2026 In-Store Bakery Growth Opportunities: GLP-1, Comfort Food, & More

GLP-1 usage has nearly doubled since early 2025. Even shoppers who aren’t using these medications are being influenced by the conversation around them. The ripple effect is real: demand for nutrient-efficient formats is climbing across every department. Think protein- and fiber-forward, lower sugar, right-sized portions.

PRO-TIP:
GLP-1 users shift toward smaller, more frequent snack occasions and clean-label options. Position portable, high-protein, and fiber-rich items across departments, not just health sections, to capture this growing shopper segment.

For the first time in years, comfort food has knocked healthful eating off its #1 spot as what consumers most want from food. That’s not a small shift. It’s a directional signal for assortment, messaging and in-store experience across every department.

The opportunity: comfort and wellness don’t have to compete. Shoppers want both, and elevated versions of familiar favorites are where the sweet spot lives. Think premium formats, real ingredients, and indulgence that’s easy to justify.

Regional styles are on fire! Chicago tavern-cut leads the pack, Detroit is gaining fast, and brick oven keeps climbing. What’s driving the momentum? Two things: authenticity and experience. Consumers want a story behind their pizza, not just a slice.

PRO TIP:
Health-forward and dietary alternatives are now expected. They win when they’re paired with strong storytelling and memorable experiences, not just positioned as a better-for-you option.

Shrimp holds strong at the top, but salmon is the one to watch for long-term growth. Tuna and crab are declining on both timeframes, signaling a shift in consumer preference toward lighter, more versatile proteins.

PRO TIP:
Anchor offerings around proven performers while exploring how salmon can be positioned for premium, everyday occasions.