Protein and fibre fortification: a growth opportunity for bakery

Published: 16-Feb-2026
Food

As consumers increasingly seek foods that deliver added health benefits, the bakery category is well-positioned to respond, notes Jess Ryall, Content and Marketing Executive at FMCG Gurus

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FMCG Gurus’ consumer insights highlight strong global demand for functional and fortified food and drink products, with 57% of consumers already turning to these products.

When asked which functional or fortified products they find appealing, 39% of global consumers stated bread, placing it among the top-performing categories and just behind yoghurt (42%). Biscuits also show appeal at 30%.

These figures indicate a clear demand for bakery brands to strengthen health-focused positioning, particularly through targeted fortification. 

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