How search behaviour reveals the global rise of pastel de nata

How search behaviour reveals the global rise of pastel de nata

Trade fairs generate conversations. Sales meetings generate opportunities. But search behaviour reveals something even more valuable: genuine market interest.

In recent years, the global visibility of the pastel de nata has grown significantly, not only through tourism and social media, but also through the way consumers actively search for the product online.

Search data increasingly shows that Portuguese custard tarts are no longer perceived as a niche or regional pastry. They are becoming part of a broader global bakery conversation.

What search data tells us

Search engines have become one of the clearest indicators of consumer curiosity and intent.

People no longer discover products only through physical stores or recommendations. They search before they buy, travel, taste, or distribute.

This means that search behaviour can reveal:

  • emerging consumer interests;
  • growing awareness in specific markets;
  • rising demand trends;
  • and the evolution of food categories globally.

For products like pastel de nata, this visibility is particularly relevant because it reflects something deeper than temporary virality: recurring international interest.

From local specialty to global product

The growth of searches related to Portuguese custard tarts reflects a wider transformation happening within the food industry.

Consumers increasingly seek for authentic products; cultural food experiences; premium bakery concepts; and products associated with craftsmanship and origin.

At the same time, global retail and foodservice operators are looking for solutions that combine authenticity with operational scalability.

This combination helps explain why products like pastel de nata are gaining international relevance across different channels, from cafés and hotels to retail chains and frozen bakery solutions.

Search as a signal of market evolution

One of the most interesting aspects of digital behaviour is that it often anticipates market movement.

Before products scale physically, they tend to scale digitally.

Search growth frequently appears before a retail expansion; a distribution growth; a menu integration; or increased local availability.

In this sense, search visibility becomes more than a marketing metric.

It becomes a market signal.

For brands operating internationally, understanding these behavioural patterns can help identify opportunities, adapt communication strategies, and better understand how consumers perceive traditional products in modern contexts.

The digitalisation of food discovery

Food discovery has changed dramatically over the past decade.

Consumers now discover products through Google searches; TikTok and Instagram content; travel-related searches; recipe exploration; and cultural curiosity.

As a result, traditional products are no longer limited by geography.

The pastel de nata is a strong example of this transformation: a product deeply connected to Portuguese identity that is now increasingly searched, discussed, and consumed globally.

And while visibility alone does not guarantee long-term success, it does reveal something important:

People are actively looking for it.

The future of Portuguese custard tarts: how innovation is helping tradition scale globally

Portuguese custard tarts

For centuries, the pastel de nata has remained one of Portugal’s most iconic creations. Recognised for its crisp pastry, creamy custard filling and caramelised top, Portuguese custard tarts have long been associated with tradition, craftsmanship and local bakery culture.

But as global demand for Portuguese custard tarts continues to grow, a new challenge emerges: how can a product so deeply rooted in artisanal heritage be scaled internationally without losing its identity? The answer lies in innovation.

At BY Foods, innovation is not about changing the essence of the pastel de nata. It is about finding ways to preserve authenticity while adapting to the operational realities of global distribution, foodservice, and retail.

This vision is reflected in NataWave, an innovation project co-financed by COMPETE 2030, designed to support the evolution and international scalability of one of Portugal’s most recognised products.

Scaling tradition without compromising quality

Taking a traditional product to international markets requires far more than increasing production capacity. It demands: consistency across thousands of units; rigorous quality control; efficient cold chain management; operational adaptability for different markets; and the ability to deliver the same sensory experience, regardless of geography.

For products like pastel de nata, this challenge becomes even more complex. Consumers expect authenticity. The texture, flavour, and appearance must remain true to the original product, even when produced at scale. This is where innovation becomes essential, because it doesn’t replace tradition, but protects it.

The role of frozen technology in modern foodservice

Frozen bakery products have increasingly become a strategic solution for international foodservice and retail operations. When developed correctly, freezing allows products to preserve quality, consistency, and operational efficiency while reducing waste and simplifying logistics.

In the case of pastel de nata, this approach also enables:

  • standardised quality across markets;
  • easier preparation for operators;
  • faster service;
  • reduced dependency on specialised labour;
  • and scalability for international expansion.

Most importantly, it allows the product to maintain the characteristics consumers associate with authenticity – including the flaky pastry and caramelised top that define a true Portuguese custard tart.

NataWave: innovation supporting internationalisation

The NataWave project reflects a broader ambition: transforming a traditional Portuguese product into a globally scalable proposition while maintaining its cultural and sensory identity.

Supported by COMPETE 2030, the project reinforces the importance of innovation within the agro-food sector and highlights how technology can help Portuguese products compete internationally without losing authenticity.

As global demand for convenient premium bakery products continues to rise, innovation becomes a key driver not only of operational efficiency but also of preserving heritage in new contexts. The future of traditional products will depend on preserving the past but also in the ability to adapt tradition to modern consumer expectations, international logistics, and evolving foodservice models – while ensuring the essence of the product remains untouched. And in that future, innovation will not replace authenticity, it will help protect it.

projecto co-financiado microwave Nata Pura BYFoods