bake - March 2016 - 34
Brought to you by
the consumer pulse
Clean Label
FOR CONSUMERS, THE DEFINITION ISN'T QUITE SO TIDY
Driven by a desire to live healthier lifestyles, cleaner label products continue to be a growing area of interest for consumers,
providing both opportunities and challenges for suppliers and retailers. The concept of clean label means different things
to different people and those who understand clean label from the consumer perspective are better positioned to succeed
within the category. In addition to understanding consumer definitions of clean label, discovering the trade-offs (e.g., shelf
life, flavor, price) they are willing to make to have simpler and fewer ingredients in their products as well as uncovering "red
flag" ingredients that could contribute to the next unexpected market disruption from a consumer advocacy group or food
blogger are important to successfully navigate the waters of the clean label movement.
According to a proprietary research study funded by Corbion among 507 bread consumers, 60% of consumers state that
"type of ingredient" has an impact on their purchase decisions. But similar to the concept of clean label in general, "type of
ingredient" means different things to different people. Of the consumers who find "type of ingredient" a consideration in
their purchase decision, the study shows they can be categorized into three segments:
* 43% Nutrition Focused
* 33% Ingredient Focused
* 24% Less Engaged in Label Information
Nutrition Focused consumers place more importance on general health and diet factors. These consumers are more
likely to look at the first few ingredients only and tend to be less impacted by length of ingredients listed on packaging,
instead focusing on nutritional information like higher levels of protein or low/reduced in calories, fat and sugar. Ingredient
Focused consumers place more importance on specific ingredients and are more likely to read the entire ingredient list.
These consumers are more likely to believe that the shorter the ingredient list, the healthier the product. As you might expect, there is a higher correlation between the Ingredient Focused consumer and organic shoppers, with 32% stating they
were organic consumers. Less Engaged consumers were found to be most impacted by price and tend to skip reading
the ingredient list or nutrition panel altogether. An exception to this might occur when prompted by media or peer buzz.
As consumers become more engaged, their likelihood of not purchasing a product because it contains certain ingredients
increases. For instance, Corbion's consumer research showed that PHOs, ADA, Calcium Peroxide and Ethoxylated Monoglycerides were ingredients that had the greatest influence on lower purchase intent. Knowing that market disruptions
will likely continue to be a catalyst for label checking behavior, the impact on purchase behavior for products with those
ingredients could be significant.
CONSUMER TRENDS DRIVING CLEAN LABEL
Consumers are most likely to skim the ingredient list when shopping for a new product
When shopping for a new product, 1/3 of shoppers report they look at the ingredient list most (75%) of the time. However, less than 1 in 5
consumers actually read the full list of ingredients.
Reason for Looking at Ingredients List
Look to see if certain ingredients are included
48%
42%
21%
Look to see if certain ingredients are excluded
Just look in general
When Reading Ingredients, Usually...
Look at first few ingredients only
Read the first half of the list
19%
14%
49%
Skim the full ingredient list
Read full ingredient list, in detail
18%
SOURCE: CORBION PROPRIETARY CONSUMER RESEARCH STUDY
what our experts say
Balancing the removal of ingredients with consumer choice drivers is a critical step in making better choices for the products companies produce,
but the definition of clean label is not so tidy. Overall, consumers do not want to think about the ingredients in their food but they will when they
experience health concerns or disruption in the market. As consumers continue to aspire toward healthier living, health and wellness behaviors
such as reading packaging labels are becoming more prevalent. However, one size does not fit all and consumer segmentation is vital to understanding the evolving health and wellness landscape. Companies will need to consider their core customer base when developing and marketing
cleaner options. As we learned in our proprietary research, there are two clear groups within the bread category; ingredient focused consumers
and nutrition focused consumers, and the drivers of purchase vary for each. Transparent labeling and messaging will be critical as these consumers continue to seek out information about what is contained in the products they are buying.
