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.

whole grain bread


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.

illustration avoid gluten


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.

appealing claims in bread category


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.


Discover more market insights:

Trends in indulgence

Flavour and enjoyment are just two of the primary reasons why consumers regularly elect to purchase bakery goods. It is important to put flavour and sensory appeal at the forefront of positioning across all product categories when launching bakery products.

Growing spendings on health and wellness.

Consumers continue to prioritise their health and well-being with 61% of global consumers intending to increase their spending to support their health. 

Market trends in healthier alternatives

In the bakery sector, features like flavour and texture constitute crucial factors which drive repeat purchases. But as consumer interest in healthier ingredients, veganism, reduced sugar, and clean label products continuously grows, so does the desire for healthier alternatives.

Market insights for sourdough products

Consumers are seeking out fermented and sourdough bakery products more and more for their perceived digestive and immune system benefits. This subsection of the market is expected to grow by at least 6%. We are meeting this demand by developing our sourdough technology for the industrial market.

Impact of CSR on consumption of baked goods

As the world becomes even more aware of our environmental impact, companies increasingly feel the need to take responsibility for their actions. This is especially true for the baking industry where consumers are interested in the origin and production of their food. Believe it or not, 72% of consumers want companies to do more to reduce their environmental footprint.