors motivate them to try new baked goods or desserts.
Mintel, Baking and Mixes – US – 2025
Innova Market Insights, Springtime Flavor Trends: Global Consumer Preferences – May 2025
Baking Meets the Moment: Flavor, Function and Fun
Together, trends in cookies, functional ingredients, natural colors and seasonal flavors reflect consumers’ desires for treats that balance indulgence with wellness, creativity and visual appeal. Brands that embrace these shifts are well positioned to drive excitement and innovation in the baking category.
At ColinKurtis Advertising, we specialize in helping brands develop meaningful strategy to drive marketing results and capitalize on emerging trends.
Let’s connect at IBIE 2025 and discuss how we can help turn your vision into measurable results. Or, contact Mitch Robinson at mitch@colinkurtis.com or call 815-965-6657 EXT. 1.
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