Las Vegas, Nevada — As shoppers move away from one-size-fits-all products, Puratos is uncovering how diverse consumer preferences shape the bakery and food market.

At IBIE, Meg Schneider, consumer insights manager at Puratos USA, presented the newest findings from the company’s Taste Tomorrow survey and its new demand landscape tool.

Schneider explained that the research combines global data and social media tracking with an in-depth look at five consumer segments.

These include Health Hunters, willing to pay more for nutrition; Variety Seekers, who enjoy innovative and global flavors; Flavor Firsts, focused on indulgence; Traditionalists, who prefer familiar favorites; and Balancers, who value both health and affordability.

An interesting discovery shows that premium seekers, Health Hunters and Variety Seekers, make up nearly half of the U.S. population.

Traditionalists account for about 30 percent. Schneider noted that Balancers stand out because they want healthier options that remain affordable, a need often unmet in the market.

Flavor trends reveal strong interest in hybrid products and complex global tastes, especially among Variety Seekers.

On the health side, consumers lean toward holistic wellness, seeking functional ingredients, gut health benefits, and natural, clean-label products rather than just low-calorie or low-fat options.

Comparing U.S. and European markets, Schneider observed that natural ingredients now rank third among consumer priorities in 2025, a major shift from earlier years.

Freshness remains the top factor, followed closely by healthier alternatives.

Puratos’ research highlights that evolving consumer demands—centered on health, sustainability, and flavor—are reshaping bakery and food production, pushing brands to create products that match the diverse values and priorities of modern shoppers.

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Photo by: puratos.in