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.
To discover more about the global bread and bread products market, read The Future of Bread, Bakery and Cakes or take a look at Mintel’s extensive baked goods market research.
Meet The Expert
This innovation report is written by Zoe Wong. Zoe joined the Mintel Food & Drink team in March 2023, having previously worked in Mintel GNPD Operations. Zoe has a background in NGO fundraising and corporate communications and has a Bachelor of Arts degree in Communication Studies from the University of Western Australia.
Better-for-you claims are inspiring innovation in bread and bread products, as resealable packaging and nutrient-packed seeds are pitched to convey value appeal.
Zoe Wong
Junior Analyst – Food & Drink, BPCH
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: sourdough launches continue to gain share of activity, as natural claims decline
- Consumers are concerned about the naturalness of packaged bread
- The share of launches with clean-label claims records a decline, but sourdough is slowly gaining profile
- Graph 1: launches of bread and bread products, by share of select natural claims, 2020-24
- Bread producers emphasise naturalness and minimal ingredients
- Brand renovation/innovation: regenerative agriculture champion, Wildfarmed, launches its first bread range into UK supermarkets
- Europe: bread brands continue to innovate with seeds to elevate texture and health appeal
- Consumers associate seeds with healthiness
- Seeded bread and bread products continue to emerge
- New launches formulate with seeds to elevate nutritional, flavour and textural appeal
- The Middle East & Africa (MEA)
- Brands are increasingly offering high-fibre options
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Asia Pacific (APAC)
- Asia: bread brands respond to consumer interest in fibre-rich diets
- Consumers seek higher fibre content, but locating it can be a challenge
- High/added fibre claims continue to gain share of launch activity
- Graph 2: launches of bread and bread products, by share of high/added fibre claim, 2020-24
- Bread brands adopt different strategies to highlight fibre content
- Asia: packaging innovations help consumers to extend the shelf-life of bread
- Consumers want long-life packaged bread
- Launches with resealable packaging gain share of activity
- Graph 3: launches of bread and bread products, by share of resealable packaging claim, 2020-24
- Bread launches offer packaging features to prolong shelf life
- Australia & New Zealand
- Ethical bread products hit store shelves
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the americas
- North America: frozen bread brands are innovating around convenience
- Consumers have reappraised the value credentials of packaged bread
- Bread producers bring convenience through easy-to-use and frozen innovations
- Graph 4: launches of bread and bread products, by share of selected storage types, 2020-24
- Frozen bread brands promote taste and convenience
- North America: bread brands cater to consumer interest in healthy and nutritious bread products
- Consumers want to see more healthy bread options
- Bread launches with added nutrients remain niche, but have increased their profile over time
- Graph 5: launches of bread and bread products, by share of vitamin/mineral-fortified and high/added protein claims, 2020-24
- Bread producers highlight nutritional qualities
- Latin America: premium claims continue to grow
- Consumers reassess ‘value’ beyond price
- Graph 6: launches of bread and bread products, by share of premium claims, 2020-24
- Bread launches adopt different approaches to deliver premium quality
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.
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