MINNEAPOLIS — Global ingredients supplier Cargill, Inc., released the results of its Sweet Delight — Decoding Consumer Bakery Decisions survey. The company polled 1,200 US consumers about what drives their purchasing decisions when it comes to cakes, pastries and cookies.
This first-of-its-kind survey for Cargill highlights three factors consumers consider when making baked food purchases: indulgence, ingredients and innovation.
Indulgence remains the most important characteristic, with consumers putting it above concerns about weight gain, health and diet considerations. About 54% of people surveyed said they choose baked goods to satisfy cravings; 44% purchase them as a reward.
When it comes to ingredients, label-friendly formulation ranked high on the survey, with 42% of respondents naming ingredients as the most influential factor in their decision of which baked goods to buy. Consumers also shared that health-related attributes are among their unmet needs and that they prefer treats that provide portion control, great taste and health, a boost of energy and greater satiety, especially in cookies and pastries.
In the area of innovation, consumers said they prefer baked goods with attributes such as fresh from the oven, premium indulgence and better for you.
“This research gives us very specific insights and will help us deliver a more focused innovation roadmap for our customers,” said Camiel van Beek, bakery category leader for the global Edible Oil Solutions Group. “With it, we can help customers match consumer preferences around textures, claims and ingredients by application and even daypart, then leverage our ingredient and application expertise to develop products that will resonate in the marketplace.”
