WASHINGTON, DC — With health and wellness top of mind for consumers, brands can capitalize on growing interest by creating products that don’t just incorporate healthier ingredients but also offer better-for-everyone attributes.
During the NextGenBaker Leadership Forum, presented by the American Bakers Association (ABA) and held September 30-October 1 in Washington, DC, Anne-Marie Roerink, president of 210 Analytics, shared ways brands can boost sales and accommodate consumer preferences.
According to The Bakery Playbook 2024, a consumer research study series from ABA, conducted by Roerink, consumers believe there is such a thing as better-for-you products in the bakery segment. On the functional side of health, bakery brands are focusing on whole wheat and whole grain ingredients, real fruits and vegetables, and smaller portions of sugar.
Consumers are seeking added benefits as they become well-versed about the ingredients in their food. Health and wellness as a bakery category evolved to encompass attributes such as immunity boosting, gut health, sustained energy, mental well-being, and longevity.
However, Roerink recognized that consumers also define better-for-you by measuring the sustainability of the product.
“There is 60 percent of people who say ‘I cannot financially afford food waste.’” — Anne-Marie Roerink | president | 210 Analytics
What started off as bottom-line savings quickly developed into a practice the industry adopted as shoppers increasingly started seeking products that were made sustainably.
“It started off with ‘I want to take care of the planet,’ but then that social aspect came into it as well to make sure everybody had access to food,” Roerink explained. “Now, there is 60 percent of people who say ‘I cannot financially afford food waste.’”
Sustainability practices are a blend of better-for-you, better-for-the-planet and better-for-the-worker, which is the overlap consumers are now favoring. In terms of purchase choices, Roerink shared that sustainable products have considerable influence, but a majority of consumers view these products as tiebreakers vs. purchase priorities.
“If you were to look at these numbers through the lens of generations, you see that Gen Z is much more focused on sustainability commitments, on limiting food waste, on the packaging, etc.,” Roerink said. “That means that all of that is starting to gear up because their dollar is going to matter more in years to come.”
Educating consumers on the intricacies of sustainability as a whole is important for companies to consider, but Roerink advised that brands should keep it simple. By offering consumer-focused explanations of concepts such as regenerative agriculture and carbon footprint, brands can generate excitement and knowledge about a product, which will ultimately lead to more sales.
