inStore - July/August 2014 - 27

shopper demographics

"100 percent natural is more of an idea that consumers have, but it's better to 
avoid using 100 percent natural as a marketing message."
Laurie Demeritt, CEO of The Hartman Group

or third-party verified label for this term. Moreover, while a majority of 
people think that the "natural" label actually carries specific benefits, an 
even greater percentage of consumers think it should. 
Laurie Demeritt, CEO of The Hartman Group, offers details of the 
International Dairy-Deli-Bakery Association's new report, "Engaging the 
Evolving Shopper: Serving the New American Appetite," which reveals 
bakery, deli and cheese shoppers are more specific these days about 
what types of ingredients they want to avoid. "100% natural is more of 
an idea that consumers have," she explains, "but it's better to avoid using 
100% natural as a marketing message."
Rather, bakery, deli and cheese shoppers are striving to avoid specific 
attributes, and these are the messages to hone in on.
Top attributes that consumers seek:
In the bakery: 
* No high-fructose corn syrup (HFCS). 
* No artificial ingredients. 
* No artificial preservatives.
In the cheese shop:  
* No artificial ingredients. 
* No artificial preservatives. 
* All natural.
In the deli meat department: 
* No artificial ingredients. 
* No artificial preservatives. 
* Minimally processed.
New from Corbion Caravan, the Pristine line of branded bases, mixes 
and functional ingredients brings fresh ideas for developing baked 
solutions to meet consumer desires for clean products. Pristine helps 
reduce the number of ingredients needed to create even the most 
unique offerings, helping meet consumer preferences for simpler, 
natural products free of unwanted additives.
"We know from the International Food Information Council Foundation 
2014 Food & Health survey that 65% of consumers are reading the 
nutrition facts panel and 52% are reading the ingredients legend, and 

purchase decisions are being made based upon what is or is not in a 
product," says Deborah Hodgson, director of national accounts, Retail 
ISB & Food Service, for Corbion Caravan. "Consumers are looking for 
items that contain ingredients they can read and understand in addition to being good for them and great tasting. As a result, we are seeing 
the continued shift from white to whole wheat/grain breads along with 
more organic/natural breads and, of course, gluten-free. In addition, we 
are also seeing a segment of the population being interested in fresh 
from the oven breads, resulting in more par-baked or bake at home 
products. However, on the flip side, there is a convergence of health 
and wellness and foodie lifestyles where consumers are still looking 
for ways to treat themselves, so we are seeing the increase in breads 
containing olives, cheese, honey and fruits, for example."
Hodgson adds that there are a number of factors impacting consumer 
decisions today and they are not necessarily bakery specific. "Based 
upon the IFIC, 2014 Food & Health survey we know consumers are 
trying to limit their intake of sugars, trans fats, high fructose corn syrup, 
saturated fats and preservatives, to name a few. Recent activity in the 
bakery includes products offering better-for-you claims such as glutenfree, simple/minimally processed, all natural, no preservatives and 
artisan products."
Experimentation is key for instore bakeries 
to meet this growing demand. "From a 
Corbion proprietary consumer research 
of consumers will pay
study we know consumers want to 
more for fruits and vegetasee more new product activity in the 
bles produced by workers
bakery," Hodgson says. "Consumers 
under fair wage and
want the excitement of trying someworking conditions.
thing new and love to have the opportunity to taste a product before purchasing.  
Customers benefit by working with Corbion - 
from the trends shared by our consumer insights team regarding what 
consumers want -to how we identify solutions to help meet those 
demands." 

80%

The Consumer Reports survey also revealed that more than 8 out 
of 10 consumers believe that packaged foods carrying the "natural" 
label should come from food that contains ingredients grown without 
pesticides (86%), do not include artificial ingredients (87%), and do not 
contain genetically modified organisms (GMOs) (85%), reinforcing a 

instore  *  JUL + AUG 2014  *  27
inStore - July/August 2014

Table of Contents for the Digital Edition of inStore - July/August 2014
