November 1, 2024 – In Europe, consumers opt for healthy bakery products because they offer a balance of indulgence and nutritional benefits. These products offer both taste and better-for-you options in everyday snacks and meals. Innova’s 360-degree research into healthy bakery trends highlights consumer preferences, product launches, and brand opportunities that may develop in the future within the industry.
Consumer Bakery Preferences
In Europe, more than 1 in 4 consumers are proactive in preventing health issues. Weight management and heart health are top concerns. As a result, they seek healthier versions of bakery products like cakes, pastries and sweet goods, bread, and sweet biscuits and cookies.
Over the past year, 47% of consumers have actively limited sugar intake in their diet. They also want to limit artificial additives/preservatives and artificial sweeteners. In addition to healthier ingredients, consumers are increasingly looking for bakery products that support sleep, gut health, and boost immunity, reflecting a growing demand for functional benefits in everyday food and beverages.
Bakery Product Launch Trends
In Europe, 42% of launches featured healthy bakery claims over the past year. There has been a 2% CAGR rise in total bakery launches over the past year. Healthy bakery had a similar trend, up by 1% CAGR over the same period.
Savory biscuits and crackers led the way, accounting for 61% of healthy bakery launches. Meanwhile, baking ingredients and mixes with health claims increased by 3% during the same period, reflecting a steady shift towards better-for-you options in the bakery industry. Passive health claims like no additives/preservatives, high fiber, lactose-free, and high protein are growing. Low sugar, sugar-free, and reduced sugar claims were present in less than 1% of bakery launches in the past year, but it is also growing. As consumers seek healthier alternatives, the demand for innovative, nutritious bakery products is driving market growth.
Healthy Bakery Claims Trends
Omega-3 has emerged as the top active health claim in bakery industry launches over the past two years, although it appeared in just 1% of launches. Despite its small presence, bakery products with omega-3 have grown at a 10% CAGR over the past five years. Other active health claims gaining attention include vitamin/mineral fortified, digestive/gut health, immune health, energy/alertness, and bone health.
Savory biscuits and crackers subcategory leads in passive health claims, with 61% of launches in the past year featuring claims like organic, gluten-free, and no additives/preservatives. Growing claims in this subcategory include lactose-free, low-fat, and no added sugar.
Baking ingredients and mixes have the highest active health claims space, with 4% of launches in the past year featuring these claims, up 10% CAGR over the past five years. Top claims in this subcategory include organic, gluten-free, high fiber, no additives/preservatives, and high protein, while claims like lactose-free, natural, and no added sugar are on the rise.
Across all bakery subcategories, passive health claims such as organic, gluten-free, and no additives/preservatives are leading, reflecting the growing consumer demand for clean label and healthier options.
What’s Next in the Healthy Bakery Market Trends?
Consumers are increasingly proactive in preventing health issues, and bakery ranks high among the categories where they seek healthier options. As a staple in most households, bakery products hold significant potential for growth if brands can meet consumer demand for healthier alternatives without compromising on taste or texture.
Reducing sugar intake is a top priority for European consumers, and many want to avoid artificial sweeteners. This opens opportunities for brands to innovate with products featuring less sugar, no added sugar, and natural sweeteners. Despite this demand, only 3% of bakery launches carry no added sugar claims, and even fewer address other sugar-related concerns that consumers desire.
A smaller but growing number of consumers are also interested in functional health benefits, particularly for digestive, immune, and heart health. With functional health claims underrepresented in bakery launches, there is space for brands to capitalize on this emerging interest. Brands that combine health benefits with indulgence are likely to lead healthy bakery trends in Europe.
This article is based on Innova’s Now & Next in the Healthy Bakery Market in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
