Dawn Foods Europe & AMEAP Trend Report- 2026

2026 Trend Report Europe & AMEAP

The baking industry is evolving quickly, driven by changing consumer expectations, cultural influences, and ongoing technological innovation. Food is becoming more connected to identity, lifestyle, and digital expression, leading consumers to make more intentional, experience-driven choices. Recognising this, Dawn Foods’ Global Market Research & Insights teams set out to understand the key changes shaping purchasing decisions today.

Our research explores how global macro forces, including the rise of digital-first discovery, demand for value and quality, and increasing focus on sustainability and personal well-being, are reshaping how consumers engage with sweet baked goods. To bring these insights to life, the team connected with more than 3,000 consumers across multiple regions and visited hundreds of bakeries, retailers, and food service locations worldwide.

From this work, four key trends have emerged that are shaping the future of the bakery industry: Sweet Connections, Elevated Indulgence, Simple Pleasures, and Empowering Choices. Together, these trends highlight a shift toward more connected, expressive, and individualised consumption. Consumers are discovering and sharing products in new ways, seeking moments of joy and reward in everyday routines, returning to comforting and familiar experiences, and expecting options that reflect their personal preferences and values. This report explores how these forces are redefining the bakery landscape in 2026 and beyond.

Sarah Browner Market Research & Insights Manager Europe & AMEAP

SWEET CONNECTIONS

Social media: A strategic channel in the modern purchasing journey.

Social media has turned food into a global, interactive experience, essentially changing how consumers discover and engage with bakeries. Platforms like Instagram, TikTok, and Facebook allow bakeries to showcase visually compelling content, tap into influencer reach, and ride viral trends that can quickly expand their audience beyond local markets. A single engaging post, whether it’s a behind-the-scenes baking video or a creative product launch, can rapidly boost visibility and drive both in-store visits and online orders. More than just a marketing tool, social media now plays a key role in shaping brand perception, building customer relationships, and supporting business growth, making it essential for bakeries to actively and authentically participate in the digital conversation.

4

Social media influences 57% of consumers to buy a bakery item

2 out of 5 are likely to order food directly via social media in the future

Source: Dawn Global Bakery Trends Study, April 2025, Europe

Jacqui Passmore Marketing Lead West Region Europe & AMEAP

Bringing global inspiration to local sweet bakes

We’re excited to introduce Flavour Passport. It’s a campaign designed to help bakers explore globally inspired flavours while still staying true to their local food culture.

We’re always keeping a close eye on the trends shaping our customers’ businesses, and what we’re seeing is

1 out of 2 consumers like to try the latest viral food trends

a clear shift in consumer expectations. People are looking for bolder, more adventurous flavours, and they’re increasingly open to products inspired by international culinary traditions. They want that sense of authenticity and discovery, but also something that looks great and feels shareable.

From Sweden to India, Japan, Mexico, and beyond, Flavour Passport brings global bakery flavours, formats, and traditions to life, and translates them

Your Flavour Route

Consumers are increasingly curious about new taste experiences, and more open than ever to products rooted in something unique and memorable.

with

Join us on a flavour journey around the world

From Italy to India and Australia

into easy-to-use recipes with Dawn mixes, fillings, and decorations.

It’s about giving bakers the tools to stay ahead of trends, delight their customers, and create products that feel both relevant and memorable, while still working commercially in their day-to-day business.

Pandan Donut Tropical

COMPOSITION

92 pieces

Doughnut dough

Dawn Deliceam Coconut

Dawn Decorgel Neutral

Dawn Vanilla Frosting

Royal Steensma Souplesse Dark Chocolate

Dawn Delifruit Mango

Desiccated coconut

Decoration

BASIC RECIPE

Donut Dough

1000 g Dawn Raised Donut Base

1000 g Bread flour

90 g Fresh yeast

960 g Water (water temp calculated for optimum dough temp)

30 g Pandan flavour/colour (Amazon)

3080 g Total

WORKING METHOD

1. Donut Dough

• Place all ingredients in a spiral or upright mixer fitted with a dough hook.

• Mix 2 minutes on slow speed, then 8–10 minutes on medium speed until fully developed (final dough temperature: 26°C).

