Ingredient transparency and nutrition have become paramount for many health-conscious consumers, particularly within the plant-based food and beverage industry. Declan Rooney, business development director at ClonBio Foods, outlines barley's potential as an ingredient poised to meet growing demand for healthy protein and fibre in bakery and snacking applications.

Declan Rooney, business development director at ClonBio Foods

The bakery aisle tells a compelling story about changing consumer priorities. Where shoppers once sought out low-fat and reduced-sugar claims, they now actively seek improved nutritional content with added protein and fibre. And it’s more than a passing trend – manufacturers must adapt their approach to formulation in bakery products, as well as breakfast cereals and snacks.

Bakery and snacks: Markets primed for protein

The global high protein bakery products market size is expected to reach $9.02 billion by 2034, growing at a CAGR of 6.9% (2025-2034). Amid this projected growth, consumers are expecting more from some of their favourite baked goods and snacks – whether it’s a soft, fresh loaf of bread or a crunchy cereal bar, consumers want it protein-packed and fibre-enriched.

Claims such as those around protein and fibre remain important on-pack, too. Nearly six in ten consumers globally now read food labels, with health-related claims and natural ingredients topping their list of priorities. An easy demand for manufacturers to meet? Here’s the catch: Consumers aren’t willing to compromise on price or taste to get these benefits. In fact, 78% of consumers cite price and 70% cite taste as top attributes influencing purchasing decisions. Manufacturers therefore face a balancing act that involves delivering enhanced nutrition and a consumer-preferred taste, all while keeping costs competitive. What’s more, the demand for clean label remains, with consumers demanding recognisable ingredients on-pack.

Wheat gluten has long been the go-to protein source in bread production, valued primarily for its functional properties rather than its nutritional contribution. While it creates the elastic structures essential for traditional bread-making, it doesn’t address this growing demand for nutrient-dense formulations. Meanwhile, the market is evolving rapidly – speciality breads featuring traditional recipes and ancient grains are gaining momentum, with consumers increasingly seeking quality and authenticity alongside nutritional benefits.

The triple challenge of plant proteins

As the bakery market grows, more opportunities become available. But when it comes to meeting consumer demand, there are three clear challenges manufacturers must address.

The main one? Taste. It’s the bake or break factor. Many plant proteins carry distinct flavour profiles that can overwhelm delicate bakery formulations. The more protein you add, the stronger these off-notes become.

Cost presents the second challenge. Consumers are seeking products with higher protein and fibre, but the cost remains a barrier. Manufacturers need a high-quality, reliable protein supply, yet many options add significant cost to their formulations. And manufacturing costs really count – expensive proteins can price products out of reach.

The third challenge is clean label requirements. Consumers want protein sources they recognise as being natural and good for you.

Barley’s unique proposition

This is where barley emerges as a powerful solution. As an ancient grain with centuries of cultivation history, barley is highly resilient and naturally contains a rich micronutrient profile. In a market where more than one in four European consumers say wholegrain products influence their bread purchasing decisions, barley offers manufacturers a way to tap into this demand while addressing protein and fibre requirements.

While the nutritional benefits of barley are clear, barley becomes even more valuable in bakery and snacks as it is extremely easy to extrude and process, enabling manufacturers to increase protein content in formulations while maintaining product quality. And because barley is a grain consumers know and trust, it also delivers on clean label appeal.

It’s in addressing the taste challenge where barley protein shines. Its neutral, harmonious flavour profile means manufacturers can use higher inclusion rates. A wholemeal bagel can therefore deliver significantly more protein while maintaining the taste consumers expect. This balance – being cost-effective for the level of nutrition delivered – is paramount in today’s market where consumers have multiple demands.

The opportunities extend across categories, too. Healthy cereals benefit from improved nutrition without expensive additional ingredients. Even pasta can be transformed into a source of protein.

Looking ahead

Success will belong to those who balance multiple demands simultaneously. Through innovative approaches like barley protein, manufacturers can meet demands without compromise.

The future of bakery isn’t about choosing between tradition and innovation, or between taste and nutrition. It’s about finding ingredients that honour both, delivering the protein and fibre consumers seek while respecting their expectations for flavour and value. In barley, we’re rediscovering an ancient grain perfectly suited to modern nutritional needs.