Bakery growth in products claiming satiety and containing sweetners

20 January 2014

Bakeryandsnacks.com (20-Jan-2014) reports on comments from Leatherhead Food Research (United Kingdom) that bakery products promising satiety and containing natural sweeteners have huge growth potential as consumers consider healthy eating more holistically.

Consumers are trending away from traditional dieting as they move towards holistic health,wellness and an enjoyment of  food. Leatherhead Food Research suggests that negativity about obesity and diets not working have lead to this holistic approach. The industry can use these concepts to look at changing peoples eating habits and one way is with slow release energy foods.The concept of satiety foods started in bakery and this continues to be a huge growth area that the bakery sector can capitalise on.

However Leatherhead Food Research cautions that manufacturers need to determine how to clearly communicate satiety clairms to consumers. It is crucial to get a claim on-pack that draws consumers in as well as correctly represents the product. Claims need to match products and regulatory requirements with regulatory and marketing teams having to work closely together.

In the same way satiety promise fits into consumer sentiment on health and wellness, so do natural sweeteners. Sweeteners are interesting when it comes to bakery and although sweeteners are starting to be used in the bakery sector;  it’s still quite a small and niche area. There is particular interest in plant-derived sweeteners such as stevia.  Leatherhead Food Research gives the reasons for sweetners remaining niche in bakery is predominantly due to formulation challenges due to taste and texture, but also regulation in the EU. Stevia is not currently approved for use in baked goods in the EU, but it is in other markets like the US and Japan, for example.

 There are huge opportunities to improve and overcome technical hurdles with sweeteners in baked goods so sweetners are something to watch over the next three to five years in the bakery sector.  In the short-term bakers could look into reducing sugars by changing inclusions – for example switching chocolate with fruit or vegetable ingredients in a cake.