• Cover and rest for 10 minutes.

• Divide into 40 g pieces, shape into balls, and place each on a small piece of silicone paper.

• Arrange on trays and prove for approx. 50 minutes at 35–40°C and 65% humidity.

2. Steaming

• Steam in a traditional bamboo steamer for 13 minutes over simmering water.

• Remove from heat (lid still on) and leave to rest for 5 minutes to fully set. (For larger-scale production, an industrial oven with steam is recommended.)

• Cool completely before assembling.

ASSEMBLY

• Cut the cooled buns in half and spread the base with Dawn Delicream Coconut. Heat Dawn Decorgel Neutral with 1% Pandan flavour/colour to approx. 80°C. Dip the top halves and coat the edges with desiccated coconut.

• Pipe rosettes on top using Dawn Vanilla Frosting mixed with 6% Dawn Exceptional Compound Mango and a touch of orange colour. Prepare chocolate rings by melting Royal Steensma Souplesse Dark Chocolate, spreading thinly on silicone paper, sprinkling with desiccated coconut, and cutting into rings once set.

• Place a chocolate ring on each rosette, pipe Dawn Delifruit Classic Mango into the centre, and finish with chocolate leaf decorations.

Topping: Royal Steensma Souplesse Dark Chocolate

Coating: Dawn Vanilla Frosting + Dawn Exceptional Compound Mango

A tip from the recipe creator

Neil Towse Application Chef, UK & Ireland

Bring your water to a full boil, then gently lower it to a simmer before steaming the buns, that’s how you get the perfect texture. And if you want to elevate the flavour, try lightly toasting the desiccated coconut beforehand, it adds a beautiful depth and aroma.

Donut Cones

COMPOSITION

40 cones

1630 g Donut dough

1400 g Strawberry cream

BASIC RECIPE

1.Donut Dough

1000 g Dawn Raised Donut Mix

20 g Egg yolk

80 g Butter

490 g Water

40 g Yeast

1630 g Total

2. Strawberry/chocolate cream

200 g Dawn Exceptional® Fond Strawberry/ Chocolate

200 g Water

1000 g Whipped cream

1400 g Total

WORKING METHOD

1. Dough

• Combine the listed ingredients and knead on low speed, then continue kneading for 8 minutes on medium speed. Allow the dough to rest for 5 minutes.

• Divide into 40 g portions. Shape each portion into a tube and brush with butter.

• Roll each piece in sugared walnuts.

• Bake in a steam oven at 190 °C for 8–9 minutes.

2. Strawberry/Chocolate Cream

Mix the Dawn Exceptional® Fond Stawberry or Chocolate with water, then fold in the whipped cream.

ASSEMBLY

• Fill the mixed creams from a piping bag into the backed cooled pastry shell then decorate as desired.

ELEVATED INDULGENCE

Making the everyday feel extraordinary

Consumers are redefining indulgence by bringing premium experiences into their daily routines rather than reserving them for special occasions. The rise of “little treat culture” reflects a growing appetite for small, everyday indulgences. A pistachio-filled donut in the morning or a decorated cookie after work becomes a simple way to mark the day with comfort, joy, and personal reward. This shift is changing expectations, as people seek more than just sweet baked goods; they look for meaningful, sensory experiences that elevate ordinary moments. For bakeries, this creates an opportunity to stand out through creativity and craftsmanship, delivering products that not only satisfy cravings but also turn everyday routines into something memorable.

72%

of consumers believe that sweet baked goods are affordable luxuries

3 out of 4 like to try new foods and experiences

Source: Dawn Global Bakery Trends Study, April 2025, Europe

Marie Frigo Category Marketing Manager Dry Europe & AMEAP

Supporting you every step

At the heart of Elevated Indulgence is a simple idea: everyday treats should feel special. For our pastry mixes, we’re seeing a growing demand for products that deliver both comfort and a more premium, sensory experience, whether that’s through richer flavours, more indulgent textures, or something that really stands out visually.

