Trends to watch for at International Baking EXPO

Dawn Foods, a global leader in bakery ingredients and insights, is unveiling its North America Bakery Trends at The International Baking Industry Exposition (IBIE) in Las Vegas, September 13–17, 2025. Building on its recently launched Global Bakery Trends, Dawn’s proprietary research highlights the nuances shaping consumer behavior in North America and how bakeries can harness these insights to grow sales and customer loyalty.

For over a decade, Dawn has tracked shifting consumer motivations and bakery consumption behaviors. The 2025 North America insights were developed from surveys of 2,500 consumers worldwide and hundreds of visits to bakeries, grocery stores, and foodservice establishments.

“Dawn is committed to empowering bakeries with insights, innovation, and solutions that fuel growth for the entire industry,” said Sarah Hickey, Vice President of Marketing – North America, Dawn Foods. “We’re proud to bring actionable data and culinary inspiration to IBIE and to continue supporting our customers in building stronger businesses.”

“North America’s bakery consumers are telling us they want both connection and variety—social media-driven discovery, nostalgic comfort, bold indulgence, and inclusive options,” said Cathy Wisloski, Manager of Insights, Dawn Foods. “By using these insights, bakeries can design menus that resonate more deeply with their customers and attract traffic throughout the year.”

2025 North America Bakery Trends

1. Sweet Connections

Social media continues to drive discovery, with more than 60% of North American consumers influenced by social platforms to purchase a bakery item – a significant increase since 2022. Additionally, 58% of Millennials and Gen Z say they are likely to order food directly from social media in the future. From viral creations like the “crookie” to Instagram-ready desserts, bakeries that connect their brand story online and in-store can rapidly increase reach and sales.

On Display: Head to the Dawn Foods IBIE booth #2400 to see this trend in action in the form of Loaded Croissants.

2. Elevated Indulgence

Indulgence has shifted from rare treats to everyday luxury experiences. 70% of consumers agree that bakeries are an affordable way to enjoy bold, multi-sensory offerings. Limited-Time Offers (LTOs) are especially powerful, creating urgency and exclusivity while driving both trial and repeat purchases.

On Display: At IBIE, Dawn chefs will showcase visually striking creations—such as pitch-black monochromatic Victorian cake at the “Trends in Action” session —that demonstrate how bakeries can push creative boundaries with accessible techniques. Or, check out the Decadent Honeymooners display in the Dawn booth.

3. Simple Pleasures

Consumers continue to crave nostalgic and comforting classics, with 4 out of 5 saying they love baked goods that remind them of childhood. At the same time, “Newstalgia” is on the rise—70% of consumers enjoy fresh takes on traditional favorites. This presents bakeries with opportunities to modernize recipes, packaging, and serving occasions while still appealing to emotional connections and group celebrations.

Try the Trend: Sample a Perfect Glazed Donut from the Dawn donut case in booth #2400.

4. Empowering Choices

Today’s consumers expect bakery menus to be inclusive and reflective of their values. More than half of North American consumers prefer bakeries that offer options catering to diverse dietary needs, and 64% of Millennial and Gen Z shoppers say brand values strongly influence their purchase decisions. Offering variety, transparency, and sustainability-minded options positions bakeries to win across generations and occasions.