Bakery Trends for 2024

Highlights

The top 2024 trends in bakery include:

• High protein
• Gluten-free 
• Seed ingredients
• Less sugar

Taste and Healthiness Key Attributes in Bakery Products 

Consumers globally are eating more bread and bread products, with major increases seen in India, the Philippines, and Egypt (where 38%, 27%, and 27% of consumers, respectively, increased their intake in the past year).¹ A convenient and affordable staple, bread and bread products have a higher average global penetration at 81% than meat and poultry (76%), dairy (74%), desserts and ice cream (64%), and sweet and salty snacks (64%).³ 

Taste remains a top attribute for consumers in this category, with almost half (48%) on average globally influenced by flavor when purchasing fresh bread and bread products.⁴ In Latin America, it’s much higher, with 77% in Mexico, 72% in Colombia, and 60% in Brazil influenced by the product's flavor.⁵ Even among better-for-you bakery consumers, great taste is the number one attribute they seek.⁶

While taste will remain a priority, consumers’ growing interest in health is expected to be the primary driver of upcoming trends. Already, one in four consumers globally is looking at health attributes when making a purchase in the fresh bread/bread products category.⁷ The bakery trends for 2024 focus on healthier products, without compromising on taste.

2024 Bakery Trends

1. High Protein

High protein is the fastest-growing claim in US bread launches.⁸ 14% of 2021-2022 launches featured high protein claims, up from only 5% in 2018-2019, surpassing the growth of vegan, low carb, and high fiber claims.⁹ Protein appeals to consumers for reasons such as general health, workout support, and weight management.

In bakery products, high protein is also associated with low net carbs, which is a must for the keto diet. High-protein breads, as well as high-protein baking mixes for pancakes, waffles, and muffins increasingly feature keto claims. 

2. Gluten-Free and the Use of Oats

Gluten-free is also on the rise in bakery, but not only in bread. While about one in five US bakery launches in 2022 were gluten-free, 29% of savory crackers (up from 23% in 2018) and 34% of baking ingredients and mixes (up from 28%) featured a gluten-free claim.¹⁰ As gluten-free becomes increasingly associated with health by consumers, more manufacturers are looking into wheat alternative flours that can provide good functionality and sensory qualities.

The use of almond flour (present in 16% of 2022 gluten-free bakery launches) is growing, as well as coconut flour (in 9% of launches), both up from 7% in 2018.¹¹ Expect to also see more pulse flours like chickpea and healthy grains like buckwheat and oats. Oats get an additional boost from their great sustainability story, which includes low water usage and eco-friendly crop rotation systems.

3. Seeds and Seed Flours

Seeds are emerging as another alternative to wheat in bakery products that not only support gluten-free formulation but also add enticing textures and flavors. An excellent source of fiber, protein, omega-3s, and several minerals, flaxseed is becoming a favorite in the category. 10% of global bread launches from 2021 to 2022 contained flaxseed, making it the most popular seed used in breads.¹²

Other seed ingredients, including those from hemp, chia, black poppy, and more recently, watermelon seeds, are also showing up in bread, as well as crackers. The inclusion of seed and seed flours supports the trend in high fiber and high protein breads, while also adding premium appeal.

4. Sugar Reduction

Nearly half (46%) of US adults are conscious of limiting or reducing sugar in their diets.¹³ Eating less sugar is a trend that continues to grow as more consumers see sugar reduction as a simple way to help manage weight loss, diabetes, and even arthritis.

Bakery brands are responding to this need with new formulations and the use of sugar claims. In 2022, 14% of US bakery launches made a sugar claim, up from 11% in 2018.¹⁴ The low sugar claim has remained steady during this period, while the use of reduced sugar, no added sugar, and sugar-free claims have grown.¹⁵

Healthy Starts with Ingredients

Addressing consumers’ desires for healthier options while still delivering great taste can be a challenge. However, it’s also an exciting opportunity since the right ingredient choices, along with smart formulation, can help the bakery industry to make a real difference in consumers’ lives.

Contact Glanbia Nutritionals to learn how our wide selection of bakery ingredient solutions can boost the healthiness and appeal of your products.

References

1-5. Innova Market Insights, Category Insider: Global Trends in Bread and Bread Products, May 2023.
6. Glanbia Nutritionals Health & Wellness U&A – US, 2023.
7. Innova Market Insights, Category Insider: Global Trends in Bread and Bread Products, May 2023.
8-9. Innova Market Insights, Category Insider Lite: Bread and Bread Products in the US, May 2023.
10-11. Innova Market Insights, Trends Insider: Indulge in Delicious Freedom: Discover the Free From Bakery Market in the US, September 2023.
12. Innova Market Insights, Category Insider: Global Trends in Bread and Bread Products, May 2023.
13-15. Innova Market Insights, Trends Insider: Indulge in Delicious Freedom: Discover the Free From Bakery Market in the US, September 2023.