3 out of 5 agree that Limited Time Offers capture attention and drive purchases

Our pastry mixes are designed with that in mind. They make it easy for bakers to take classic favourites and elevate them in a way that still feels achievable day to day, bringing in on-trend flavours, layered textures, and consistent, highquality results.

What’s also important for us is looking at the bigger picture. Through our Total Donut, Cookie, and Cake Solutions, we bring everything

Texture Takes The Cake

Texture is now a key driver of enjoyment in sweet bakery. Consumers want contrast in every bite: crunchy, creamy, soft, gooey, all at once. Inspired by social media and premiumisation, the best bakers layer textures to elevate everyday treats. Because textures that move get shared.

Pistachio Crème Brulee Cookie

Crushed Pistachio Topping Crunchy, nutty, crumbly

Brûléed Sugar Crust Crack, hard, glassy

Custard Filling Creamy, silky, rich

67%

of European consumers enjoy sweet baked goods with surprising textures.

Discover our Total Donut Solutions

Pistachio Cookie with Chocolate Chunks Crunchy, chewy, crispy

Eveything you need, from dry mixes to fillings and decorations.

Click here

NEW Dawn Churro Donut Mix

together, from the mix to fillings and inclusions, all the way to eye-catching decorations. It’s about helping our customers unlock new ideas and create products that don’t just taste indulgent but feel like a complete experience for today’s consumer.

White Chocolate Cake Pop Crunch

COMPOSITION

1 Cake Ø 16 cm

450 g Creme cake batter

300 g Dawn Delicream Crunchy White Choc Crunch

50 g Sweet and/or salted popcorn

Dawn Delicream Salted Caramel

BASIC RECIPE

1. Creme cake batter

1000 g Dawn Exceptional® Creme Cake Mix

350 g Eggs

300 g Vegetable oil

250 g Water

1900 g Total

WORKING METHOD

1. Creme cake batter

• Add the Dawn Exceptional® Creme Cake Mix, egg, water, and vegetable oil to a mixing bowl fitted with a beater.

• Mix on slow speed for 1 minute and then for a further 3 minutes at a medium speed.

• Deposit 150 g into 3 prepared 16 cm round pans or rings.

• Bake in a deck oven at 180ºC or fan oven at 160°C for approximately 18 minutes.

• Allow to cool thoroughly

ASSEMBLY

• Warm up slightly the Dawn Delicream White Choc Crunch and layer the 3 cooled Creme Cake discs with.

• Place the popcorn on top while the Delicream is still soft.

• Then chill.

• Pipe Royal Steensma Salted Caramel Filling before serving.

Jolanta Orawska-Zajac

R&D Team Leader Bielsko-Biała, Poland

“We are incredibly proud of what the team achieved with this new crunchy range for the Delicream category, combining technical expertise with creativity to bring a new dimension to indulgent bakery applications. During development, our focus was on creating the perfect contrast between Delicream’s smooth, creamy texture and well-rounded taste, and the added crunch that brings excitement and complexity to every bite. It’s this balance of texture, flavour, and craftsmanship that makes the range so exciting for today’s bakery creations.”

Pistachio, Raspberry & Chocolate Cake Bites Premium Selection

COMPOSITION

Cupcakes Ø 5cm

Cookie dough chocolate

Creme cake chocolate batter

Dawn Delifruit Classic Raspberry

Dawn Delicream Pistachio

Royal Steensma Souplesse Pistachio Flavour

BASIC RECIPE

1. Cookie dough chocolate

1000 g Dawn Exceptional® Cookie Mix Chocolate

160 g Butter

70 g Water

1230 g Total

2. Creme cake chocolate batter

1000 g Dawn Exceptional® Creme Cake Base Chocolate

350 g Eggs

300 g Vegetable oil

250 g Water

1900 g Total

WORKING METHOD

1. Cookie dough chocolate

• Add the Dawn Exceptional® Cookie Mix Chocolate and butter to a mixing bowl fitted with a beater.

• Mix for 2-3 minutes on slow speed or until all the butter is broken down.

• Add the water and mix on slow speed until a dough has formed.

• Scale 40 g of cookie dough and insert them into the tartlet rings.

• Press the dough into the ring and bake in a fan oven at 160ºC (deck oven 190ºC) for 10 minutes.

