Explore the latest innovation in bread in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the global bread market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global bread and bread products market. Understanding innovation in the bread market has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Mikolaj Kaczorowski. Mikolaj has 8 years experience working at Mintel and is responsible for analysing new product launches in food, drink and household categories, tying these back to consumer insights, and identifying emerging NPD trends.
Consumers are seeking better-for-you and natural claims, yet innovation varies between regions.
Mikolaj Kaczorowski
Innovation Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Bread & Bread Products
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: protein claims grow in bread launches
- Consumers are seeking out high-protein options
- The high-protein trend emerges in the bread & bread product category
- Bread brands launch high-protein options in a variety of convenient formats
- Europe: bread launches with natural claims are in decline
- Consumers look for reassurance about the naturalness of bread products
- Organic, additive- and preservative-free claims fall in Europe
- Graph 1: bread and bread product launches, by share of select natural claims, 2020-25
- Bakeries highlight organic ingredients and additive- and preservative-free recipes
- The Middle East & Africa (MEA)
- New bread & bread product launches in the region
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ASIA PACIFIC (APAC)
- Asia: brands drum up excitement with flavour innovation
- Consumers are keen to see new flavours from bread producers
- Sweet flavours are trending in Asian bread launches
- Flavourscape AI: methodology
- Bread brands in Asia innovate with novel and indulgent flavours
- Asia: trans fats are in the spotlight
- Consumers are concerned about fats in bread & bread products
- Regulatory and consumer pressures are forcing bread brands to remove trans fats
- Graph 2: bread & bread product launches, by select claims, 2020-25
- Bread brands highlight trans-fat-free recipes
- Brand renovation/innovation: Project:H launches bread products with sophisticated packaging design and better-for-you-credentials
- Australia & New Zealand
- Bread brands are catering to a diversity of dietary and lifestyle needs
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the americas
- North America: wholegrains are underdeveloped in bread & bread products
- Consumers are keen for more wholegrain options
- Wholegrain claims lag behind consumer demand
- Graph 3: bread & bread product launches, by wholegrain claim, 2020-25
- Bread brands boost fibre content with wholegrains and seeds
- North America: additive- and preservative- free claims shrink in share of bread launches
- Consumers have concerns about the artificial additives in bread
- Additive- and preservative- free claims are declining in bread launches
- Graph 4: bread and bread product launches, by share of no additives/preservatives claim, 2020-25
- Bread and bread product brands highlight additive- and preservative-free recipes
- Latin America
- Planet-friendly packaging claims continue to grow in bread & bread product launches
- Graph 5: bread & bread products, by share of select claims, 2020-25
- Bread brands use recyclable and biodegradable packaging
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence. For a more detailed look at these reports, take a look at our sample report below.
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