Consumers in 2026 are seeking a balance between comfort and discovery in the sweet bakery segment. Familiar flavours still drive strong appeal, but there is growing interest in global influences and novel flavour combinations. Successful products increasingly combine the two, for example, pairing trending global ingredients like matcha, miso, black sesame or ube with well-loved flavours such as chocolate, caramel or strawberry.

For food and beverage brands in Australia and New Zealand, this presents an opportunity to innovate without losing the familiarity consumers value. Concepts like limited time offers and “newstalgia” (blending retro favourites with modern twists) can help test new ideas while maintaining broad appeal.

And at the same time, upcoming changes to the Health Star Rating system mean brands should consider reformulation opportunities, such as adjusting sweetness levels or increasing fibre.