What’s Next For Sourdough: Trends and Ideas for Bakers
September 10, 2025 | 1 min to read
In 2025, sourdough emerged as a significant bakery trend, with global conversations increasing by 79% year-on-year and 70% of consumers believing it enhances flavor. Following Taylor Swift's admission of a “sourdough obsession” on the New Heights podcast, interest surged with a 2,350% spike in searches. As gut health gains importance, sourdough represents a promising long-term opportunity for bakers, marking its continued rise well beyond the COVID-19 lockdowns.
Sourdough remains one of the fastest-growing bakery trends in 2025⁵, with global conversations up 79% year-on-year and 70% of consumers saying it makes baked goods taste better. Even pop culture is rising with it. After Taylor Swift confessed her “sourdough obsession”¹ on the New Heights podcast, searches for “Taylor Swift sourdough” spiked 2,350%² overnight.
And this isn’t just a passing trend, with gut health set to grow as a priority next year, sourdough is a smart long-term investment for bakers. We’ve gathered the latest insights to help you identify the most promising market opportunities.
As Predicted, Sourdough is Still Rising
If you thought sourdough peaked during the lockdown years, think again. According to Puratos Taste Tomorrow research and trend predictions, sourdough remains one of the fastest-growing trends in the the bakery industry5. But it’s not only the traditional kind consumers are seeking to taste more of.
To read more, please visit Puratos.