ANAHEIM, CA — During the International Dairy-Deli-Bakery Association’s IDDBA 2023 tradeshow, which took place June 3-5 in Anaheim, CA, baking companies highlighted some of the biggest trends that consumers are — or will be — clamoring for this year.

As people settle into their new normal in a post-COVID reality, they’re keeping that “life’s too short” mentality. They’re making room for indulgences in their everyday lives, even when health and wellness is top of mind.

Oftentimes, consumers aren’t waiting for special occasions to indulge in celebratory treats. For instance, “birthday cake” is no longer just a cake consumed at a birthday party … or even on the birthday at all. Now, it’s a flavor trend showing up in products as common as donuts, as displayed in the Dawn Foods booth during the show.