KANSAS CITY, MO — Despite the constraints of inflation, the tightening of budgets and the pinching of pennies, there’s a lot of expanding when it comes to baking innovation, from a more global view of flavor to a broadened approach to health and wellness.
The ’90s may be back in fashion, but the low-cal, low-fat diets from the days when SnackWell’s were all the rage don’t appear to be resurfacing anytime soon.
“The definition of health has evolved,” said Anne-Marie Roerink, president of 210 Analytics. “It used to be very much centered around physical health, and if you look at the diet trends, they went hand in hand with that. They were very restrictive — no fat or low calorie and then low carb — and they made our lives difficult. Now, if you look at the big diet trends, you see they are far less restrictive and more focused on balanced eating.”
Today’s more holistic view of health includes a focus on both physical and mental health. Reducing stress and anxiety, improving sleep, boosting brain and gut health, and increasing energy are just a few of the health topics drawing consumers’ attention.
Products that tout functional health benefits are one way to grab the attention of consumers focused on eating more intentionally, and protein is an attribute with staying power. San Francisco-based startup Equii’s innovative high-protein sliced breads leverage a non-GMO technology that discovers microbial proteins, and the company plans to expand into other better-for-you grain-based foods like crackers and pizza crust in the future.
Additionally, Horsham, PA-based Bimbo Bakeries USA recently expanded its Arnold bread line with the launch of Grains Almighty Plant Protein, which features sprouted whole grains, chickpea flour and pea protein, as well as 9 grams of protein per serving.
And in a dramatic line extension, Milwaukie, OR-based Dave’s Killer Bread, known primarily for its sliced bread products, rolled out Amped-Up Protein Bars, available in three flavors with 10 grams of protein each.
“The definition of health has evolved. It used to be very much centered around physical health, and if you look at the diet trends, they went hand in hand with that. Now, if you look at the big diet trends, you see they are far less restrictive and more focused on balanced eating.” — Anne-Marie Roerink | president | 210 Analytics
Consumers shopping for better-for-you baked items are savvy when it comes to ingredient lists and increasingly wary of “ultra-processed” foods, which typically include products with five or more ingredients; artificial ingredients; or an excess of sugar, fat, and/or sodium. Mintel data shows that 34% of US adults say highly processed food is a top concern when shopping. Nearly 60% are willing to pay more for foods that use whole and/or less processed ingredients, according to Ardent Mills’ “Trend to Table” report.
According to Datassential, 34% of consumers say they treat themselves to an indulgent food treat a few times a week, and many brands are stepping up to feed those cravings in healthier ways.
The brownie line from Pasadena, CA-based Nature’s Bakery, which recently launched a new Salted Caramel flavor, taps into this idea of permissible indulgence. Made with whole grains, dates and cocoa, the plant-based bar offers a better-for-you treat consumers can feel good about eating.
Innovation in portion size also speaks to the expanded definition of health and wellness and the role of indulgence.
“Consumers want to treat themselves, but they want to do so in moderation,” Roerink said.
Lenexa, KS-based Hostess Brands’ launch of Meltamors dials into the demand for small, everyday indulgences. Individually packaged in 8-count boxes, the mini chocolate cakes filled with a melting chocolate or caramel center are intended to be microwaved for five seconds, yielding a lava cake-like experience.
Women’s health is another area of growing interest in the health and wellness space. As Gen X and millennials age, consumers in these demographics are increasingly seeking out products that address issues beyond pregnancy and weight loss, such as premenstrual syndrome, menopause and overall emotional wellbeing.
According to Mintel data, bakery is one of the three fastest growing segments for women’s nutrition, along with nutritional drinks and sports/energy, and hot beverages. As Mintel’s “Global Food and Drink Trends” report notes, brands should heed nutritional, physical, mental and emotional health needs when innovating.
This story has been adapted from Commercial Baking’s 2024 New Products Annual. Read the full story in the digital edition.
