Store Brands - May 2018 - 60

CATEGORY INTELLIGENCE BAKED GOODS AND DESSERTS

BECOME A SAVORY STANDOUT
Wellness-minded shoppers are having an increasingly powerful impact on the merchandising of
baked goods and desserts.
While many consumers still view most products
as indulgence items, demand for healthier selections is on the upswing with such claims as natural,
organic, low fat and low sugar becoming stronger
sales triggers.
Indeed, more shoppers are eschewing baked goods
and desserts that are highly processed and contain
artificial ingredients and flavors, and embracing
selections with shorter ingredient lists and fewer
preservatives, notes Euromonitor International Inc., a
Chicago-based market research firm.
Interest in selections with artificial, processed
and sugary elements will further wane as wellness
concerns become more prevalent, and additional
manufacturers launch healthy and portable snacking products "that will likely serve to stem sales of
indulgent cakes and pastries," Euromonitor states in
its December 2017 "Baked Goods in the US" report.
"Desserts are more of an indulgence, but they
can still have better-for-you elements, and many
younger consumers are seeking those qualities,"
adds Anne Mills, senior manager of consumer
insights for Technomic Inc., a Chicago-based food

DO offer healthier
selections with such
claims as natural,
organic, low fat
and low sugar.

Don't
forget to offer
baked goods
and desserts as
snacking items.
60

Store Brands / May 2018 / www.storebrands.com

industry research and consulting firm.
"The brands that adapt to that will be
more successful."
In a 2017 Technomic consumer survey, 29
percent of respondents, and 37 percent of people
ages 18 to 34, stated that they are eating healthier
desserts more often than two years earlier, and 26
percent indicated that they are more willing to try
dairy-free desserts.
Because many consumers also perceive baked
goods and desserts with healthier elements to be
higher quality, retailers are able to charge more for
such options, Mills states.
It is important, however, for merchandisers to
justify higher prices by listing the attributes on
packages, she says, and to ensure that products with
cleaner labels still are flavorful. Many shoppers, for
instance, perceive items that are low in calories, fat
and sugar as being less tasty, Mills notes.

HOW TO STEM THE TIDE

Despite the influx of healthier alternatives including
products with ancient grains, fruits and plant-based
ingredients, merchandisers still face the challenge of
sustaining category sales as economic and wellness
concerns are causing many shoppers to reduce their
spending, says Maeve Webster, president of Menu
Matters, an Arlington, Vt.-based food industry
consulting firm.
"Consumers and retailers aren't focusing nearly
as much on baked goods and desserts as in other
years," she notes.
Indeed, healthy intentions and concerns about
allergies, sugar, fat and cholesterol are contributing
to dessert avoidance, notes Kyle Chamberlin, project
manager at Datassential, a Chicago-based food
research firm.
The top attributes for persons considering desserts are taste, freshness, value and indulgence, he
says, while low sugar, low calorie and low fat are
less-persuasive qualities.
In a 2016 Datassential consumer survey, respondents most often listed ice cream as their favorite
dessert, followed by cheesecake, cake or cupcakes,
pies and cobblers, and brownies.
Chamberlin recommends that merchandisers stress
products' clean labels and freshness, and use indulgent descriptors such as "rich," "creamy," "fluffy" and
"moist" in their promotional messaging. Such elements



Table of Contents for the Digital Edition of Store Brands - May 2018

Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
Store Brands - May 2018 - 3
Store Brands - May 2018 - Contents
Store Brands - May 2018 - 5
Store Brands - May 2018 - 6
Store Brands - May 2018 - 7
Store Brands - May 2018 - 8
Store Brands - May 2018 - 9
Store Brands - May 2018 - 10
Store Brands - May 2018 - 11
Store Brands - May 2018 - 12
Store Brands - May 2018 - 13
Store Brands - May 2018 - 14
Store Brands - May 2018 - 15
Store Brands - May 2018 - 16
Store Brands - May 2018 - 17
Store Brands - May 2018 - 18
Store Brands - May 2018 - 19
Store Brands - May 2018 - 20
Store Brands - May 2018 - 21
Store Brands - May 2018 - 22
Store Brands - May 2018 - 23
Store Brands - May 2018 - 24
Store Brands - May 2018 - 25
Store Brands - May 2018 - 26
Store Brands - May 2018 - 27
Store Brands - May 2018 - 28
Store Brands - May 2018 - 29
Store Brands - May 2018 - 30
Store Brands - May 2018 - 31
Store Brands - May 2018 - 32
Store Brands - May 2018 - 33
Store Brands - May 2018 - 34
Store Brands - May 2018 - 35
Store Brands - May 2018 - 36
Store Brands - May 2018 - 37
Store Brands - May 2018 - 38
Store Brands - May 2018 - 39
Store Brands - May 2018 - 40
Store Brands - May 2018 - 41
Store Brands - May 2018 - 42
Store Brands - May 2018 - 43
Store Brands - May 2018 - 44
Store Brands - May 2018 - 45
Store Brands - May 2018 - 46
Store Brands - May 2018 - 47
Store Brands - May 2018 - 48
Store Brands - May 2018 - 49
Store Brands - May 2018 - 50
Store Brands - May 2018 - 51
Store Brands - May 2018 - 52
Store Brands - May 2018 - 53
Store Brands - May 2018 - 54
Store Brands - May 2018 - 55
Store Brands - May 2018 - 56
Store Brands - May 2018 - 57
Store Brands - May 2018 - 58
Store Brands - May 2018 - 59
Store Brands - May 2018 - 60
Store Brands - May 2018 - 61
Store Brands - May 2018 - 62
Store Brands - May 2018 - 63
Store Brands - May 2018 - 64
Store Brands - May 2018 - 65
Store Brands - May 2018 - 66
Store Brands - May 2018 - 67
Store Brands - May 2018 - 68
Store Brands - May 2018 - 69
Store Brands - May 2018 - 70
Store Brands - May 2018 - 71
Store Brands - May 2018 - 72
Store Brands - May 2018 - 73
Store Brands - May 2018 - 74
Store Brands - May 2018 - Cover3
Store Brands - May 2018 - Cover4
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201902
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201901
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201812
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201811
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201810
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201809
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201808
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201807
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201806
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_bestpractice
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201805
https://www.nxtbookmedia.com