The bakery and pastry sector is booming worldwide, meeting new consumer demands (pleasure, innovation, convenience and health), driving the creation of new hospitality concepts, and leading equipment manufacturers to focus on automation, energy efficiency and sustainability.
We love bread. After years of decline, the bread market has experienced a slight upturn, according to the 2024 Annual Report on Food Consumption in Spain prepared by the Ministry of Food, Agriculture and Fishing (MAPA for its Spanish initials). Each person consumes 27.45 kilos of bread per year, and outside the home, consumption is also significant, at 4.63 kilos per person, with the regions of the Mediterranean Coast, Andalusia and metropolitan Madrid leading the way. In general, bread consumption is stabilising, with a growing preference for healthier and fresher varieties, says the MAPA study.
Also, watch out for sales in the domestic market of industrial bakery and pastry products, which grew by 4% in 2024 to 5.87 billion euros, according to the DBK Sector Observatory. This study highlights the excellent prospects for the sector, driven by the high capacity for innovation shown by companies and their adaptation to new trends and consumer habits.
The way consumers experience bread has also changed. The bakery as such is no longer just a point of sale, but a place of experience, and is increasingly becoming a café, a social space that draws new target consumers.
In recent years, this trend towards the hybridisation between bakery and coffee shop has consolidated, with a veritable boom in the bakery café model, which has conquered our cities, replacing traditional bakeries and coffee shops, and which, with the help of organised catering chains, offers a complete gastronomic experience ranging from baked goods to savoury dishes, with coffee and drinks, and therefore longer table stays at the establishment.
This successful bakery-café approach fits in perfectly with today’s consumer habits. Consumers are increasingly drawn to versatile, healthy and, especially, rewarding offerings: they do not want to give up either pleasure or novelty. And therein lies the opportunity for both manufacturers and retailers, from small artisan bakeries to large chains
A consumer who also increasingly values craft, quality ingredients, health and sustainability, and is willing to pay for it. Hence the rise of artisan sourdough bread, gourmet pizza, organic dough, gluten-free options… Good bread or a good sandwich can make all the difference, both in catering and in sales, not to mention the overall customer experience.
Patisserie is also evolving
At the same time, patisserie is undergoing a major transformation driven by technological innovation and global trends that are redefining taste, aesthetics and sustainability. Hence the increased demand for personalised, healthy desserts, and the use of alternative ingredients such as gluten-free flour, reduced sugar and natural sweeteners.
Single-serving desserts and mini sizes are taking centre stage, while the demand for new products is leading the trade to experiment with exotic ingredients in the search for new and surprising taste experiences.
Megatrends in bakery and patisserie worldwide
In this respect, the study conducted by Puratos, which identifies the major trends that will mark the future of bakery and patisserie worldwide, is particularly interesting.
One of them is that consumers are looking for fresh products that retain their freshness for longer, but without sacrificing taste and quality. And this is where pre-cooked products, which offer freshness and convenience at any time, come into their own.
At the same time, taste remains the main purchase driver. Surprises, unexpected combinations and intense flavours are increasingly valued. That said, 84% of Spanish consumers prefer traditional flavours. Likewise, texture is a key factor in the enjoyment of food. Products that combine crunchiness and softness, and items that offer new mouth sensations are all the rage.
And one thing is clear: the visual sells. For the vast majority of consumers, if a product looks good and appeals to the eye, it will taste better.
However, the pleasure of eating is not incompatible with well-being. Customers are looking for delicious products that also offer nutritional and health benefits. 69% of consumers are willing to indulge themselves, but do not want to give up pleasure. And 74% choose specific foods and ingredients based on health benefits.
The study also points out that consumers demand environmentally and socially responsible products and increasingly value local, authentic and quality products.
In this context, “innovation is no longer enough: today’s consumer is no longer just looking for new products, but for complete experiences that match their lifestyle,” explains Jordi Rafart, head of R&D at Puratos Spain. “The key is to create authentic experiences, aligned with their values and lifestyle. Adapting is the new driver of innovation.”
