Page 53 - FoodFocusThailand No.245 September 2026

STRA
STRATEGIC R & DTEGIC R & D

GUILT-FREE BAKERY:

FOOD MATRIX DESIGN FOR BALANCING

TASTE AND NUTRITIONAL VALUE

Today, bakery products are no longer merely snacks high in sugar, fat, and calories. They have become
increasingly integrated into daily lives due to their convenience and compatibility with modern lifestyles. This
shift has driven the bakery industry to continue to expand. Bakery producers need to create differentiation
beyond just taste and appearance. At the same time, consumers do not want to “give up delicious food” but
seek alternatives that satisfy both great taste and health needs.

The concept of “Guilt-Free Bakery” therefore does
not mean bakery products that are free from sugar,
fat, or calories. Rather, it is an approach to designing
products to have better nutritional value and functional
benefits while still maintaining acceptable taste, quality,
and consumption experience. Key trends in 2026 that
are driving the bakery market toward an important
turning point, include high-protein products, high-fiber
products that promote digestive health, sugar reduction,
clean-label products, and the use of sustainable raw
materials (Figure 1). Data from Innova Market Insights,
Mintel, and Black Swan Data show that consumers are
prioritizing healthier food choices. In particular, 80%
of Gen Z and Millennials consumers show interest in
products containing protein and fiber at rates of 80% and
77%, respectively. Meanwhile, bakery products in the
market with such features account for only 4% and 8%,
respectively. This reflects a market opportunity for the
development of bakery products that combine nutritional
value with taste and sensory quality (Bakels, 2025).
Innova Market Insights (2026) reports that three out
of five consumers prioritize protein consumption, where
31% of consumers state that protein content influences
their choice of bread, and 48% choose fortified food
and beverage products that support digestive health.
This trends reflect a shift from the “better-for-you” to
“functional indulgence,” or bakery products combine
the pleasure of eating with health benefits. Leading
to opportunities for “everyday functional bakery” that

SEP 2026 FOOD FOCUS THAILAND 53

25/8/2569 BE 16:35
50-54_Strategic R&D_FIN.indd 53 25/8/2569 BE 16:35
50-54_Strategic R&D_FIN.indd 53