bake - December 2016 - 17

"Brands that are better connected
with population segments that
are going to drive population
growth in the future stand the
best chance of finding success."
Todd Hale, principal of Todd Hale LLC

sector. Ask almost any bakery owner that offers

Understanding Clean Label Demand

savory items, in addition to sweet, and they'll tell you

Corbion Caravan has conducted research to better

that savory can outpace sweet bakery sales. One

understand consumer perceptions and expectations

reason why is that consumers, particularly younger

of clean label. "Bottom line, people are less focused

ones, are looking to the bakery as a place to enjoy

on ingredients and health when they're eating sweet

delicious foods to go, and snacking has replaced

goods," said Abby Ceule, director of market manage-

mealtime occasions.

ment for bread at Corbion Caravan, during a panel
presentation at IBIE. "When we are looking at sweet

At Dawn Foods, they are addressing what it calls the

goods, we shop with our eyes. People are less likely to

"Mealtime 2.0" trend with perfect-ﬁt product ideas

turn that package around and see what's in it."

like southwest corn muffins, pretzel croissants and
individual pizzas made with Dawn Croissant Squares.

Clean label means different things to different

According to Dawn, changing household dynamics,

consumers. "The deﬁnition isn't quite so tidy... is it

longer commute times and more hectic lifestyles all

about something that's healthier? Is it about speciﬁc

mean that the traditional image of a sit-down meal is

ingredients?" Ceule said. "From this survey, we found

evolving. Food is increasingly becoming fuel for our

out that some consumers are really zoned in on

busy lives.

ingredients, and some are looking for a healthier label
around reduced calories, reduced fat, and then there

Other examples of savory product ideas that were

are other consumers who don't care what's out there;

showcased at the recent International Baking Industry

they're just buying based on price."

Exposition (IBIE) included malted sorghum muffins
and gluten-free spicy cornbread from Bunge and

Both ingredient-focused and nutrition-focused

Cajun kolaches from ADM.

consumers are willing to pay more for products
with 12 or fewer ingredients, the research revealed.

Becky Loveland, vice president of business to busi-

However, Ceule noted, taste, convenience and other

ness marketing at Dawn Food Products, says that

factors remain critical to driving purchasing decisions.

Dawn is addressing other inﬂuential trends like gluten
free and clean label. At IBIE, Dawn offered a preview

Non-PHO Shortenings

of its clean label line with its Crème Cake Mix and

Under new rules from the Food and Drug

also showcased a new gluten-free cake donut. "These

Administration, bakers have until June 2018 to refor-

products offer the best of both worlds: extra healthy

mulate bakery products without partially hydroge-

and delivering on great taste," Loveland says.

nated oils (PHOs). That means 2017 will be a pivotal

bakemag.com | DEC 2016 > 17
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