Taste is Still King

In the bakery industry, there is a growing priority for taste over health when deciphering between products among consumers. FMCG Gurus market research displays that when consumers are choosing between pre-packaged bakery products, 68% of respondents are most drawn to both flavor and price. 

By Kate Kehoe, Marketing Executive at FMCG Gurus

This highlights that the majority of consumers are purchasing bakery products to fulfill moments of indulgence and escapism. This gives priority to products that offer genuine sensory appeal, which both provide new and experimental flavors, as well as those associated with comfort, familiarity, and simplicity. 

However, research has indicated that consumers are becoming more quality-oriented and health-conscious. Ultimately, consumers do not want to feel a sense of guilt in the circumstance of indulgent consumption, which conflicts with wider health goals. This highlights that while consumers prioritize indulgence and taste, companies must be aware of the importance of the nutritional value of pre-packaged bakery products too.

Consumer Nutrition

Outlining the active ingredients in products has been proven as an effective way of promoting the consumption of bakery products. An example of how bakery brands can handle this rising demand is by presenting products as guilt-free and conveniently nutritious. One way to do so is by displaying active ingredients such as, high fiber and high protein content. FMCG Gurus market research experts have collected data that reflects this demand for more healthy bakery products. For example, 53% of consumers who purchase products that contain ancient grains do so due to them being considered as a healthier option, while 52% of consumers purchase these products as a result of them being high in fibre. Therefore, if brands promote their products’ nutritious ingredients, it will cater to a large portion of consumers who are incorporating positive nutrition in their diet, with the aim of increasing their intake of functional ingredients.

Green Supply Chains

With an ever-increasing concern for the planet among consumers, it is important that brands indicate a transparent outline of their supply chains and highlight the green strategies in place to minimize their carbon footprint throughout the production process. As a result of this environmental awareness, more and more consumers are adopting green, eco-friendly practices into their everyday lives, and therefore are choosing between products based on their environmental values. This is shown by our market research which indicates that 51% of respondents purchase products that contain ancient grains because it is considered better for the environment. 

To cater to this, brands should be exhibiting sustainable strategies across their supply chains. Our research has demonstrated that the environmentally harmful processes of food waste and carbon emission are key topics of concern for consumers. However, this is something that brands can work on, by indicating their resourceful processes throughout the supply chain. 

The Reduction of Sugar Content

Sugar stands as the primary dietary evil, which is often linked to comfort eating and obesity, as well as associated health problems, such as diabetes. As a result, FMCG Gurus market research highlights that out of the consumers who regularly check for nutritional labels and the ingredients of products, 74% are most likely to check for sugar, and 65% check for additives. Due to this health-conscious approach from consumers, products that incorporate reduced and free-from-sugar claims are on the rise and are in growing demand from brands. 

You can read the rest of this article in the November-December of European Baker & Biscuit, which you can access by clicking here.