You are currently viewing The time is right to position your bakery product as guilt-free and conveniently nutritious

Pre-packaged bakery is a staple item for consumers across the globe, with the majority purchasing bread, cakes and biscuits on a weekly basis.

“This is not surprising given that the option remains a staple ingredient for informal and casual eating occasions in the morning and the afternoon,”​ said Will Cowling, marketing manager for the Hertfortshire-based market researcher.

“Standard bread products remain a more popular option than better-for-you alternatives, however, there is a rise in consumers looking to address their health.”

According to FMCG Gurus, the number of consumers more focused on health is higher than ever before, which is driving the back-to-basics approach to nutrition.

So, what will this mean for the bakery market?

Health vs indulgence

Cowling said the extent to which consumers prioritise indulgence over health in many product categories shows there is scope for brands to push the boundaries of premium through promoting experimental and hedonistic flavours, as well as the use of high-quality ingredients that will help position products as a genuine experience.

“When it comes to flavours and sensory appeal, consumers tend to prefer traditional flavours,”​ he added, noting FMCG Gurus research shows 7 in 10 consumers prefer chocolate, raspberry and vanilla.

“As well as the hedonistic element, these flavours will appeal to consumers because they are associated with trust and comfort. This is crucial in a time of uncertainty when consumers are prone to turning to products for moments of escapism from daily stresses.”