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Better-for-you bakery products are reshaping indulgent snacking, meeting health-conscious demands, and driving new growth opportunities.
With the rising consumer focus on health and wellness, indulgent snacking is undergoing a transformation. Better-for-you (BFY) bakery products, such as protein-enriched cookies, muffins, and brownies, are at the forefront of this evolution. For food manufacturers, this trend represents both a challenge and an opportunity. Glanbia Nutritionals empowers brands to innovate in this space, offering solutions that combine indulgence with health benefits.
The better-for-you (BFY) movement is reshaping the snacking landscape. While indulgent products like bakery items remain popular, the modern consumer seeks options that align with their health goals. On average, consumers opt for sweet snacks 6.2 times per week, with 52% prioritising health and wellness in their choices.1 This dual demand for indulgence and healthiness is propelling BFY bakery products into the spotlight.
Unlike protein bars, which often cater to functional needs such as energy or goal support, BFY bakery products fulfil emotional needs, particularly the desire for pleasure during relaxing moments. BFY bakery offerings are particularly attractive during "relax and unwind" occasions, such as watching TV, playing video games, or taking a break from work or study.2
Millennials and Gen Z are driving demand for healthier sweet snacks. These groups have the highest average sweet snacking occasions per week, with 59% and 54% of their snack choices deemed "healthier," respectively.3
Protein ranks as the second most sought-after characteristic in better-for-you bakery products, emphasising the need for great taste that doesn’t compromise nutritional benefits.4
BFY bakery products’ healthier positioning grants consumers permission to indulge more frequently, further encouraging adoption.
Better-for-you bakery items offer more than just an alternative; they are a growth driver. Our research indicates that adding sweet protein snacks, including BFY bakery, could increase the category's user base by 50%, attracting consumers who don’t typically purchase protein bars.5 This incrementality positions BFY bakery as a unique entry point into the better-for-you market, and indicates significant opportunities for market expansion for those food manufacturers looking to innovate in the space.
At Glanbia Nutritionals, we understand the science behind better-for-you trends. Our R&D teams collaborate with food manufacturers to create innovative, protein-enriched bakery solutions that meet evolving consumer preferences. Our OvenPro® Sweet Goods is a functional bakery solution designed for protein fortification of bakery applications, delivering superior texture and flavour.
Whether you’re looking to enrich your product offerings or differentiate in a competitive market, Glanbia provides the expertise and ingredients to succeed. Contact Glanbia Nutritionals to explore our tailored solutions for better-for-you bakery innovations.