The pastry industry’s future is rapidly being shaped by a return to simplicity as consumer expectations shift towards transparency and trust. Recognisable ingredients clear, front-of-pack communication now form the foundation of consumer confidence in pastry brands. The rise of clean-label eating - prioritising simple, minimally processed and familiar components - has moved from a health-conscious niche to a defining market standard across bakery and patisserie. Today’s pastry consumers, even in indulgent categories like Pastel de Nata, scrutinise ingredient lists and make purchasing decisions based on perceived authenticity and simplicity.
Research by Ingredion, a leading global ingredients solutions company, shows 62% of European consumers have increased interest in how food is sourced, produced and packaged, and that clean label has become an “undeniable and established trend”. Innova’s 2025 European clean label research indicates that nearly two in three consumers reconsider purchases based on ingredient lists, and that a significant share is willing to explore new or novel ingredients if they are perceived as more natural. Another study by Qvita Bake claims that 34% of the consumers would pay more for cleaner labels, as they pursue ‘Balanced Indulgence’. And, according to Puratos, over 70% of consumers would buy more from bakeries using only natural ingredients.
In practical terms, this has driven brands to reformulate, removing artificial additives, colours and stabilisers and replacing them with natural alternatives. Consumers increasingly associate these familiar ingredients with “real food” and artisanal quality, which aligns strongly with the positioning of premium pastry products. Many also view shorter, simpler formulations as more environmentally and ethically responsible, inferring shorter supply chains and a reduced environmental footprint.
This transition cannot happen overnight, and there are cases where certain ingredients, such as palm oil, may need to be retained where they are technically difficult to replace without compromising texture, lamination performance or shelf life in pastry applications. But volumes can be minimised and strictly certified.
For bakeries and other foodservice businesses, the opportunity lies in balancing indulgence with integrity. A Pastel de Nata made with simple ingredients and advertised with a clean, informative label can stand out in a crowded retail or café environment. As consumers become more label-literate, honesty and minimalism in ingredient are no longer mere optional marketing strategies but essential components of brand credibility.
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Quick Bites
Rebuilding consumer trust in 2025
https://www.bakingbusiness.com/articles/63270-baking-transparency-rebuild-consumer-trust-in-2025
Clean label trends in the baking industry
Clean Label Ingredients Market Size and Trend Analysis
https://www.persistencemarketresearch.com/market-research/clean-label-ingredients-market.asp
