As consumers take an increasingly proactive approach to wellness and focus on prevention over cure, there is growing interest in better-for-you products that have a positive impact on health. When purchasing food, consumers are most likely to shape their perceptions of value based on taste (68%), natural claims (51%), reduced sugar claims (40%) and sustainability credentials (37%). Bakery brands promoting the use of ingredients that are guilt-free yet indulging reduces price sensitivity amongst consumers.
High in fibre claims
Better-for-you claims, such as being high in functional ingredients, are appealing to bread consumers. High-in-fibre claims, associated with supporting digestive health, are most popular in the bread category, with 51% of consumers finding these claims appealing. Consumers also find ancient grains claims (34%) and wholegrains claims (33%) appealing, as these claims are typically perceived as healthier than white bread due to being high in functional ingredients.
A third of the consumers find whole grain and ancient grain claims appealing, as they're perceived to be healthier.
Clean label
Consumers are most likely checking nutritional labels. 55% of bread consumers state they check nutritional labelling all or most of the time. Interestingly, consumers are interested in products with shorter ingredient lists. As many as 57% of consumers check for ingredients in bread. Breads with fewer ingredients are perceived to be more natural, fresh and healthy.
Naturalness is associated with being better for the planet and one’s health due to the absence of chemicals. 66% of consumers state that natural claims, such as being chemical-free and non-genetically modified (non-GMO), are the most appealing claims in the bread category. Moreover, free from claims in relation to salt (37%) and carbohydrate (32%) also appeal to bread consumers.
Gluten free
Consumers are trying to avoid ingredients associated with allergies and intolerances. These ingredients are associated with having a negative impact on the gut. Across the globe, 28% of consumers say they are seeking to avoid or moderate their gluten intake. Even if gluten-free bakery products tend to be consumed by those with allergies or intolerances, more and more people are preferring gluten-free bakery products as a result of rising health consciousness among consumers. Thus, the growing demand for gluten-free bakery products is a major factor behind the market's growth.
Sustainably sourced ingredients
Sustainability claims are important to consumers purchasing bread. 72% of consumers state that sustainability claims/pledges are important when selecting which bakery products to buy. 68% of consumers demonstrate a desire to seek out bread products that carry environmentally friendly claims, followed by claims of reduced carbon footprint/no carbon footprint (67%), recyclable packaging (51%) and initiatives around the ethical treatment of farmers (31%). Doing so enables consumers to feel more positive about their consumption and that products which are good for the planet are also better for their health.
