bake Special Report - November 2022 - 34
KING ARTHUR BAKING COMPANY
Consumers
WANT TO KNOW YOUR STORY
BY JOHN UNREIN
" Consumers have found new
behaviors, " said Corbion's Jennifer
Halliburton, speaking at the IBIE
session " 2022 Consumer Trends
presented by Corbion. "
And it takes an average of 66
days for these behaviors to become
permanent, she noted. The rise of
online ordering - when bakery is
such a high impulse purchase - may
hurt if those bakery items are not
already in their basket.
" We have seen a lot of behaviors
change, and how people shop
varies, " Halliburton continued.
" What types of packaging we offer
matters, so the product arrives as
expected and the consumers have
a positive eating experience. "
There was a time, years ago, when
consumers relied more on brand
names and familiar categories.
Those days are slipping away.
" People are now shopping for
key words and shifting to new
claims - like 'made with real...' or
'made from...' The question is are
we messaging the way consumers
are searching based on these key
words, " she noted.
The biggest trend that the baking
- and food - industry is witnessing
now is the fact that consumers want
to know your story. " That's where
they want to put their money, "
Halliburton said.
Of note, 78% of Americans are still
making meals at home, according to
Corbion research, and quick shopping
trips - less than five items and
a total ring of $25 or less - are on
an upswing.
" People are cherry-picking and
deal shopping, " she noted. " How
are you going to make sure bakery
is top of mind? "
Add to that the inflation factor,
and you see that 28% to 41% of
34
People are now
shopping for
key words and
shifting to new
claims - like
'made with real...'
or 'made from...'
Jennifer Halliburton, Corbion
shoppers are buying lower cost
items. Club store formats are seeing
a slight upswing in traffic.
What is important to consider,
though, is that 43% of consumers
eat bread daily and another 44%
weekly, according to Corbion.
Add to that the important
trend that more than one in two
consumers want to be " more adventurous "
in their eating experience.
Artificial ingredient free remains
the No. 1 appeal that reaches the
broadest base of consumers.
Clean label remains front and
center as a key consumer demand.
" That's not going away, " Halliburton
said, " but they want experiences. "
Vegan, GMO free and high
source of protein are the top three
Bake Magazine Digital Special Report 4 | Volume 3 | bakemag.com
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bake Special Report - November 2022
Table of Contents for the Digital Edition of bake Special Report - November 2022
bake Special Report - November 2022 - Intro
bake Special Report - November 2022 - 1
bake Special Report - November 2022 - 2
bake Special Report - November 2022 - 3
bake Special Report - November 2022 - 4
bake Special Report - November 2022 - 5
bake Special Report - November 2022 - 6
bake Special Report - November 2022 - 7
bake Special Report - November 2022 - 8
bake Special Report - November 2022 - 9
bake Special Report - November 2022 - 10
bake Special Report - November 2022 - 11
bake Special Report - November 2022 - 12
bake Special Report - November 2022 - 13
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bake Special Report - November 2022 - 15
bake Special Report - November 2022 - 16
bake Special Report - November 2022 - 17
bake Special Report - November 2022 - 18
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bake Special Report - November 2022 - 35
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bake Special Report - November 2022 - 37
bake Special Report - November 2022 - 38
bake Special Report - November 2022 - 39
bake Special Report - November 2022 - 40
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