Baking & Snack - August 2017 - 49

TRENDS
Dietary Considerations

Can consumers trust your brand

when it comes to their diet?

by Anna Wiber

While many Americans demand products with more
protein or less sugar, they may not understand why
they need it or how it affects their diet. According to
the International Food Information Council, consumers
lack the knowledge to determine what health benefits
are associated with specific foods, which may be fueled
by the abundance of conflicting nutrition information
available to them.
They can speak to their doctor or dietitian, visit a
website or defer to a friend when trying to solve a dietary issue. However, the prevalence of pseudoscience
has created a breakdown, where many are likely to consider one item more beneficial based on characteristics
other than nutrition, such as packaging, length of ingredient lists and freshness.
This can make it difficult for bakers developing nutritious products that respond to current diet trends. They
must thoughtfully create an item that is not only healthy
but also healthy in ways shoppers can understand. On
the other hand, this gives businesses a chance to reach
out to customers in new ways.
"While informed consumers are looking for transparent information, this provides baking and snack
manufacturers with an opportunity to publish policies
on product reformulation and the areas they are aiming
to target in innovation and R&D such as vitamin D, fi-

ber and whole grains, to avoid conflicting information
and be transparent about responsible indulgence," said
Sharon Bligh, director, health and wellness, Consumer
Goods Forum (CGF).
The impact food has on health and well-being is top
of mind for most Americans. In this setting, they have
demanded greater transparency, and those companies
responding in a timely manner have seen brand loyalty
- and profits - grow.
"There is a clear opportunity for baking and snack
manufacturers to build trust with their customers by
defining and clearly communicating their flagship initiatives as well as by communicating their achievements
in supporting consumers lead healthier lifestyles," Ms.
Bligh said. "Transparency of ingredients will help consumers make the right choices per their own personal
diets, and, therefore, the ease in accessing this information will help the industry build trust."
When the definition of healthy varies so widely,
brands that honestly articulate the features of their products are poised to win over the public. Creating a dialogue with consumers can help them understand how
bakery items can be used to improve their well-being or
should be enjoyed in smaller portions.
Snack bar manufacturer Kind, New York, used this
brand of transparency to connect with health-conscious

When determining if a
product is healthy, many
consumers look beyond
nutritional characteristics.
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