MARKET INSIGHT
SHOULD BAKERIES BE “FIBREMAXXING”?
According to Mintel, as protein’s decade-long dominance begins to plateau, fibre is poised for a comeback — and bakeries could be the perfect place to make this quiet nutrient the next big hero.
F
or years, protein has dominated the nutrition spotlight, appearing on everything from breakfast cereals to beverages. Mintel’s GNPD reveals
that the percentage of global food and drink products with a high or added protein claim has doubled in the past ten years (client-access only), whereas high or added fibre claims have remained relatively flat. While protein consumption gets plenty of
encouragement from brands and health experts alike, fibre intake remains disappointingly low across most populations. fibre plays a crucial role in our health, but protein’s super status often overshadows it. Yet, when looking at a healthy diet, it is
not a question of protein vs fibre. In reality, a healthy diet includes a balance of protein
and fibre. It is not one superfood vs another; think of them more as a dynamic duo, like Superman and Clark Kent.
Fibre vs. protein Protein is like Superman — powerful, action- oriented, and always ready to build and repair. Just as Superman swoops in to save the day, protein steps in to build muscles, repair tissues, and support your immune system. Protein is the hero your body calls on when strength and recovery are needed. Fibre, on the other hand, is like Clark Kent —
quiet, mild-mannered, almost unassuming, but absolutely essential. Clark Kent keeps things running smoothly behind the scenes, just like fibre supports digestion, regulates blood sugar, and keeps your gut healthy. fibre is the less
flashy persona; you might not notice it but if it is missing, you feel its impact. Fibre and Clark Kent both play important
but overlooked roles. Clark Kent gives Superman much needed balance. Just as it is not safe to be Superman all the time, it is not safe to eat only protein. Consumers, like superheroes, need to balance to be healthy. We need both the bran and brawn.
Why protein became the Superhero nutrient Protein’s clear, versatile, and trendy positioning— combined with tangible benefits and appealing product formats—makes it an easier sell than fibre, which struggles with perception and education. Protein represents power and vitality whereas fibre represents order and
10 • KENNEDY’S BAKERY PRODUCTION • OCTOBER/NOVEMBER 2025
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