Report Summary

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

Table of Contents

    • What we have seen
    • Our pick of the most innovative launches in this review
    • Other innovative launches

    • 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
  2. 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
  3. 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

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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