Pastry Trends 2025: What’s Hot in Baked Goods Right Now
Pastry trends are shifting again. The latest Tastewise data, drawn from over 150,000 people, 450,000+ social posts, and nearly 55,000 recipes, reveals what’s baking in consumer conversations and restaurant menus across the country. Despite a 9.38% year-over-year drop in overall pastry chatter online, there’s no shortage of creativity or demand. Here’s what brands, bakeries, and retailers need to watch in 2025.
10 pastry trends shaping 2025
These are the pastry trends we’re seeing most across menus, recipes, and social chatter right now—starting with a surprise leader.
Kataifi
This shredded filo-based dessert is up 298% in social mentions. Expect more Middle Eastern influences in modern pastries.
Cruffins
A croissant-muffin hybrid, cruffins saw a 224% YoY menu increase. They balance indulgence with convenience, aligning with the “quick treat” consumer need.
Paris Brest
This rich choux pastry is rising again, especially in premium patisserie menus. Its 62X correlation index proves strong pairing potential with almond paste and hazelnut spread.
Cake pops
Cake pops are small, snackable, and rising fast—up 386% on menus. They tap into the same appeal as mini desserts and portable indulgences.
Chocolate pistachio everything
From croissants to bars, this flavor pairing saw a 70% rise. It hits both the visual and taste sweet spots.
Fig jam fillings
Up 62% YoY, fig jam brings an upscale twist to puff pastry treats and tart bases.
Speculoos revival
With 184% menu growth, the spiced cookie spread is showing up in more innovative formats, from frosting to stuffing.
Sweet-salty mashups
“Swalty” combinations are trending. Look for caramel and sea salt, or brie and honey in puff pastry formats.
Healthier indulgence
Consumer needs like “baked” and “homemade” are still relevant, each capturing 27% and 15% of conversation, respectively. Gluten-free waffles and fruit-forward toppings are growing.
Roast coffee pairings
As coffee trends evolve, roast profiles (up 88%) are influencing bakery offerings too, from espresso-infused ganache to mocha-glazed danishes.
What’s driving these pastry trends?
Tastewise’s consumer data platform highlights how menu items and social conversations shape product decisions. Pastry, as a category, is evolving beyond traditional sweets. Social-first baking content dominates TikTok and Instagram. Top-performing videos feature puff pastry creativity, from savory twists to whimsical dessert builds.
Consumer sentiment remains high for indulgence. Needs like “sweet” (41%) and “tasty” (31%) still dominate. That said, health and flavor innovation are picking up fast. Up-and-coming needs like “cozy” (103% growth) and “intense flavor” (96%) show that consumers want comfort with a twist.
The role of consumer data platforms in predicting what’s next
Relying solely on historic data or gut instinct no longer cuts it. Agile teams now build menus and campaigns around real-time consumption moments. Platforms like Tastewise empower brands to act on live data—tracking performance across social mentions, recipes, and menus all in one place.
The result? Faster, more informed decisions on what products to greenlight or drop. Whether it’s deciding to feature kataifi over mousse, or investing in the crookie instead of the cupcake, the smartest moves now start with the right insights.
Dessert and cake trends continue to shape product development
Sweet categories remain dominant. Cake trends still command 33% of social share across desserts. That includes birthday cake, chocolate cake, and new players like bento cakes. Visual appeal and novelty drive engagement. The bento cake boom (up 245% in 2024) is a good example—it’s fun, customizable, and perfectly Instagrammable.
On the flavor side, dessert trends are leaning global and nostalgic. Alfajores and dacquoise are growing, while ingredients like pandan (+47%) and tahini (+95%) reflect expanding palates. TikTok has fueled recipe discovery, where sweet-savory combos often go viral.
Why do pastry and coffee trends work so well together?
Bakery menus and coffee menus are now blending more than ever. Latte-flavored fillings, espresso-glazed croissants, and tiramisu-inspired offerings are showing up on both sides of the counter. Iced lattes saw 338% menu growth, while coffee itself holds a strong 17% social share.
Pairings matter here. Chocolate and coffee remain top duo choices. But roast coffee’s rise is pushing more nuanced pairings—think single origin flavors and pastry fusions inspired by bean terroir.
Final thoughts
There’s no single direction for pastry in 2025. What’s clear is the need for agility. Social share may be slightly down, but conversation depth and innovation are growing. From ingredient swaps to entirely new formats, pastry trends this year show how flexible the category is—and how much consumer expectations continue to evolve.
Real-time insights are the edge. Those who respond fastest to changes in food trends, cake trends, and coffee trends stand to win.
FAQs
What baked goods are in high demand?
Cake, chocolate, and cookies remain the top three, according to Tastewise data. But new entrants like kataifi and crookies are seeing huge growth—298% and 127% YoY respectively.
How are bakeries using social media to influence pastry trends?
Bakeries now treat social content as a feedback loop. Posts that gain traction often inspire menu updates. TikTok in particular influences trends like bento cakes and stuffed croissants.
Are there any health-conscious pastry trends gaining popularity?
Yes. Gluten-free waffles, fruit-forward toppings, and alternative sweeteners are on the rise. “Homemade” and “baked” remain top consumer needs, and sourdough-based viennoiseries are gaining as a better-for-you option.