Key Business Outlooks For 2026: Bastian Hörmann, Global Marketing Director, ADM
The most substantial shift we anticipate in 2026 is a need for greater reformulation support. Bakers are under increasing pressure to reformulate for cleaner labels, sugar reduction and nutritional value, while preserving taste, texture and product performance. Clear, consistent and science-based regulatory standards around ingredient definitions, labelling and claims are critical to enable reformulation to move from incremental adjustments in baked goods and snack products, to scalable, long-term strategies.
We asked the most important players in the European and American baking industry about their expectations for the year ahead. They talked about opportunities, changing consumer expectations, what type of support the industry needs, but also about the drawbacks of an unstable political climate and the challenges that come with labour shortage and energy prices increasing.
Bastian Hörmann, Global Marketing Director, Sweet Goods, Dairy & Specialized Nutrition, ADM
How do you foresee the global and regional bakery markets evolving, and what are your company’s top priorities for 2026?
The global bakery market is entering a phase focused on localized and value-driven growth. Over the past few years, consumer expectations have moved decisively away from one-size-fits-all products toward regionally relevant bakery experiences that balance taste, nutrition, affordability and trust. In EMEA specifically, this evolution is characterised by stronger demand for localized formulations, culturally resonant nostalgic flavours, globally inspired explorative tastes and ingredients sourced closer to home. Bakery manufacturers are responding by tailoring formulations not only to regional palates, but also to local regulatory frameworks, nutritional norms and supply chain realities.
ADM’s priorities for 2026 directly align with three shifts. First, reformulation remains central, particularly in areas like added protein and fibre content and integrating biotics into bakery formulations. These trends are especially in demand in bakery and snacking applications, where consumers are actively seeking added functionality without sacrificing sensory appeal.
Second, we’re focused on enabling regional customisation through our local sourcing and milling footprints in the UK, as well as Canada and the U.S., to maintain consistency and scale. We also tap our wider portfolio of raw materials and solutions for flavours, colours, proteins, biotics and carbohydrates, to provide custom support for bakery manufacturers. Finally, ADM continues to invest in advanced formulation capabilities, including sugar reduction, calorie optimisation and the transition toward colours and flavours derived from natural sources. Clean label expectations are also re-emerging as consumers look less at what is removed and more at what is positively added to formulations.
Together, these priorities position ADM to aid bakery manufacturers’ innovation while responding to evolving consumer and market demands.
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?
A primary growth driver over the past year has been our ability to deliver integrated, value-added bakery solutions rather than only single-ingredient substitutions. Manufacturers look for partners that can help them navigate reformulation challenges, such as reducing sugar, adding fibre or protein, or improving label perception – without compromising formulation performance or product quality. ADM’s broad portfolio, spanning fillings, sweetening solutions, proteins, fibres, flavours and colours, allows us to approach bakery challenges holistically. This systems-based approach has resonated strongly with customers facing high-temperature baking conditions, texture sensitivity and ingredient interactions that require deep application expertise.
Significantly, we see both cross-functional and close collaboration as key lessons learned moving forward. Successful bakery innovation depends on tight teamwork between supply chain, formulation, application and regional market teams. Small formulation changes – such as reducing sugar or adding fibre or protein – can have cascading effects on dough handling, browning, structure and shelf life. ADM has responded by strengthening internal collaboration and ensuring technical experts across business units work together to support customers from concept through scale-up. This approach not only accelerates innovation but also reinforces ADM’s reputation as a reliable, knowledgeable partner capable of supporting different bakery operations across diverse EMEA markets.
What are the most significant forces driving change in your business for 2026, and how is your company preparing to address them?
Sustainability and supply chain resilience are top priorities shaping our business in 2026, with customers and consumers alike seek transparency, local sourcing and reduced environmental impact. Our proximity to raw materials and close relationships with local farmers, combined with our regional milling and ingredient infrastructures, enable us to support localized value chains while maintaining global quality standards. This regional presence allows ADM to respond more quickly to market needs and raw material availability, helping customers manage risk in an increasingly complex operating environment.
At the same time, reformulation pressures are intensifying due to evolving consumer expectations and regulatory scrutiny. Clean-label demand in EMEA is now focused on using recognisable ingredients to support positive nutritional attributes such as fibre, protein and functional benefits, along with reducing sugar content. ADM is preparing for this by staying ahead of regulatory developments and working closely with customers to identify future-ready solutions that align with both compliance and brand positioning.
Importantly, our technical teams approach these challenges through deep customer collaboration – listening closely to individual market needs and tailoring solutions accordingly. This customer-centric, locally embedded approach ensures that ADM remains agile while helping bakery manufacturers navigate change with confidence.
From your perspective, what policy, regulatory, or market shifts would most benefit the baking sector in 2026, enabling businesses like yours to thrive?
The most substantial shift we anticipate in 2026 is a need for greater reformulation support. Bakers are under increasing pressure to reformulate for cleaner labels, sugar reduction and nutritional value, while preserving taste, texture and product performance. Clear, consistent and science-based regulatory standards around ingredient definitions, labelling and claims are critical to enable reformulation to move from incremental adjustments in baked goods and snack products, to scalable, long-term strategies.
Market conditions that support reformulation while addressing affordability are equally critical. Bakery and biscuit products are everyday staples, and reformulation must balance functional performance, taste and texture with cost-in-use realities. Frameworks that help stabilize agricultural inputs, improve supply chain resilience or encourage the use of multifunctional ingredients can make it easier for bakers to achieve multiple targets at once – such as cleaner labels, cost optimisation and sensory quality – without passing undue costs on to consumers.
Finally, reformulation is most effective when built on trust and collaboration across the value chain. Market shifts that encourage transparent partnerships between bakers and ingredient suppliers with deep bakery expertise can accelerate progress. When partners understand the full baking ecosystem, they can help brands navigate reformulation holistically, aligning performance, sustainability, and affordability – turning reformulation into a strategic growth opportunity for the sector.