As a result of its research, Tate & Lyle is calling on bakery manufacturers to recognise the importance of positive nutrition claims to win over consumers as its findings also showed that while traditional health considerations such as sugar and calorie content remain important to consumers, 67% of consumers in Europe ranked additional nutritional benefits as a priority and two-thirds of consumers said they would be more likely to choose bakery products with added fibre claims. Commenting on these findings, Lin Peterse,
Tate & Lyle’s Category Development Manager for Bakery in Europe, says: “The research findings point to a number of emerging trends and behaviours, including a new focus on wellbeing driven by a more holistic approach to health. We are noticing that there is a lot more focus on positive nutrition claims. In addition to claims like ‘reduced fat’ and ‘reduced calories’, consumers in Europe are increasingly seeking products that are high in fibre or high in protein. As a result, protein bars or high fibre snacks, which used to be considered to be niche ‘performance’ products, are becoming more mainstream, and consumers are also starting to look for fibre and protein claims on products such as cakes and biscuits.” In addition to the impact of High Fat, Salt and Sugar (HFSS) display regulations in the UK, the report also explores the impact of other regulatory changes, like Nutri-Score in
certain European countries on buying habits. Two-thirds of consumers in Europe said they would like manufacturers to reformulate the recipes of their favourite bakery products so they can still have the convenience of buying them at aisle ends or by checkouts. “This means that manufacturers may need
to review some of their formulations to attract new consumers and keep existing ones,” continues Lin. “But, when it comes to product reformulation, it has got to be a balancing act between making products healthier and maintaining quality. For example, if you switch out a large quantity of sugar you will need to find a way to maintain texture and mouthfeel, which might mean adding fibre, such as Tate & Lyle’s PROMITOR soluble fibre.” Tate & Lyle suggested the use of this soluble fibre for one company developing a protein bar. The customer, from the Asia Pacific region, wanted to create a protein bar with up to 30% less sugar, to meet with consumer demand. The bar also had to provide a source of fibre that would improve taste and texture in addition to offering improved digestive tolerance. Tate & Lyle partnered with the customer’s
R&D, and nutrition teams to help them understand the science behind its soluble fibre ingredient, providing data on its digestive tolerance and ability to maintain desired bulk and texture while replacing sugar. The customer used the ingredient in combination
with whey protein to create a protein bar that was free from artificial flavours, colours and preservatives and which has 30% higher protein and 30% lower sugar content than other similar bars in the market.
Heart health Natural foods that can support heart health are in demand by consumers today. According to research by FMCG Gurus, two-thirds of North American consumers are interested in heart health products even when not suffering specific health problems. Additionally, a similar number of consumers agree with the statement: ‘I find products positioned around improving heart health appealing.’ Half of US consumers are extremely or very concerned about heart health issues while one-in-five people are personally affected by issues such as cholesterol or hypertension. Therefore, a strong market potential exists for new product developments with proven health benefits that can be claimed on pack. BENEO’s recently launched 100% wholegrain barley flour – Orafti β-Fit – has achieved certification from the American Heart Association relating to healthy dietary recommendations, specific product ingredients, and nutrient values. “We are proud to have passed the American
Heart Association’s evaluation criteria and are now able to make use of the Heart- Check mark. Products carrying this symbol demonstrate their high nutritional standard, making it easier for consumers to make better food choices,” says Denisse Colindres, Manager Nutrition Communication, North America at BENEO. A daily consumption of 3g barley beta-glucans is said to reduce blood LDL- cholesterol and thereby reduces the risk of coronary heart disease. Beta-glucans derived from barley can also contribute to blood sugar management and cardiovascular health. With a fibre content of 40%, BENEO’s new ingredient can also help to bridge the fibre gap and improve digestive health. There can be no ignoring the ongoing
consumer demand for more natural ingredients, alongside s growing understanding of the nutritional value of food. Today’s consumers are looking more closely at the labels on their bakery products so it is important that bakeries highlight the positive nutritional benefits of ingredients as well as ensuring that products are reformulated to meet the demand for ‘better for you’ products that still taste good.
bakeryproduction.co.uk
Kennedy’s Bakery Production Feb/March 2024 13
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