UK bagel market boosted by health appeal

Bagels, which make up part of the 'morning goods' market, come in a variety of sweet and savoury flavours, including sesame, onion, garlic, cinnamon and chocolate. Mr Bagels, which claims to be the second largest bagel maker in the UK, said emphasis is increasingly being placed on the product's "healthy appeal," in light of growing nutrition concerns and consumer awareness of a product's nutritional value. "Most bagels are made with enriched wheat. They are high in fibre and low in fat and salt," said the company's export manager Mark Radberg. Bagel Nash, which started manufacturing bagels in 1993, agreed. "The bagel trend in the UK has become increasingly popular, and nutritionists have even started recommending the product," said the company's sales director Karen Mizrahi. According to market researchers TNS, the UK bagel market is currently valued at £28m (€41m), with a 22 per cent year-on-year growth. In the past year, 17 per cent of households were recorded as purchasing bagel products. "Bagels are currently outperforming against the morning goods market, which is growing at 8 per cent year-on-year," said Tony O'Brian of TNS. A recent report by Mintel also confirmed that bagels were fuelling growth in the UK morning goods market, together with other non-traditional items such as croissants, Danish pastries and American muffins. "Interest in variety, eating on the go, and the absorption of foreign tastes, are examples of Britain's changing eating habits. The preference for grazing and snacking results in an increased demand for both healthy-eating and more indulgent fillers throughout the day," said the report. Bagel Nash used Anuga as a platform to launch its low GI product, which contains seeds and grains and is made with a lower wheat concentration than a regular bagel. According to the company, the product had already caused "quite a stir" due to its wholesome appearance. Mr Bagels also launched a low GI product this year, and will soon be introducing a new organic product. "The popularity of bagels has increased as people travel more and become more aware of the product. Originally it was little-known ethnic food, but it is now recognised by the large majority of consumers, and its popularity is growing," Radberg told BakeryAndSnacks.com. According to Bagel Nash, the product's popularity has also been boosted by its introduction into the portfolios of large food companies such as McDonald's and Kraft Foods. Mintel forecasts that the morning goods market in the UK will grow 12 per cent by 2009, to attain a market value of £1.3bn (€1.9bn). External links to companies or organisations mentioned in thisstory: Mr Bagels Bagel Nash