Consumers are becoming more health-conscious, which has led players to focus on producing high fibre bread which contains wholewheat flour and seeds to meet the increased demand for healthy food options, and to justify higher prices in the face of elevated inflation. Players are likely to introduce a wider variety of healthier bread options to meet this increased demand.
Better for you products are likely to benefit from the continued consumer desire to reduce the consumption of products that are high in salt, fat, or sugar, as these have been shown to be linked to cases of stroke, high blood pressure, and heart disease. In May 2020, Turkey announced regulations limiting the amount of industrially produced trans fats allowed in foods.
Concerns are becoming more conscious and concerned over the potential health risks of eating staple foods with a high sugar, fat, and salt content. This will likely remain a key factor boosting demand for better for you product variants in the forecast period.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of baked goods, breakfast cereals, processed fruit and vegetables, processed meat, seafood and alternatives to meat and rice, pasta and noodles NOTE: Couscous, polenta and quinoa are excluded from staple foods. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Staple Foods research and analysis database.
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