2. Creme cake batter

• Mix all ingredients for 3-4 minutes with a flat beater on medium speed.

• Fill cookie tartelettes half with creme cake batter and bake in a fan oven at 160ºC (deck oven 190ºC) for 10 minutes.

ASSEMBLY

• Once cooled, pipe 5 g of Dawn Delifruit Classic Raspberry into the indentation.

• Pipe Dawn Delicream Pistachio on top and chill.

• Heat the Royal Steensma Souplesse Pistachio Flavour to 50 °C, then dip the pistachio cream top into it.

SIMPLE PLEASURES

Seeking comfort and joy through sweet moments

In times of uncertainty and rapid change, consumers increasingly seek comfort in what feels familiar and emotionally grounding, with sweet baked goods playing a key role in providing that reassurance. Beyond taste, these products evoke nostalgia, foster connection, and create a sense of stability through memories of childhood or shared moments with loved ones. This shift offers bakeries a chance to reconnect with their heritage by celebrating classic recipes, craftsmanship, and authentic brand stories, while still staying relevant. By introducing subtle innovations, such as new textures, premium ingredients, or modern formats, bakeries can refresh traditional favourites, appealing to consumers who value both comfort and a touch of novelty.

4 out of 5

consumers like sweet baked goods that remind them of childhood

Christopher Ries

Category Marketing Manager Wet Europe & AMEAP

3 out of 4

like a new spin on a traditional sweet bakery item

Source: Dawn Global Bakery Trends Study, April 2025, Europe

When tradition meets innovation

Almond paste and marzipan are such traditional staples in bakery, but it’s interesting to see how the category is evolving. What we’re seeing now is that these classic products are finding a new kind of relevance, as consumers rediscover them through more modern, creative applications.

There’s a growing appreciation for

80% buy sweet baked goods for social gatherings

heritage recipes, but with a fresh twist. Take the Swedish semla bun for example, it’s a very traditional product, yet it’s gaining popularity across Europe and being reimagined in new formats and flavour combinations. That’s where our almond paste and marzipan range comes in.

We focus on delivering that authentic taste and texture that bakers expect,

Local Hero, Global Classic

Explore our Almond Paste range

Premium quality with a rich nutty taste. Perfect for baking, filling, and decoration.

Click here

while giving them the flexibility to use these products beyond the traditional.

In that way, it’s not just about preserving the category, but really helping it evolve and stay relevant, as these products continue to inspire bakers and connect with consumers in new ways.

Dessert Cookies

Tiramisu Salted Caramel Cookie

COMPOSITION

20 Cookies

1260 g Cookie dough

600 g Royal Steensma Salted Caramel Filling

400 g Tiramisu mousse

BASIC RECIPE

1. Cookie dough

850 g Dawn Exceptional® Cookie Mix Plain

150 g Flour

140 g Butter

120 g Water

1260 g Total

2. Tiramisu mousse

100 g Dawn Exceptional® Fond Tiramisu

100 g Coffee 40°C

250 g Semi-whipped cream

250 g Mascarpone

700 g Total

WORKING METHOD

1. Cookie dough

• Add the Dawn Exceptional® Cookie Mix Plain, flour and butter to a mixing bowl fitted with a beater.

• Mix for 2-3 minutes on slow speed.

• Add the water and mix on slow speed until a dough has formed.

• Roll the dough to 40 cm and leave it to cool down.

• Cut into 2 cm pucks and place them on a paper lined baking tray with space in-between.

• Bake in a fan oven at 150-160ºC (deck oven 190ºC) for 12-14 minutes.

2. Tiramisu mousse

• Mix the Dawn Exceptional® Fond Tiramisu with the coffee and add the mascarpone, then add the whipped cream and fold in gently until smooth.

ASSEMBLY

• Pipe the Royal Steensma Salted Carmel Filling on the center of the cookie.

• Top with the tiramisu mousse and dust with cocoa powder.

