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In Brazil, the bakery industry is well-developed and markets products suitable to the consumer market trend, a fact highlighted in the study Brasil Bakery & Confectionery Trends 2020. This study identified five consumption macrotrends that explain well the behavior of the industrialized cakes demand: Premium Products and Experience (premium, gourmet, festive and of traditional recipes products), Nutrition and Functionality (products with more proteins, fibers, whole wheat, with addition of ancestor grains, seeds and vegetables), Control and Adequacy (products with lower calories, sugar, carbohydrates, fats, sodium and gluten), Naturalness and Authenticity (products with few ingredients, with no artificial ingredients, without additives and preservatives), and Sustainability and Transparency (organic and plant-based products).


The PREMIUM PRODUCTS and EXPERIENCE macrotrend determines the market growth for products with enhanced quality and the appeal for sensory ability, among them there are those with claims for premium and gourmet quality, and also products with appeal to the conscious indulgence, that is, with the previous characteristics, but also more nutritive, with less calories and with natural and sustainable ingredients, that is, with more attributes than the other macrotrends of the sector.

These consumption trends for cakes in 2021 are higher than the demand for freshness and the permissible indulgence, that is, tasty products that also offer benefits to the consumer health such as, for example, addition of grains, seeds, and fruit. The comfort products and that give an emotional comfort (comfort food) have been seen as stress reducer in the period of Covid-19 pandemic.

The characteristics associated to health and nutrition as relevant for more than half of people, when they buy comfort product at bakeries. Products capable of establishing emotional connections with customers tent to build stronger brand loyalty.


Among the many trends related to NUTRITION and FUNCTIONALITY, it is possible to highlight the products fortification with products such as, for example, probiotic ingredients associated to immunity and plant-based ingredients that increase the protein content. In south America, more than one-third of the consumers want to find a variety of cakes with a high protein content in the market. Consumers have paid more attention to the label statements related to the fibers content.


In addition to the higher interest on the suitable nutrients intake, the CONTROL and ADEQUACY macrotrend is characterized by the concern that many consumers are trying to balance their dally meals, seeking to control the consumption of food with high content of salt, fats, calories, and even gluten, even though the latest is mainly directed to this component in the wheat flour.

Globally, that trend has driven the offering for products with a reduced content of fat, less quantities of sodium and gluten-free. Among the claims in the labels that attracts most the people’s attention are those related to the quantities of calories, sugar, carbohydrates and sodium.


Associated to the consumers preferences by comfort food, health, the NATURALNESS and AUTHENTICITY macrotrend signalized to the valuation of options for products realized as artisanal, natural, and without artificial additives. Despite the traditional items containing additives are considered as safe, industries have developed products with more simplified formulas, with ingredients in smaller numbers and more familiar to the consumers.

Among the main characteristics demanded by consumers in bakery products are the presence of “real” ingredients and the absence of artificial aromas and dyes. Among the trends of the bakery sector, at the moment of the purchase, younger consumers have been valuing the food information related to health, sustainability of ingredients, increasingly demanding for authenticity of products and transparency in the manufacturers communication.


The SUSTAINABILITY and TRANSPARENCY macrotrend represents the valuation of the way industrialized food is made and also the importance attributed to the manufacturers social and environmental responsibility. It has promoted the increase in the demand for organic products and with environmental certifications. On the other hand, consumers want clear information about the ingredients used and the types of processes used in the manufacturing.

Young consumers have been valuing sustainable products, especially regarding environmental impact and with transparency and traceability of ingredients used. More than half of South American consumers declared having changed the diet, in the last two years, in order to keep a more sustainable life style, contributing to the environment. Among the main changes, there are the consumption of fresher products, higher attention to waste, and consumption of products locally manufactured.

Learn about the complete study on Industrialized Cakes!