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Young people are driving growth in bakery

Tate & Lyle research highlights that almost half of young people (45%) in the UK and Europe are buying bakery products every day as it becomes an increasingly important part of their diets. The study found that one-third of people over 34 are also buying baked goods daily.

For this report, Tate & Lyle surveyed 1,250 bakery consumers across Europe to understand the drivers of their decision-making process.

The research findings show that while traditional health considerations like sugar and calorie content remain important to consumers, a staggering 67% of consumers ranked additional nutritional benefits as a priority and two-thirds of consumers are likely to choose bakery products with added fiber claims, presenting an opportunity for manufacturers and their customers to attract and retain shoppers.

Lin Peterse, Tate & Lyle’s Category Development Manager for Bakery in Europe, said: “The research findings point to a number of emerging trends and behaviors, 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 are increasingly seeking products that are high in fiber or high in protein. As a result, protein bars or high fiber snacks, which used to be considered ‘performance’ products, are becoming more mainstream, and consumers are also starting to look for fiber and protein claims on products like cakes and biscuits.”

In addition to the impact of High Fat, Salt and Sugar (HFSS) display regulations in the UK, the report also explores the impact of other regulatory changes like Nutri-Score in certain European countries on buying habits. For example, two-thirds (65%) of consumers said they would like manufacturers to reformulate the recipes of their favorite bakery products so they can still have the convenience of buying them at aisle ends or by checkouts.

“It means manufacturers may need to review some of their formulations to attract new consumers and keep existing ones,” Lin Peterse added. “But, when it comes to product reformulation, it has got to be a balancing act between making products healthier while maintaining quality. For example, if you switch out a large quantity of sugar you will need to find a way to maintain texture and mouthfeel, which might mean adding fibers, such as our PROMITOR® Soluble Fibre.”

Survey details:

  • Methodology – Online surveys with consumers, in collaboration with Coleman Parkes.
  • Sample size – 1,250 (250 respondents in each market: UK, France, Germany, Spain and Poland).
  • Audience profile – Consumers aged 18 and over who are the main purchasers of household goods and who purchase bakery products at least once a week.

Age groups:

  • Younger consumers (18-34)
  • Middle Group (35-54)
  • Older consumers (55+)


Photo: Pexels (#1537635)