November 6, 2024 – Globally, consumers are drawn to ingredients like ancient and alternative grains, flax and sourdough in the global bakery market due to their perceived health benefits, authenticity, and alignment with modern wellness trends. Innova’s 360 research into bakery industry trends highlights product launches, market insights, and what may develop in the future.
Bakery Product Launch Trends
Alternative and ancient grains (AAG) have experienced steady growth in the global bakery market, with a 3% CAGR over the past five years. This growth is closely aligning with the overall 4% rise in bakery launches. West Europe leads in AAG launches, while Asia shows the fastest growth over the past year.
Flax grain ingredient is the most popular, appearing in 33% of AAG bakery products over the past year. Sourdough launches have increased by 4% during the same period. Notably, half of AAG launches contain only alternative grains and no ancient grains over the past year. Bread has the highest percentage of launches with AAG grains, while baking ingredients and mixes have the highest growth. Vegan claims are also rising rapidly, with 1 in 4 AAG bakery launches displaying this claim, reflecting the growing demand for plant-based options.
Bakery Trends in Action
There are some of Innova’s food and beverage trends for 2024 that align with the AAG bakery industry.
In the global AAG bakery market, consumers increasingly focus on front label information to identify specific ancient or alternative grains, reflecting the ‘Ingredients: Taking the Spotlight’ trend. Brands feed positive consumer attitudes toward key ingredients by promoting a product’s star element.
Claims around sustainability are also on the rise. Practices related to sustainability like regenerative farming, water reduction, and recycled packaging align with the ‘Nurturing Nature’ trend. This trend highlights that business responsibilities go beyond sustainability, requiring actions to make a positive difference to nature protection.
Although many bakery ingredients are naturally plant-based, brands are increasingly highlighting plant-based and vegan ingredients on packaging and in marketing. This also includes the removal of animal and dairy products. This aligns with the ‘Plant-Based: The Rise of Applied Offerings’ trend, which shows how consumers are adapting well-known dishes and formats and offers familiarity and clarity.
In the AAG bakery industry, healthy grains can be infused with comforting and indulgent flavors. This highlights the ‘Indulging in health’ trend, where health brands move into indulgence while comforting treats come with added goodness.
Flax Bakery Trends
There has been a 2% CAGR increase in launches over the past five years. Europe leads in flax launches, where almost one-third of AAG bakery launches feature flax. Flaxseed grew fastest in other parts of the world except the Americas and Europe, rising 13% CAGR. Although it only appeared in 25% of total AAG bakery launches.
Notably, 43% of AAG bread launches contained flax, and its use is rising the fastest in baking ingredients and mixes. Flax launches are more likely to have many health, clean label and vegan claims compared to other AAG bakery products. Most of these claims are rising in launches.
Sourdough Bakery Trends
Sourdough displays the significant growth of 10% CAGR launches over the past five years. The percentage of AAG launches with sourdough increased from 14% in 2018 to 20% in 2023. Nearly 8 in 10 sourdough launches are in Europe, although the Americas and other regions are experiencing faster growth. Sourdough grows as a percentage of AAG launches in all bakery subcategories. However, sourdough launches are less likely to have health and clean label claims than total AAG bakery items.
Ancient Grains Bakery Trends
Ancient grains have been featured in nearly half of AAG bakery launches but are growing slowly at 1% CAGR over the past five years. Chia seeds, sorghum and buckwheat ancient grains are growing in launches during the same period. More than half of ancient grains launches are in sweet biscuits/cookies and bread, while the highest growth is in baking ingredients/mixes. The regional focus varies by grain, with buckwheat leading in Europe, chia in the Americas, and sorghum in other regions. Ancient grain launches are more likely to have fiber, clean label, and vegan claims compared to overall AAG bakery products.
What’s Next in Bakery Industry Trends in Europe?
Ethical – environmental claims in the AAG bakery industry have nearly doubled, rising from 4% to 7% of launches in the past year. This growth is expected to continue as brands increasingly focus on sustainable farming and manufacturing practices to align with corporate sustainability goals.
The bakery industry is combining healthy AAG grains with indulgent ingredients. Brands can watch out for claims like no additives or preservatives, high protein, healthier natural sweeteners, or no added sugar claims.
Although vegan claims made up 25% of launches in 2022, they are not yet mainstream in AAG bakery. However, brands can watch out for growth in plant-based, vegan, and vegetarian claims for their health benefits and positive environmental impact. Brands that innovate in these areas are likely to meet evolving consumer demands.
This article is based on Innova’s Trending in Alternative Grains & Flours in Bakery Products in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
