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Insight by Gama Compass
MANCHESTER – 15th December 2025: Consumer demand for convenient, on-the-go energy is reshaping bakery and snack innovation, but perhaps in ways not immediately obvious. In this month’s Insight by Gama Compass, we explore how the notion of ‘energy’ continues to reshaped away from sugar-packed bars and calorie-dense snacks towards a health-first notion of nutritionally-dense wholefoods and natural ingredients.
Read this Insight by Gama Compass in the next issue of Gama News.
An analysis of insights from Gama Compass shows that products launched since 2013 that tout an “energy” benefit actually contain, on average, lower levels of carbohydrates, fat and calories per gram than bakery and snack launches as a whole. This paradox underlines a broader shift in consumer expectations: energy is no longer just about quick spikes in sugar or caffeine, but about sustained nutrition and cleaner formulations.
The nutritional data show that energy-positioned bakery and snack launches deliver around 12-15% fewer calories and roughly 10-12% lower carbohydrate content compared with the overall category. Fat levels are also slightly reduced, reinforcing the idea that today’s energy products prioritise nutrient balance over sheer energy density. This has significant implications for brands seeking to innovate – in particular, as this assessment demonstrates, promoting energy does not have to mean sacrificing health credentials or nutritional rigour.
“In a category long associated with indulgence and convenience, energy-oriented bakery and snack launches are redefining what it means to provide a boost”, commented Gama insights director Tom Warden. “For brands and consumers alike, this is an evolution of both expectation and practice: energy today is clean, sustained and purposeful”.
Source: Gama Compass
About Gama Compass
Take a more informed approach to product strategy, increase profitability and reduce costly mistakes with Gama Compass, Gama’s premium subscription service for the FMCG sector.
Developed with the industry’s leading names, Gama Compass offers powerful insights that allow you to unlock new opportunities and streamline your innovation pipeline.
To learn more about Gama Compass, contact Tom Warden, Gama insights director, at info@gamaconsumer.com.
About Gama
Gama is a global provider of business information and services specializing in product innovation and international trade. Through our worldwide network of over 100 experts in more than 50 countries, we offer high-quality news, research, analysis and partnering services. We deliver actionable insights, enabling you to make more informed decisions and supporting you to unlock new business opportunities.
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