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Kennedy's Bakery Production Magazine | January 17, 2021

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Reduced sugar and calorie products biggest driver of business growth, European bakery manufacturers say

Reduced sugar and calorie products biggest driver of business growth, European bakery manufacturers say
New research by Tate & Lyle finds reduced sugar and calorie products are the top driver of business growth, following heightened interest in health and wellbeing.

The European Bakery Industry Report found that almost three quarters (73%) of European bakery manufacturers say reduced sugar and calorie products are the biggest driver of business growth.

This is followed by “free from” products (54%) and improving the product-consumption experience (48%), which both highlight the ongoing importance of health and wellness in the industry.

The survey of 400 senior bakery industry professionals across Germany, France, Spain and the UK, found that calorie reduction is the aspect of health and wellness most businesses are prioritising, with almost three quarters (74%) naming this as most relevant to them, followed by sugar reduction (71%) and fat reduction (54%).

More than half of the professionals (51%) stated that consumers are also more likely to choose products that offer additional nutritional benefits, such as added protein and added fibre.

More than two fifths (44%) of respondents said that a substantial proportion of consumers are willing to pay more for healthy and nutritious foods, while a third (34%) say consumers are increasingly looking beyond the labels on products for details of nutritional contents.

Olivier Kutz, Category Development Manager, Tate & Lyle, Europe, said: “More and more people are looking for ways to stay healthy and improve their wellbeing, a trend that has been building for a while and continues to grow. Paying more for products with enriched nutritional benefits has accelerated, as consumers gain interest in, and understanding of, exactly what is in the products they buy.

“A heightened awareness of healthier diets and the long-term health implications of the Covid-19 pandemic has also meant people spending more time at home and taking up baking as a hobby are wanting to use healthier products where possible.”