In the dough - Lesaffre November 2020 - 4
Frequency
of
ularly
Most often
Bread Purchased by Type of Bread (% Regularly)
Clean Label
Consumers
(A)
Whole wheat
(B)
50%
43%
Multi-grain
19%
37%
Sourdough
15%
6%
Baguette
15%
6%
Potato
Rye
Fortunately, these Clean
Label Consumers are
heavy bread buyers (49%
compared to 39% of NonInterested Consumers)
and also buy many types
of breads and baked
goods. Not surprisingly,
they tend to purchase
whole wheat and multigrain bread most often
compared to NonInterested Consumers
(Figure 4).
33%
51%
White
read nutrition labels and
ingredients carefully.
Non-Interested
Consumers
5%
12%
6%
10%
indicates bread type purchased most often
Figure 4
CLEAN LABEL BREAD
CONSUMERS: WHAT
DO THEY WANT
BREAD TO BE?
They are more likely to be
willing to eat with their
long-term health in mind
and try to eat more plantbased foods. Additionally,
when it comes to
grocery shopping, they
are more likely to pay
more for natural/organic
foods, take notice of
whether their foods
are locally sourced and
Consumers who are
most attentive to and
interested in clean
labeling define it as
products with no
preservatives, additives,
or artificial ingredients,
containing only simple,
recognizable ingredients,
and is healthy and
nutritious.
When thinking
specifically about what
ingredients are clean,
Clean Label Consumers
are more likely to say
fiber, calcium, and yeast
(27%). Conversely, they
are more likely to say high
fructose corn syrup (75%)
is not a clean ingredient
(Figure 5), while NonInterested Consumers say
they aren't sure if most
ingredients are clean or
not. This shows Clean
Label Consumers tend
to be more opinionated
when it comes to their
views on ingredients, and
this makes them more
discerning shoppers. This
can work both ways: give
them what they want, and
they could be very loyal
to your brands; but if your
product is made with
"Clean" Ingredient Beliefs
Not Clean Ingredient
Fiber
Might/Might Not Be
5%
Clean Ingredient
66%
Calcium
7%
Yeast
8%
58%
52%
Baking powder
13%
43%
Baking soda
12%
43%
Flour
11%
Butter
Cornstarch
41%
Enzymes
Sugar
27%
28%
Vegetable oil
Yeast extract
37%
23%
27%
31%
26%
20%
25%
22%
24%
36%
Margarine
Shortening
High Fructose Corn Syrup
13%
57%
11%
48%
74%
Figure 5
8%
In the dough - Lesaffre November 2020
Table of Contents for the Digital Edition of In the dough - Lesaffre November 2020
In the dough - Lesaffre November 2020 - 1
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In the dough - Lesaffre November 2020 - 4
In the dough - Lesaffre November 2020 - 5
In the dough - Lesaffre November 2020 - 6
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https://www.nxtbook.com/sosland/lesaffre/2019_11_01
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