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.

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.

Merchandising tactics

So, how can instore bakeries help boost demand (merchandising tactics, displays, etc.) for premium pastries?

“Eye-catching displays make a big difference. Feature pastries in prominent spots and pair them with complementary items,” Van Wyne said. “Offering free samples is a great way to get the consumers to try the products and help bring attention to new products in the instore bakery. Things like signage and high-quality photos that highlight the uniqueness of the pastries can go a long way in getting consumers to buy premium pastries.”

It’s all about making premium pastries feel approachable to the consumers while keeping the luxury feel.

“When consumers know they are getting a premium pastry that is unique and more special,” he said, “they’re more willing to pay extra for it.”

Vandemoortele’s range of pastries is known and loved for many reasons including the freezer-to oven convenience, visual attractiveness and the delicious smell of real European butter released when baking. The latter is very important, as instore bakeries can create a great smelling and inviting space by creating multiple baking cycles throughout the day.

Since consumers still eat with their eyes, it’s important to create an attractive display, points out Dexters at Vandemoortele USA.

When creating a display, however, it’s important not to waste resources. Are your consumers chocolate lovers? Are they focused on the classics? Are they looking for fun, seasonal treats? By creating displays that speak directly to your consumers’ tastes, you’re saving already-scarce resources while upping the likelihood of converting sales.

Additionally, adding small labels onto the packaging to explain the origin of the product – Authentic French Croissants, baked fresh for you today in store – can gain consumers’ trust, create intrigue and drive a boost in sales.

“With Vandemoortele, we see clean label, GMO-free, real Belgian Chocolate, hand-made, and authentically French translate the best to potential consumers,” Dexters said.

Finally, once the consumer is engaged, then the product needs to fully deliver on quality to keep these consumers coming back and creating a consistent demand worth of supplying these products. Consumers most often associate premium pastries with the authentic butter taste and flakiness. Vandemoortele’s authentic French recipes provide delicious, premium pastries that are beloved for the vibrant flavor and flake.

“We are constantly listening to our customers – they are the ones seeing their shelves every day, hearing their consumers’ requests and analyzing their sales. By having a personal relationship with our customers rather than keeping it transactional, we’re able to best understand what they need and how we can support,” Dexters said.

Vandemoortele also participates in food shows around the globe, which is a reliable source of information and keeps its team aware of trends, customer needs and consumer behavior.

Under the company’s flagship brand, Banquet d’Or, the new Banquet d’Or Pistachio Filled Croissant offers a beloved European flavor combination of savory-sweet pistachio and buttery pastry in a convenient, grab-and-go form. Made with the same authentic French recipe as the brand’s best-selling all butter croissants, this new filled croissant provides multiple layers of delicate crispy pastry surrounding the creamy pistachio filling. A crunchy topping of seeds balances the richness with a subtle nuttiness.

The company’s ever-growing portfolio includes an assortment of European bakery products that adhere to clean label standards, sourcing only ingredients labeled non-GMO and using no artificial colors or preservatives, among other guidelines. These bakery products are available in different finishing levels, according to the needs of the professional chef and foodservice end-user.

Consumer preferences

More Pascual at Europastry USA said that 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. 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.

 In-store 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.”

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.