EXPERT VIEW Bakery – with all the benefits
with body image grows, consumers are driving innovation with their demand for healthier bakery products. This has been confirmed by figures showing that health is in the top two trends for new product launches across the entire bakery category. This sudden health drive has prompted a rise in
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demand for products that overlap with both indulgence and convenience. In the past, products carrying low-fat and low-calorie claims were the most popular. However, consumers have become savvy to the
ingredients used within staple products such as bread. In turn, this has encouraged trends towards wholesome bakery products, containing natural ingredients. Euromonitor supports this with figures suggesting that growth within the health and wellness bakery market will be driven by high fibre
s government pressure to eat healthily mounts and obsession
Tim van der Schraelen Marketing Communication Manager BENEO
bread, fortified and functional biscuits. In addition, market analyst by Frost & Sullivan has
predicted that digestive health will be driven by prebiotics, with bakery and cereals the sectors most able to take advantage of this. This may be attributed to the fact that
wholegrain is considered a ‘natural’ choice, a trend that is currently proving extremely popular with consumers. Increasingly, food producers are looking to incorporate this extra ‘wholegrain goodness’ into bakery products such as bread, by combining them with popular white bread variants, offering consumers a multi-grain product. This combination appeals to consumers looking
for a healthier alternative to white bread and such products include Wickbold’s Oat and Linseed Bread, two slices of which improve intestinal function and guarantee up to 28 per cent of daily fibre needs, and Balance Bread, which aids the intestinal flora and contains other fibres such as rye, oats, wheat and apple. Both products carry the BENEO Label on pack, a quality label based on solid scientific data,
European Baker Magazine - Digital Digest •
www.worldbakers.com
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