Category Analysis: Seasonal Pastries
As the holiday season approaches, consumers begin to purchase seasonal pastries on impulse and on purpose. Whether as a quick morning breakfast or a delectable dessert, leaders in the seasonal pastry category continue to innovate and produce high-quality products.
Europastry is a global leader in more than 80 countries and a pioneer in the frozen bakery dough category, which has led to the company’s significant position in the seasonal pastry market. The company has been offering bakery goods for more than 50 years while utilizing innovation to produce high-quality products that reflect the company’s gourmet skills and taste. The company has invested more than $130 million in R&D technology with six R&D centers. Alongside this, Europastry has had nearly 500 products launched since its inception. The company relies on innovation to help evolve the category and the company’s capabilities. According to the company’s website, everything Europastry does is in light of consumers’ preferences and shopping habits.
Europastry has strong ties to sustainability efforts as the company has been able to reduce its carbon footprint by more than 50 percent in four years. The company also uses 100 percent natural ingredients, which leaves its products without artificial flavors, colorings and preservatives.
In June 2025, Europastry acquired 60 percent of Thailand’s Art of Baking, which is a leader in dessert and savory pastries and flatbreads. According to media reports, the company highlighted that the Southeast Asian market is “a key market with high growth potential and positions the company to accelerate its expansion in the APAC region.”
Alongside this, CEO Jordi Gallés said, “With this operation, we are expanding our network to more than 90,000 customers worldwide. Art of Baking’s experience and track record, coupled with our know-how, will allow us to continue generating value and offering the best proposition to our customers.”
Before its rebrand, Aspire Bakeries was known as ARYZTA North America. Today, the company has been able to use its rebrand to better align with its mission and goals to provide consumers with baked goods and artisan breads.
“Our brands established our North American business as a leader in baked goods, as they all have strong, long-standing reputations of providing customers with delectable foods across the artisan bread and baked goods categories,” said Tyson Yu, CEO of Aspire Bakeries. “Aspire Bakeries will execute a business strategy that focuses on continued innovation and growth across our beloved brands.”
As innovation has continued to be a key focus for Aspire Bakeries, the company has been able to expand its portfolio over the years.
“Aspire means to ascend, to soar, and that’s what we are aiming to do for our customers and our business,” said Christine Prociv, Senior Vice President of Marketing, Innovation and R&D. “We want to continue to grow so that we’re exceeding our potential to deliver high-quality baked goods to our retail and foodservice customers and to our loyal consumers who have played an integral part in our evolution.”
Fruitcakes have been a popular seasonal delicacy for years, and Collin Street Bakery has consistently been a leading producer in the category since 1896. The company was started by Augustus Weidman, and by 1900 he partnered with Thomas McElwee to build Collin Street Bakery. In 1946, Lee William McNutt and Bob Rutherford took over the company, which allowed for the bakery to remain family owned. It wasn’t until 1958 did the bakery produce its famous mail-order fruitcakes, which were available nationally and internationally. The company began opening cafes throughout Texas. Today, the bakery is still known for its DeLuxe Fruitcakes, which are known for being hand-decorated and arriving in a Lone Star Tin package. The company has several flavors, all featuring its delicious pecans.
Alongside this, the company has a gluten-free option as well, which is made similarly to the original fruitcake.
In 2024, Collin Street Bakery celebrated 128 years of business. Owner Bob McNutt told local news that the company remains a coming together point for families during the holiday season.
“Christmas being such a special time of the year where friends and family get together that when you can connect the generations across the years is something that’s important and meaningful to people,” McNutt said. “We try very hard every day to make sure when people walk through these doors it will be something special.”
McNutt acknowledged the importance of family within the business as well.
“We’re artisan bakers, and that’s a dying art. We’re a family-owned business—that’s a dying art, but we’re still proud to be here,” McNutt said.
The foodservice industry is a key leader in the sector with local cafes and bakeries adding seasonal items to their menus. Leading bakery and cafe, Paris Baguette is expected to have about 1,000 bakery cafes in the US by 2030. The company recently launched its new fall menu, which includes donuts, handcrafted pastries and specialty coffees.
“The flavors of fall evoke incredible enthusiasm amongst our guests, and each year, we strive to elevate our menu of seasonal must-haves,” said Cathy Chavenet, Chief Marketing Officer of Paris Baguette North America. “In addition to our delectable pumpkin menu, we are introducing new items, including a delicious Maple Oatmilk Latte crafted in partnership with Califia Farms, a decadent Maple Pecan Layer Cake, as well as a buttery Pecan Tart and more as we transition back to our fall routines.”
While pastries remain a delicacy year round, consumers tend to indulge during the holiday season as the time of year brings a cozy atmospheric vibe. Leaders in the category strive to ensure their products are full of clean, high-quality ingredients. Alongside this, manufacturers and foodservice industry leaders dedicate time to including products to their line ups that are allergen-friendly within sacrificing taste. As well as conveniently available either in-store, ready to take and go or made to order.
