UK ingredients supplier Tate & Lyle has released a consumer insights report focused on the bakery sector, revealing that more shoppers are looking for additional nutritional benefits such as increased fibre or protein.

Tate & Lyle said that the findings of the report presented an “opportunity for manufacturers and their customers to attract and retain shoppers”.

The report covered key findings in Europe, including:

  • 45% of young people are buying bakery products every day
  • Around a third of people over 34 are also buying baked goods on a daily basis
  • 67% of consumers are looking for additional nutritional benefits, such as added fibre or protein
  • 65% of consumers said they would like manufacturers to reformulate the recipes of bakery products so they can still have the convenience of buying them at aisle ends.

Lin Peterse, Tate & Lyle’s category development manager for Bakery in Europe, said: “The research findings point to a number of emerging trends and behaviours, including a new focus on wellbeing driven by a more holistic approach to health.

“We’re noticing that there is a lot more focus on positive nutrition claims. In addition to claims like reduced fat and reduced calories, consumers in Europe are increasingly seeking products that are high in fibre or high in protein.

“As a result, protein bars or high fibre snacks, which used to be considered ‘performance’ products, are becoming more mainstream, and consumers are also starting to look for fibre and protein claims on products like cakes and biscuits.”

The full report can be found here.