Semla Buns

COMPOSITION

58 Buns 55g

3136 g Donut dough

Filling Cream

To decorate

Dawn Balance® Emulshine Extra

Double cream

Royal Steensma Damcosnow

BASIC RECIPE

1. Buns

2000 g Dawn Balance® Donut Mix Vegan Plain

80 g Fresh yeast

16 g Ground cardamon

940 g Water

100 g Butter

Dawn Balance® Emulshine Extra

3136 g Total

2. Filling

1200 g Royal Steensma Confectionary Kernel Paste

315 g Milk

To decorate - double cream

To decorate - Royal Steensma Damcosnow

Bun crumb waste from middle of the buns

WORKING METHOD

1. Buns

• Add all the ingredients to a spiral mix and mix for 2 minutes on slow speed and then 8-10 minutes on fast speed.

• Cover the dough and let it rest for 10 minutes.

• Scale into 55g pieces and mould up round.

• Place onto baking sheets 6 x 4. Spray or brush on Dawn Balance® Emulshine Extra.

Proof/bake

• Place into the proofer at 36°C / 70rH for approximately 60 minutes.

• Bake in a deck oven at 200°C for 13-14 minutes.

Prep the buns

• Once cool, cut a thin top off each bun.

• Using a sharp knife, remove the middle of the buns (keep the crumb).

2. Filling

• Place the Royal Steensma Confectionary Kernel Paste and milk into a mixing bowl fitted with a beater and mix until smooth.

• Add the crumb waste and mix in thoroughly.

ASSEMBLY

• Fill the buns with the prepared filling.

• Whip the double cream and pipe onto each filled bun.

• Replace the tops and dust with Royal Steensma Damcosnow.

Charlotte Nilsson Managing Director Commercial, Nordics

“In Sweden, baking is closely tied to everyday rituals, especially fika, the tradition of taking time to pause, share coffee, and enjoy something homemade. Swedish baking is known for its simplicity: soft enriched doughs, gentle spices, and flavours that feel comforting rather than overly sweet. That balance is one reason it’s finding such a strong audience across Europe, as people look for baking traditions that feel authentic and nostalgic. The semla bun is a perfect example, a beloved Swedish treat that brings together indulgence, seasonality, and the joy of slowing down.”

EMPOWERING CHOICES

Evolving needs drive tailored solutions

The era of one-size-fits-all is fading as consumers increasingly expect products that reflect their individual lifestyles, dietary needs, and personal values. Purchasing decisions now go beyond taste and price, with shoppers seeking options that align with how they eat, what they believe in, and how they want to feel after consumption. This growing emphasis on inclusivity is reshaping expectations across the bakery category, encouraging brands to offer more thoughtful variety in ingredients, formats, and storytelling. Bakeries that balance inclusivity with creativity can stay relevant in a more segmented market and connect with a broader, more discerning group of consumers.

3 out of 5

consumers are loyal to brands with a commitment to sustainability

56% shop at bakeries that cater to different dietary needs

Source: Dawn Global Bakery Trends Study, April 2025, Europe

More than half prioritise a brand’s values when making a purchase

Richard Farrington R&D Team Leader Evesham, UK

Innovating with every consumer

For us, empowering choice is a big part of how we think about innovation at Dawn. We’re focused on developing versatile, reliable mixes that help our customers respond to a wide range of consumer needs, whether that’s driven by lifestyle, dietary

preferences, or simply what people feel like enjoying in the moment. Ultimately, it’s about making it easier for bakeries to offer something for everyone who walks through the door.

You can really see that mindset in how we’re growing our ‘Better-for-You’ range. Recently, we introduced two new cookie mixes, plain and chocolate, with 30% less sugar compared to similar products. The idea was to strike the right balance: maintaining the taste and texture people expect, while offering an option that fits a more mindful approach to indulgence.

Something for Everyone

consumer preferences all in one place. From vegan options to varied portion sizes and dietary choices, today’s consumers expect bakeries to innovate across every category to meet their individual needs

Plant-based indulgence without compromise

Rich and indulgent, suitable for all.

HIGH PROTEIN PANCAKES

For the health-conscious consumer

CAKE FOR 2

Perfectly portioned for sharing.

Everyday indulgence, any occasion

Bite-size treats for every moment

Check out our Total Cookie Solutions From dry mixes to fillings and decorations.

