bake - August 2014 - 3

editor's note

August 2014 / Issue 7

THE CONSUMER ISSUE:

health matters
There was a time not long ago when many bakers would

consumers are trying a new healthy recipe (58%), buying more

grimace at the notion that bakery products could be healthy.

products with whole grains (43%), and participating in a variety

Indulgent, yes. But healthy?

of other healthy shopping activities.

Well, times are changing, and bakers are ﬁguring out creative

This just-released report reveals that nearly half of retail food

new ways to deliver what today's consumers want. The ﬁrst step

shoppers (44%) say they are buying more fresh ingredients

is to address the perception of health. Clean labels or products

today, a sizable increase from the 34% who said the same two

with few to no preservatives resonate well with all generations,

years ago. One-third say they are buying more food based on

particularly Millennials.

nutritional components; and 31% say they are buying more
foods with reduced or no calories/fat/sugar/salt.

One such example is the Compost Cookie at the acclaimed
Momofuku Milk Bar in New York City. During a recent visit, I

As a positive trend, 75% of shoppers say in the past year they

witnessed dozens of twenty-something customers snatching

have switched to a healthier version of at least one of the 21

up Compost Cookies, which are made with ingredients like

types of food surveyed. Of note, these trends are consistent

unbleached wheat ﬂour, butter, sugar, chocolate and butter-

between men and women and across generational groups.

scotch chips, whole grain oats and even coffee.
"It's important to recognize that shoppers said they use multiple
In other areas of the country, I keep hearing from bakers who

strategies to achieve healthy eating, so there are numerous

are visiting their local farmers' markets, especially during the

pathways to a common goal," says Anne Alexander, senior

summer, to pick up fresh vegetables and herbs to use in prod-

vice president and editorial director for Prevention magazine.

ucts like the focaccia pockets ﬁlled with Swiss chard and goat

"Our research identiﬁed the top-three strategies as consuming

cheese served at Sun Street Breads in Minneapolis.

fewer unhealthy food items (62%), preparing and cooking more
healthy dishes (57%), and eating out less often (39%)."

All these steps address an important need. A new report by
Prevention magazine and the Food Marketing Institute demon-

Retail bakeries are well-positioned to address such trends

strates the shopper connection between food and health,

because they operate on the front lines and enjoy close connec-

providing valuable insights into how many shoppers are making

tions to their customers. The time has come for more experi-

at least some small changes in their food buying habits. Many

mentation, as retailers seek a healthy balance.

JOHN UNREIN

j unrei n@ so sland .co m

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bake - August 2014

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