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
