By Helen Gilbert2020-12-21T11:02:00+00:00 Source: Getty Images A heightened interest in health and wellbeing is fuelling demand for reduced sugar and calorie products, new research shows. The European Bakery Industry report, commissioned by Tate & Lyle, surveyed 400 senior bakery professionals across Germany, France, Spain and the UK. As many as 73% of respondents said foods with a lower sugar and calorie content were “the biggest driver of business growth”. The study found that more than two thirds (74%) of respondents were reducing the calorie content of products, 71% were cutting sugar levels and 54% were driving down fat levels. Meanwhile, more than half (54%) were focussed on free-from products, and 48% were looking to improve the product-consumption experience.