Technical, economic and consumer barriers to the consumption of reduced fat bakery products

Qualitative research with both consumers and industry representatives, in this MAFF‐funded project, allowed assessment of current barriers to the production and consumption of reduced fat bakery products. In addressing the way forward, there were four key areas where barriers existed: consumer attitudes, product quality (technical), economic and legislative issues. These must be tackled if reduced fat bakery products are to succeed in the marketplace.