14 Oct 2025
Which health ingredients are capturing consumer attention? Through our Taste Tomorrow’s global AI-powered trend tracking tool, combined with human intelligence, we see that consumers are actively searching for ways to balance indulgence with wellness, turning to nutrient-dense and power ingredients that deliver both flavor and function.
We’ve analyzed millions of social media mentions and search queries across 7 languages and 16 countries to find the 7 viral health ingredients driving bakery and patisserie innovation right now. From ancient grains to natural sweeteners and protein-rich additions, these are the ingredients to use in your new product launch:
Oats
Oats are a versatile and nutrient-dense ingredient that’s becoming ever more popular in breakfast bakes, energy-fueling snack bars and gluten-free treats. Their standout health benefit lies in their high content of soluble fiber, especially beta-glucan, which has been shown to support gut health by promoting the growth of beneficial gut bacteria. This same fiber also plays a key role in helping to lower LDL cholesterol and stabilize blood sugar, making oats particularly beneficial for cardiovascular health and sustained energy release. Maximizing their benefits for sustained energy release requires the use of whole oats within a balanced dietary context.
Thanks to oats' nutritional profile and ability to add a hearty, satisfying texture, they are an ideal ingredient for health-conscious consumers seeking baked goods without sacrificing authentic flavor or indulgence. The potential is huge, because interest is growing in 6 different markets: German (+30%), English (+33%), Italian (+16%), Portuguese (+42%), Spanish (+41%) and Turkish (+42%).
Dates
Dates have emerged as one of the most popular natural sweeteners in health-conscious baking and snack development. They’re especially popular in German, Spanish, Turkish and English-speaking markets. The fruit offers a rich, caramel-like sweetness, but also a nutritional boost.
With a relatively low glycemic index of around 55, dates provide a slower and more stable release of glucose compared to refined sugars. This makes them a favorable option for those aiming to manage blood sugar levels while still satisfying sweet cravings. Dates are high in natural sugars bundled with dietary fiber and important nutrients like potassium, magnesium, copper, iron and vitamin B6, which contribute to energy metabolism and nerve function. Their high antioxidant content supports anti-inflammatory activity and cellular protection.
Dates are a functional ingredient with benefits beyond sweetness. In bakery and pastry applications, dates add flavor, moisture and natural binding properties, while appealing to clean-label and minimally processed trends. For formulators seeking to replace refined sugar without sacrificing taste or texture, dates offer a nutritionally superior, plant-based alternative that aligns perfectly with modern consumer expectations.
Chia seeds
Chia seeds are gaining traction among health-conscious consumers, particularly in Portuguese (+22%), Turkish (+17%), and French (+16%) markets. There, people are actively seeking baked goods with reduced calories, sugar and fat, but without compromising on taste or texture. The nutrient-dense chia seeds offer an ideal solution. They are naturally high in both fiber and plant-based protein, helping to promote satiety, support digestive health and stabilize blood sugar levels.
What makes chia particularly appealing for better-for-you bakery formulations is its neutral flavor and versatile functionality. Ground chia can be incorporated into muffins, cakes or pancakes to improve nutritional value without altering taste or structure, while whole chia seeds can enhance the visual appeal and texture of artisanal breads, granola bars, and cookies – especially when paired with nuts and seeds. When hydrated, chia forms a gel-like consistency that can act as a natural binder or egg replacer in plant-based bakery creations. Chia seeds can elevate the health profile and – if desired – also the multisensory appeal of modern baked goods.
Cottage cheese
Cottage cheese is experiencing a revival as a trending high-protein, low-fat ingredient. It has long been a staple in fitness and health communities, but is now gaining broader attention thanks to a surge of viral recipes on social media. Instagram and TikTok-influencers praise its creamy texture and impressive nutritional profile, as they showcase their protein-rich pancakes, puddings, brownies, cheesecakes and even ice cream made with cottage cheese. Cottage cheese offers an appealing macronutrient balance for consumers focused on muscle maintenance and satiety, since it contains up to 12–15 grams of protein per 100 grams and is naturally low in fat.
Its mild flavor and – once processed – smooth consistency make it easy to blend into both sweet and savory baked goods to which it contributes moisture, structure and a creamy mouthfeel. For bakers and foodservice professionals, cottage cheese presents untapped potential as a functional ingredient. Whipped into batters, blended into fillings or baked into pastries, cottage cheese can enhance the clean-label and nutritional appeal of traditional favorites.
Bananas
Bananas are increasingly seen as not just a natural sweetener, but as a powerful ingredient for transforming everyday baked goods into comforting, mood-supportive treats. Blended into muffins, protein snacks or banana bread, this familiar fruit brings functional benefits and emotional resonance to health-conscious indulgence. Nutritionally, bananas are rich in potassium and magnesium and vitamin B6. Nutrients that play a role in regulating muscle function, nerve signaling and reducing the physiological effects of stress. Although scientists have found the effects on stress and mood to be indirect and modest.
