Dawn Debuts Global Trends and Insights Backed by Proprietary Research

Nov 16, 2022, 10:15 AM by Dawn Foods

Dawn Foods has unveiled its Global Trends Report revealing four key trends which will be key across the global bakery sector for the next year: Technology Transformation, Experience Exploration, Daily Delights and Mindfulness Matters.

The report is the culmination of a major research project undertaken by Dawn Foods’ global Market Research & Insights teams over the last three years, including fielding a study to create first-of-its-kind proprietary research. The team interviewed more than 3,000 consumers and visited hundreds of bakeries, grocery stores and food service establishments globally to witness how these trends are coming to life.  

Dawn's 2023 Global Trends include:

  • Technology Transformation: Technology has forever changed the consumer eating experience, transforming how we choose, receive and consume our favourite foods both in and out of home. From QR codes and touch screen ordering to social sharing before, during and after the meal, there’s now a digital component to virtually every food occasion. After rapid changes in the last 3 years, technology now presents a “make or break” scenario to bakers. From delivery to payment options to cues that encourage social engagement, operators need to actively bring technology into the eating experience to remain relevant in our digital world. This trend will only accelerate in the years to come – 41% of European consumers plan to order more food online in 2023 than they have previously.  
  • Experience Exploration: Everything old is new again. Consumers frequently turn to familiar foods for comfort in times of stress. This has been especially true in the past few years. Today’s consumers—especially younger generations—are approaching tradition with a twist. Exploring fresh and disruptive ingredients and enhancing their nostalgic memories with new flavour experiences. To win today’s consumers, operators are challenged to think both old and new—to innovate with intriguing spins on time-honoured favourites. Consumers seek foods that not only enhance their nostalgic memories but incorporate fresh and new flavour experiences from other cultures. For example, while 45% of European consumers * have tried American baked goods – like chocolate chip cookies and apple pie – 30% of consumers actively plan to try traditional Asian baked goods.
  • Daily Delights: Happiness in every bite. As we place a stronger emphasis on mental health and wellness, consumers have increasingly changed their perceptions of sweet goods. Enjoying something sweet every day has gone from “something I feel guilty about” to “something that makes me feel good,” an essential part of a balanced lifestyle. But in order for consumers to truly enjoy the moment, the treat has to be a delicious, high quality, and multi-sensorial experience. When introducing new concepts, operators are encouraged to appeal to consumers’ growing acceptance and desire for their daily sweet treats—with desirable, individual serving-size and mini-formats. This trend will continue in the years to come – 1 in 2 European consumers* will continue making sweet baked goods a regular part of their routine moving forward.  
  • Mindfulness Matters: Reaching the conscious consumer. Today’s consumers are putting a great deal of thought into the foods they eat. Acutely aware of how their choices affect their personal health, community and planet, they’re looking for authenticity, and want to make a positive impact on the world. They’re loyal to brands and establishments that support causes they care about. Operators need to be mindful of what they themselves stand for—so consumers can feel good about supporting those values with their money. When it comes to the environment, 71% of European consumers are willing to pay a premium for sweet baked goods that are made sustainably.

*Source: Dawn Foods 2023 Global Trends Study