Key Business Outlooks For 2025: Felipe Ruano, ASEMAC
We are optimistic about 2025 and hope to reach the figures for 2024, although it is true that the volatility of the global energy and raw materials markets makes us cautious in this regard.
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.
Felipe Ruano, president of the Spanish Association of the Bakery, Pastry and Confectionery Industry (ASEMAC)
Considering market volatility, supply chain disruptions, energy costs, and workforce challenges, how would you assess the performance of the ASEMAC companies over the past year?
At ASEMAC we have a positive assessment of 2024, in which we foresee an increase of between 3% and 4% in the production of frozen dough compared to 2023.
What are your expectations for 2025, taking into account the lingering impacts of 2024 and the evolving market dynamics?
We are optimistic about 2025 and hope to reach the figures for 2024, although it is true that the volatility of the global energy and raw materials markets makes us cautious in this regard.
How do you foresee the global and regional bakery markets evolving, and what are your association’s top priorities for 2025?
Our priorities are to help our companies adapt to the constant regulatory changes that we have been experiencing in Spain in recent years, especially regarding packaging and packaging waste.
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?
Once again, the good figures of the hotel/catering/restaurant sectors in our country have helped to consolidate the consumption of bakery, pastry and cake products in our country. The increase in pastry products, both sweet and savory, is particularly noteworthy.
As competition in the baking industry intensifies, what strategies are you employing to strengthen your market position? How do you balance operational investments with innovation and R&D?
Innovation is becoming the main focus of growth for our companies, especially in those products that seek a nutritional profile adapted to the new needs of consumers.
What unexpected developments occurred in 2024, and how did they influence your business operations or strategies?