The rise of label-conscious consumers

FMCG Gurus’ research shows that nearly six in ten consumers have become more attentive to ingredient listings over the last twelve months. This is because consumers are concerned about the presence of “dietary evils” in food and drink. This creates a challenge for the bakery sector as many staple items which consumers frequently purchase are subject to scrutiny. 

There are several factors which influence this. One example includes consumers looking to eat healthier but also due to growing concerns around ultra-processing within food and drink. This means brands must create clear, streamlined ingredient lists, to ensure trust and transparency.

Natural claims as an indication of quality

Consumers want products that are natural, due to the perceived healthiness of these claims. FMCG Gurus’ insights show 58% of consumers say natural claims are important when it comes to buying bread. Bread’s role as a necessity in consumers’ food shops makes it especially sensitive to concerns around processing. This is because consumers want to feel that their bread and other products are made from real ingredients, rather than artificial alternatives.

This highlights the importance of natural formulations as they are associated with being healthier, higher quality and more sustainable. By ensuring products are seen as natural, rather than ultra-processed, this will reassure consumers that bakery products are not negatively impacting their health.

Ultra-processing perceptions threaten trust

Awareness of ultra-processed foods is growing, and with it, so are consumers’ concerns. Almost one in five consumers (17%) who know what ultra-processed food is, believe that bread falls into this category.

This association can undermine trust, particularly when consumers link highly processed products with related health problems like obesity and diabetes. This shows the importance in shifting views around the ingredient profile of baked products, and educating consumers on what processing means, whilst emphasizing the positive nutritional role bakery products can play.

Re-positioning bakery as functional

Fortification of products offers a way forward. FMCG Gurus’ research shows that 39% of consumers find fortified bread appealing, placing it just behind yogurt. By highlighting the presence of fiber, protein, or added nutrients, bakeries can shift attitudes surrounding bread and its processing, towards its ability to support nutritional goals and contribute towards health goals. This positions bakery products not just as a staple, but also as a functional choice.

Discover more with FMCG Gurus’ Trend report: Addressing Ultra-Processing Claims in the Bakery Sector – 2025. For more details, contact us at info@fmcggurus.com.