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Dos and don’ts: functional ingredients
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By Kate Kehoe, Marketing Executive at FMCG Gurus

Many consumers tend to scrutinize nutritional labels when buying bakery products, with an inclination towards prioritizing avoidance and moderation, rather than focusing on positive nutrition.

On a global scale, a significant majority of consumers consistently review the nutritional information on bread products, with 64% stating that they check this most of the time/all of the time. Their primary focus lies on scrutinizing the levels of sugar, additives, and ingredients when examining these labels. Following the pandemic, heightened health consciousness is expected to prompt consumers to prioritize products with fewer ingredients, associating simplicity with freshness, naturalness, and better health. Clarity and simplicity in ingredient listings are crucial as consumers tend to prefer straightforward information and may be cautious of intricate components, including preservatives, additives, and health-related assertions. This shift underscores the importance of transparent and easily comprehensible labeling practices to meet the evolving expectations and concerns of health-conscious consumers.