20 Jul 2025
Not long ago, health and indulgence lived in separate aisles. A slice of cake was simply a treat, and no one asked about protein content in a muffin. But times have changed.
Today’s consumers expect more from their baked goods. They want foods that feel good and do good for their bodies, their routines, and their values. From protein-packed bread to cakes with clean(er) labels and grains, the definition of what makes baked goods worth buying is shifting.
Here are 7 strategies to ride the Health & Well-Being wave and boost your bakery sales along the way:
Add function (without sacrificing flavor)
As more consumers look for ways to boost their physical and mental well-being through food, functional ingredients have become a priority. Customers are increasingly seeking more protein for energy, fiber for digestion, or adaptogens to manage stress. Over half of consumers (52%) say that high-protein claims influence their bakery purchases, linking protein to key health benefits such as general wellness (77%), immune system support (70%), and improved energy levels (57%).¹
But unlike supplements or meal replacements, baked goods still need to deliver on one essential promise: enjoyment. That’s why the challenge for bakers isn’t just adding functional ingredients, it’s doing so without compromising taste, texture, or freshness.
With Puratos's fiber-rich solutions, it's easier than ever to meet these needs without added formulation complexity. Functional benefits expand your offer into new eating occasions (e.g. pre- or post-workout) helping you reach more consumers with a single recipe.
Let fruit, grains and seeds take the lead
When consumers think about healthier bakery treats, they’re not just thinking about what’s been removed, they’re thinking about what’s been added. Natural inclusions like whole grains, seeds, and fruits send clear quality signals, especially when they’re visible.
According to Taste Tomorrow, 76% of consumers believe fruit makes sweet baked goods healthier, and 60% say whole grains increase a product’s health appeal. These ingredients don’t just enhance perception, they also add texture and flavor.
With ingredients like Topfil Smooth fruit fillings or Smoobees, Puratos helps you create bakery products that look and feel as good as they taste, naturally. Products with visible fruits or grains can justify premium pricing and appeal to health-conscious buyers, especially when highlighted clearly.
Think smaller
Health isn’t just about ingredients, it’s also about behavior. Many consumers are seeking better balance, not restriction. That’s why smaller portion sizes have become a powerful tool in bakery: they allow people to indulge in a mindful, satisfying way without guilt. This is especially relevant in sweet goods, where the desire to treat oneself collides with the intention to eat well.
For example, 65% of consumers say they’d rather reduce their portion size than compromise on taste or skip indulgent moments altogether7.
Smaller formats can also create more flexibility:
- They work well for on-the-go snacking and café service.
- They offer a lower price-per-unit for more cautious or health-conscious shoppers.
- They allow you to highlight premium ingredients while managing costs.
Mini muffins, bite-sized brownies, or half-sized loaf cakes satisfy cravings and support pricing flexibility. And with our versatile range, e.g. Tegral, you can adapt your recipes for any format, while maintaining consistent volume, texture, and shelf life.
Make the label work for you
Today’s consumers are scanning ingredients as closely as they scan price tags. They want clarity, simplicity, and confidence in what they’re buying, especially when it comes to health-related claims. In fact, 62% check the ingredient list and 52% pay attention to front-of-pack information3.
That’s why “clean label” or “cleaner label” is no longer just a technical standard, it’s a selling tool. When customers see familiar, natural ingredients, or clear statements like “no artificial colors, additives and preservatives” or “wholegrain,” they’re more likely to associate your products with quality and health.
This opens up an opportunity for bakeries to build trust through simpler, cleaner formulations. With clean(er) label solutions from Puratos, you can eliminate undesired ingredients without compromising freshness. Clear, recognizable labels increase trust and conversion, especially among younger and savvy shoppers.
Fermentation is the future
Once considered traditional, sourdough and fermentation techniques have taken on new meaning in the world of health-conscious baking. Today, they symbolize naturalness, craftsmanship, and gut-friendly benefits. As previously mentioned, consumers now actively seek out foods that support digestive health and holistic wellness, and sourdough continues to trend globally with a 5x increase in online searches since 20204, 5.
What’s driving this appeal? Beyond flavor, consumers associate sourdough with easier digestion, better nutrition, and cleaner formulation, even in markets where sourdough wasn’t historically common.
With solutions like O-tentic, and Sapore, we empower bakers to capture this trend in both traditional breads and creative new formats like sourdough-based rolls, crackers, and patisserie bases.
Speak your customer’s language
Even the most innovative, better-for-you bakery product won’t sell if your customers don’t realize it’s better for them. In a crowded marketplace, communication is as important as formulation, and it must be clear, credible, and visible.
These days, consumers want more transparency about how their food is made, not just what's in it, but how it's sourced, processed, and positioned2. Use simple shelf signs to highlight reduced-sugar, reduced-fat or wholegrain-rich options. Share your ingredient stories on social media. Show that you care not just about selling baked goods, but about nourishing people, too.
Take action today
Your customers want baked goods that support both their well-being and their desire to indulge. As a bakery business, you have the power to give them both, without compromise.
Whether it’s added fiber, less sugar and a smaller portion, customers want products that align with their goals without giving up on taste.
At Puratos, we make that shift easier. Our clean(er) label mixes, functional ingredients, and reliable technical support help you innovate confidently, and grow your business with solutions that work.
Ready to transform your range? Contact your local Puratos representative and discover how we can help you bake better, for people and for the planet.
