What will bakery lovers crave in 2026?

 

We’ve got the answers, straight from the source: consumers themselves. The Taste Tomorrow research program—built on insights from over 23,000 consumers in 56 countries—reveals the most up-to-date view on global bakery trends.

 

Through a unique blend of large-scale surveys, semantic AI, and expert analysis, we’ve uncovered the top desires, expectations, and cravings set to shape the bakery landscape in 2026.

From the breads they buy to the textures they can’t resist—here’s what’s next in the world of baking:
• Protein power
• Texture mashups
• Sourdough

Protein power

Fuel for an active lifestyle

No less than 67% of consumers select foods based on the health benefits they offer. And the health ingredient currently in the highest demand is protein. Consumers aren’t just searching for protein in sports bars and shakes anymore. They’re now actively seeking high-protein versions of everyday baked goods, such as bread, cookies, cakes, and even indulgent desserts. This shift reflects a broader expectation: bakery products should support active, health-conscious lifestyles, not just satisfy cravings.

According to our global research, online conversations about protein-enriched baked goods are experiencing a surge in popularity and are expected to grow by 17% in 2026. Our trend survey shows that today, 29% of global shoppers check the product packaging for protein content. As a result, protein now ranks as the fourth most searched nutritional attribute—just behind sugar, calories, and fat.

Online searches and mentions of ‘low-carb protein bread’ grew by 282%, while ‘high protein dessert, low carb’ skyrocketed by a mind-boggling 7,800% over the past year.

Today, indulgence and nutrition are no longer opposites—they’re expected to coexist. Consumers increasingly see (sweet) bakery products not just as treats, but as potential sources of functional benefits like protein. The idea that a dessert or pastry can satisfy cravings while supporting wellness goals is not just appealing—it’s becoming the norm. Consumers are especially drawn to protein-enriched classic treats with familiar flavours and textures, which offer a sense of nostalgia without compromising on nutritional value.

Undeniably, the rise in awareness and use of GLP-1 medications like Ozempic—often associated with weight loss and potential muscle loss—has prompted many to focus more intently on their protein intake. The growing demand for vegan and vegetarian foods has already fuelled interest in protein-rich products; however, demand is now climbing even higher.

Textural mashups

Conflicting textures are the new crave factor in bakery and rising fast

Baked goods that combine contrasting sensations are capturing consumer attention worldwide, such as the combination of crispy and chewy, soft with a crunch, or flaky with rich or creamy fillings. Texture is no longer just a detail; for 71% of consumers, it’s a key driver of food enjoyment. And with 67% actively seeking novelty through new formats or unexpected mouthfeels, it’s no surprise that ‘texture mash-ups’ is the second-fastest-growing trend in the bakery category today.

Want to know the texture bakery lovers are craving most right now? Consumers can’t get enough of crusty, crunchy bites. This texture—whether you call it crusty or crunchy—is now the most sought-after in bakery. And that’s true in South Africa as well, we have seen a 45% increase in searches for texture mashups over the last year, with chewy texture leading the way, followed closely by crunchy.

We predict a 19% increase in online conversations around crunchy/crusty textures in 2026, following a strong 15% rise in 2025. When this texture is paired with something soft, chewy, or richly filled, it creates an irresistible contrast. It’s the ideal starting point for brands looking to tap into the booming texture mash-up movement.

Think of the Mookie by the Australian La Bomb Cookies: a cookie-muffin hybrid that offers a soft and chewy texture with a crispy cookie edge and bits of filling, such as Kinder chocolate or Mars Bar & M&M’s for a creamy, gooey surprise. Consumers know they will love familiar flavours, the novelty is the sensorial aspect of biting into a mookie. Closer to home, bakeries like Thank Goodness in Cape Town, create textured treats with chocolate layers, crunchy and gooey fillings.

 

Sourdough

Sourdough is back on top—again—as the #1 most talked-about trend in bakery. Taste Tomorrow has spotlighted sourdough as a star trend for years, and the latest data proves it’s still on the rise. Searches for ‘sourdough bread near me’ surged by 178% in Q2 2025, reflecting deep and growing consumer interest. With 58% of consumers believing sourdough makes bread healthier, and 70% agreeing it enhances flavour according to our research, this fermented favourite perfectly bridges health & well-being and taste.

Sourdough is experiencing a pop culture moment, as superstar Taylor Swift revealed she “thinks about sourdough 60% of the time” in the podcast New Heights. As a home baker, she experiments with cinnamon swirl and funfetti sourdough loaves. Her favourite, the blueberry lemon sourdough loaf, has been trending across social media, further cementing sourdough as a lasting winner in bakery innovation.

A large driver of this growth comes from new applications of sourdough. It isn’t just artisanal loaves of sourdough bread that consumers are after. They’re also craving sourdough pastries, cookies, and other baked goods, something clearly reflected in the surging online interest in these concepts:

• Sourdough focaccia +141%
• Cinnamon raisin sourdough +115%
• Sourdoughnuts +172%

In South Africa, almost 60% of consumers believe that fermentation enhances the taste of food and we have seen a growing number of sourdough launches from leading retailers and brands like The Bakery Sourdough loaf at Checkers and Sunbake Sourdough buns, making it more accessible to more consumers in the country.

Looking at the latest sweet baked goods launches, there’s been a 31% increase in products featuring a sourdough claim, which is especially pronounced in South America (+118%), Europe (+28%), and the Middle East & Africa (+9%). With 33% more growth forecasted in 2026, sourdough continues to shape the future of bakery.

 

Sourdough is widely seen as beneficial for both taste and health, making snacks and sweet baked goods that include it twice as appealing. Its strong link to gut health is especially compelling, reflected in a 99% increase in online searches for ‘sourdough bread gut health’. These perceived health benefits give consumers permission to treat themselves without guilt. So if you’re creating a donut, cinnamon roll, or savoury pastry, be sure to incorporate sourdough into your product development.

 

About Puratos

Puratos is an international group, which offers a full range of innovative food ingredients and services for the bakery, patisserie and chocolate sectors. We serve artisans, retailers, industrial and food service companies in over 100 countries around the world. Our headquarters are located in Belgium, where the company was founded in 1919.

At Puratos, we believe that food has extraordinary power in our lives. We do not take such a responsibility lightly. This is why we aim to help customers be successful with their business, by turning technologies and experiences gathered from food cultures around the world into new opportunities. Together, we move the planet forward by creating innovative food solutions for the health and well-being of people everywhere.

For further information, visit www.chipkinspuratos.co.za