As single-serving desserts continue to gain popularity, cupcakes enjoy a consistent upswing in the instore bakery marketplace.

According to Dawn Foods, data show that seasonal offerings drive bakery sales: 65% of consumers visit a business specifically for a seasonal item, and 63% of seasonal product purchases are made on impulse.

“Consumers crave seasonal flavors, and bakeries that tap into this demand see a real impact on incremental sales,” said Sarah Hickey, vice president of marketing, North America for Dawn Foods. “Our new seasonal cake program simplifies the process by providing high-quality, ready-to-use flavors that align with customer preferences each season like lemon, strawberry and pumpkin spice. This means more excitement in the bakery case and more impulse purchases from customers looking for seasonal treats.”

Dawn Foods, a global leader in bakery ingredients, is introducing an innovative turnkey seasonal cake program featuring three new cake mixes and two new buttercreme-style icings in the United States. Designed to help bakeries capitalize on consumer demand for seasonal flavors, this new program makes it easier than ever to create limited-time offerings (LTOs) that drive traffic and sales. Each new mix and icing is tailored to seasonal flavor preferences, allowing bakeries to offer on-trend cakes and cupcakes without the need for additional in-house formulation. Dawn’s seasonal cake program ensures bakeries can easily introduce high-demand flavors at the right time, without the hassle of sourcing flavors and creating colors in-bakery.

Dawn Exceptional Bakers Request Cake Mixes are extremely tolerant and consistent, delivering cakes with superior flavor, moist texture and a tight crumb structure that supports longer shelf life. Dawn Exceptional Baker’s Request cake mixes bake flat for less wasted product and easier decorating. Dawn’s ready-to-use buttercreme-style icings are formulated for easy piping and decorating while maintaining the firmness needed to hold intricate designs.

Dawn's latest additions

• Dawn Exceptional Baker’s Request Lemon Flavored Cake Mix, a bright, citrus-forward option.
• Dawn Exceptional Baker’s Request Strawberry Flavored Cake Mix, sweet and fruity favorite.
• Dawn Exceptional Baker’s Request Pumpkin Spice Cake Mix, the #1 seasonal cake flavor.
• Lemon Cream Cheese Buttercreme Style Icing, made with real cream cheese and lemon juice, offering a rich texture and a zesty citrus kick.
• Strawberry Flavored Buttercreme Style Icing, a light and fluffy icing with a vibrant pink color and delicious strawberry taste.

Menu recommendations by season

Dawn’s seasonal cake program makes it simple for bakeries to launch limited-time seasonal desserts with these recommended flavor pairings:

Spring

• Lemon Cake + Lemon Cream Cheese Icing
• Summer
• Strawberry Cake + Strawberry Buttercreme Icing

Fall

• Pumpkin Spice Cake + Cream Cheese Buttercreme Icing

Winter

• Red Velvet Cake + Cream Cheese Icing

Pumpkin Spice Cake Mix is available for pre-booking now, with shipments starting in August 2025. Lemon & Strawberry Cake Mixes and icings will be available for pre-booking in Fall 2025, shipping in time for Spring 2026 menus.

Special occasions and celebrations

Global, family-owned food company Rich Products (Rich’s) recently shared the top 2025 trends influencing the in-store bakery industry. While special occasions and celebrations remain a key driver of bakery purchases, new research conducted by Rich’s Strategic Insights team shows that gatherings are becoming more intimate, and the desire for personal indulgence is fueling growth in premium snacking options.

“Consumer behavior across the in-store bakery landscape is rapidly evolving, driven by changing celebration habits, a growing culture of self-indulgence, and demand for bold, unique flavors,” said Amanda Buonopane, senior manager, Strategic Insights, Rich Products. “At Rich’s, we keep a pulse on key macro trends, proprietary consumer insights, and emerging food preferences to help in-store bakeries stay ahead of the curve. As smaller gatherings influence product sizes, and both indulgent and balanced snacking reshape bakery choices, businesses that embrace these shifts and innovate accordingly will be best positioned for sustained success in the long run.”

Consumers continue to embrace celebrations and special moments, driving strong demand for bakery items such as cakes, pastries, and specialty desserts. However, the way people gather is evolving. While large-scale events remain important, more consumers are opting for smaller, more personal gatherings. This shift is influencing product sizes, packaging, and product offerings in the bakery aisle, with demand increasing for smaller cakes, mini desserts, and customizable treats that cater to intimate celebrations.

As consumers juggle busy schedules, they are increasingly embracing self-rewarding moments. Whether it’s celebrating a personal achievement or taking a break from a hectic day, the “treat myself” mindset is driving demand for single-serve bakery items. From decadent pastries to indulgent brownies, shoppers are gravitating toward handcrafted treats that offer a satisfying escape. Retail bakeries are responding by expanding their selection of snack-sized options.

Snacking is evolving beyond traditional choices, becoming a larger part of consumers’ daily routines. According to Rich’s proprietary research, in the past year, 59% of consumers reported an increase in their snacking habits, with 50% reaching for a snack at least three to four times a day.

