Macarons will be big in 2024, but it’s all a matter of balance, says Bridor

By Gill Hyslop

- Last updated on GMT

Bridor’s research found almost 20% of European consumers admit to eating macarons regularly. Pic: Bridor
Bridor’s research found almost 20% of European consumers admit to eating macarons regularly. Pic: Bridor

Related tags health and wellbeing

Research reveals consumers believe a little bit of luxury is crucial for their mental wellbeing, which, in turn, has an impact on their overall health. But they’re increasingly demanding indulgent moments that won’t hinder their healthy diet.

The bakery and snacks sectors are heavily influenced by consumer trends, whether it’s macro trends like health and wellness, or micro trends that are often driven by social media fads. The latter in particular, is in a constant flux of change and producers need to be on the ball to stay ahead of the curve.

French bakery manufacturer Bridor prides itself on its ability to quickly adapt to fast-changing consumer habits to ensure it offers its customers of-the-moment products.

Research by IFF found 81% of European consumers consider indulgence important for mental health – but how does this fit in with the health trend?

It’s all a matter of balance, which Bridor believes it has been able to achieve.

For example, its Mini Filled Croissants – which are suitable for all consumption moments – come in a 40g ready-to-bake format, giving retailers and foodservice operators an opportunity to offer customers a small, but flavor-packed snack that still adheres to their health goals.

Meanwhile, Bridor predicts macarons are going to see an uplift in 2024. According to Fortune Business Insights, the market penetration rate of French macarons has increased 13 times over the past decade, driven by their low calorific value, which makes them the perfect little bite of luxury.

In fact, Bridor’s own research found almost 20% of European consumers admit to eating macarons regularly,​ with 64% considering them as high-end products.

So, at the end of 2023, the company expanded its Delights range with a new series of Intense Flavor Macarons, featuring six intensely flavored (obviously) exotic variations: Lemon-Lime, Morello Cherry, Pineapple & Coconut, Apple & Cinnamon, Vanilla & Yuzu and Chocolate & Fleur de sel.

The demand for fibre is on the rise

Bridor 41288 - Pain Kürbiskern - Ambiance recette - Les Evasions
Pic: Bridor

While the fiber gap still exists, the healthier snacking trend has promoted an increased fiber intake.​ A 2019 study published in The Lancet found as few as 9% of British adults are hitting the recommended daily fibre intake, but this is changing and consumers are beginning to recognise the importance that fibre plays in the diet.

Answering to this demand is Bridor’s high-fibre Rustikal Brot range of breads. Bridor partnered with leading German café bakery brand, Kamps, to create the lineup, which targets the health-conscious consumer across six European countries. The range – which includes the Vollkorn Triangle rye and seeds bread and the Kürbiskern Bread with pumpkin seeds – has met with instant appeal. In fact, a recent survey conducted by Bridor found 69% of UK consumers surveyed would purchase the German breads.

The range gives Bridor customers not only the opportunity to expand their portfolio with exotic offerings, but the reassurance of healthy high-in-fibre options.

The North American arm of the French bakery giant is also tapping into protein pioneer Equii's cutting-edge fermentation tech to create the next generation of artisanal bakery goods.

Sustainability is another macro trend that remains at the forefront of consumer’s minds. So much so that 66% of consumers say they consider sustainability when they buy a product. A joint study from McKinsey and NielsenIQ found that products making ESG-related claims averaged 28% cumulative growth over the past five-year period, versus 20% for products that made no such claims.

As such, Bridor is as committed to being sustainable by focusing on the quality of ingredients in its products, which will help its customers maintain their own journey and in, turn, benefit the health and wellbeing of their consumers.


Reynolds A, Mann, J, et al, Carbohydrate quality and human health: a series of systematic reviews and meta-analyse.​ The Lancet, Vol 393, Issue 10170, p434-445, Feb 2019.

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