Market Trends of North America Fortified Bakery Products Industry
This section covers the major market trends shaping the North America Fortified Bakery Products Market according to our research experts:
Emergence of Fortified Bakery Ingredients
Consumers are looking for high-nutrient processed foods that are rich in protein, fiber, vitamins, and essential minerals. This, in turn, drives the demand for fortified bakery products. Bakery products are also one of the popular convenient foods preferred by all consumers of all age groups across North America. Thus, increased demand for fortified bakery products has led ingredient manufacturers to produce nutrient-rich ingredients. Major bakery ingredients suppliers, such as Kerry Group, Ingredion, and DSM, are launching novel ingredients to match the changing industry requirements. For instance, in November 2021, Kerry, a taste and nutrition company, launched Emulgold, a naturally sourced soluble dietary fiber ingredient for the white bread manufacturing market. Further, the company claims that bread fortified with this ingredient can provide up to a 300% increase in fiber per serving, approximating the fiber content of whole wheat while maintaining the taste and consistency of white bread. Thus the availability of improved ingredients has led bakery product manufacturers to invest in product innovations to target potential consumers.
United States Holds the Prominent Share
The United States holds the largest market share owing to high consumer affinity toward fortified food supported by the government dietary guidelines. For instance, the "2015-2020 Dietary Guidelines for Americans" issued by the USDA (U.S. Department of Agriculture) suggest the consumption of nutrient-dense foods, including fortified dairy, bakery, and beverages. Along with the aspect of fortification, consumers are looking for clean-label and organic bakery products in the United States. The increase in the number of working women, long working hours, hectic lifestyles, and lack of time to cook healthy food on a regular basis are factors influencing consumers to opt for fortified bakery products.
Further, food companies are also inclined toward the fortification of bakery products. They are marketing bread, biscuits, and cookies with functional claims to increase their market share in the region as consumers have a preconceived notion that bakery products are unhealthy and rich in sugar and calories. Moreover, the increase in the penetration of social media advertisements and enhanced distribution channels is further adding to the growth of the market studied.
