When developing new products, you’re constantly balancing to bring something to the market that is tasty as well as healthy. Luckily, there are some ingredients that bring both to the foods in your product range, whether it’s a bread loaf, cookie, cake or chocolate sweet. Extend your product portfolio by incorporating ‘power ingredients’ into your creations that make for tastier products with health benefits that consumers are looking for today.
Added ingredients for a better health
Consumers consider two routes on the quest for a healthier lifestyle: 60% of consumers prefer not to compromise on taste and consume less or smaller portions and 58% prefer healthier options in order to not compromise on consumptions or occasions. Adding ingredients that are perceived as healthy is a huge pull for people that opt for the second route, especially if they align with their personal nutritional needs. More than six in ten consumers appreciate bread, cakes and fine patisserie that help with their specific nutritional needs, such as gut health or extra protein or vitamins. So when you’re adding power ingredients, be sure to promote their specific health benefits as well.
Discover the power ingredients for bread, patisserie and chocolate around the world:
Power ingredients for bread
Since a lot of consumers eat bread on a daily basis, their demands for this food product are high. Bread has to find the sweet spot between being tasty, healthy and providing the right nutritional value.
Everybody is well aware that sugar and fat enhance the flavour of their sandwiches, as is stated by nearly 7 out of 10 consumers worldwide. But it is no surprise that the presence of fat, sugar and salt is seen as unhealthy. Those things don’t play out well for the FOP labelling and thus negatively impact consumers’ inclination to buy a certain product.
What do consumers hope to find on the ingredient list of their bread loaf or buns? Power ingredients that they perceive to benefit the taste of the bread and their health. What those power ingredients are, however, varies across the world:
North America: grains & seeds
In North America, grains and seeds are seen as the holy grail, with more than 7 in 10 consumers ranking those as the top contributor to taste and health aspects of bread.
Wholegrain and wholemeal are healthy as well in the perception of 7 in 10 consumers, but with 58% they score lower when it comes to contribution towards taste.
South America: grains & seeds, wholegrain and fibre
In South America, the faith in grains & seeds is even higher. 8 in 10 consumers think bread becomes healthier and tastier when those ingredients are added. In Chili, it even goes as far as 92% of consumers.
Fibre and wholegrain/wholemeal have benefits as well according to 87% and 77% of consumers respectively. Tastewise they are less popular, with 57% of people believing fibre improves the taste of bread and 59% thinking the same of wholegrain.
Europe: grains & seeds, wholegrain and fibre
Europeans have the most faith in power ingredients to elevate their bread. Grains & seeds are the top contributors to taste and health aspects, say 80% of consumers, although in some countries they score over 90%.
8 in 10 consumers perceive wholegrain, wholemeal and fibre in bread to be beneficial for their health. 6 out of 10 European consumers score sourdough high on taste, with a relatively good perception on the health axis too.
Asia-Pacific: grains & seeds, wholegrain and fibre
3 in 4 consumers in the Asia-Pacific region rank grains & seeds as the best choice to improve both taste and health for bread. In Australia, the taste perception is exceptionally high with 94%.
Wholegrain and fibre are seen as healthy by 8 out of 10 consumers, but with 61% and 49% on taste, they are less crowd-pleasing options.
Power ingredients for pastry, cake & fine patisserie
Sweet patisserie, pastries and cakes are indulgent treats that people occasionally eat to celebrate special moments or to comfort themselves. They are known not to be the most healthy option around, but definitely the tastiest.
However, the increasing focus on health and ethical consumerism is making people opt for patisserie that fits their healthy and responsible lifestyle. Around the world, ingredients such as sugar and fatty products are avoided, even in sweet treats. Replacing or reducing aspects like margarine, cream filling, dairy cream, butter and palm oil will appeal to consumers opting for permissible indulgence.
There are power ingredients that are perceived to improve the nutritional profile of pastries, cakes and patisserie creations:
In North America, fresh and dried fruits and soy are power ingredients that contribute to taste. When it comes to health, fresh fruits (81%) and soy (77%) are the most popular additions to make.
South American consumers reach for patisserie with fresh fruits, fibres and seeds as tasty power ingredients. Of those, fibres (95%) & seeds (93%) are considered the healthiest additions.
In Europe, fresh fruits, nuts and dried fruits are patisserie additions that consumers see as powerful & tasty. Health benefits are mostly contributed to fresh fruits (84%), wholegrain (76%) & fibre (75%).
Consumers in the Asia-Pacific region would like to find fresh fruits, nuts and dried fruits in their pastries. Fresh fruits (89%) and nuts (81%) are seen as the healthiest additions, but vegetables (80%) and fibres (80%) are interesting options as well, although awareness for these is lower.
Power ingredients for chocolate
The chocolate itself is being looked at with new eyes by consumers around the world. More than half of consumers around the world (53%) now agree that chocolate is healthy, in 2018 this was just 46%. 66% of people believe that cocoa in chocolate offers a high nutritional value.
Cocoa in chocolate aids physical and mental well-being. It can help with digestion and reduce stress. Adding other ingredients to chocolate snacks to increase their health perception is still relatively new and unfamiliar, but this has the potential to take over a larger portion of the market.
Which ingredients exactly have the most potential to power up your chocolate products vary across the globe:
In North America, consumers lean towards healthy additions in the form of fruit filling (54%), nuts (66%) and superfruits (72%).
South America has a preference for the power ingredients nuts, seeds, superfruits and fruit filling, according to 80%, 76%, 72% and 68% of consumers respectively.
In Europe, fruit filling (49%), nuts (68%) and superfruits (76%) are seen as elevating the healthy properties most by consumers.
In the Asia-Pacific region, health-oriented shoppers would like to see fruit filling (79%), nuts (87%), superfruits (83%) or sunflower (83%).
The strongest power ingredient is nuts
Nuts are an important flavouring in the bakery and chocolate segment. They are seen as natural ingredients that support a healthy lifestyle while providing a premium taste experience. So opting for hazelnuts, roasted almonds or skinny walnuts can elevate your food products in the eyes of consumers.
Have you ever thought of including vegetables in your sweet patisserie? This ingredient is trending for the same reason as the power ingredients listed above: it alludes to healthy snacking. Explore veg based patisserie.