New research conducted by Puratos UK, a leading bakery ingredients supplier, has unveiled valuable insights into consumer preferences when it comes to breads with grains and seeds. The study, which involved shopalong reviews, focus groups, and online surveys, aimed to identify the ideal loaf for non, occasional, and frequent buyers.
The findings revealed that a 50/50 loaf with invisible grains holds maximum appeal for UK consumers who typically avoid purchasing breads with grains and seeds. This innovative concept was perceived as both novel and family-friendly, making it the preferred choice among entry-level consumers. The key factors driving consumer satisfaction were a balanced taste, soft texture, and high fiber, vitamin, and mineral content.
For occasional buyers, a lightly-seeded wholemeal loaf featuring a unique blend of sourdough-infused grains and seeds proved to be the most popular option. Notably, this loaf boasted protein, high fiber, and significant vitamin and mineral content, solidifying its appeal among health-conscious consumers.
On the other end of the spectrum, frequent buyers favored an artisan-style wholemeal six-seed loaf enriched with pumpkin, sunflower, chia, flax, millet, and poppy seeds, and infused with sourdough. This sought-after loaf packed essential vitamins and minerals, as well as a high protein and fiber content, catering to the needs and preferences of health-conscious bread enthusiasts.
The research also shed light on the prevailing issue of the fiber gap in the UK and beyond. Despite the understanding of the numerous health benefits of grains and seeds, their unappealing taste or texture has hindered wider acceptance among consumers. To overcome this obstacle, the concept of “nudge nutrition” was introduced. This approach suggests gradually incorporating fibrous ingredients like grains and seeds into existing bread products, allowing consumers to gradually adapt to higher fiber content.
Grains and seeds infused with sourdough were also highlighted as a successful strategy, enhancing taste, texture, and overall customer satisfaction. Sourdough-infused breads offer better digestibility and provide storytelling opportunities for manufacturers to establish a unique brand narrative.
According to the research, the top driver for purchasing breads with grains and seeds is the perception of being healthy, with 74% of respondents citing this factor. Furthermore, claims emphasizing the positive effects on gut health (58%) and high fiber content (57%) resonated strongly with consumers. Additional factors influencing consumer purchasing decisions included the availability of tastier high fiber options (46%) and more information about the benefits of grains and seeds (41%).
While cost was identified as the main barrier for purchasing breads with grains and seeds, it is evident that health and wellness take precedence over price. A substantial 72% of respondents expressed a willingness to pay more for breads that offer valuable health benefits.
To effectively increase market share in the grains and seeds bread category, manufacturers must leverage the power of labeling. The messaging on packaging plays a crucial role in enhancing a product’s appeal and distinguishing it on the shelf. It is essential to clearly articulate why grains and seeds have been added to a product, highlighting the associated health benefits, as well as the expected taste and texture, allowing consumers to fully appreciate the added value.
Overall, this research has provided significant insights into consumer preferences for breads with grains and seeds. By leveraging these findings, manufacturers have the opportunity to expand their product portfolios to cater to non-buyers, diversify their offerings, and satisfy the demands of health-conscious consumers.
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