- Marge O'Brien,
Senior Manager,
Global Consumer
bake - March 2016
Table of Contents for the Digital Edition of bake - March 2016
bake - March 2016
Editor's Note - The Consumer Issue: Gateway to Innovation
Table of Contents
News Bites - New App for Cake Shots
Outstanding Baker Nominees
Toronto Food Hall Opens
Personality - Dominique Ansel
Management - Bakeries Can Deliver Too
Labor Front - Why Packaging Matters
Ingredients - The Growing Influence of Avocados
Equipment - Innovations for Foodservice
Time to Grow
Connected to Bread
Launching New Products
Partnering with Socially-Conscious Organizations
The Paradox of Choice
A Strange Twist of Donuts
Bakery World Cup
Sandwich Breads
Top Cake Trends for 2016
Decorating Trends
Late Night in the Loop
Giving Back to the Community
Cafe - Breakfast Sandwiches
Express by Starbucks
Products
Product Showcase
Classifieds
Ad Index
Online - BakeMag.com
Bakemark's Panaderia - March 2016
INTRODUCCIÓN - Inspiraciones de Primavera para Pasteles
INTRODUCTORY LETTER - Spring Inspirations
SABOR PARA LLEVAR - La Nueva Era de los Cuernitos
PAN Y HORNEO - Dolares por Donas
RECETAS DESTACADAS
PASTELES Y DECORACIONES - Porcion Individual
Pasteles de Primavera
PERFILES - El Rancho (Bell)
El Rancho (Gilbert)
Los Alamos
Panadeía y Pastelería San Sebastian
PRODUCTOS
BREADS AND BAKING - Cuernitos and Croissants
More Dollars for Donuts
FEATURED RECIPES
CAKES & DECORATING - Single Serve
Spring Inspirations for Cakes and Pastries
PROFILES - El Rancho (Bell)
El Rancho (Gilbert)
Los Alamos
Panadeía y Pastelería San Sebastian
FEATURED PRODUCTS
bake - March 2016 - bake - March 2016
bake - March 2016 - 2
bake - March 2016 - Editor's Note - The Consumer Issue: Gateway to Innovation
bake - March 2016 - 4
bake - March 2016 - 5
bake - March 2016 - Table of Contents
bake - March 2016 - 7
bake - March 2016 - Toronto Food Hall Opens
bake - March 2016 - 9
bake - March 2016 - Personality - Dominique Ansel
bake - March 2016 - 11
bake - March 2016 - Management - Bakeries Can Deliver Too
bake - March 2016 - 13
bake - March 2016 - Labor Front - Why Packaging Matters
bake - March 2016 - 15
bake - March 2016 - Ingredients - The Growing Influence of Avocados
bake - March 2016 - 17
bake - March 2016 - Equipment - Innovations for Foodservice
bake - March 2016 - 19
bake - March 2016 - Time to Grow
bake - March 2016 - 21
bake - March 2016 - 22
bake - March 2016 - 23
bake - March 2016 - Connected to Bread
bake - March 2016 - 25
bake - March 2016 - 26
bake - March 2016 - 27
bake - March 2016 - Launching New Products
bake - March 2016 - 29
bake - March 2016 - Partnering with Socially-Conscious Organizations
bake - March 2016 - 31
bake - March 2016 - The Paradox of Choice
bake - March 2016 - 33
bake - March 2016 - 34
bake - March 2016 - 35
bake - March 2016 - 36
bake - March 2016 - 37
bake - March 2016 - A Strange Twist of Donuts
bake - March 2016 - 39
bake - March 2016 - Bakery World Cup
bake - March 2016 - 41
bake - March 2016 - Sandwich Breads
bake - March 2016 - 43
bake - March 2016 - 44
bake - March 2016 - 45
bake - March 2016 - Top Cake Trends for 2016
bake - March 2016 - 47
bake - March 2016 - Decorating Trends
bake - March 2016 - 49
bake - March 2016 - Late Night in the Loop
bake - March 2016 - 51
bake - March 2016 - Giving Back to the Community
bake - March 2016 - 53
bake - March 2016 - Cafe - Breakfast Sandwiches
bake - March 2016 - 55
bake - March 2016 - Express by Starbucks
bake - March 2016 - 57
bake - March 2016 - Products
bake - March 2016 - 59
bake - March 2016 - Product Showcase
bake - March 2016 - Classifieds
bake - March 2016 - 62
bake - March 2016 - 63
bake - March 2016 - 64
bake - March 2016 - 65
bake - March 2016 - Ad Index
bake - March 2016 - Online - BakeMag.com
bake - March 2016 - 68
bake - March 2016 - 69
bake - March 2016 - 70
bake - March 2016 - Bakemark's Panaderia - March 2016
bake - March 2016 - PAN2
bake - March 2016 - INTRODUCCIÓN - Inspiraciones de Primavera para Pasteles
bake - March 2016 - PAN4
bake - March 2016 - PAN5
bake - March 2016 - INTRODUCTORY LETTER - Spring Inspirations
bake - March 2016 - PAN7
bake - March 2016 - SABOR PARA LLEVAR - La Nueva Era de los Cuernitos
bake - March 2016 - PAN9
bake - March 2016 - PAN Y HORNEO - Dolares por Donas
bake - March 2016 - PAN11
bake - March 2016 - RECETAS DESTACADAS
bake - March 2016 - PAN13
bake - March 2016 - PASTELES Y DECORACIONES - Porcion Individual
bake - March 2016 - PAN15
bake - March 2016 - Pasteles de Primavera
bake - March 2016 - PAN17
bake - March 2016 - PAN18
bake - March 2016 - PAN19
bake - March 2016 - PAN20
bake - March 2016 - PAN21
bake - March 2016 - PERFILES - El Rancho (Bell)
bake - March 2016 - PAN23
bake - March 2016 - PAN24
bake - March 2016 - PAN25
bake - March 2016 - El Rancho (Gilbert)
bake - March 2016 - PAN27
bake - March 2016 - Los Alamos
bake - March 2016 - PAN29
bake - March 2016 - Panadeía y Pastelería San Sebastian
bake - March 2016 - PRODUCTOS
bake - March 2016 - BREADS AND BAKING - Cuernitos and Croissants
bake - March 2016 - PAN33
bake - March 2016 - More Dollars for Donuts
bake - March 2016 - PAN35
bake - March 2016 - FEATURED RECIPES
bake - March 2016 - PAN37
bake - March 2016 - CAKES & DECORATING - Single Serve
bake - March 2016 - PAN39
bake - March 2016 - Spring Inspirations for Cakes and Pastries
bake - March 2016 - PAN41
bake - March 2016 - PAN42
bake - March 2016 - PROFILES - El Rancho (Bell)
bake - March 2016 - PAN44
bake - March 2016 - El Rancho (Gilbert)
bake - March 2016 - PAN46
bake - March 2016 - Los Alamos
bake - March 2016 - PAN48
bake - March 2016 - Panadeía y Pastelería San Sebastian
bake - March 2016 - PAN50
bake - March 2016 - FEATURED PRODUCTS
bake - March 2016 - PAN52
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