Click here

At the same time, we’re always thinking about the practical side for our customers. These mixes are made with rapeseed oil and offer up to seven days of freshness, which helps with shelf life and reducing waste. So it’s not just about meeting changing consumer expectations but also supporting how bakeries operate day to day.

Breakfast Bakes

Strawberry Açaí Cookie Bowl

COMPOSITION

12 bowls

Oatmeal cookie dough

Açaí strawberry yogurt cream

Topping as desired: cereals and fruit

BASIC RECIPE

1. Oatmeal cookie dough

1.000 g Dawn Balance® Cookie Mix Oatmeal

150 g Butter or margarine

60 g Water

1210 g Total

2. Açaí strawberry yogurt cream

250 g Dawn Exceptional® Fond Yogurt

400 g Water

90 g Dawn Exceptional® Compound Açaí Strawberry

1000 g Semi whipped cream

1740 g Total

WORKING METHOD

1. Oatmeal cookie dough

• Add the Dawn Balance® Cookie Mix Oatmeal and butter or margarin to a mixing bowl fitted with a beater.

• Mix for 2-3 minutes on slow speed or until all the butter is broken down.

• Add the water and mix on slow speed until a dough has formed.

• Split the dough into 100 g pieces and place the them on a paper lined baking tray with space in-between.

• Bake in a fan oven at 150-160ºC (deck oven 190ºC) for 12-13 minutes.

• Place the cookies warm into a half round molds or bowl and let cool down.

2. Açaí strawberry cream

• Mix the Dawn Exceptional® Fond Yogurt with water and the Dawn Exceptional® Compound Açaí Strawberry, add semi whipped cream and fold until well combined.

ASSEMBLY

• Spread out inside the cookie bowl with milk chocolate or any other.

• Fill the açaí strawberry cream into and let set in the fridge.

• Decorate with cereals and fresh fruits before serving.

With easy swaps to the base recipe and the versatility of Dawn Foods products, these cake bites can be adapted to suit a variety of dietary needs and preferences, including vegan, high-protein, and reduced-sugar options, helping you offer something for every customer and lifestyle.

One Base, Endless Offerings

Pistachio Raspberry Bites

COMPOSITION

20 x 100 g

Flavoured creme cake batter

Dawn Delifruit Classic Raspberry

Dawn Belnap Neutral

Dawn Fat-based Coating Drops Milk

BASIC RECIPE

1. Creme cake batter

1000 g Dawn Balance® Creme Cake Mix Vegan

350 g Eggs

300 g Oil

250 g Water

1900 g Total batter

100 g Dawn Exceptional® Compound Hazelnut/ Walnut or Pistachio

2000 g Total

WORKING METHOD

1. Creme cake batter

• Mix all ingredients for 3-4 minutes with a flat beater on medium speed.

• Add the desired Dawn Exceptional® Compound flavour and Mix shortly.

• Fill into a mini Loaf cake forms.

• Bake at: Deck oven: 180ºC / Fan oven: 160 ºC. Baking Time: 20-25 minutes

Pistachio

• Inject after baking Dawn Delifruit Classic Raspberry glaze with Dawn Belnap Neutral and decorate with Pistachio crumbles.

Hazelnut

• Glaze with Belnap sprinkle with roasted, crushed Hazelnut and cover with milk chocolate.

Walnut

• Glaze with Belnap and sprinkle with walnut brittle.

Closing

Hearing directly from our experts, combined with our findings and research, opens the door to new ideas for your next creation. Every day, we see how important it is to truly understand the people you’re baking for, their habits, their preferences, and what matters most to them.

The baking industry continues to move quickly, and while that brings its challenges, it also opens the door to exciting new opportunities. Whether it’s reimagining a classic, creating a moment of indulgence, or developing products that reflect evolving needs, there has never been more potential to innovate with purpose.

At Dawn, we’re here to support you every step of the way, from insights and inspiration to practical, tailored solutions. We’re proud to be your partner in bakery success, helping you create products that not only taste great, but truly connect with your customers.

Frank Lengersdorf International Application Chef Europe & AMEAP