Shortening Market was estimated at USD 5 Bn in 2024, and the total revenue is projected to grow at a CAGR of 4.11% from 2025 to 2032, reaching nearly 6.90 Bn by 2032.
Stellar Market Research published a report "Shortening Market and forecast (2025-2032)." The report is a comprehensive analysis of Shortening Market share, size, growth, trends, and forecast. The report also contains competitor analysis and regional analysis and gives attention to the recent market trend.
The shortening market is an ever-changing story. Rising demand in bakery, processed food, and foodservice sectors is pushing it and the demand is being driven by the desire for better taste, texture, and convenience. Shortening still plays a particularly relevant role in producing results for flaky, tender baked goods and fried products. The market is evolving with health-conscious trends on the rise, showing a noticeable move to trans-fat free, non-hydrogenated, and plant-based options
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Shortening Market Dynamics
Increasing Demand for Bakery Product
Shortening is the essential part of bakery product development and adds flakiness, tenderization, and often volume. In particular, urban lifestyles are changing, and related to product consumption, there is greater demand for cakes, cookies, biscuits, pies and pastries, which are particularly noticeable in the Asia-Pacific and Middle Eastern markets. Anything relating to the informality of snacking is also creating more volume usage, but even the use of biscuits, cheesecakes, chiffons, and snack cake products during these festive occasions of volume, are indicative of size as a specific detail of consumption.
Innovation and Advanced Technology in Food Industry
Innovations and new technologies that are changing the food industry are accelerating the shortening market by making healthier trans-fat free and plant based products that reflect the current consumer culture. There have been significant advancements in enzyme based interesterification, precision blending, and AI based production capabilities. With these developments, come new opportunities for functionality, texture, shelf-life stability, but also clean-label and vegan trends.
Shortening Market Segmentation
Based on Application
The market is segmented into bakery, confectioneries, snacks, and others. Baked goods are without a doubt, the largest application segment in the shortening market, because shortening provides an essential function in terms of texture, volume, and shelf life for breads, cakes, cookies, and pastries. Frying shortenings are also highly regarded in the market, because they are very stable at high heat. In the confectionery application segment, shortening is advantageous in controlling the texture and melting properties of chocolates, fillings, and frosting and providing consistency of quality via sensory appeal.
Based on End Use
The shortening market is segmented, based on end use, into commercial, household and industrial. The commercial segment, which consists of restaurants, bakeries and foodservice, consumes the most shortening due to high demand for frying and baking. The household shortening segment is growing because of the increase in home baking experiences and demand for healthier, plant-based alternatives. The industrial shortening segment, which comprises large, multi-national food manufacturers, also requires shortening for mass-produced packaged foods and baked goods.
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Shortening Market Regional Analysis
Europe
In the shortening market, Europe is dominant due to high premium bakery and confectionery demand, stringent food safety regulations, and a well-advanced food processing sector. The region is leading adoption of trans-fat free, sustainably sourced and clean-label shortening because consumers are increasingly concerned about health and the environment.
Asia- Pacific
The Asia-Pacific region stands out in the shortening market on many fronts, including population size, urbanization, and changing to a larger consumption of processed and convenience foods. The foodservice and bakery sectors in countries such as China, India, and Indonesia continue to also grow rapidly.
Shortening Market Competitive Landscape
Mars Acquires Kellanova (August 2024): Mars, owner of M&M's and Snickers, has announced it is acquiring Kellanova, owner of Pringles and Cheez-Its, in an approximate $36 billion deal value. As for why this is important for Mars, it diversifies its portfolio from simply making confectionery into savory snacks - particularly because consumers are now also looking for healthy snacks and new international flavors.
Meiji Holdings makes move on Fonterra Dairy Spin-off (May 2025): Meiji Holdings, a leading Japanese food company, has made a strong play in the bidding process for Fonterra’s dairy spin-off, projected to sell for $2+ billion. Adding the dairy spin-off to Meiji’s portfolio would increase their position in the dairy sector and could impact their supply chain for shortening products, as some dairy fats are used in those formulations.
Recent Development
- In 2024: Chosen Foods has introduced an avocado oil-based shortening and is marketing it as a "clean ingredient" alternative to conventional shortening brands like Crisco. It consists of fractionated avocado oil only and is made without additives simply not used with ordinary shortenings such as soybean oil, fully hydrogenated palm oil used for plasticity, and citric acid.
- In 2023: The U.S. Food and Drug Administration (FDA) declared that partially hydrogenated oils, a primary source of trans fats, are no longer "generally recognized as safe" for human consumption. This regulatory shift has led to a decline in the use of trans fats in shortening products.
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