Thanks to this unique combination of nutritional value and nostalgic flavor, banana-based baked goods are gaining momentum in French, Portuguese and Turkish-speaking markets, where emotional wellness and natural energy are increasingly influencing consumer food choices. Bananas also add natural sweetness, moisture, and a soft texture to baked products—making them ideal for reducing added sugars or fats without compromising on taste or mouthfeel. Bananas offer a familiar, affordable and effective way to meet the demand for healthy comfort foods.
Einkorn flour
Einkorn flour is premium ancient grain that perfectly meets the growing demand for alternative, heritage-based ingredients. Particularly in German, Turkish, Italian and English-speaking markets, interest in these minimally processed grains is on the rise. Einkorn – one of the earliest domesticated wheats – offers several nutritional and functional advantages. Compared to modern wheat, Einkorn has a simpler genetic structure, which some find easier to digest. It also boasts a naturally higher concentration of protein, fiber and nutrients like iron, zinc and B vitamins.
The rich, nutty, and slightly sweet flavor is ideal for rustic breads, cookies and better-for-you pastries, to which it adds depth and complexity. The golden hue and dense texture give artisanal baked goods an extra sense of craft and quality. For brands looking to innovate, Einkorn flour offers a compelling balance of heritage, functionality and appealing looks.
Cacao
Cacao stands out as a powerhouse ingredient with both nutritional value and a bold, indulgent flavor. Combined with the popularity of the flavor, that makes cacao a top choice for health-driven bakery, snack and dessert formulations. Unlike conventional cocoa, raw cacao powder and cacao nibs retain more of their natural antioxidants, particularly flavonoids, which have been linked to reduced inflammation, improved circulation and cardiovascular support. Cacao also has a growing reputation as a functional ingredient to support energy levels, mood regulation and cognitive function, although research states those effects are possible but modest.
Cacao adds a deep, complex chocolate flavor that enhances pretty much everything from protein brownies and granola bars to breads, cookies and plant-based treats. For brands working across multiple regions, it’s important to tailor messaging. In German, Turkish, Italian, and Portuguese-speaking markets, consumers respond strongly to cacao’s mental wellness and mood-boosting benefits. In contrast, French, Spanish, and English-speaking audiences are more drawn to its superfood status, focusing on antioxidant content, natural energy and clean-label appeal. But almost everywhere, cacao is seen as a health ingredient that delivers indulgence with purpose.
Buckwheat flour
Buckwheat flour is making a strong comeback as a versatile heritage grain that aligns with modern dietary preferences, particularly the demand for gluten-free, nutrient-rich ingredients. With over 465,000 Instagram posts tagged #buckwheat, the visual and culinary appeal of this ancient seed is evident. From rustic galettes and artisan loaves to wholesome cookies and naturally dense cakes, buckwheat is being reimagined by bakers and creators looking for flavor, texture and functionality.
Despite its name, buckwheat is not related to wheat and is naturally gluten-free, making it a suitable option for those with gluten sensitivities or seeking alternative flours. It’s also rich in plant-based fiber, essential minerals like magnesium, copper and manganese, and contains potent antioxidants. With its earthy, slightly nutty flavor, buckwheat flour adds depth and authenticity to baked goods while supporting clean-label and whole-food positioning. This flour is quickly becoming a star in health-forward bakery innovation!
Flaxseed
Flaxseed is seeing massive momentum online, especially in French (+135%) and Turkish-speaking (+295%) markets, with notable growth also in Italian (+46%), English (+17%), and German (+13%) ones. As consumers increasingly seek foods that support digestive wellness, flaxseed stands out for its impressive nutritional profile and proven functional benefits. Rich in both soluble and insoluble fiber, flaxseed helps regulate bowel movements, alleviate chronic constipation and promote overall gut motility. It also contains mucilage, a gel-forming fiber that can help protect the gut lining and support a healthy intestinal barrier, but for this human clinical evidence is still limited.
In addition to its gut-supporting properties, flaxseed delivers plant-based omega-3 fatty acids (ALA), protein and lignans, powerful polyphenols with possible antioxidant and anti-inflammatory effects. From a culinary perspective, flaxseed adds a pleasant nutty flavor and enhances the texture and nutritional density of baked goods, granolas, breads and crackers. Flaxseed aligns perfectly with clean-label, functional food trends, but beware they have to be ground to ensure proper absorption of nutrients. Then, flaxseed offers a science-backed solution that blends health benefits with sensory appeal.
Healthy indulgence has the future
Consumers are not willing to compromise. They are actively seeking functional treats that support gut health, mental well-being and protein needs — without sacrificing taste, texture or comfort. So in each new product launch, the nutritional value should be a priority. Winning strategies to win consumer interest are:
Fortifying baked goods with power ingredients like chia, flaxseed, matcha and cacao
Using ancient grains or plant-based proteins
Opting for ingredients that boost mental well-being, such as chocolate and banana
Using natural sweeteners like dates and honey
Developing gut-friendly formulations with oats and fermented dairy
