The bakery ingredients supplier has conducted extensive research including ‘shopalong’ reviews, focus groups, and online surveys to gauge public perception of grains and seeds in bakery products. According to Ben Ledger, marketing manager for Bakery at Puratos UK, grains and seeds are not only a good source of fiber but also offer various health benefits beyond digestion. However, the prevailing issue in the UK and beyond is the persistent belief that grains and seeds have an unappealing taste or texture. The study aimed to identify the ideal loaf for different consumer segments, such as grain ‘teetotallers’, occasional bread buyers, and frequent buyers of breads packed with grains and seeds.
The survey findings revealed that respondents emphasized the importance of a balanced taste, soft texture, and a loaf high in fiber, vitamins, and minerals for the ultimate eating experience and nutrition. For non-buyers, a 50/50 loaf with invisible grains was favored as it was perceived as novel and appealing to families. Occasional buyers preferred a wholemeal sourdough infused with grains and seeds, while frequent buyers showed preference for an artisan-style 6-seed wholemeal sourdough. This bread, containing pumpkin, sunflower, chia, flax, millet, and poppy seeds, claimed to be high in protein, fiber, and essential vitamins and minerals.
Ledger suggested that gradually adding fibrous ingredients like grains and seeds to existing ‘white’ products can help tap into the untapped non-buyer market. He further highlighted that grains and seeds infused with sourdough not only enhance taste and texture but also provide additional benefits like better digestibility. The study also found that the key driver for consumers purchasing breads with grains and seeds is their perceived healthiness. Other favored benefits include good gut health and high fiber content. However, cost was identified as a barrier for purchasing such breads, although 72% of respondents claimed they would be willing to pay more for bread with health and wellness benefits.
According to Ledger, effective on-packaging messaging is crucial for enhancing a product’s appeal and differentiation on store shelves. Clear and explicit communication regarding the addition of grains and seeds, as well as the associated health benefits, can help consumers understand the added value of these ingredients. In terms of industry trends, Puratos, headquartered in Brussels and founded in 1919, aims to assist customers in achieving success by leveraging its global network of subsidiaries, partners, and customers to identify consumer trends and provide innovative solutions.
In a business-focused tone, it is important to note that implementing SEO-optimized keywords like “food and beverage industry trends,” “food manufacturing trends,” “food processing technology,” “food distribution trends,” “food and drink industry innovation,” “food and drink sustainability,” “food and drink regulations,” “food and drink packaging,” “food and drink marketing,” and “food and drink consumer trends” can help improve the visibility and searchability of this content. Transition words and active voice should be used to enhance the flow and engagement of the text. The original word count should be maintained, and paragraphs can be used to break up the content for easier readability. Content within quote marks should not be altered.
