If sweet bakery doesn’t taste good, what’s the point? That’s why flavour is the most important thing.
We give you the lowdown on the fastest-growing flavours in the UK bakery scene.
Tropical Flavours Are Finding Their Place In Bakery
Pink guava is up 137.34%*.
That’s a big signal that things are changing.
Tropical flavours have often been more closely associated with drinks, desserts and confectionery. But pink guava has the brightness, sweetness and visual appeal to work across doughnuts, cakes, fillings, icings, glazes and patisserie-style applications.
It brings colour as well as flavour.
Bakery is increasingly influenced by visual discovery. Products need to look good on the shelf, in bakery counters and on social media.
Coffee Shop Culture Continues To Influence Bakery
Matcha pistachio is up 131.91%*.
Pistachio is the new crown jewel of the bakery world, joining salted caramel as one of the trending flavours taking a seat at the top table.
Pair it with super-trendy matcha, and you have a green match made in heaven.
Ube, the new kid on the block, is also jumping from lattes into bakery, with growth of 42.68%*.
Authentic and Grown Up Sweetness
Fig & honey is up 124.16%*.
This is a different kind of bakery flavour trend.
It taps into the Sophisticated Indulgence trend from our annual flavour trends report, where authentic sweetness helps deliver depth, richness and a more adult style of indulgence.
Fig brings jammy, dark-fruit notes. Honey adds floral warmth and provenance to the sweetness.
Date syrup, which is up 10.78%*, is another trending way to add sweetness with depth and character.
Comfort Flavours Are Still Booming In Bakery
Cookie butter is up 86.65%. Banana caramel is up 73.12%. Cinnamon brown sugar is up 71.84%*.
These are all highly bakery-friendly flavours.
They show that familiar indulgence is still one of the strongest drivers in the category.
Savoury-Sweet-Spicy Flavours Are Becoming More Important
Swicy or swalty, whatever you want to call it, spicy and savoury flavours are continuing to merge with sweetness in the bakery category.
White miso is up 70.26%*.
It pairs perfectly with caramel, brown butter, chocolate or maple.
White miso is unlikely to become a mainstream bakery flavour overnight, but it does show where premium bakery development is heading.
Mango habanero is also one of the top sweet and spicy combinations, with rocketing growth of 119.33%*.
Global Bakery Inspiration Is Growing
Black sesame is up 35.88%*. Cardamom is up 15.15%*.
Two global flavours are having a moment in UK bakery.
The rise of trendy cardamom buns is helping this flavour spread across the category.
Black sesame is a real social media darling, adding instant premium appeal.
British Fruit Flavours Still Have Strong Potential
Damson is up 60.31%. Strawberry & rhubarb is up 59.84%*.
These flavours show that UK bakeries do not have to rely only on global inspiration to feel relevant.
There is still plenty of room for British fruit profiles with heritage, tartness and seasonal appeal.
They feel traditional, but also trendy.
Make Sure You Are Ahead of The Flavour Trends in Bakery
Get in touch to request flavour samples to get ahead and tap into growing consumer trends.
*Tastewise (May 24 – May 26, Social Media Conversations, Sweet Bakery, UK)