In short, with a more demanding, informed and aware consumer, the industry must innovate to offer products that combine pleasure, health, sustainability and convenience.
Bakery and patisserie products to be seen at Alimentaria + Hostelco 2026: a selection
Following these trends, here is a small “tasting”, by way of a preview, of the bakery and patisserie products that we will be able to find at Alimentaria + Hostelco 2026.
Brioche hamburger bun
Brioche is in fashion, and not just for desserts. As part of its “The Brioche Experience” concept, Panabad will present a gourmet range of hamburger buns and other products at the fair, made from brioche dough. In particular, the Brioche Burger bun (80 grams) is the perfect choice for a gourmet burger: its soft and fluffy texture, buttery aroma and slightly sweet taste makes it ideal for enhancing any burger, turning it into a premium dining experience.
Quality macaroons for the Horeca channel
Who doesn’t like a macaroon? Belgium’s PM Sweet is a specialist in the production of these timeless, universal confections and, since last year, the world’s leading manufacturer in terms of product volume. For the foodservice channel it offers boxes of 36 macaroons, as well as large macaroons, personalised, savoury, heart-shaped, just covers…. It will bring to the fair its entire range of products, made from carefully selected ingredients. “We have a very clear focus: to offer the best quality at the best price,” says the company, whose automated production lines succeed in combining high quality with a competitive price.
Pastry doughs
Dreidoppel pastries, a brand of the Ireks Group, are the perfect base for adding a special touch to bakery creations, as they stand out for their authentic taste, natural colour and maximum processing safety. There is a suitable pastry dough for each product, which provides the perfect flavour and aroma accordingly:
– Fruity and fresh: raspberry, strawberry, lemon, mango, watermelon
– Floral elegance: elderflower, hibiscus, lavender, rose
– Nuts: toasted almond, hazelnut, walnut, pistachio, marzipan
– Coffee notes: espresso, latte macchiato, mocha
– Delicate liqueurs: cherry brandy, crème de menthe, marc de champagne, Williams pears, Jamaican rum…
High quality shelled pistachio nuts
In the heart of the land of the pistachio, the Italian company Marullo offers the trade its shelled pistachio, selected from its own Sicilian farms. This high quality product has a superior, authentic taste, with the intense aromatic notes typical of Sicilian production. The meticulous production process results in a pure product, with a natural colour, ready for processing. Versatile and with a high-yield, Marullo shelled pistachios guarantee a superior end result and enhances any pastry, ice cream and bakery creation.
Ready-made, deep-frozen pancakes
Made in Brittany, Le Monde des Crêpes combine artisanal know-how with fresh, local ingredients such as fresh milk and Breton flour to make their crêpes. They are pre-made, deep frozen and ready to use. They only require a quick reheat for a few seconds on a griddle, in a frying pan or in the microwave to restore their spongy texture and home-made taste.
Available in catering sizes, such as boxes of 50, the crêpes can be used in both sweet and savoury recipes. Their versatility and ease of use make them an ideal solution for breakfasts, brunches or café menus.
Ready-to-use patisserie fillings
Zeelandia will be showcasing its wide range of fillings for patisserie products, which includes fat-based fillings specially developed for the horeca channel: these are creams that add flavour and value to the final products, with a very versatile application: they can be spread, filled or injected after baking, facilitating work in the kitchen and patisserie. The line includes Nocciola, Nocciola Bianca and Pistachio flavours, all formulated with high quality ingredients, with a smooth, creamy texture, and an authentic taste that enhances any application, from desserts, croissants and pastries to fine cake fillings.
