The consumer has changed. And bakery retail needs to keep up with this transformation.
Today, different generations share the same shopping environment, new technologies influence decisions, and trends such as natural fermentation, single-serve portions and in-person experiences are gaining more and more strength.
These were some of the main topics presented by Emulzint during the FIPAN Congress 2026, in the talk "Changes in Consumer Behavior and Their Impacts on Bakery Retail", led by Guilherme Lorensani, Market Intelligence Manager, e Thaís Sanches, Research & Development Coordinator.
In addition to presenting trends, the talk showed how understanding consumer behavior can help bakeries and confectioneries make more strategic decisions and generate more value for their businesses.
The consumer is no longer just one
If it was once possible to think of a predominant consumer profile, today that reality has changed.
Baby Boomers, Generation X, Millennials (Generation Y) and Generation Z visit the same establishments, but have completely different expectations regarding products, service and brands.
While older consumers value tradition, trust and close relationships, younger generations seek authenticity, convenience, purpose and identification with companies.
According to Guilherme Lorensani, this is one of the biggest challenges in retail today.
"The challenge for companies is not choosing which generation to serve, but understanding that all of them coexist at the same time and expect different experiences. Those who manage to interpret these behaviors will have an important competitive advantage in the coming years."
The main changes shaping the market
In addition to the diversity of profiles, the talk presented social movements that already influence consumption and tend to gain even more strength in the coming years.
Among them are:
- Digital fatigue: consumers seek more in-person experiences and real connections.
- Well-being: interest in products aligned with a balanced diet is growing.
- Portion control: individual formats and single-serve portions are gaining ground.
- Authenticity: consumers value spontaneous content and organic recommendations.
- New purchase journey: social media, artificial intelligence and multiple channels are part of the decision process.
- Automation with a human touch: technologies are gaining ground, but close service remains a differentiator.
These changes show that innovating means more than investing in technology; it means understanding the consumer's new needs.
How do these trends impact bakeries and pastry shops?
Changes in consumer behavior create opportunities for retail.
Premium products, natural fermentation, in-store experiences and omnichannel strategies are no longer differentiators and have become part of building brand value.
In addition, demand is growing for products that combine convenience, quality and added value, such as individual portions, artisanal items and recipes with differentiated ingredients.
According to Thaís Sanches, these changes also guide the development of new products.
"Innovation must come from understanding the consumer. When we understand their new habits, expectations and needs, we can develop solutions that generate value both for those who produce and for those who consume."
Relationship becomes a competitive differentiator: the change in the purchase journey
Today, consumers search the internet, receive recommendations on social media, check reviews, use artificial intelligence to look for information and switch between physical and digital channels before deciding on a purchase.
In this scenario, offering a good product remains essential, but it is no longer enough.
It is necessary to create consistent experiences across all touchpoints and strengthen the relationship with the customer.
As highlighted during the presentation, the bakery retail of the future will increasingly compete on connection, not just on price.
Knowledge that drives results
At Emulzint, we believe that sharing knowledge is also part of our commitment to the market.
More than developing solutions for bakery and confectionery, we seek to support our customers through market intelligence, trends and technical content that contribute to more strategic decisions.
Changes in consumer behavior will continue to happen at an accelerated pace. Staying alert to these changes is the first step to turning trends into opportunities and building businesses that are increasingly prepared for the future.