Consumers continue to prioritize their health and well-being with 61% of global consumers intending to increase their spending to support their health. In recent years, gut health has gained recognition as the key to digestive comfort, better immunity, improved mood, and the foundation of both physical and mental health. Digestive and gut-related health claims and the promotion of ingredients such as fibre and fermented ingredients appeal within the bakery sector as consumers place high levels of importance on addressing gut concerns.


On-trend with dietary fibre

Dietary fibre continues to be on-trend as health-conscious consumers increasingly recognize the link between good gut health and good overall health. Consumers are seeking to maximise their intake of fibre to boost their digestive wellness. In recent years, 49% of global consumers have turned to fibre-rich foods to maintain and boost their digestive wellness. The bakery industry is well-placed to capitalise on this trend, given that it is greatly synonymous with high-fibre content. In fact, 58% of global consumers report that they have purchased bakery products which contain ancient grains such as oats, corn, barley, rye, and quinoa. These ingredients appeal to consumers because they support a mental association with being high in fibre. Furthermore, 51% of global consumers report that high-in-fibre claims in the bread category are appealing.

healthy sourdough sandwich

Sourdough as healthier alternative

Today, consumers show a much-increased interest in food products which are associated with boosting health. 52% of global consumers state that they are aware of what fermented food and drink are. Of those global consumers, 50% say they seek out fermented products with the aim of improving digestive health and immunity. Furthermore, consumers worldwide increasingly look for bakery products that offer functional benefits and suit specific dietary needs and preferences. In the bakery sector, sourdough products are likely to constitute a healthier alternative to products made from regular dough. Moreover, the appeal of natural and probiotic claims continues to grow, especially across sourdough bread products. These factors are driving market demand for sourdough products. Thus, the sourdough market is expected to grow at a compound annual growth rate of 6.13% throughout the forecast period (2023-2028).

Gluten-free bakery products

Digestive health problems continue to be prevalent across the globe and have a significant impact on day-to-day and long-term quality of life. Therefore, consumers are attempting to avoid ingredients associated with allergies and intolerances, and especially those associated with having a negative impact on the gut. Across the globe, 37% of consumers state that they suffer from gluten sensitivity or intolerance regularly. As a result, 28% of consumers say that they are looking to avoid or moderate their intake of gluten. Although gluten-free bakery products tend to primarily be consumed by those with allergies or intolerances, a larger population is now preferring gluten-free bakery products due to the ever-rising health consciousness among consumers. The growing demand for gluten-free bakery products is a major driving factor behind the market's growth, with the market expected to register a CAGR of 10.8% between 2022 and 2030.

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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.

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.

Better-for-you bread market insights

As consumers take an increasingly proactive approach to wellness and focus on prevention over cure, there is a growing interest in better-for-you products with a positive impact on health. Bakery brands promoting the use of ingredients that are guilt-free yet indulging reduce price sensitivity amongst consumers.

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.