High Protein in Bakery: An Untapped Opportunity

The high protein diet emphasizes consumption of high-protein-containing foods to either lose weight or gain lean muscle mass.  When it comes to the bakery category, 23% of US consumers consider high protein claims important in baked goods, including 25% of Millennials.

Additionally, 27% of consumers think that high protein makes a cookie healthier. However, in the 5 years ending August 2019, just 2% of both total bakery & cookies sold to consumers carried high/added protein claims demonstrating there is an opportunity for high protein innovation in the bakery category!¹

Keto in Bakery: Don’t miss out on this increasingly popular diet

The keto diet is a low-carb, high-fat diet. The reduction in carbs and replacement by high fats puts the body into a metabolic state called ketosis.

According to Innova, the indexed number of bakery launches tracked globally with the claim “low carb” increased 74% from 2015 to 2019.²  Furthermore, 32% of consumers say they are interested in low sugar cookie offerings and 27% of consumers say that low/no sugar is important when purchasing ready-to-eat cakes and/or pies.^3,4

Paleo in Bakery: ‘Less Processed’ Resonates with Consumers

The paleo diet includes lean meats, fish, dairy, fruits, vegetables, nuts, and seeds--foods that, in the past, could be obtained by hunting and gathering.  The paleo follower looks for items with only few non-processed, non-artificial ingredients or even no label at all. When it comes to baked goods, 24% of US consumers say that a short ingredient list makes a cookie healthier.⁵

When selecting a cake or pastry containing chocolate, 57% of North American consumers said the claim “natural” was important and 47% of of North American consumers said the claim “low processing” was important.⁷  Paleo offerings showcasing natural ingredients and less processed baked goods resonate with today’s consumer.

Vegan in Bakery: Consumers are Looking for Products that are Good for Themselves & For the Planet

Vegan is defined as a way of living that attempts to exclude all forms of animal exploitation. For these reasons, the vegan diet is devoid of all animal products.  According to Mintel GNPD, in North America, there were 185 new bakery products launched in 2018 with the claim “Vegan/No Animal Ingredients.”  In 2019, this number rose to 282, a 52% increase!⁸

1. Mintel, “Cookies Catch the High Protein Wave”, 2019
2. Innova, “Top 10 Bakery Trends 2020”
3. Mintel, “Cookies” July 2019
4. Mintel, “Prepared Cakes & Pies” May 2016
5. Mintel, “Cookies” July 2019
6. Barry Callebaut Proprietary Consumer Research 2018
7. Mintel GNPD