Vibrant Colors Set to Trend in Baked Goods

“Brightly colored baked goods and snacks present a huge opportunity,” Bake Magazine predicts.

February 20, 2023

ALEXANDRIA, Va.—“As much as today’s foods stand out, the future is looking even more dazzling.” That prediction comes from Bake Magazine in a recent article predicting that brilliant colors will come to the fore in baked goods.

“Loud and bright shades of pink are bringing a new wave of fierce expression to over-the-top baked goods, desserts and snacks. Key examples of this are the Barbiecore trend and viva magenta, Pantone’s 2023 color of the year. Other colors that help shift consumer moods toward brighter and lighter moments are shades of blue, teal, purple and orange,” Kelly Newsome, senior marketing manager, colors, ADM, told the publication. She cited an FMCG Gurus’ “Flavor, Color & Texture Trends” report that found 56% of consumers say they like food to have bright and intense colors.

Alice Lee, technical marketing manager for GNT USA, pointed to the emotional lift provided by bright colors. “Consumers are hugely receptive to the use of vibrant shades because they’re craving products that have a story to tell and spark feelings of joy and creativity. As modern shoppers are increasingly prioritizing mindful, healthful consumption, though, it’s important to make those products with natural ingredients.”

“While artificial colors are still widely used in the United States, the majority of the newer brand product launches now tend to be formulated with natural colors,” Lee told the publication. “We expect the demand for natural colors to grow exponentially in the years to come.”

“Eye-catching colors can indicate unique, sensational flavors that thrill adventurous consumers. In baked goods, indulgence is particularly engaging for shoppers, and the use of color to indicate a holiday connection or limited-edition flavor is extremely effective,” Meghan Skidmore, marketing specialist, Sensient Food Colors, told the magazine.

In September, CNBC explained how pumpkin spice is a crash course in consumer economics.