FMCG Gurus’ consumer insights highlight strong global demand for functional and fortified food and drink products, with 57% of consumers saying they turn to these products already. As consumers increasingly seek foods that deliver added health benefits, the bakery category is well positioned to respond.
When asked which functional or fortified products they find appealing, 39% of global consumers stated bread, placing it among the top-performing categories and just behind yogurt (42%). Biscuits also show appeal at 30%.These figures indicate clear demand for bakery brands to strengthen health-focused positioning, particularly through targeted fortification.
Protein fortification drives positive nutrition messaging
Protein enrichment presents a significant opportunity for bakery manufacturers to promote the concept of positive nutrition. Among consumers who find product fortification appealing, FMCG Gurus’ consumer insights show that 39% say they would like to see bread fortified with protein, while 26% express interest in protein-enriched cakes and pastries. Interest is even higher in adjacent categories such as snack products for on-the-go (56%) and breakfast-based meals (59%), reinforcing the relevance of protein in everyday eating occasions.
Importantly, 43% of global consumers say they find products fortified with protein appealing, compared to just 22% who consider them unappealing. This demonstrates that protein carries aspirational associations linked to strength, satiety, and active lifestyles.
While bakery products are more traditionally associated with fiber than protein, evolving consumer expectations create an opportunity to reposition staples such as bread and morning goods as carriers of functional benefits. However, success will depend on ensuring that fortification does not negatively impact taste perceptions, price expectations, or naturalness credentials. Transparent communication around sourcing and formulation will be critical.
Fiber’s link to digestive health strengthens bakery’s credentials
Fiber remains a powerful asset for the bakery sector, particularly as awareness of digestive health continues to grow. FMCG Gurus’ research shows that over half (53%) of global consumers associate fiber with aiding digestive health.
Knowledge of the gut microbiome is also becoming more mainstream. 48% of consumers say they have heard of the microbiome, while only 14% say they have not. As understanding of the connection between diet, gut health, and overall wellbeing expands, bakery brands have a credible platform to communicate fiber benefits more assertively.
Addressing digestive health remains a priority for many consumers. Globally, 59% say they are interested in digestive health products when suffering from specific health problems, whilst 49% report being satisfied with their current digestive health. This highlights both reactive and proactive engagement with the category.
Given that bread and cereal-based products are already naturally associated with grains and fiber, bakery brands are in a strong position to capitalize on this trust. Clear messaging around wholegrains, fiber content, and digestive support can help reinforce positive perceptions and differentiate products in a competitive market.
Based on FMCG Gurus’ consumer insights. For more information, please visit: https://fmcggurus.com/
