2026 In-Store Bakery Growth Opportunities: GLP1, Comfort Food, & More

INSIGHTS FOR GROWTH®

FRESH TRENDS. REAL GROWTH.

YOUR QUARTERLY GUIDE TO CONSUMER SHIFTS, DEPARTMENT TRENDS AND THE OPPORTUNITIES IN BETWEEN.

Consumer behavior is moving fast, and the signals are clear if you know where to look. GLP-1 adoption has nearly doubled. Comfort food just knocked healthful eating off its perch as the top consumer food want. Snacking has gone all-day, every day. And shoppers are scrutinizing ingredient lists like never before.

This quarter’s insights cover it all: what’s driving bakery, pizza, snacks and seafood decisions; how the rise of GLP-1 is reshaping format expectations across every department; and the biggest opportunities for retailers who act on what their shoppers are telling them.

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Future of Fresh Bakery: Winning the Cookie Moment

GLP-1 Insights

EXPANDED ACCESS SHIFTS GLP-1 OUTLOOK.

GLP-1 adoption has NEARLY DOUBLED to ~10–12% of U.S. adults since early 2025 1

Fueled by broader availability and lower costs, access barriers are coming down fast 2

74% of consumers are ordering SMALLER PORTION SIZES for health reasons

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

As usage grows, demand shifts towards: Protein & Fiber-Forward, Lower Sugars/Carbs, Smaller Portions

Comfort Food Insights

CONSUMERS LOOKING TO FOOD FOR ‘COMFORT.’

Interest in comfort foods is RISING — with similar appeal across ALL generations 5

Comfort foods now OUTRANK healthful eating as the #1 new food ‘want’ for consumers, knocking it out of the top spot for the first time in years 5

● Chocolate chip cookies rank #1 among sweet comfort foods, and #6 OVERALL 5

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.

In-Store Bakery Insights

ULTRA-PROCESSED FOODS UNWRAPPED.

Shoppers are reading labels more carefully than ever, and packaged bakery is getting scrutinized. Fresh bakery’s advantage is real, but only if it’s communicated. Clean ingredients, sourdough’s credibility halo, and fiber-forward positioning are the tools. Use them!

PRO TIP:
Lean into “simple ingredient” messaging, sourdough options, and visible freshness cues. Shoppers aren’t just buying bread, they’re buying trust. Be transparent, be real, and stand out from the center-store shelf.

Prepared Food Insights

SLICING UP THE LATEST IN PIZZA TRENDS.

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.

Appetizers & Snacks Insights

SNACKS PACKED WITH POTENTIAL.

Consumers expect their snacks to be quickly available, both single serve and family size, value and quality in the same bite and familiar flavors in new formats.

Snacking is no longer tied to a time of day. It’s an all-day, every-occasion behavior. There’s a push-and-pull between value and quality, and the brands that solve both? Win.

PRO TIP:
Think portable, handheld, and easy-to-decide-on. Snack innovation doesn’t require reinventing the menu. It requires elevating how familiar flavors show up in formats that travel well and feel worth it.

Seafood Insights

DIVE INTO THE MOST IN-DEMAND SEAFOOD.

Penetration Among Restaurants Serving Seafood

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.

TURN THESE INSIGHTS INTO YOUR NEXT MOVE.

From the rise of GLP-1 reshaping format expectations to comfort food’s surprising comeback, from pizza’s regional revolution to snacking’s all-day opportunity, Q2 2026 is full of clear signals for retailers ready to act. The data tells you where consumers are going. Your offerings, your messaging, and your shelf are how you meet them there.

Monday, June 22 at 2:00 PM ET

JOIN US FOR FUTURE OF FRESH BAKERY LIVE EP. 11: WINNING THE COOKIE MOMENT

Fresh bakery cookies are a $4B category, and the fastest growth isn’t coming from where you’d expect. Higher-priced cookie packs ($10+) are up 12%. Cookie trays and shareable formats are surging. And the fastest-growing shopper segment? Health Balancers, up 17% year over year.

In our next Future of Fresh Bakery LIVE episode, Emily Rand and Bill Heiler will take you inside Rich’s Salem cookie facility for a virtual plant tour, a roundtable on the cookie value spectrum, emerging flavors to watch, and real success stories from retailers around the country.

Cookies aren’t just having a moment. They’re having a movement.