KANSAS CITY, MO — An expanded definition of health and wellness is having a trickle-down effect that’s leaving an impression in every corner of the baking category. From high protein and added fiber claims in the bread aisle to allergen-free snack bars and plant-based cookies, it’s clear that the notion of better-for-you is changing the way consumers think about sandwich bread, birthday cake and every baked good in between.
With so much information within reach, it’s no surprise consumers are crafting an approach to wellness that’s as personalized and tailored to their individual needs as ever.
“Consumers have never been more knowledgeable,” said Matt Schueller, director of marketing insights and analytics at Ardent Mills. “They are better able than in the past to make that link between the benefits they’re seeking and the ingredients that will add up to support and facilitate them. Because of this increased access to information, they understand the link between ingredients and benefits, and they will go searching for what they need.”
Schueller said rather than following one particular diet or another, consumers are trying a number of different things, often at the same time.
“We call it benefit stacking, meaning consumers are creating a sort of personal toolbox of benefits,” he said. “It can be need-driven, mood-driven, meal-driven, or occasion-driven, and the real win is when a customer can find a product that delivers on all of those.”
What consumers are doing less of, Schueller noted, is focusing on the elimination of ingredients. According to Ardent Mills’ “Trend to Table” report, 80% of consumers say seeking out “good-for-you” foods is a top priority to meeting their dietary goals.
“Cutting things from your diet to eat well is a little bit old school,” he continued. “Now what consumers are doing is putting a premium on products that add something to the equation.”
What is top of mind for consumers when it comes to wellness, and what foods and benefits are they specifically seeking out? The definition of health and wellness has evolved significantly over the past decade as people prioritize longevity, boosting immunity, gut health, sustained energy, mental wellbeing and sustainability. This broader outlook places much less emphasis on weight loss.
Of those people who are familiar with grains, 83% say they strongly appreciate the taste contribution grains make.
Foods made with whole grains and that are high in fiber and protein are among the top attributes consumers are looking for when it comes to better-for-you products.
Innova Marketing Insights notes high protein is the fastest-growing claim in US bread launches, and FMCG Gurus data says that of the consumers who want to eat healthier, 45% say they’ll do so by increasing their protein intake. Consumers see protein as a key to satiety and sustaining energy, supporting muscle mass, and maintaining a healthy weight.
A quick look at the bread aisle shows no shortage of high-protein claims. In January, Equii announced it had teamed up with Bridor, a global leader in frozen bakery, to bring its line of bread loaves, as well as artisanal dinner rolls and ciabatta sandwich carriers — which all feature Equii’s Complete Protein Blend — to North America. In June, the company expanded its reach with the launch of Complete Protein Balance Bread in Hy-Vee stores across the Midwest, marking a substantial jump in distribution. Meanwhile, food tech company BetterBrand continues to make waves with its bagels, which tout 250% more protein and 90% fewer carbs than the traditional variety, as well as buns and Hawaiian rolls.
The snack category is also bursting with high-protein innovation. Lenny & Larry’s, best known for its high-protein baked goods, recently added FITZELS protein pretzels to its portfolio, which boast 18 grams of protein per 3-ounce bag. And Whisps, known for healthier snacking alternatives, debuted Whisps Popped baked cheese snacks made with 100% real cheese and 10 grams of protein in a 3.5-ounce bag. Both highlight interest in snacks that provide more from a nutritional standpoint.
US consumers are also increasingly aware of their fiber intake; it’s the second most chosen functional ingredient of interest for consumers, slightly behind protein, according to Innova Marketing Insights. Research finds that perceived importance tends to rise with age, as 71% of consumers age 55 and over say it’s a priority vs. 51% of consumers in the 18-24 age range, though digestive health is of interest across the board.
Including more whole and ancient grains is one way consumers are upping their fiber intake. Yet, Ardent Mills research suggests consumers’ familiarity with grains is not fully maximized. Of those people who are familiar with grains, 83% say they strongly appreciate the taste contribution grains make. Therefore, alternative grains such as spelt, pearl barley and millet have considerable opportunities going forward to win over consumers from both a nutritional and taste perspective.
This story has been adapted from the October | Q4 2024 issue of Commercial Baking. Read the full story in the digital edition here.
