Consumer Trends

ABA’s Bakery Playbook: Bread is based on consumer research conducted in 2026. A sample of the research findings includes:

• 55% of consumers eat sandwich bread at least once a week
• 94% of consumers can be persuaded to spend a little more on baked goods or buy them on impulse

ABA’s Bakery Playbook: GLP-1 Medications is based on consumer research conducted in 2026. A sample of the research findings includes:

• 95% of GLP-1 consumers have enjoyed a morning baked good in the past 30 days
• 41% of GLP-1 consumers said they’re eating less meal-related baked goods

Sponsored by Lesaffre

ABA’s Bakery Playbook: Bagels is based on consumer research conducted in 2025. A sample of the research findings includes:

• 62% of consumers prefer soft bagels
• 60% of consumers purchase most of their bagels from the grocery store

Sponsored by ABI LTD

ABA’s Bakery Playbook: Crackers is based on consumer research conducted in 2025. A sample of the research findings includes:

• 93% of parents agree that crackers are a great kid-friendly snack
• 60% of consumers are interested in crackers with unique ingredients

Bakery Playbook: Crackers Infographic

ABA’s Bakery Playbook: Pizza and Flatbread is based on consumer research conducted in 2025. A sample of the research findings includes:

• 49% of consumers prefer thin crust
• 86% of Americans have consumed pizza or flatbread in the past year

Sponsored by Lesaffre

Bakery Playbook: Pizza and Flatbread Infographic

ABA’s Bakery Playbook: Cookies is based on consumer research conducted in 2024. A sample of the research findings includes:

• 70% of consumers like cookies to reflect the season
• 90% of consumers agree that baked goods are a fun part of celebrations

Sponsored by Puratos

Bakery Playbook: Cookies Infographic

ABA’s Bakery Playbook: Buns and Rolls is based on consumer research conducted in 2024. A sample of the research findings includes:

• 50% of Americans say buns or rolls are a must when eating hot dogs or hamburgers
• 74% of consumers believe bread items like buns and rolls are an overall healthy choice

Sponsored by Puratos

Bakery Playbook: Buns and Rolls Infographic

The Impact of GLP-1 Medications on Commercial Baking study was developed in conjunction with NDP Analytics and contains survey data representing over 1,000 consumers reflective of the U.S. population.

The findings help businesses understand consumer uses of GLP-1.

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