Dawn Trend: Luxury Found

Busy, nonstop lifestyles are today’s norm. People everywhere are constantly plugged in and rarely escape from the everyday pressures of keeping up with work, friends and family and even the news.
This hectic lifestyle leaves people craving “me time” – little moments to unwind and escape with a special reward. Whether it’s enjoying a decadent treat from a local bakery or trying yoga, consumers across the globe grant themselves these small luxuries as a respite to life’s daily pressures.

As bakers, what better way to delight customers than with deluxe products made from the finest ingredients? Enter our new consumer trend: Luxury Found.

When identifying this trend in the bakery sector, we analysed over 100 sources including syndicated research reports, trade shows and publications, as well as primary research and vendor data. From there we identified these driving factors behind the trend:

  • Technology is “speeding up our sense of time.” This augments stress and fuels a quest for calm as an antidote to daily pressures.
  • Geopolitical developments have caused uncertainty and concern around the globe, regardless of political learnings. 
  • 20% of sweet baked goods occasions are fuelled by our need to escape. Sweet baked goods transport us to a different mental place and area a welcome interruption from the daily grind, providing a moment of peace.
  • Sensory and indulgence are the driving forces behind continually higher expectations of quality, variety and immersive consumption experiences.