uk bakery consumers and clean labels...transparent products. tapping into elevated convenience....
TRANSCRIPT
UK bakery consumers and
clean labels
This report utilises Mintel data to provide an overview of British consumers perceptions and clean labels
in the bakery category.
Juliette Modolo
Customer Success Team
April 2019
Read on mintel.com
Table Of Contents
HAVING THE GUTS TO FEEL WELL
BACK TO A BASIC BAKERY
TAPPING INTO ELEVATED
CONVENIENCE
1
2
3
Pre-packed sliced bread sales have been declining in the UK over the past few years
Changing consumer attitudes towards bread in the UK contributed to decline in bread volume sales between 2012 and 2017.
Reasons for this decline include competition from foodservice (breakfast and lunchtime) and concerns over the nutritional profile of sliced bread:
In 2015, 31% of packaged sliced bread users said they don't eat it more often because it is too high in carbohydrates, calories or sugar, and 23% because it is too processed.
UK retail volume sales of the total* bread market, 2013-23
Read on mintel.com
Base:837 internet users aged 16+ who eat packaged sliced bread three times a week or less often
Source:based on IRI/Mintel , Lightspeed/Mintel
The clean label opportunities in bakery
Read on mintel.com
Back to a basic bakery
Clean labels can also address rising
consumers' skepticism towards the food
industry. Manufacturers are expected to
create healthier, more authentic and
transparent products.
Tapping into elevated convenience
Younger consumers opt for time-saving
technologies that can nudge them
towards healthier choices and lifestyles.
Bakery products must anticipate and
make the most of guiding applications
by improving their formulation and nutri-
score.
Having the guts to feel well
Consumers are increasingly conscious
of the impact of nutrition on their overall
wellbeing. As a result, there is an
opportunity to reassure consumers
about 'What goes in their guts?' with
clean formulations and ingredients
offering gut-health benefits.
HAVING THE GUTS TO FEEL WELL
Read on mintel.com
I AM WHAT I EAT
38%of British consumers are interested
in food/drink products that contribute
to building long-term benefits*- up to
43% for 45-64's
A growing interest in holistic wellbeing
Mintel's 2019 Consumer Trend Total Wellbeing highlights consumers' growing
understanding of the holistic aspect of wellbeing, with increasing interest
surrounding gut health. As a result, diets will increasingly focus on plant-
based recipes and products that contain the fibres needed to encourage
natural gut bacteria growth.
Read on mintel.com
Base:2,000 internet users aged 16+
Source:Mintel Trends, Lightspeed/Mintel
There are growing concerns that our overly sanitised world is causing serious
issues – from harsh cleansers stripping the body of good bacteria, to
potentially catastrophic antibiotic overuse. It’s time to find more balance and
rethink our attitudes towards what 'clean' means. Brands have opportunities
to lead the way in this field, re-educating consumers on better approaches.
GUT HEALTH
68%of British consumers agree that
actively looking after your gut health
is essential for overall health
Gut health awareness redefines clean
Read on mintel.com
Base:2,000 internet users aged 16+
Source:Mintel Trends, Lightspeed/Mintel
Clean eating and gut health within bakery innovations
Pure grain - high in fiber
Heart of Nature Original Pure Grain Bread
featuring the EU Green Leaf and Soil
Association Organic logos. This vegan product
is high in fibre, protein and omega 3 fatty
acids, and contains no gluten, added sugar,
flour, yeast or dairy.
Wholegrain - high in fiber
Wholemeal Seeded Rolls are made with
wholemeal flour and sunflower seeds,
pumpkin seeds, sesame seeds and poppy
seeds. The vegetarian product is suitable for
home freezing and is high in fibre, featuring
the Good Health logo.
Prebiotic fiber
Genius Fibre Fest Beetroot Wraps are said to
have three times the fibre with 3g portion of
prebiotic fibre per wrap, 1/3 less carbs than
regular wraps and is good for the gut.
