In the dough - Lesaffre November 2020 - 3

Purchase Interest of Bread with a "Clean Label"

subscribe to a lifestyle
and food philosophy
that correspond with
being mindful about the
ingredients in their food.
Certain ingredients
can be a detractor or
disincentive to buy.
Consumers don't want
ingredients they can't
pronounce and/or ones
with which they are
unfamiliar. The main
reasons consumers don't
want certain ingredients
in bread (for instance,
calcium propionate)
is lack of familiarity or
the belief that it is not
good for them or is
not completely natural
(Figure 1).

CONSUMER INTEREST
IN BUYING BREAD/
BAKED GOODS WITH A
CLEAN LABEL
In this section, we'll
discuss consumer interest
in clean labeling and

set the stage for who
we are referring to later
as the "Clean Label
Consumer" and "NonInterested Consumer." In
our research, about half
of consumers expressed
interest in buying bread/
baked goods with a clean
label (Figure 2).



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Very interested

21%

Somewhat interested

32%

Neither interested nor
uninterested

35%

Somewhat uninterested/
Not at all interested

12%

Figure 2

Additionally, consumers
(except for Baby
Boomers) are interested
in other baked goods
(such as crackers,
tortillas, pastries, etc.)
having a clean label. More
than half of consumers in
the Gen Z, Millennial and
Gen X generations are
interested in purchasing
baked goods with a
clean label (Figure 3).
It's important to note
that these younger
generations - compared
to Boomers - tend
to be more willing to
explore and try new
products. This provides

an opportunity to attract
new buyers to your
products, especially ones
that ﬁt with their holistic
wellness and nutrition
goals.

WHO IS THE CLEAN
LABEL BREAD
CONSUMER?
These consumers tend
to be young females,
more likely to be
Hispanic (than those
not interested in clean
labels) and more likely
to have children in their
households.

Purchase Interest of Baked Goods with a "Clean Label" (%Very/Somewhat Interested)

Gen Z

Millennial

(A)

Crackers
Tortillas
Muffins/pastries/cupcakes
Brownies/cookies
Cakes/pies
English muffins
Biscuits

Gen X

(B)

59% D
63% D

62% CD
58% D
61% D
56% D
60% D

Boomer

(C)

65% CD
69% CD

(D)

56% D

44%

55% D

40%

63% CD

53% D

40%

65% CD

54% D

39%

53% D

39%

53% D

41%

62% CD
56% D
61% CD

52% D

35%

Figure 3
3
In the dough - Lesaffre November 2020

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