Not long ago, health and indulgence lived in separate aisles. A slice of cake was simply a treat, and no one asked about protein content in a muffin. But times have changed.
Today’s consumers expect more from their baked goods. They want foods that feel good and do good for their bodies, their routines, and their values. From protein-packed bread to cakes with clean(er) labels and grains, the definition of what makes baked goods worth buying is shifting.
Here are 7 strategies to ride the Health & Well-Being wave and boost your bakery sales along the way:
Add function (without sacrificing flavor)
As more consumers look for ways to boost their physical and mental well-being through food, functional ingredients have become a priority. Customers are increasingly seeking more protein for energy, fiber for digestion, or adaptogens to manage stress. Over half of consumers (52%) say that high-protein claims influence their bakery purchases, linking protein to key health benefits such as general wellness (77%), immune system support (70%), and improved energy levels (57%).¹
But unlike supplements or meal replacements, baked goods still need to deliver on one essential promise: enjoyment. That’s why the challenge for bakers isn’t just adding functional ingredients, it’s doing so without compromising taste, texture, or freshness.
With Puratos's fiber-rich solutions, it's easier than ever to meet these needs without added formulation complexity. Functional benefits expand your offer into new eating occasions (e.g. pre- or post-workout) helping you reach more consumers with a single recipe.
Let fruit, grains and seeds take the lead
When consumers think about healthier bakery treats, they’re not just thinking about what’s been removed, they’re thinking about what’s been added. Natural inclusions like whole grains, seeds, and fruits send clear quality signals, especially when they’re visible.
According to Taste Tomorrow, 76% of consumers believe fruit makes sweet baked goods healthier, and 60% say whole grains increase a product’s health appeal. These ingredients don’t just enhance perception, they also add texture and flavor.
With ingredients like Topfil Smooth fruit fillings or Smoobees, Puratos helps you create bakery products that look and feel as good as they taste, naturally. Products with visible fruits or grains can justify premium pricing and appeal to health-conscious buyers, especially when highlighted clearly.
Think smaller
Health isn’t just about ingredients, it’s also about behavior. Many consumers are seeking better balance, not restriction. That’s why smaller portion sizes have become a powerful tool in bakery: they allow people to indulge in a mindful, satisfying way without guilt. This is especially relevant in sweet goods, where the desire to treat oneself collides with the intention to eat well.
For example, 65% of consumers say they’d rather reduce their portion size than compromise on taste or skip indulgent moments altogether7.
Smaller formats can also create more flexibility:
- They work well for on-the-go snacking and café service.
- They offer a lower price-per-unit for more cautious or health-conscious shoppers.
- They allow you to highlight premium ingredients while managing costs.
Mini muffins, bite-sized brownies, or half-sized loaf cakes satisfy cravings and support pricing flexibility. And with our versatile range, e.g. Tegral, you can adapt your recipes for any format, while maintaining consistent volume, texture, and shelf life.
Make the label work for you
Coronavirus-udbruddet har haft en stor indvirkning på forbrugerne, ændret deres levevis, hvad de spiser, og hvordan de køber. Nu, mere end nogensinde før, bliver forbrugere over hele verden mere bevidste om deres sundhed. Og i en sund livsstil spiller sund mad en afgørende rolle.
Hvad er et sundt produkt ifølge forbrugerne? I undersøgelsen fra 2019 handlede det primært om at fjerne ingredienser: mindre sukker, mindre fedt, mindre salt. I dag har sundhed udviklet sig. Det handler nu samtidig om at fjerne uønskede ingredienser og tilføje såkaldte power-ingredienser, der anses for at være både sunde og velsmagende. Baseret på indsigter fra vores altid aktive globale forskningsprogram, Taste Tomorrow, ved vi, at forbrugere over hele verden søger kager med mere frugt, mindre sukker og mindre fedt samt brød med flere kerner og et højere fiberindhold. Dette forstærker allerede eksisterende tendenser observeret før krisen.
