Bread, especially white bread, has been making the list of ultra-processed foods to avoid. Communication can redeem bread by focusing on its functional benefits.
By Kate Kehoe, Marketing Manager, FMCG Gurus
The rise of label-conscious consumers
FMCG Gurus’ research reveals that nearly six in ten consumers have become more attentive to ingredient lists over the past twelve months. This trend is driven by growing awareness of so-called ‘dietary evils’ in food and drink. For bakery brands, this presents a particular challenge, as many everyday staples now face increased scrutiny.
A range of factors contribute to this shift, including consumers’ heightened focus on healthy eating and the growing conversation around ultra-processing. In response, bakery manufacturers need to prioritize clear, simplified ingredient lists to build trust and ensure transparency with consumers.
Clean label and naturalness perceptions
The term ‘natural’ is highly subjective and open to interpretation, which can cause some consumers to question whether a product can genuinely be considered natural, especially in today’s era of mass production and global supply chains. Consumers generally associate ‘natural’ with authenticity and realness, believing that products made with recognizable, trusted ingredients offering nutritional benefits are less likely to pose health risks.
Within the food industry, the concept of ‘clean label’ has long been linked with naturalness, an association that has existed for more than a decade. However, only FMCG Gurus’ consumer insights show that 45% of global consumers say they have heard of the term, suggesting that labeling a product as ‘clean label’ alone is unlikely to influence purchasing decisions. Instead, brands should focus on the core principle behind both natural and clean label claims: consumers want confidence that ingredients are safe, transparent, and trustworthy.
Checking labels, but only sometimes
Across the globe, 58% of consumers report checking ingredient lists on food and beverage products, while a nearly identical 59% say they review nutritional information. However, most consumers admit they do this only some of the time, rather than consistently.
This behavior is influenced by several factors. Many consumers lack the time or motivation to scrutinize every ingredient list, while others face obstacles. Because consumers often take a debit-and-credit approach to healthy eating, balancing indulgence and nutrition depending on the category and occasion, they tend to glance at product information rather than study it in detail. This makes it vital for on-pack communication to be clear, concise, and easy to digest at a glance.
“Fortification provides an opportunity to redefine how bakery products are perceived.
Kate Kehoe, Marketing Manager, FMCG Gurus
Ultra-processing perceptions threaten trust
Awareness of ultra-processed foods is rising, and with it, consumer concern. FMCG Gurus’ consumer insights demonstrate that almost one in five consumers (17%) who understand what ultra-processed food means believe that bread falls into this category. Such associations can undermine trust, particularly when consumers link high levels of processing with health problems such as obesity and diabetes.
Educating consumers about the role of processing, while highlighting the positive nutritional benefits of bakery products, can help reshape these perceptions. Emphasizing simple ingredients and transparent production methods will be essential to maintaining credibility.
Re-positioning bakery as functional
Fortification provides an opportunity to redefine how bakery products are perceived. FMCG Gurus’ research shows that 39% of consumers find fortified bread appealing, placing it just behind yogurt in popularity. By promoting added fiber, protein, or essential nutrients, bakeries can shift perceptions of bread from being a basic staple to a functional food that supports health and well-being.
This article is based on FMCG Gurus’ Clean Label Trends Regional Reports & FMCG Gurus’ Addressing Ultra-Processing Claims in the Bakery Sector Trend Report. For information requests: [email protected].