Read on mintel.comSource:Mintel GNPD
46% of British consumers associate clean eating* with good for you (rising to 51% for the 16-24s), which highlights
the opportunity to create more clean bakery products
The opportunity to feature more "clean" bakery products in the UK
Read on mintel.com
Base:2,000 internet users aged 16+
Source:Mintel GNPD, Lightspeed/Mintel
76%
23%17% 16%
12% 11% 8% 7% 5% 4%
0%
20%
40%
60%
80%
% o
f b
akery
NP
D
UK: Selected claims within bakery innovations, 2018
In tune with consumers perceptions of clean eating, positive nutrition and free-from
claims are growing
Read on mintel.com
Top topics associated with 'clean eating' on social media
(Instagram/Twitter)
Consumers tend to combine clean eating with other healthy lifestyle drivers, like staying fit. Clean eating becomes part of
a lifestyle, going beyond the product itself.
Base:11m mentions of clean eating on Instagram and Twitter, Nov 2017-18
Source:Mintel GNPD, Infegy/Mintel
10.0%8.7%
4.3%5.5%
1.9% 2.4%1.0%
16.6%15.5%
11.1%
6.5%8.2%
3.4%2.0%
0%
5%
10%
15%
20%
% o
f b
akery
NP
D
UK: Top growing healthy claims within bakery NPD, 2016-18
2016
2018
Free-from products within bakery innovations
Mintel's Trend Bannedwagonexplores how consumers are increasingly focusing on labels, ingredients and production
methods, embracing once-niche ways of living and eating.
Gluten free, dairy free
Artisan Tiger Bloomer comprises unsliced
white bread with a rice flour topping. It
contains no gluten, wheat or milk, is suitable
for vegetarians and for home freezing (2019).
Gluten free, high in fiber
Soft White Rolls are made with rice flour, are
high in fibre, and are suitable for vegetarians.
The product is described as soft and
flavoursome (2019).
Low sugar, no hydrogenated fat
Chocolate Slices with 30% Less Sugar
contains 30% less sugar compared to the
brand's standard chocolate slices, is made
with 100% natural flavours, and contains no
hydrogenated fat or artificial colours (2019).
Read on mintel.comSource:Mintel GNPD, Mintel Trends
Clean and nutritive formulation within bakery innovations
24% of British consumers associate clean eating with highly nutritious benefits, rising to 28% for 16-24s
Vegan protein, fibre and omega 3
Burgen Soya & Linseed Bread uses
ingredients specially selected for their
health supporting qualities: calcium to keep
bones healthy, omega 3 and helps healthy
levels of cholesterol, and is high in protein and
fibre (2018)
Vegan vitamin D
Rosemary Focaccia Rolls is a natural source
of fibre and vitamin D, which is said to help
the body to absorb calcium and phosphorus,
needed for healthy bones (2017).
Low in sugar, high in protein
Chocolate Peanut Brownie low sugar, high
protein brownie that contains no gluten. It
features Vegetarian Society Approved and
Sugar Wise logos (2019).
Read on mintel.com
Base:2,000 internet users aged 16+
Source:Lightspeed/Mintel, Mintel GNPD
Although British consumers are showing interest for clean eating* patterns, claims such as "no additives" and
"organic" have been decliningin bakery NPD.
ACTIVELY AVOID UN-NATURAL
24%of British consumers avoided
products with artificial sweeteners in
the last 6 months
NO ADDITIVES/PRESERVATIVES
-5%points
Bakery with a no
additives/preservatives claim
decreased from 28% in 2016 to 23%
in 2018 of bakery NPD
Yet, UK bakery is still less focused on clean formulation
Read on mintel.com
Base:2,000 internet users aged 16+
Source:Lightspeed/Mintel, Mintel GNPD
BACK TO A BASIC BAKERY
Read on mintel.com
Addressing skepticism with proof and transparency
Mintel's Consumer Trend Prove It highlights how
consumers are increasingly informed, interconnected
and skeptical. Skepticism has even become a social
habit as consumers discuss brands, products and
companies:
• 52% of British cake eaters say they check the
cakes ingredients lists on packaging
There is an opportunity for the bakery sector to tap into
the clean label trend to bring quality reassurance to
consumers.