For bagere skaber dette en mulighed for at udnytte denne trend, hvilket indebærer behovet for at genoverveje produktudbud og produktionsprocesser. Mens nogle måske tror, at det kræver en dyb forståelse af menneskelig ernæring at imødekomme denne forbrugertendens, deler vi gerne et par tips, der kan hjælpe dig på denne rejse:
Fermentation is the future
TILFØJ KERNER
Ifølge vores Taste Tomorrow-undersøgelse mener 60 % af forbrugerne, at tilsætning af ingredienser som fuldkorn gør mad sundere, mens mere end 30 % endda kigger efter kerner på ingredienslisten. Brød, der er højt i fibre og rige på kerner, betragtes som det sundeste bagværk. Forbrugernes forståelse af de sundhedsmæssige fordele ved at spise fuldkorn er unægtelig. Hvad mere er, kerner tilføjer ekstra smag og tekstur til bageriprodukter. Hvorfor ikke prøve at tilføje kerner til dine søde bagværk som muffins og croissanter?
TILFØJ FRUGT
Mens sundhed bliver vigtigere for forbrugere verden over, bør det aldrig ske på bekostning af smagen. Forbrugerne ønsker produkter, der både er velsmagende og sunde for dem. Selv i disse tider har 67 % af forbrugerne en tendens til at købe flere små lækkerier trods de svære økonomiske tider. Vi tror på, at tilsætning af frugt til dine bageriprodukter er svaret. Forbrugerne ved, at frugt er godt for dem, og 76 % mener, at frugtfyld gør søde varer og wienerbrød sundere. Tilføj lidt extra frugt til din kage eller tærte og gør den til en sundere nydelse.
Speak your customer’s language
Even the most innovative, better-for-you bakery product won’t sell if your customers don’t realize it’s better for them. In a crowded marketplace, communication is as important as formulation, and it must be clear, credible, and visible.
These days, consumers want more transparency about how their food is made, not just what's in it, but how it's sourced, processed, and positioned2. Use simple shelf signs to highlight reduced-sugar, reduced-fat or wholegrain-rich options. Share your ingredient stories on social media. Show that you care not just about selling baked goods, but about nourishing people, too.
Take action today
Your customers want baked goods that support both their well-being and their desire to indulge. As a bakery business, you have the power to give them both, without compromise.
Whether it’s added fiber, less sugar and a smaller portion, customers want products that align with their goals without giving up on taste.
At Puratos, we make that shift easier. Our clean(er) label mixes, functional ingredients, and reliable technical support help you innovate confidently, and grow your business with solutions that work.
Ready to transform your range? Contact your local Puratos representative and discover how we can help you bake better, for people and for the planet.
Kommunikation
Et stigende antal forbrugere planlægger at købe deres bageriprodukter i et håndværksbageri. Håndværksbagerier anses for at være de mest betroede indkøbssteder for hygiejne og fødevaresikkerhed. Det er vigtigt, at dine kunder ved, at du har sundere muligheder tilgængelige i din butik. Lad dem vide, hvilke af bageriprodukterne der er fyldt med kerner, lad dine kunder vide, at du kun arbejder med de bedste og mest enkle ingredienser, og at du bruger lidt ekstra frugt for at tillade sund nydelse. Der er lidt forskellige måder at gøre dette på:
- Kommuniker på dine sociale medier og i din butik, at du ønsker at bidrage til dine kunders sundhed og velvære uden at gå på kompromis med den gode smag og den overordnede kvalitet af dine bageriprodukter.
- Tilføj en simpel note til visse produkter, der er fyldt med kerner eller lidt ekstra frugt i opskriften. Vær ikke bange for at fremhæve de bageriprodukter, der er bedre for dig.
- Gør det klart, hvilke varer der er plantebaserede med en lille note.
- Fremhæv de "bedre-for-dig" produkter på din hjemmeside og sociale medier. De fortjener lidt ekstra opmærksomhed.
Mennesker over hele verden stræber efter at leve sundere. Derfor stræber vi hos Puratos efter at innovere for at tilbyde sundere løsninger hver dag og støtte bagere i at gøre det samme. Sammen med dig kan vi gøre en større forskel.
Udforsk vores sundheds- og velvære løsninger og opskrifter for mere inspiration.
