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.
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.