Read on mintel.com
Base:1,292 internet users aged 16+ who have eaten and bought cake or cake bars in the last 3 months
Source:Mintel Trends
For many, "healthy" does not only refer to the nutrition properties, but also how the product was made and what
ingredients were used.
MANUFACTURERS HAVE TO
CHANGE
69%of British consumers agree that food
manufacturers have a responsibility
to make unhealthy food healthier
(eg reduce sugar content)
SHORTER INGREDIENT LIST
38%of British consumers agree they
trust a product with a shorter
ingredient list is better for them than
one with a longer one
BACK TO THE BASIC
54%of British consumers would like to
explore ingredients/flavours that are
traditional to their family heritage*
Clean label can tap into simplicity, authenticity and transparency
Read on mintel.com
Base:2,000 internet users aged 16+
Source:Lightspeed/Mintel
Morrisons' loaf outperforms its category with authentic formulation
Read on mintel.com
Morrisons The Best Ancient Grain Loaf Intent reaction and purchase intent
The product is made with wholemeal rye flour, ancient grains of emmer, einkorn and spelt, and honey. It is topped with
seeds and flakes of wheat, barley, rye and oats.
Base:UK internet users aged 18+ reviewing Morrisons The Best Ancient Grain Loaf 100, Bread & Bread Products - UK 32,230 (Apr 2018-Apr 2019)
Source:Purchase Intelligence, Mintel GNPD
62%*
67%*
45%
43%
0% 20% 40% 60%
Instant Reaction
Purchase Intent
Ancient Grain Loaf
Bread & BreadProducts
The use of familiar ingredients increases perceptions of healthiness and quality
"I think this would make a pleasant change from my
usual bread, and the addition of "ancient grains" might
make it more healthy."
Female, Scotland, 55+
"Healthier than white bread; good price; premium."
Male, Inner & Greater London, 16-34
"It looks tasty and healthy"
Female, Inner & Greater London, 35-54
Read on mintel.com
Base:UK internet users aged 18+ reviewing Morrisons The Best Ancient Grain Loaf 100, Bread & Bread Products - UK 32,230 (Apr 2018-Apr 2019)
Source:Purchase Intelligence
Clean brand Livia's outperforms its category
Read on mintel.com
Millionaire Bites with Chocolate Orange
The all natural and vegan product features a short list of well-known ingredients (date, oat flour, dark chocolate, coconut
oil, maple syrup, orange), and promotes indulgence.
Base:UK internet users aged 18+ reviewing Raw Millionaire Bites with Chocolate Orange 100, Cakes, Pastries & Sweet Goods - UK 50,800 (Apr 2018-Apr 2019)
Source:Purchase Intelligence
70%*
59%*
52%
43%
0% 20% 40% 60%
Instant Reaction
Purchase Intent
Raw Millionaire Biteswith Chocolate Orange
Cakes, Pastries &Sweet Goods - UK
#mybrandishuman #handmade #cleanlabels #freefrom #indulgence
Read on mintel.comSource:Instagram, Mintel GNPD
Attribute ratings are in tune with Livia's global branding
"Looks delicious and tasty with eye catching pictures"
Male, North East/North West, 35-54
"I like chocolate orange and these look very appealing
and tasty on an oaty base and also quite healthy for a
sweet snack too."
Male, Inner & Greater London, 35-54
"Chocolate orange is lovely so I'd like to try these. They
would also be good for people with allergies."
Female, Scotland, 16-34
Read on mintel.com
Base:UK internet users aged 18+ reviewing Raw Millionaire Bites with Chocolate Orange 100, Cakes, Pastries & Sweet Goods - UK 50,800 (Apr 2018-Apr 2019)
Source:Purchase Intelligence
TAPPING INTO ELEVATED CONVENIENCE
Read on mintel.com
Elevated Convenience
In 2019, consumer expectations for upgraded convenient food and drink will continue to cross categories and retail
channels to help consumers save time without having to compromise their upscale expectations for full flavours, easy-to-
use formats and being able to be creative with their food and drink.
