Innovation in Bread & Bread Products | Mintel 2021

This blog post is a brief summary of Mintel’s “A Year of Innovation in Bread & Bread Products, 2021” report. The Northern Crops Institute supports the promotion and market development of crops grown in the northern region, and bread is just one of the important components of achieving this goal.

Overall, the rate of demand for bread products is increasing. Below is a market overview of the top emphases of bread companies in three global regions.

Europe, Middle East, & Africa (EMEA):

Innovation in bread is delivering on the need for more nutrient-dense recipes, as low-carb and vegetable-flavored offerings come to market.

Fiber is the buzzword in the EMEA region this year. 31 percent of the UK bread shoppers agree that this is one of the top factors when making their purchase decisions. The percentage rises among those aged 65+ due to the value of fiber-rich diets for seniors.

Ecological packaging is the second hot topic of this area with many bread brands emphasizing recycling.  Options are becoming more sustainable and some are biodegradable. The consumer interest in this topic has led to a significant increase in the ethical packaging claims of bread companies in recent years.

Lastly, to increase engagement for a wider range of consumption, bread companies of EMEA put a focus on multiple uses. Versatility in uses, tastes, textures, and recipes are some examples of claims that highlight various ways for the product’s usage.

Asia Pacific (APAC):

In the APAC region, the health image is of great importance to consumers. Bread brands are answering this demand by adding vegetable components. This can improve taste, reduce fat or sugar, boost nutritional value, make bread visually appealing, and preserve flavor quality in diet-friendly breads.

Vegetable bread flavors include pumpkin, spring onion, and purple sweet potato. These flavors contribute to the increasing trend of breads with vegetable components.

Additionally, social media is increasingly influencing consumers’ purchases. Because of this, many brands are focusing on building a strong online presence. This is especially true of those utilizing online shopping channels.

In Australia and New Zealand, sourdough options sharply gained popularity in the past year. The flavor and texture are selling-point focuses for these products.

The Americas:

In the United States, low or reduced carb options is what one in five bread shoppers look for. Of those who are eating less bread than the previous year, 64 percent report the reasoning to be to cut down on carbs.

In response, bread launches in North America are seeing a climb in low-carb options. Even breads that do not make low-carb claims in their branding are seeing an average decrease in carb content.

Easy-bake breads are also of high interest to consumers.  Partially due to the pandemic fatigue of constantly cooking at home, consumers are looking for quicker and more convenient at-home options. Frozen or partially cooked options are popular.

In Latin America, gluten-free traditional breads are on the rise. This option aligns with consumers’ value on healthy eating. Appealing to this health-conscious market, bread brands are emphasizing traditional recipes with healthy twists. This provides a cultural connection along with a healthy diet.

Opportunities in bread and bread products are evolving with the rate of increase in these products.