Printer Friendly

Bread innovators focus on wholegrain and fibre.

Tracked bread launch numbers have generally continued to rise globally; and within those products using health claims of some kind, these make up 42 percent of the total in 2013. This does however vary regionally, rising to over 75 percent in the USA and Australia and 70 percent in Latin America; but falling to less than 30 percent in non-traditional bread markets in Asia.

Lu-Ann Williams, Director of Innovation at Innova Market Insights reported that: "As a result of the growing influence of health claim regulations, particularly in the EU and North America, the functional bread sector has generally seen much lower levels of new product and promotional activity over the past few years.

"This does not mean that interest in healthier options has reduced, however, but more that the positioning of bread has changed to focus more on a generally healthy and nutritious image, rather than making specific claims," she added.

Innova Market Insights divides health claims and positioning into two types--passive, such as low and light, organic, gluten-free, etc., and active, which involve the addition of particular ingredients, such as calcium, protein, fibre, etc., or the promotion of specific benefits such as heart health or digestive health. Globally, passive claims dominated in the bread market: With over 40 percent of launches using them in 2013, compared with just five percent using active claims of some kind. Again this varies regionally, with over 11 percent of launches using active claims in the USA, compared with six percent in Asia and three percent in Europe.

The most popular health claims in the bread market overall referred to naturalness, with one-fifth of 2013 launches using one or more claims relating to naturalness, an additive or preservative-free formulation or an organic positioning. Nearly 17 percent used either high-in-fibre, source-of-fibre claims or a wholegrain positioning. In terms of active health claims, usage was much lower, with the most frequently used being vitamin and mineral fortification, featuring on 1.5 percent of launches, ahead of omega 3/DHA fortification and heart health, with about one percent each.

The USA, with its mature and highly competitive market looking for differentiation and its ongoing consumer interest in health, had an even higher level of interest. Over one-third of tracked launches used claims relating to naturalness and a similar percentage utilized fibre/wholegrain claims.

Contni Innoua Market Insights on tel +31 26 319 2000 or visit
COPYRIGHT 2014 Food Trade Press Ltd.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2014 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Comment:Bread innovators focus on wholegrain and fibre.
Publication:Food Trade Review
Date:Apr 1, 2014
Previous Article:Investment opportunities in Europe.
Next Article:Tsubaki heavy-duty chain and sprockets guide.

Terms of use | Copyright © 2018 Farlex, Inc. | Feedback | For webmasters