Bakery businesses boosted by young consumers seeking health kicks, finds Tate & Lyle

30 Nov 2023 --- New research from Tate & Lyle suggests younger consumers (18-34) are driving growth in the UK and Europe’s bakery sector, with almost half (45%) of these consumers purchasing bakery products every day. Meanwhile, one-third of consumers over 34 are also buying baked goods on a daily basis. 

The ingredients company highlights the important role additional nutritional benefits play in making bakery products more appealing to consumers.

Lin Peterse, Tate & Lyle’s category development manager for bakery in Europe, says: “The research findings point to a number of emerging trends and behaviors, including a new focus on well-being driven by a more holistic approach to health.”

“We’re noticing there is a lot more focus on positive nutrition claims. In addition to claims like ‘reduced fat’ and ‘reduced calories,’ consumers are increasingly seeking products high in fiber or protein.”

“As a result, protein bars or high fiber snacks, which used to be considered ‘performance products,’ are becoming more mainstream, and consumers are also starting to look for fiber and protein claims on products like cakes and biscuits.”

Positive nutrition claims
In light of the research findings, Tate & Lyle calls on manufacturers to recognize the importance of positive nutrition claims in winning over shoppers.

The findings show that while traditional health considerations like sugar and calorie content remain important to consumers, 67% ranked additional nutritional benefits as a priority and two-thirds of consumers are likely to choose bakery products with added fiber claims.European consumers increasingly value nutritional benefits in their bakery purchases.

The report explores the impact of High Fat, Salt and Sugar display regulations in the UK and other regulatory changes like Nutri-Score in European countries on buying habits.

Checkout convenience
Two-thirds (65%) of consumers said they would like manufacturers to reformulate the recipes of their favorite bakery products so they can still have the convenience of buying them at aisle ends or by checkouts.

“[This demand] means manufacturers may need to review some of their formulations to attract new consumers and keep existing ones,” says Peterse.

“But when it comes to product reformulation, it has got to be a balancing act between making products healthier while maintaining quality. For example, if you switch out a large quantity of sugar, you will need to find a way to maintain texture and mouthfeel, which might mean adding fibers, such as our Promitor Soluble Fibre.”

Tate & Lyle recently announced an investment program in its corn wet mill in Boleráz, Slovakia, to establish new capacity for its non-GMO Promitor Soluble Fibers.

The company’s Bakery Digest report analyzed consumers’ consumption and purchasing behaviors across various bakery products, including bread, cereals, cakes, biscuits, pastries and bars.

Edited by Joshua Poole