Key Business Outlooks For 2025: Ellie van der Burg, Cargill
The trends shaping the bakery sector today, particularly the demand for more nutritional indulgence, will maintain their momentum in 2025 due to a convergence of societal, regulatory, and consumer-driven forces. Nutrition is becoming an increasingly important topic for bakery consumers, with our proprietary research showing that 74% of bakery consumers check the nutritional labelling ‘sometimes’ or ‘most of the time’.
The trends shaping the bakery sector today, particularly the demand for more nutritional indulgence, will maintain their momentum in 2025 due to a convergence of societal, regulatory, and consumer-driven forces. Nutrition is becoming an increasingly important topic for bakery consumers, with our proprietary research showing that 74% of bakery consumers check the nutritional labelling ‘sometimes’ or ‘most of the time’.
As we step into 2025, the baking industry is evolving at an unprecedented pace, driven by shifting consumer preferences, sustainability demands, and technological advancements. To gain a clearer picture of what lies ahead, we spoke with industry leaders, from large-scale manufacturers, ingredient suppliers, and technology innovators to professional associations that push the industry’s objectives on the public agenda.
In this special section, experts share their perspectives on the biggest trends shaping the market—from the growing demand for clean-label and plant-based products to innovations in precision fermentation, upcycled ingredients, and AI-driven production processes. They discuss how economic pressures, supply chain challenges, and sustainability goals are reshaping business strategies and what opportunities lie ahead for bakeries of all sizes.
Will 2025 be the year of functional baked goods? How will automation and digitalization continue to transform operations? And what role will climate-conscious sourcing play in consumer decision-making? Our panel of industry insiders weighs in on these critical questions, offering valuable insights to help businesses navigate the evolving landscape.
Read on for exclusive interviews with the visionaries shaping the future of baking.
Ellie van der Burg, Cargill’s Bakery Marketing Manager, Cargill
What are your expectations for 2025, taking into account the lingering impacts of 2024 and the evolving market dynamics?
The trends shaping the bakery sector today, particularly the demand for more nutritional indulgence, will maintain their momentum in 2025 due to a convergence of societal, regulatory, and consumer-driven forces. Nutrition is becoming an increasingly important topic for bakery consumers, with our proprietary research showing that 74% of bakery consumers check the nutritional labelling ‘sometimes’ or ‘most of the time’.
In line with this trend, Cargill’s Sweet Delights research reveals that even though indulgence remains a key purchase trigger, consumers want the best of both worlds. They are looking for tasty products with an improved nutritional profile, an energy boost without the sugar crash, and portion control.
Finally, we are seeing a growing interest in “experiential’ or ‘Super sensorials” products. Consumers are looking for more extraordinary experiences when treating themselves with indulgence. As a result, our customers are stretching colours, flavours, texture combinations and/or more premiumised/luxury offerings in their products.
How do you foresee the global and regional bakery markets evolving, and what are your company’s top priorities for 2025?
One of our most exciting developments is our entry into the Nutri-Score race with brownies. Our applications experts have achieved what once seemed impossible through dedicated reformulation work. We have developed delicious brownie prototypes with significantly improved Nutri-Score ratings: Nutri-Score C with 30% sugar reduction, low sodium, and high fiber and even Nutri-Score A with 85% sugar reduction, low sodium, and high fiber. These options have been validated by our internal R&D and sensory experts, and consumer tests have confirmed their acceptance.
What have been your primary growth drivers over the past year, and what is the most significant lesson you’ve learned in managing your operations?
Over the past year, our primary growth drivers have been our focus on strategic collaborations, and a commitment to sustainability. The expansion of our coatings and fillings facility in the Netherlands, for instance, has allowed us to meet the rising demand for value-added bakery ingredients. Last year, we announced a 60% expansion of our coatings and fillings plant in Deventer, the Netherlands.