Key Business Outlooks For 2025: Pierre Tossut, Puratos
Our growth over the past year has been fueled by several key drivers, starting with our geographical expansion. Today, Puratos products are available in more than 135 countries, and our decentralized business model enables us to serve customers with exceptional agility and speed, tailoring our approach to meet local needs effectively.
Our growth over the past year has been fueled by several key drivers, starting with our geographical expansion. Today, Puratos products are available in more than 135 countries, and our decentralized business model enables us to serve customers with exceptional agility and speed, tailoring our approach to meet local needs effectively.
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.
Pierre Tossut, Chief Executive Officer, Puratos
What are your expectations for 2025, taking into account the lingering impacts of 2024 and the evolving market dynamics?
In 2025, we expect the baked goods market to continue growing and evolving as consumers increasingly seek products that are tastier, healthier, and more sustainable. While food inflation has begun to slow down, we anticipate continued volatility in raw materials markets, particularly in cocoa and vegetable oils. This will require agility and strategic planning across the industry.
How do you foresee the global and regional bakery markets evolving, and what are your company’s top priorities for 2025?
In 2025, we foresee growth driven by consumer demand for healthier, more sustainable products and the integration of technology across all facets of the industry. Our Taste Tomorrow research reveals key trends that are already transforming the market—trends that bakery businesses cannot afford to miss. Two standouts are gut health and regenerative agriculture.
In 2025, our priority is clear: to continue driving innovation that addresses our customers’ and their consumers’ needs while contributing to a better future for the entire industry.
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?
Our growth over the past year has been fueled by several key drivers, starting with our geographical expansion. Today, Puratos products are available in more than 135 countries, and our decentralized business model enables us to serve customers with exceptional agility and speed, tailoring our approach to meet local needs effectively.
Sustainability has also been a significant driver. In the chocolate sector, we continue to set industry benchmarks for responsibility and innovation. Our Cacao-Trace program ensures higher-quality chocolate while making a meaningful impact at the source by giving farmers better incomes through Chocolate Bonus and Quality Premium.