Rich’s propriety research also revealed that consumers are seeking bold and innovative flavor profiles that elevate their snacking experiences, often inspired by social media trends. In fact, 74% of consumers say that they have been influenced to try a snack after seeing it online. From globally inspired ingredients to unique flavors like sweet-and-savory or “swicy” (sweet-and-spicy) combinations, in-store bakeries are introducing new flavors that cater to adventurous palates. Seasonal and limited-edition flavors are also gaining traction, driving shoppers to explore new tastes and textures with each visit.

Natural colors

The conversion to natural color is only accelerating, especially in the cupcake and cake decorating marketplace.

On Jan. 15, the Food and Drug Administration (FDA) announced their decision to revoke the authorization for the use of FD&C Red No. 3 in food and ingested drugs. This will be effective Jan. 15, 2027, for food products and Jan. 18, 2028, for ingested drugs. Manufacturers will need to reformulate and remove Red 3 to meet these dates but should start sooner to get ahead to avoid the consequences of being left behind.

The conversion to natural color is only accelerating in food and beverage, according to Sensient Food Colors. 

It only takes one large company to take all the current supply of a natural product. If companies wait, they may have to reformulate with another available product that does not provide the desired color, cost, or performance. Natural resources are finite, and a total conversion cannot be made overnight. It is not just legislation that food and beverage companies should worry about. Increasingly, consumers are concerned about the specific ingredients found in their food. According to Mintel, 34% of US consumers believe that “free from artificial coloring” claims influence their food and drink purchase decisions. A sizable portion of US adults (76%) believe that natural ingredients- such as natural food colors -offer more functional benefits than artificial ones and are perceived as healthier. In the past five years, natural color has outpaced artificial color in new product development.

Within the food industry, Red 3 is typically found in products like strawberry milk, bakery items, and confectionery. In each of these applications, natural color will work differently and will require careful consideration and planning to match the unique, bright pink-red shade of Red 3.

If brands are preparing to address these changes by removing Red 3 but are not prepared to make a full conversion to natural colors, developers should talk to the right experts and get started today. Using natural color is complex and requires not only planning, but also the right expertise.

To find the best Red 3 substitute or fully convert products to natural colors, several technical considerations will come into play to ensure successful color performance. Heat, acidity, processing, ingredient interaction, and light exposure can all impact natural color stability depending on the color source.

Some of the most common natural Red 3 alternatives include: beet, anthocyanins, carmine, lycopene, red iron oxide. Yet many of the technical considerations can make an impact on how each of these works, and not all natural colors are created equally. As one of the top color manufacturers in the world, Sensient has developed technology like its Uberbeet™ portfolio to help create stable and powerful natural colors.

As natural resources are finite, food and beverage companies should start working with a trusted color partner now to get ahead of changes and find the right solution. Do not get left behind without color because you waited too long. In a world where color plays a vital role in consumer enjoyment of food and beverage, it is more important than ever to better understand how it works and partner with a trusted expert like Sensient.

Snack cakes

In the snack cake area, Hostess, the brand synonymous with delightful snacks for generations, is thrilled to announce the launch of Hostess Cupcakes Minis. This exciting new product reimagines the iconic Hostess Cupcakes that everyone knows and loves in a convenient, mini size that is perfect for busy families and snack lovers on the go. Each bite-sized cupcake features fluffy chocolate cake, creamy whipped crème filling and the iconic Original Squiggle — all baked with real cocoa without any high fructose corn syrup or artificial flavors.

“We craft all of our products with people’s busy lives in mind which is why we’ve made the #1 cupcake mini increasing its portability,” said Aundrea Graver, director of brand marketing at Hostess Brands. “From car to pantry, Hostess Cupcakes Minis offer a perfectly sized snack for whenever a sweet craving hits.”

Hostess Cupcakes Minis will be sold in single-serve pouches and multipacks. Single-serve pouches will contain three mini cakes while a box pack will come with six pouches of two mini cakes per pouch, delivering sweet moments of portable snacking.

Whipped frosting

Pillsbury Baking is launching Pillsbury Whipped Frosting. Light, fluffy, and irresistibly smooth, this whipped delight comes in four drool-worthy flavors: Buttercream, Chocolate, Strawberry Delight, and the brand-new, Sweet Cream.

The all-new Sweet Cream flavor brings your favorite coffee shop’s creamy sweet cream topping to your baked desserts, delivering a silky, melt-in-your-mouth experience that takes cakes, cupcakes, and cookies to the next level. Alongside Sweet Cream, Pillsbury Baking continues to offer its beloved classic flavors like Buttercream, Chocolate, and Strawberry for those who crave the timeless taste of their go-to frostings, but in this fun whipped format.

Generously sized (12oz) to frost up to 24 cupcakes, each container of Pillsbury Whipped Frosting is ideal for everything from quick, everyday baking to special occasions.

“Pillsbury Baking has been making life sweeter for over 100 years, and now we’re whipping up even more fun,” said Dan Anglemyer, Chief Operations Officer at Hometown Food Company. “Our new Whipped Frostings bring a light, fluffy twist to classic flavors — perfect for topping, swirling, and spreading joy on every bite!”

Pillsbury Whipped Frostings are available now in the baking aisle at Walmart, with more national retailers coming soon.