Providing the most comprehensive and up-to-date information and analysis of the Bread and Bread Products market, including the behaviours, preferences and habits of the consumer.

Healthy diets have become more of a priority since the pandemic began, with high-fibre becoming an increasingly in-demand feature for bread shoppers. While the benefits of eating fibre are well-established for seniors (regulating slowing metabolisms and reducing the risk of heart disease), the younger population is also becoming more knowledgeable about the importance of maintaining a fibre-rich diet. This may reflect the increased publicity around the importance of gut health and its effects on the immune system.

Trends of innovation in bread has seen vegetable incredients be incorporated into bread products that have reduced fat or sugar content, making the flavour more palatable. This represents a wider opportunity for bread companies, considering the current popularity of weight loss diets. Vegetables can play a key role in preserving flavour quality in diet-friendly bread.

The worsening climate crisis has made consumers increasingly concerned about the environmental impact of food packaging. Plastic remains the most prominent packaging material used for bread products, but some bread companies are shrinking the amount of packaging they use, as well as innovating around alternative materials.

Currently carbs remain a major concern for many consumers, attributed to the popularity of low-carb diets like keto and publicity around the negative health effects of refined carbohydrates. While there is a tendency among consumers to view diet-friendly bread as being less tasty than regular variants,  more of these low-carb bread products are now including messaging about health, protein and fibre content to help justify purchases.

Read on to discover more details or take a look at all of our Food and Foodservice market research.

Covered in this report

Brands: Frankful, Hema, Egglife, La Boulangerie, Schulstad, Pasco, Pagen, Genius, Waitrose, 5-Fibre, Skogaholm, Harry’s, Spar Freshline, L’Usine, Woolworths, Tesco, Cubic, Three Squirrels, Mission, Healthybake, Abbott, Helga’s, Carbonaut, Julian Bakery, Aunt Millie’s Bakeries, Mason Dixie, Cabo Chips, Trader Joe’s, Chonta Arepa, Susalia.

Expert analysis from a specialist in the field

This report, written by Patrick Dahn, a leading analyst in the Foodservice sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Innovation in bread is delivering on the need for more nutrient-dense recipes, as low-carb and vegetable-flavoured offerings come to market.

Patrick Dahn
Innovation Analyst

Table of Contents

  1. Europe, Middle East & Africa (EMEA)

    • Europe: bread brands react to heightened consumer interest in fibre
    • Graph 1: bread and bread product launches, by share of high/added fibre claims, 2017-21
    • Europe: bread companies are moving towards more ethical packaging
    • Graph 2: bread and bread product launches, by share of ethical packaging claims, 2017-21
    • Middle East & Africa: brands highlight the versatility of bread products
  2. Asia Pacific (APAC)

    • Asia: bread brands are incorporating vegetable components to improve taste and boost their healthy image
    • Asia: more bread launches are dedicating packaging information to social media, to better connect with consumers
    • Graph 3: bread and bread product launches, by share of social media claims, 2017-21
    • Australia & New Zealand
  3. The Americas

    • North America: bread brands respond to consumers’ carb-cutting habits
    • Graph 4: bread and bread product launches, by share of low/no/reduced carb claims, 2017-21
    • North America: consumers want convenient, easy-bake solutions
    • Graph 5: bread and bread product launches, by share of ease of use claims, 2017-21
    • Latin America: gluten-free traditional breads
    • Graph 6: bread and bread product launches, by share of gluten free claims, 2017-2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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