Sweet bakery trends in India
In India, sweet bakery products are popular accompaniments to chai (tea), and coffee. Sweet croissants, in particular, are a developing category. Brands seeking to establish a foothold in this category can focus on promoting sweet croissants as part of consumers’ daily routines and positioning flavours that pair well with tea and coffee. To reach snackers, brands can explore hybrid formats, such as croissant chips, or experiment with new shapes and sizes.
While sweet bakery items, especially cakes, are strongly associated with traditional celebrations like birthdays and anniversaries, there is an opportunity to expand their relevance to festive occasions, small wins, and joyful moments—such as landing a new job, passing an exam, or sharing a snack with a loved one—that consumers experience in their day-to-day lives.
Additionally, brands can position sweet bakery products as convenient on-the-go snacks for Gen Z (aged 26 and under), especially since 37% of this demographic report enjoying them in this way. Expanding formats to include cheesecakes, cream rolls, and croissants, while incorporating familiar flavours like strawberry, caramel, and chocolate, can help brands establish a festive and accessible image.
What consumers value: Flavour, brand recognition, and value-for-money
Expanding the flavour repertoire and the opportunity for chocolate-plus. Flavour is the primary purchase driver for sweet bakery products, particularly among women (65%) and residents in metro areas (68%) according to Mintel research. Consumers also highly value brand reputation and a good value-for-money proposition. While the desire for healthy options has slightly declined–down four percentage points in 2023, compared to 34% in 2020, other factors like natural ingredients, freshness, and convenient packaging continue to influence purchase decisions in this indulgence-led category.
Chocolate remains India’s most popular bakery flavour, followed by fruit and spice flavours. However, with many chocolate variants already available, brands seeking differentiation could focus on chocolate-plus flavours—pairing chocolate with other favourites like strawberry, hazelnut, or caramel. Data from Mintel Global New Products Database (GNPD) shows that from January 2020 to December 2023, chocolate-plus flavours accounted for only 9% of launches in India, highlighting untapped opportunity. Brands can take inspiration from globally popular chocolate combinations, like chocolate with hazelnut or salted caramel.
Building brand equity for long-term success
In India’s crowded sweet bakery market, building brand equity is crucial for both new entrants and established players. For brands targeting affluent consumers, focusing on quality and indulgence can create a premium perception. Established brands should also enhance brand-building efforts to maintain their leading position. Communicating key product features such as bigger sizes, vibrant colours and indulgent textures can further reinforce superior value and appeal.
For example, introducing “melt-in-the-mouth” or “softer/creamier” textures could attract consumers seeking a unique indulgent experience. However, launches featuring these textures have been limited, making up only two per cent of launches in the four years leading to December 2023 according to Mintel GNPD. Brands can appeal to bakery enthusiasts by innovating with ingredients that deliver softer textures through updated packaging and reformulations.
Seasonal and Limited-Edition Appeal
Seasonal flavours are relatively untapped in India’s sweet bakery market, despite considerable consumer interest–35% of sweet bakery consumers state that ‘seasonal flavours’ can encourage them to choose one sweet bakery over others and 40% of Indians state their interest in trying limited-edition flavours.
For brands, introducing seasonal, limited-edition offerings such as a mango-flavoured pastry during summer can premiumise the category and appeal to young, affluent, and adventurous consumers, particularly those in tier 1 cities. Mango, for instance, is a versatile and well-loved flavour in India, making it an ideal candidate for festive and limited-time releases across various sweet bakery formats.
Make them pop with bold colours
Colour can create differentiation, particularly for younger consumers. As described in Mintel Food and Drink Trend ?“Eat With Your Eyes”, consumers are attracted to bold colours and artfully constructed and sometimes just cool innovations. Millennials and Gen Zs are at the forefront of the trend as they often experiment with Instagrammable coffee-enhancing products.
More than four in ten Indian consumers who describe their financial situation as “healthy” are drawn to vibrant colours in sweet bakery products. Brands can leverage this preference by incorporating colourful layers, sprinkles, or other bright ingredients into cakes, macarons, and similar treats. This can enhance product appeal, even among children, and add a festive touch to everyday indulgences.
India’s sweet bakery market offers exciting growth opportunities, especially for brands that emphasise flavour innovation, appealing textures, vibrant colours and limited-edition seasonal offerings. By focusing on tea or coffee-time pairings and other key consumption occasions, brands can expand their market presence and foster loyalty among consumers seeking everyday treats and indulgent experiences.
(The author is principal food and drink analyst at Mintel Reports India. She can be reached at mpagulayan@mintel.com)