Source:Mintel MFD Read on mintel.com
Mintel's Trend Help Me Help Myself
looks at how consumers are learning
new ways to push themselves
toward better habits.
We are starting to see retailers play
a role in nudging consumers toward
healthier choice,s with programs
which reward good behaviors
through discounts and freebies.
Digital shortcuts to healthy choices
Read on mintel.com
Base:2,000 internet users aged 16+
Source:Lightspeed/Mintel
21%20%
15%
8%
4%
2%
0%
10%
20%
30%
16-24 25-34 35-44 45-54 55-64 65+%
on
Bri
tish
co
ns
um
ers
UK: I've used an app to track what I eat and drink in the past 6 months
Belgian retailers Colruyt and Delhaize are introducing the Nutri-Score label
on product packaging.
The food label offers a clear and scientifically approved letter and colour-
coded display of a product's nutritional details. Nutri-Score ranks food from -
15 to +40, from the most healthy to least healthy. This is based on content
like sugar, saturated fat, salt, calories, fruits, vegetables, fibre or protein. The
score is translated into letters, from A (dark green) to F (dark red).
There is an opportunity for bakery manufacturers to reassure consumers
about the healthiness of their products by adopting the nutri-score
proactively.
MAKE NUTRITIONAL LABELING
EASIER
44%of British consumers agree that the
nutritional labelling on food is
confusing
Proactively adopting the nutri-score
Read on mintel.com
Base:2,000 internet users aged 16+
Source:Mintel Trends, Lightspeed/Mintel
Nutri-score has the opportunity to nudge younger consumers towards healthier
products
Read on mintel.com
Base:2,000 internet users aged 16+
Source:Lightspeed/Mintel
37%
31%
23%
16%
11%
7%
0%
10%
20%
30%
40%
16-24 25-34 35-44 45-54 55-64 65+
% o
f B
riti
sh
co
ns
um
ers
UK: I agree that it is hard to find products that meet your dietary needs (eg in the supermarket), 2019
An app to highlight each products' nasties
The French supermarket Système U has launched in
2018 a new app for consumers to scan food products'
ingredients.
The app is called “Y’a quoi dedans”, which means
“What’s inside”. Once downloaded, no account is
required for users to scan barcodes and see the
ingredients and substances contained in the product.
Suspicious additives are highlighted with a colour
palette.
The app can be used for both own-brand and branded
products and come after Système U effort to remove 86
controversial ingredient from its Private Label since
2012.
Read on mintel.comSource:Mintel Trends, www.magasins-u.com
Other applications grow to guide consumers' choices
Besides alleviating consumers' concerns, cleaner formulations can also help brands to be positively rated and referenced
in shortcut choice applications.
ShopWell - how can I archive my goals?
ShopWell: Better Food Choices
Yuka - how healthy?
Yuka: Make the best choices for your health
Mylabel - how suitable for me?
Mylabel: I choose to buy products in line with
my values: health, environment, social.
Read on mintel.comSource:innit.com, yuka.io,.mylabel.io
Looking to the future
There is an opportunity for bakery to offer more transparency when it comes to formulation. This will help to target
consumers that may be skeptical about processed food, as well as the health-seeking consumers who are increasingly
concerned about the ingredients they ingest.
This opportunity is likely to be further reinforced as technology is now offering consumers wil shortcuts to healthier
choices, instantly eliminating or recommending products based on various criteria - such as nutri-score, ingredients,
production methods.
Read on mintel.com
Our expert analysis of the highest quality data and market research will help you grow your business.
The World’s Leading Market Intelligence Agency
Meet the Expert
HELPING
BUSINESSES
TO GROW
Juliette Modolo
Customer Success Team