Ready-to-use creams, with no need for further preparation, suitable for fillings, toppings or decoration, retaining the optimum flavour and texture when served,
Fresh puff pastry in rolls
Based in Bruges (Belgium), Maître André is renowned for producing high quality fresh puff pastry in rolls. A product that combines craftsmanship, flavour, freshness and authenticity and is a perfect alternative to frozen dough. This fresh puff pastry, traditionally made in Belgium, offers multiple advantages to chefs and pastry chefs: no defrosting time; no cracked sheets; very easy to unroll, and ready to be cut as required: from there, the chef’s creativity comes into play.
Authentic sourdough village bread
Panalia will be bringing one of its star products to the fair: village bread. It is a loaf of bread made from additive-free sourdough whose triple fermentation lends it a taste and texture characteristic of handmade breads. The bread is baked in a stone oven and the result is a bread with very pronounced alveoli and a spongy texture. This bread is served in the horeca channel pre-cooked and frozen; caterers just need to defrost and bake it off for their customers to enjoy all its quality, texture and flavour.
Bakery and patisserie products
As consumers increasingly seek out products that combine craftsmanship and wellness, bakery and pastry equipment manufacturers are responding with innovations that emphasise automation, energy efficiency and sustainability, as will be seen at Alimentaria + Hostelco 2026:
Compact professional temperature control machine
Utilcentre will showcase the Selmi Color-Ex, a compact (only 36 cm wide) professional tempering machine ideal for bakeries, patisseries, ice cream parlours and restaurants that work with chocolate. It stands out for its speed in melting and tempering (it processes 12 kg in just 7 minutes) and its volumetric applicator with pedal or automatic control, which facilitates quick and precise operability.
It includes a low voltage heated vibrating table, and allows the auger to be removed for easy cleaning. With an output of up to 55 kg/h, it combines performance, precision and reliability, perfectly suited to the needs of the horeca sector.
Energy-saving electric oven
Ilem Bakery, an Italian company renowned for its innovative solutions for bakeries, pizzerias and pastry shops, presents Elektric: an electric oven designed to facilitate daily work and optimise each baking process. With programmable automatic ignition, independent temperature control in each chamber and consumption limiter, this oven offers maximum precision and convenience. Of special note is its economiser system, which allows energy consumption to be reduced by up to 50%, while maintaining uniform cooking and exceptional results at all times.
Compact bread slicer
Parber, a company specialising in bakery and pastry machinery, will be showing its KST-43 bread slicer, a very up-to-date model: compact, with a modern design. It can be placed between two shelves, in a cupboard or on a worktop thanks to its small dimensions. It allows the bread to be cut into uniform slices in thicknesses from 8 to 24 mm, and is available in different versions: table-top, stand-mounted or floor model.
Automatic in-store baking
Germany’s Wiesheu will present at the fair ‘hi, bread’, a modular automated baking solution for bakeries or retail outlets. It allows the automatic transport of products to and from the oven, loading and unloading without manual intervention, which greatly facilitates the work.
Thanks to its scalable design, it can be adapted to different levels of automation, integrating cameras for product recognition, cold storage and intelligent sales forecasting functions.
It also helps to reduce loads, optimise energy and improve process reliability. The mini version (hi, bread mini) features a prep station with touch screen guidance and optical recognition to avoid operator errors.
The Coffee, Bakery & Pastry Alimentaria + Hostelco area, bigger than ever before
All this and much more will be on show in the Coffee, Bakery & Pastry area at Alimentaria + Hostelco, which will take centre stage at this edition: it will occupy the whole of Hall 7 in Gran Vía at Fira de Barcelona, more than 5,500 m2 (twice the size of the first edition in 2024), thus consolidating its position as the go-to meeting point for the coffee, bakery and pastry sectors. It will feature more than 170 companies, 40% of them from abroad.
“The exponential growth of this sector confirms the market’s interest in this trend on which we are banking with more space, more companies and an innovative programme of activities designed by leading professionals which will cover the entire value chain, from production to retail and the horeca channel”, says Pere Taberner, chairman of Hostelco. We will be there.
By Marta Renovales, journalist at Profesionalhoreca.com