March 5, 2025 – Biscuits and sweet baked goods in Europe are preferred for their traditional ingredients, novel flavors, and ability to satisfy cravings across various occasions. Consumers purchase these products for indulgence and treats. Innova’s 360 research into this dynamic category highlights product launches, top companies, and the changing preferences and future developments in the sweet baked goods industry.
This article is based on Innova’s Overview in Biscuits & Sweet Baked Goods in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Sweet Baked Goods Market Trends
Sweet biscuits or cookies lead the sweet baked goods market in Europe. The United Kingdom is the leading country, followed by France, Italy, Germany, and Spain. Aldi is the market leader for this category. Other notable companies include Lidl, Mondelez, Dr Oetker, and Tesco. These companies account for 16% of total launches in biscuits and sweet baked goods over the past year. The fastest growing claims and flavors are seasonal and pistachio.
Traditional Trends
In Europe, shortcake, macaroon, and meringue are fastest-growing product bases in biscuits and sweet baked goods. Consumers expect three vital aspects in these products, which are local ingredients, familiar flavor, and artisanal craftmanship. They value tradition and authenticity in their diet. This aligns with Innova’s top trend of 2025 “Food Culture: Tradition Reinvented”, which highlights the consumers wish to rediscover the authentic flavors from culinary heritage embracing time-honored traditions.
Health and Wellness Trends
In Europe, 28% of consumers relate gut heat to their overall physical health. This reflects 22% of total launches with digestive/gut health claims. This aligns with Innova’s “Gut Health: Flourish From Within” food trend, which shows growing awareness of including microbiome, creating space for ingredients like fiber for supporting better digestion and gut health.
Weight management is the top physical health concern in Europe. Consumers seek healthy indulgences that promote their weight management goals. Biscuits and sweet baked goods with weight management claims show a 14% CAGR over the past three years. Nearly 1 in 4 consumers purchase products with low levels of unhealthy ingredient claims. For instance, they prefer biscuits or sweet baked goods with no added sugar, without palm oil, or no hydrogenated fat claims. In Europe, foods that cater to their cultural needs are important in their diet. They also seek products with clear, honest labeling, and prefer natural, organic, and no additives options. This growing shift toward natural and inclusive of plant-based diets aligns with Innova’s “Plant-Based: Rethinking Plants” food trend. This trend highlights a move away from plant-based substitutes and towards the wholesome and natural essence of plant consumption.
Innovation Trends
Consumers in Europe crave innovative flavors with seasonal or festive editions. This leads to growth in biscuits and sweet baked goods with seasonal or limited editions claims. For example, butter pastry pies filled with brandy mincemeat launch only during Christmas season, milk chocolate folded into boxes featuring Harry Potter, and lemon meringue sprinkles feature a summer edition. This inspiring innovation aligns with Innova’s top food trend of 2025, “Wildly Inventive,” which highlights consumers’ craving for extraordinary experiences that leave a lasting impression.
Flavor Trends
Brands invent through co-branding, shaped treats, whimsical packaging, and cross category or novel flavors. Nearly 1 in 5 consumers in Europe seek for new or novel flavors in the bakery category over the last year. For them, discovering new tastes is an important driver of enjoyment and pleasure in food. They seek imaginative, adventurous, and unique flavors in food for memorable experiences.
What’s Next in Baked Goods Trends?
In Europe, consumer preferences and demands drive the sweet baked goods and biscuits market. Brands continuously explore innovative ways to appeal to health-conscious consumers, emphasizing unique ingredients and convenience. They can enhance their offerings by using vegetables and grains, addressing the increasing demand for healthier, functional options. These ingredients offer opportunities to incorporate novel flavors, creating distinct product characteristics that can enhance market appeal. Incorporating calcium into biscuits and sweet baked goods can contribute to stronger teeth and potentially reduce the risk of cavities, promoting overall oral health. Adding floral infusions or blending contrasting ingredients like cranberry and chili can create unique, adventurous flavor profiles that stand out in the market. This can cater to consumers seeking bold, unexpected tastes, and wellness.
Squeezable bottles in food preparation can offer a mess-free and efficient solution to elevate convenience. These ideas allow for precise portion control and minimize waste. The easy-to-squeeze design eliminates the need for ladles or spoons, reducing cleanup time.
The biscuits and sweet baked goods industry in Europe is shifting towards innovation and wellness. To stay relevant and appealing to modern consumers, brands are likely to embrace health-focused products, novel flavors, and efficient packaging solutions.
This article is based on Innova’s Overview in Biscuits & Sweet Baked Goods in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
