bake - March/April 2021 - 39

sweet goods

expectations
Consumer expectations around clean label continue to evolve

According to 2020 data from HealthFocus International, 70%

and expand. Many consumers associate claims like " natural, " glu-

of global consumers prefer to buy food or beverages when they

ten-free, no preservatives, no artificial sweeteners, non-GMO, or

know where it was grown or produced. The International Food

organic with a better-for-you choice, explains Allison Leibovich,

Information Council Foundation, in its 2020 Food Survey, noted

senior technical service specialist, bakery, Cargill.

that more than half of U.S. consumers said knowing where their

Sugar content is also a factor, especially as the keto movement,
which emphasizes reducing carbohydrates, continues to grow.

food comes from was important.
" At Cargill, we've taken those desires to heart, developing sup-

" In its most recent iteration, we're seeing today's clean expec-

ply chains that can deliver on those demands for transparency

tations extend further, encompassing animal welfare, sustain-

and sustainability. In the oils space, for example, Cargill offers

ability, transparency and more. Increasingly, consumers - espe-

RSPO-segregated palm oil (we're now one of the largest sup-

cially younger consumers - look for products they perceive as

pliers in North America), and for unparalleled transparency, our

heathier for them and the planet, " Leibovich says.

closed-loop high oleic canola supply chain provides traceability

Without question, label-friendly formulation - however you

from seed development to end product, " Mavec says.

define it - is here to stay.
At the same time, taste and affordability are still very im-

Sustainability capabilities

portant to consumers. Bakers can create sustainably sourced,

To demonstrate how bakers can bring it all together, Cargill cre-

health-oriented products made with minimally processed, label-

ated its Sustainable Cookie Concept. Made with RSPO-certified

friendly ingredients - but if they don't taste great or are priced

palm oil, responsibly sourced chocolate chips, sustainably pro-

too high, they won't sell. Leibovich says.

duced stevia, and traceable pea protein, the cookie showcases

©BRENT HOFACKER - STOCK.ADOBE.COM

Cargill's sustainability capabilities across ingredients and supply
Emerging trends

chains, explains Gretchen Hadden, marketing communications

Cargill starts by closely monitoring evolving consumer attitudes

manager, Cargill Cocoa & Chocolate North America.

and emerging trends in the marketplace. Tools like its proprie-

Cargill is beginning to see an increased proliferation of baked

tary FATitudes® research and its broader IngredienTracker™ sur-

goods infused with ingredients designed to give a nutritional

vey help Cargill gauge consumers' awareness, perceptions and

boost. Protein is a great example; consumers recognize the ben-

behaviors around a wide swath of food ingredients.

efits of consuming protein and they strive to consume more.

The insights gleaned from these efforts help Cargill's product

Plant protein, in particular, enjoys a clear health halo. Fiber is

innovators, as well as its customers, understand what consumers

another ingredient that easily falls into this space, especially as

want, enabling them to develop innovative products that deliver

interest in digestive health is on the rise. Data from Innova Mar-

on changing needs and desires, says Jamie Mavec, marketing

ket Insights shows bakery launches with fiber claims were up 4%

manager, Cargill.

and protein claims were up 7% from 2015 to 2019.

" In today's competitive marketplace, it's no longer enough to

Beyond protein and fiber, as consumers' appetite for better-

create a great-tasting product, " Mavec says. " Increasingly, it's the

for-you products intensifies, there's an opportunity to fortify

compelling story that captivates consumers. Shoppers expect

baked goods and snacks with a wide range of nutrients.

companies to provide information and a high degree of honesty
about ingredients, including origin and production processes. "

" As consumers place greater emphasis on health, we expect
sugar reduction will get more attention, " Leibovich says.
bakemag.com | MAR-APR 2021 > 39


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bake - March/April 2021

Table of Contents for the Digital Edition of bake - March/April 2021

bake - March/April 2021 - 1
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