bake - November 2019 - 10

"Success
does not
exist in a
vacuum
of one."
Christina
Tosi,
founder of
Milk Bar

"Sustainability is shorthand for a complete moral

to 35-44-year-olds, according to NPD's Health

system of cultural values, beliefs, and attitudes related

Aspirations & Behavioral Tracking Service.

to a sense of responsibility for the greater good,"
says Laurie Demeritt, CEO of The Hartman Group, a

Clean label enthusiasts

leading consumer research and consulting firm. "The

A new study from research firm InsightsNow exam-

report finds that today's consumers are confronted by

ined attitudes toward functional ingredients among

real and immediate sustainability challenges."

clean label enthusiasts, a consumer segment characterized by strong beliefs about and aversions to

In this tense national mood, consumers appear to be

additives and artificial ingredients. About 30% of US

more willing to prioritize the greater good in their

primary shoppers fit this description.

purchasing than in the past. In a major shift, 51% of
consumers now report the environment as their major

"These are consumers that read ingredient lists," says

reason for purchasing sustainable or socially respon-

Dave Lundahl, chief executive officer at InsightsNow.

sible products, compared to 32% of consumers just

"They are very concerned about what goes into

two years ago.

products, so they're an ideal group to look at from
a consumer segment perspective when looking at

Food as medicine

functional benefits."

While it is commonly understood that good nutrition
promotes general health, consumers are becoming

Clean label enthusiasts are 85% more likely to say

increasingly aware of how their food and beverage

they're proactive with their health than non-clean

choices can help them manage and, in some cases,

label enthusiasts. They're increasingly turning to food

reverse certain medical conditions, according to

to manage their health, seeking functional benefits

health and wellness research by The NPD Group. NPD

from unprocessed, low carb, low calorie, high protein

finds that about a quarter of US adults are trying to

and non-GMO types of diets. While functional ingre-

manage a health or medical condition by making

dients cater to a variety of health needs, the most

healthy food and beverage choices.  

highly sought-after benefits include digestive health,
heart health, increased energy, anti-inflammatory and

Younger adults, ages 18-24, are particularly inter-

immune support, according to InsightsNow.

ested in using foods to improve their health. Last year
young adults chose foods and beverages with healthy

Clean label enthusiasts are willing to pay a premium

profiles for 19% of their meals and in-between snacks.

for better-for-you products, but they're also more

For example, 9% of adults say a top nutrition goal is

diligent about getting their money's worth. "They are

protecting brain health, and when asked about foods

looking for claim substantiation," Lundahl says. "They

that promote brain health, young adults were 45% more

want to know they're getting the real deal. This is a

likely to express an interest in these products compared

group that is ahead of the curve."

10 < NOV 2019 | bakemag.com


http://www.bakemag.com

bake - November 2019

Table of Contents for the Digital Edition of bake - November 2019

bake - November 2019
Editor's Note - THE INNOVATION ISSUE: helping hands
Contents
Supply Side Innovators
JAMES JONES - AAK
Nicole Rees - AB MAURI NORTH AMERICA
Elisa Maloberti - AMERICAN EGG BOARD
Don Trouba - The Annex by ARDENT MILLS
Stephen Chavez - BAKEMARK
Laura Bergan - BARRY CALLEBAUT North America
Mark Stavro - BUNGE NORTH AMERICA
Kathy Sargent - CORBION
Jennifer Lapaugh - DAWN FOODS
Jordan Beazley - GENERAL MILLS CONVENIENCE & FOODSERVICE
Natalie Faulkner - GRAIN CRAFT
Josh Johnson - GUITTARD
Herb Ring - HERSHEY
Megan Petit - HOBART
Courtney Schwartz - KEMIN Food Technologies
Rhonda Delaney - LAWRENCE FOODS
Arnaud Deniaud - LESAFFRE
Mihira Rami - DAIRY FARMERS OF AMERICA
Mike Downing - PREGEL AMERICA
Andrew Brimacombe - PURATOS USA
John McIsaac- REISER
Matt Miniat - SOUTH CHICAGO PACKING
Roger Daniels - STRATAS FOODS
Rick Perez - SUNSWEET INGREDIENTS
Andy Sigrist - UNIFILLER
Product Showcase
Classifieds
Ad Index
Formula of the Month
bake - November 2019 - bake - November 2019
bake - November 2019 - bake - November 2019
bake - November 2019 - 2
bake - November 2019 - Editor's Note - THE INNOVATION ISSUE: helping hands
bake - November 2019 - 4
bake - November 2019 - 5
bake - November 2019 - Contents
bake - November 2019 - 7
bake - November 2019 - Supply Side Innovators
bake - November 2019 - 9
bake - November 2019 - 10
bake - November 2019 - 11
bake - November 2019 - JAMES JONES - AAK
bake - November 2019 - 13
bake - November 2019 - Nicole Rees - AB MAURI NORTH AMERICA
bake - November 2019 - 15
bake - November 2019 - Elisa Maloberti - AMERICAN EGG BOARD
bake - November 2019 - 17
bake - November 2019 - Don Trouba - The Annex by ARDENT MILLS
bake - November 2019 - 19
bake - November 2019 - Stephen Chavez - BAKEMARK
bake - November 2019 - Laura Bergan - BARRY CALLEBAUT North America
bake - November 2019 - Mark Stavro - BUNGE NORTH AMERICA
bake - November 2019 - 23
bake - November 2019 - Kathy Sargent - CORBION
bake - November 2019 - 25
bake - November 2019 - Jennifer Lapaugh - DAWN FOODS
bake - November 2019 - 27
bake - November 2019 - Jordan Beazley - GENERAL MILLS CONVENIENCE & FOODSERVICE
bake - November 2019 - Natalie Faulkner - GRAIN CRAFT
bake - November 2019 - Josh Johnson - GUITTARD
bake - November 2019 - 31
bake - November 2019 - Herb Ring - HERSHEY
bake - November 2019 - Megan Petit - HOBART
bake - November 2019 - Courtney Schwartz - KEMIN Food Technologies
bake - November 2019 - 35
bake - November 2019 - Rhonda Delaney - LAWRENCE FOODS
bake - November 2019 - Arnaud Deniaud - LESAFFRE
bake - November 2019 - Mihira Rami - DAIRY FARMERS OF AMERICA
bake - November 2019 - 39
bake - November 2019 - Mike Downing - PREGEL AMERICA
bake - November 2019 - 41
bake - November 2019 - Andrew Brimacombe - PURATOS USA
bake - November 2019 - 43
bake - November 2019 - John McIsaac- REISER
bake - November 2019 - 45
bake - November 2019 - Matt Miniat - SOUTH CHICAGO PACKING
bake - November 2019 - 47
bake - November 2019 - Roger Daniels - STRATAS FOODS
bake - November 2019 - 49
bake - November 2019 - Rick Perez - SUNSWEET INGREDIENTS
bake - November 2019 - 51
bake - November 2019 - Andy Sigrist - UNIFILLER
bake - November 2019 - 53
bake - November 2019 - Product Showcase
bake - November 2019 - 55
bake - November 2019 - Classifieds
bake - November 2019 - Ad Index
bake - November 2019 - Formula of the Month
bake - November 2019 - 59
bake - November 2019 - 60
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