April 10, 2008: 12:00 AM EST
Health and wellness claims dominated new bread product launches over the past two years, says Mintel. Overall, Europe accounted for 40 percent of launches, North America for almost 25 percent, and Asia Pacific and Latin America for more than 16 percent each. In Europe, wholegrains topped the list of launches, at 123 (15 percent) of the 861 bread products listed on GNPD (Europe). Breads with no additives or preservatives came next, with 122 launches, followed by vegetarian (78 launches), low/no/reduced allergen (63) and organic (56). Other claims included convenience and ease of use, gluten-free, low/no/reduced fat, low/no/reduced sodium products and breads containing added fiber. Mintel forecasts that wholegrain claims will continue to be popular, organics will grow, and premium and artisan breads will find more favor. Novel flour and traditional grains, like amaranth, quinoa, sorghum, and spelt, could become more popular, particularly for consumers with intolerance to wheat, and superfruits like blueberries or cranberries could add value.
Annie Launois, "New Bread Products Focus on Health", April 10, 2008
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Domains
HEALTH & WELLNESS
Body
Food & Nutrition
Digestive
Heart & Cardiovascular
Immunity
Preventative Care
Organic & Natural
Whole Grains
Geographies
Worldwide
North America
EMEA
Asia-Pacific
Europe
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