bake - October 2016 - 26

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the consumer pulse
Sweet baked goods
FRESHER LONGER
The American consumer likes to indulge in sweets. While portions might be getting smaller and people may be more
health conscious, there is no doubt that a majority of Americans still have a sweet tooth.
When it comes to sweet baked goods, it's all about maximizing fulﬁllment and mitigating guilt. Therefore, in order for
consumers to enjoy a sweet baked good, it has to be worth it.
Based on Corbion Caravan's proprietary research among sweet baked goods shoppers, it is evident that purchasing
decisions are driven by a number of conﬂicting factors:
* Indulgence: When consumers are going to treat themselves, most are typically looking to indulge an immediate craving. And even when more occasion-based choices are being made, high quality decadence is often a decision factor.
* Guilt mitigation: Yet there's always that niggling voice that creates conﬂict in the consumers mind. Most consumers
agree they're not looking for "healthy" sweet baked goods, but perhaps some characteristics that make it seem like
a "less bad for you option".
* Nostalgia: Nostalgia plays a big role in the fulﬁllment equation. Often selection of products that take a consumer
back to their own childhood or their kids favorite treats are strong inﬂuences on consumer choice.
* Convenience: Single serving grab-n-go desires are being fulﬁlled today in a big way by convenience stores as they
see growing revenue from the fresh and packaged sweet baked goods category. In addition, many drug store chains
are jumping on the band-wagon to get their fair share of the growing market.
* Price: While not the only driver, price certainly plays a role in consumer choice for sweet baked goods. But as a "guilty
pleasure" it's a constant trade-off for the price of complete indulgence vs. a nice-but-not-necessary purchase.
Retailers can take advantage of the consumer's desire for sweets by innovating to create value beyond price and
communicating that value to shoppers in ways that trigger the purchase drivers identiﬁed in Corbion Caravan's research.

CONSUMER TRENDS DRIVING SWEET BAKED GOODS PURCHASES
When making sweet baked goods product selections, consumers are heavily inﬂuenced by
price, indulgence and "less bad for you" options.
What do consumers mean when talking
about "less bad for you?"
Cleaner
Labels

Nutritional
Content

Why do consumers purchase sweet baked goods?
The type of sweet baked good consumers purchase varies by
occasion. The following shows the top choices for each occasion.
To serve/have
as a snack
To serve/have as
dessert after a meal

Less Bad
for You

For special
occasions
For breakfast

Guilt
Association

Portion
Size

To satisfy an
immediate craving

Pre-packaged snack cakes, cookies,
donuts, cupcakes and bakery cookies
Bakery cookies, cupcakes, brownies,
or cakes, or pre-packaged cakes
Bakery cakes reign supreme,
followed by bakery cupcakes
Bakery donuts, bakery muffins,
and pastries dominate
Pre-packaged snack cakes, bakery
cookies, donuts, pastries

SOURCE: CORBION PROPRIETARY CONSUMER RESEARCH STUDY

what our expert says
The desire to satisfy an immediate craving deﬁnes the occasion when consumers are purchasing sweet baked goods in drug/discount retailers
and c-stores. C-stores are an emerging channel as they have an easier ability than other channels to tap into the convenience factor and deliver
on the "immediate craving" occasion.
To successfully fulﬁll on consumer demand, sustained freshness solutions are needed as sweet baked goods are subject to quick staling. While
expiration date is the primary factor consumers use when determining freshness in sweet baked goods products, a recent proprietary consumer
study from Corbion Caravan shows sensory cues of texture and taste are important considerations. Since product texture changes as product
stales, leading enzyme solutions are important to keep sweet baked goods fresher longer - with enhanced quality. The right solution will also
- Kathy Sargent,
reduce undesirable ingredients, create savings through reduced waste and sales, as well as provide ﬂexibility to meet varying consumer demands. Market Director, Bakery

bake - October 2016

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