Market Trends

High-protein bread could bake up a storm: Euromonitor

17-Apr-2014 - By Kacey Culliney+
Interview of Diana Cowland - Senior Analyst, Health & Wellness, Euromonitor International
High-protein bread could bake up a storm: Euromonitor
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High-protein bread will be a functional niche of the future if manufacturers can play up the satiety angle and get the taste right, says a health and wellness expert.

Diana Cowland, senior analyst for Health and Wellness at Euromonitor International, said there had been a number of high-protein bakery launches, particularly in Germany, but this was a trend that would likely expand across the globe.

“At the moment it really remains quite niche, but it is beginning to gain traction outside of Germany. We do expect it to be seen in more countries and in a wider number of products,” she told BakeryandSnacks.com.

Adding value in the battle against the rise of gluten-free and low-carb

She said that incorporating protein into bakery products could also be a turnaround ticket for industry amid gluten-free and low-carb diets, although it would still always compete with gluten-free.

She suggested that bakery manufacturers pull protein and gluten-free together because it would resonate well with the health-conscious ways of the gluten-free consumer.

Formulation will need taste perfection

Cowland said that for any bakers looking to develop protein breads, taste would be critical given how regularly bread was consumed and the taste profile of plant-based proteins in particular.

She said that the US market would be most ready for high-protein bread launches. “In the US, they’re very accepting of high-protein products. We’ve seen a lot more off-the-wall high-protein products.”

Related topics: Market Trends, Cereals and bakery preparations