People are looking for high-quality, indulgent options that offer something special. Consumers demand new, unique and high-quality. Specialty croissants and pastries like kouign amann deliver that rich, buttery experience that feels familiar, yet unique and elevated, “which is why we think they are catching on,” said Malachi Van Wyhe, chief marketing officer/sales manager for Dutchland Foods, Lester, Iowa.

“Right now, we are offering some new filled pastry options which add a twist on traditional classics, like our kouign amanns that come in a bakeable cup and are filled with delectable fillings. They are a big hit,” Van Wyhe said. “We are willing to make custom flavors, shapes, and sizes to help in-store bakeries have their own touch on the products they offer – such as lattice croissants, Danish crowns, hand pies, croissant doughnuts, flavored palmiers, etc.”

Croissants continue to climb the popularity charts, and specialty pastries such as kouign amann are gaining widespread notoriety like never before. The kouign amann – a sort of flaky sticky bun – traces its origins to Brittany, France, in the 1860s.

Vandemoortele strongly believes that authentic and regional specialties – Italian focaccia, Belgian chocolate desserts, real French croissants and pastries like kouign amann – are gaining momentum, and rightfully so, says Raoul Dexters, commercial manager at Vandemoortele USA.

“We saw the spike in popularity of specialty pastries when the quarantine turned typical eating patterns upside down. Suddenly, traditional mealtimes were nonexistent, as all-day snacking became the norm, so consumers began exploring the shelves and branching out from their typical purchases,” Dexters said. “Thankfully, they ventured into the specialty pastry sector as a better-for-you treat that can be enjoyed all day, allowing our industry to continue providing innovative, delicious products. Now, almost five years following the pandemic, consumers’ desire for these specialty pastries and croissants hasn’t gone away, and we’re continuing to meet their ever-changing tastes.”

At Europastry USA, Carolina More Pascual, USA marketing director, said that to assess consumer demand for premium pastries, the team at Europastry analyzes various factors beyond just market trends.

“Our sales data consistently reflects a growing interest in this exceptional category. Engaging directly with our customers through conversations and feedback has revealed a strong enthusiasm for premium offerings,” she said.

New flavors

In response to this demand, Europastry has introduced its new line of thaw-and-bake Sophie croissants this year, along with exciting new flavors of fully baked and decorated thaw-and-serve Dots Original donuts. Additionally, they are proud to present premium fully baked pastries, featuring excellent fillings such as the new Cremadet – an authentic puff pastry filled with real custard – and the Xuxos, a fried croissant filled with its house-made custard crème.

“Today’s consumers seek indulgence while maintaining a health-conscious approach. This is where premium pastries and donuts, crafted with high-quality ingredients, become particularly appealing,” More Pascual said. “Even at a higher price point, many consumers are willing to invest in these products for the enhanced quality and experience they offer.”

Vandemoortele’s master bakers are consistently creating new products to help its customers meet their consumers’ needs.

“Our new Pistachio Filled Croissant is a savory-sweet addition to our extensive line of filled croissants including chocolate, apricot, strawberry and raspberry. This addition follows an increased demand for our filled croissants, as they increase variety to satisfy more consumers’ tastes without increasing labor,” Dexters said. “Shipped frozen, the Pistachio Filled Croissant is operator-convenient, going from freezer to oven and baking to crispy, layered perfection in just over 20 minutes. The existing flavors are offered in full size and a mini assortment, and Pistachio will be available to customers in Q1 of 2025.”

Additionally, Vandemoortele’s  Bake’Up All-Butter Sandwich Croissant released in May 2023 has continued to gain popularity and has quickly become a bestseller, he adds. Made with the same authentic French recipe as the brand’s best-selling all butter croissants already in market, the sandwich croissant is designed as a versatile carrier for the added benefit of providing a canvas for consumers’ favorite sandwich fillings. The light, flaky, and signature buttery taste can be paired with a plethora of toppings to provide grab-and-go sandwiches all day long.

“We are also growing our range of savory options as we see those products trending across the market. We most recently released a Mini Gouda Cheese Twist, which will be available right after the holidays,” Dexters said.

To effectively boost demand for premium pastries, presentation and cleanliness are crucial factors influencing consumer purchasing decisions. Ensure that your pastries and donuts are well-stocked and organized by grouping similar items together for an appealing display. A well-lit bakery case enhances visibility and showcases the quality of your offerings.

Today’s consumers prioritize product transparency, so use informative tags to highlight the names, features, ingredients, and prices of your products. This approach helps build trust and encourages informed purchasing, More Pascual said.

Additionally, offering samples is an excellent strategy. Allowing customers to taste your pastries and donuts can entice them to try items they may not have considered otherwise, significantly increasing the likelihood of a purchase.

“By focusing on these merchandising tactics and enhancing the overall shopping experience, in-store bakeries can effectively attract more customers and boost sales of premium pastries,” she said.