Puratos collaborates with EIT Food Consumer Observatory on healthier indulgence research
The research draws on consumer interviews and market analysis across multiple European markets to identify the emotional and practical barriers that prevent healthier indulgent products from achieving mainstream acceptance.
BELGIUM – Puratos, a global leader in bakery, patisserie, and chocolate ingredients, has partnered with the EIT Food Consumer Observatory to release a groundbreaking study titled ” Finding harmony: Where health meets indulgence in food “.
The research examines consumer attitudes toward products that aim to be both pleasurable and healthier, with a particular focus on sweet baked goods and bakery‑adjacent treats.
This collaboration delves into consumer behaviors around balancing nutritional wellness with pleasurable eating experiences, offering actionable insights for food innovators amid rising demand for guilt-free treats.
The report, based on surveys across Europe, reveals key tensions: 68% of consumers crave indulgent flavors like chocolate and pastries but prioritize health attributes such as lower sugar, fiber enrichment, and natural ingredients.
It highlights “healthier indulgence” as a dominant trend, where bakery products incorporating alternative sweeteners, plant-based fillings, and functional fibers satisfy both senses and wellness goals.
Puratos’ R&D expertise in taste modulation and texture enhancement directly informs these findings, bridging sensory appeal with clean-label formulations.
EIT Food, supported by the European Institute of Innovation and Technology (EIT), a body of the European Union-backed initiative fostering sustainable agrifood systems, leverages its Consumer Observatory to track evolving preferences through data visualization and trend analysis.
The study emphasizes opportunities in hybrid products, like protein-enriched croissants or probiotic-infused cakes, that align with EU Green Deal objectives and protein diversification strategies.
Puratos and EIT Food offer practical guidance for food developers: prioritize ingredient transparency, use natural or familiar functional ingredients, and validate claims with clear on‑pack messaging and third‑party endorsements to build credibility.
The report also recommends iterative consumer testing to ensure that reformulated or reduced‑sugar variants retain the sensory cues, texture, aroma, and indulgent mouthfeel that define the category.
This research arrives as the European bakery ingredients market grows by 5% annually, propelled by premiumization and regulatory pressures to reduce sugar.
As a next step, Puratos indicated it will use the study’s insights to inform product development and client collaborations, helping bakery customers pilot formulations that align with the report’s recommendations on naturalness, clarity of claims, and sensory fidelity.
Puratos, operating in 120 countries with a focus on regenerative agriculture, uses these insights to refine offerings like Sapore and Carmine for reduced-calorie indulgences.
The partnership extends Puratos’ involvement in EIT projects, such as EPIC-SHIFT, which explore alternative proteins from fungi and algae to enhance resilience.
For agribusiness professionals, the study underscores shifts in wheat and fruit sourcing toward sustainable varieties, supporting smallholders through Puratos’ programs.
It positions both organizations as pioneers in consumer-centric innovation, potentially influencing policy and R&D investments across EMEA.
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