Desserts and indulgent items remain top performers, representing
nearly 50 percent of in-store bakery sales. Though premium goods are
becoming the stars of the subcategory, consumers still look for healthier
ingredients lists. “Consumers can justify their indulgence if the prod-
uct has a cleaner label or another positive attribute, such as natural or
organic,” says Skinner. “It also helps to communicate the attributes of
these products to consumers, whether through vivid imagery and/or
texture claims to underline indulgence.”
Skinner says 95 percent of items have no declared benefit on the
packaging. To cater to the health-conscious consumer, companies are
improving their ingredients lists to contain items that are easily rec-
ognizable and accepted by consumers. Like Pinkowski says of SatisPie
ingredients, “If you can’t pronounce it, it’s not in there.”
Consumers are more conscious than ever when it comes to health
trends and ingredients lists. “Customers are more educated when they
come to the bakery counter and are willing to pay a premium for foods
with shorter, easier-to-understand ingredient lists,” says Loveland.
Research shows that 68 percent of consumers want to recognize every
ingredient on food labels, and with that in mind, Dawn has launched
Baker’s Truth, its line of clean label ingredients.
Similarly, 5 Generation Bakers recently updated its packaging to
represent clean labels. “We’ve reformulated our bread and upgraded
our packaging to call out that our breads are non-GMO, trans fat-free,
and we use cage-free eggs,” says Baker.
After the FDA’s determination in 2015 that partially hydrogenated
oils are not Generally Recognized As Safe (GRAS), food companies
have been updating their products to be made without it, ahead of the
three-year compliance mandate. And though the clean-label trend is
not particularly new, it is definitely here to stay.
“When considering health benefits, it’s important to note that it is
a constantly evolving term,” says Skinner. “Relevant health attributes
continue to change at a fast pace in the internet age, and it’s important
for managers to be able to discern between a ‘flash in the pan’ trend
and ones that will stand the test of time.”
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