Gen Z is fueling the growth of premium pastries, as “this generation seeks excitement in their food, craving distinctive textures and a sense of nostalgia,” explains Carolina More Pascual, USA marketing director at Europastry USA.

Notably, 42% of consumers turn to pastry items for comfort, and croissants play a significant role in this trend, representing 17% of total sales in the U.S. market, ranking third after Danish pastries and muffins.

Croissants and their various adaptations deliver on all these fronts, while also boasting strong appeal on social media. Instagram-worthy pastry creations are seeing a viral surge, enhancing market visibility. Additionally, the trend of "back to basics" resonates with consumers, contributing to the positive momentum for croissants. New trendy flavors, such as pistachio and nostalgic almond, are further fueling their popularity.

Bakeries have an exciting array of new pastry product options to attract consumers. Croissants remain a popular choice, with offerings like multigrain and pain au chocolat appealing to those seeking both indulgence and variety, she said.

Danish pastries are also gaining popularity, featuring enticing flavors such as chocolate, custard, almond, raspberry, and apple. These options not only provide delicious choices but also cater to consumer preferences for unique and flavorful treats.

“We are particularly excited about our new flavors of DotsOriginal released this year, including Lotus Biscoff, Raspberry Cheesecake, and Coconut & Almond, among others. Each donut is generously filled and beautifully decorated, ensuring they stand out in the bakery case,” More Pascual said.

Additionally, handheld items like donuts and croissants are becoming increasingly popular, providing convenient and satisfying options for on-the-go consumers. With innovative flavors and enticing presentations, these products are perfect for impulsive purchases, making them essential additions to any bakery's lineup.

“We’re thrilled to present our new DotsOriginal donuts, crafted from a classic recipe to create the best European-tasting donuts,” she said. “These donuts are light, soft, and tender, and they come in exciting flavors like Lotus Biscoff, Raspberry Cheesecake, and Coconut & Almond, all generously filled and beautifully decorated to stand out in the bakery case.”

Additionally, handheld items like cinnamon rolls are gaining popularity, with options for thaw-and-eat and ready-to-bake versions available. These innovative offerings cater to diverse tastes and are perfect for impulsive purchases.