The latest patisserie trends

Consumer Insights

What are the latest patisserie and dessert trends? In order to keep a finger on the pulse, Puratos conducts the world’s largest consumer survey in the bakery, patisserie and chocolate industry – Taste Tomorrow. In-depth insights into behaviors, attitudes and choices have been gathered from over 17.000 consumers in 40 countries.

Here are some of the biggest patisserie trends of 2020.


Taste is the most important factor when buying patisserie. However, it’s more than just taste. Consumers want to be wowed by all their senses. 54% of consumers around the world say that food that looks good to the eye is tasty too. They are looking for ‘Instagrammable’ products that they can share on their Social Media.

Zooming in on taste preferences, consumer have a slight preference for traditional tastes (76%) versus more exotic tastes from other parts of the world (59%). As consumers like to be surprised from time to time, it is recommended to balance out both options.


Consumers read information on the packaging. They look at the ingredients used, nutritional values, the presence of preservatives and additives, sourcing and allergens.

A growing number of people also pay close attention to what they eat and want their patisserie to be gluten free, lactose free, vegan or sugar free. Clear labels & information from field to fork contribute to creating the required transparency.

Next Level Experience

If taste is king, experience is queen. Consumers want to be amazed & surprised. This

goes beyond food. The total eating experience matters more than ever. Atmosphere, innovation, service with a smile and presentation matter more than ever.

Consumers are also open to try out new technologies like 3D printed food. Technology can be used to provide new consumption and shopping experiences.

Even during the coronavirus pandemic, consumers found it important to create little moments of indulgence in their home. Sweet goods are very appreciated as small reward and an escape from daily stress. Add a small experience on top and you’ve got a winner.

Woman photographing breakfast with coffee and donuts. Taking food photo with mobile phone.

More detailed consumer insights and trending patisserie concepts

Are you looking for more trends and detailed data? The most innovative recipes or trending concepts in the bakery, patisserie and chocolate industry? Then visit the Taste Tomorrow website where you’ll always find the latest trends. Or subscribe to the Taste Tomorrow e-mail newsletter.

Trends after the coronavirus (Covid-19)

The coronavirus outbreak had a profound impact on consumers, changing how they live, what they eat and how they purchase. To understand these changes in behaviour and to offer our customers in-depth insights, Puratos conducted specific consumer surveys around the world to discover how the patisserie category will need to adapt and evolve to meet future consumer needs in the ‘new normal’. Reach out to your Puratos sales representative in order to get the latest trends and insights and how consumers deal with bakery, patisserie and chocolate since the coronavirus pandemic.