Consumers have never been more engaged in healthy living than right now
Health and wellbeing is high priory for consumers in fact it is the second most important spending criteria below living expenses. It is the area they want to invest in, investing in their futures.
Among specific health claims, positive nutrition boosts are performing best, e.g., prebiotic, probiotic, immune health, with protein and with fibre; meanwhile, no added sugar is also strong amongst baked goods.
38% of consumers buy healthier, more nutritionally balanced products on a weekly basis
At Puratos we invest heavily in Health and Wellbeing resulting in many solutions for our customers help their customers achieve their health goals.
Gut health
Gut health is all about effective digestion, nutrient absorption, strong immunity, and the absence of gastrointestinal issues. Trillions of microorganisms present in the gut are known as microbiome, and play a crucial role in both physical and mental health [1].
The gut microbiome impacts mental health through the gut-brain axis and muscle function via the gut-muscle axis [2]. It has been estimated that about 70% [3] of our immunity originates from the gut.
At Puratos, we aim to make a positive impact by creating innovative food solutions that support gut health long-term, and investing in nutrition research and consumer insights to create irresistible products that are good for you.
64% of consumers express interest in products that support gut health
Fibre
UK's Scientific Advisory Committee on Nutrition (SACN) supported by the NHS recommends that people should consume at least 30 grams of naturally occurring dietary fibre per day. Consumers understand that fibre is good for them yet a majority fail to reach this figure.
We can help consumers bridge the fibre gap and reach their recommended daily fibre intake by promoting whole grain breads.
- Whole grains keep you feeling fuller for longer, which helps with weight control.
- Whole grains are packed with essential nutrients, such as vitamins, minerals, and antioxidants.
80% consumers say that fibre has a positive effect on digestion
Protein
The rising focus on health, wellness, and active lifestyles plus the rise in the use of GLP-1 is fueling demand for protein-enriched breakfast, snack items and baked goods.
As busy lifestyles drive the need for convenient, on-the-go options, protein-enriched baked goods offer a practical solution. Protein’s appeal lies in its ability to enhance satiety, support muscle health and contribute to weight management. The inclusion of claims like ‘high in protein’ or ‘source of protein’ taps into these consumer priorities, making protein-enhanced products a modern snacking staple.
22% consumers check the packaging for protein content
Fermentation
41% consumers say that fermented foods are healthier
There’s strong interest in products to support a balanced gut microbiome, with a clear preference for minimally processed, additive-free options.
Curiosity around sourdough fermentation is growing, as it’s recognised for aiding digestion and offering potential probiotic benefits.
57% consumers choose specific foods and ingredients based on the health benefits they offer.
References
Taste Tomorrow consumer survey 2025
1. Sekirov, I., Russell, S. L., Antunes, L. C. M., & Finlay, B. B. (2010). Gut microbiota in health and disease. Physiological reviews.
2. Ticinesi, Andrea, et al. "Exercise and Immune System as Modulators of Intestinal Microbiome: Implications for the Gut-Muscle Axis Hypothesis." Exercise Immunology Review, vol. 25, 2019
3. Takiishi, T., Fenero, C. I. M., & Câmara, N. O. S. (2017). Intestinal barrier and gut microbiota: Shaping our immune responses throughout life. Tissue barriers, 5(4), e1373208.
