Consumer interest in foods that support holistic health and well-being is increasing. According to the 2020 IFIC Food and Health Survey, over half of consumers report that healthfulness has more of an impact today versus 10 years ago on their food and beverage purchase decisions. In line with the nutrients considered the healthiest, consumers state they are trying to consume more fiber, whole grains and protein from plant-based sources.
This is translating into sales. According to IRI, Chicago, sales for bakery products featuring a protein claim rose 17 percent in 2019, and sales for snacks featuring a protein claim rose 11 percent. In its 2020 “State of the Bakery Industry” presentation, IRI shared that dollar sales of bakery products with high-fiber claims grew 15.1 percent versus year ago.