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With consumers increasingly avoiding carbs and sugar, it’s often claimed that the bakery category is under threat. But bakery has a major competitive advantage in health & wellness, which is its association with pleasure and indulgence. Today’s consumer wants health and pleasure and this versatile category is ideally positioned to tap into the most important consumer health interests to deliver new products – and better margins. This 23-page briefing shows – with real life examples – how brands can negotiate the challenges and opportunities for bakery by connecting to the Key Trends shaping the health and nutrition landscape.