In the dough - August 2020 - 2

Consumer Insights Study:
CLEAN LABELS

In February, Lesaffre
embarked on consumer
insights research regarding
the perception of clean label
products among consumers.
The study conducted by C+R
Research found Millennials,
Gen X, Boomers and Gen Z
shop differently for bread.

Millennials are more likely
to spend time exploring
and making a bread-buying
decision based on what
looks good. Gen Z also
likes to look around before
buying, and Boomers are
more likely to make repeat
bread purchases.

The study also discovered
each generation differs in
their interpretation of clean
label and its importance.
The term is most widely
accepted by Millennials who
look for whole ingredients,
an absence of preservatives
and no added sugar. But not

all additives are considered
bad. 6 in 10 Millennials and
Gen X say they would be
interested in purchasing
calcium-fortified bread. For
more information about the
survey, contact Bill Hanes,
vice-president of marketing
and research, Lesaffre.

Clean Label Bread Purchase Interest
Gen Z

Millennial

(A)

Very interested

(B)

Somewhat interested

26% AD

37% D

50%BCD

5% B

5%

Not at all interested

3%

4%

Boomer
(D)

14%

32% D

24%

28%

Somewhat
uninterested

Lesaffre_0820.indd 2

(C)

30%AD

13%

Neither interested
nor uninterested

Gen X

25%

29%

4%

9% AB

49%ABC

5%

8% aB

7/29/2020 8:02:32 AM
In the dough - August 2020

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