bake - October 2017 - 6

management

As bakery owners and managers, it's vital for you to keep

Consumers tend to study packages differently depending on

up with the current issues that matter most to your bakery's

the type of product. In the pretzels category, for example, 78

customers. While organic and non-GMO claims are becoming

percent of shoppers read the front of pack, and 91 percent read

more important to today's consumer, calories and fat content

the back of pack. For candy, comparatively, 79 percent read

remain the primary drivers of better-for-you snack purchases,

the front of pack, while only 26 percent read the back of pack.

according to market research ﬁrm Nailbiter.
Successful new products are noticed by 45 percent of category
Using patent-pending technology, Nailbiter captures and

shoppers, according to Nailbiter data, while 20 percent of

analyzes consumer purchase and usage decisions through

new products that don't succeed are noticed by about 20% of

in-store and at-home videos and surveys.

category shoppers.

"We observed hundreds of consumers shopping for healthy

"With 85 percent of new products failing after launch, it is

snacks, and they were primarily driven by 'on-pack claims' as

critical for marketers to ensure their on-pack claims resonate

they shopped across categories ranging from chips, yogurt

and drive greater consideration," Takalkar says.

to candy," says Amishi Takalkar, co-founder and head of
research and analytics. "On average, consumers noticed 35 to
40 different claims that could have inﬂuenced their decision

WHICH CLAIMS MATTER MOST

making. Their ﬁnal purchase decision, though, was based on

In examining which health claims are most likely
to drive purchase decisions for better-for-you
snacks, Nailbiter found that consumers consider the
following in order of importance:

just two claims."
In examining which health claims are most likely to drive
purchase decisions, Nailbiter found calorie content leads the

with 20.6 percent of consumer mentions.
Sugar content and gluten content rank next, with 8 percent and
7.9 percent, respectively, ahead of organic and GMO content at
4.8 percent and 4.5 percent.
Other top claims include ﬁber content (3.6 percent), whole
grain (3.5 percent) and no artiﬁcial colors, ﬂavors or preservatives (3.4 percent).
Packaging can "make or break" better-for-you products,
according to Nailbiter. Two-thirds of shoppers read claims on
the front of pack, while nearly half read claims on the back of
the package.

06 < OCT 2017 | bakemag.com

1

Calorie content
sugar

3
Gluten content
5
6GMO

2

CONTENT

CONTENT

ORGANIC
CONTENT

7

FIBER

CONTENT

8grain
whole

content content

attributes on carted products, followed closely by fat content

FAT

way with 20.7 percent of consumer mentions of better-for-you

©NATALIA KLENOVA PHOTOGRAPHY - STOCK.ADOBE.COM

Purchase DRIVERS
http://www.bakemag.com
bake - October 2017

Table of Contents for the Digital Edition of bake - October 2017
