Baking & Snack - April 2019 - 24

HEALTH & WELLNESS

sumers seeking fat-free, sugar-free, and less salt, carbohydrates and calories.
Version 2.0 focused on the quality of food, and this
increased the purchases of all-natural and organic foods.
But with the rise of version 3.0, consumers want details.
"This appears to reflect a growing desire among consumers to move past general claims of 'all natural' to
more specifically understand the kind of food their buying, and being free of added chemicals tops the list of
sought-after attributes," the authors stated.
Additionally, version 3.0 introduced clean label and
the tie between health and transparency, which includes
fair trade, local sourcing and non-GMO in addition to
antibiotic- and cage-free claims. "It used to be that consumer interest coalesced around a handful of on-trend
claims. Not anymore," the report noted. The authors described consumers as committed or casual supporters of
about a dozen health and wellness claims; this has increased by 20% from two years ago.
Why are consumers interested in the details? Because
health-and-wellness is increasingly less about weight
management and more about how a consumer feels.
"Consumers will say, 'I tried all these diets, and it's really
not so much about me losing weight and then eventually
putting weight back on, but it's about my energy levels,' "
Ms. Abbott explained. "It's about inflammation. It's
about digestion. It's also about food sensitivities."
While consumers are focused on specific ingredients,
diet-based snacks and baked goods provide a simpler
and faster way to buy what they want. Accurately labeling a product as being part of a diet gives consumers the
confidence to know a product is "good for them" without them having to pour over the details and figure it out
themselves. This can ultimately tell them whether they'll
feel good eating it, too. For example, The Hartman
Group discovered that consumers often use Whole30 -
a 30-day diet that highlights whole foods and eliminates
sugar, grains, legumes, soy and dairy - more to identify
food sensitivities as opposed to using it for weight loss.
This ingredient-based mindset also merges multiple diets within an individual's overall wellness plan.
"Consumers might start off the morning with protein
for a more paleo-oriented breakfast or a breakfast-like
snack. For lunch, they might want to do a holistic plantbased diet, so there's going to be more vegetables. And
then toward the evening it might be more Mediterranean
to fit the rest of the family's lifestyle," Ms. Abbott said.
Mintel's "2018 Global Food & Drink Trends: How
Did We Do?" reflected on consumers' actions and perceptions throughout the year. The firm found that they
prioritize self-care and are flexible with dieting by creating their own rules to manage their physical and emotional wellness.

24 Baking & Snack April 2019 / www.bakingandsnack.com

Are package callouts still effective?
Many consumers have read up on diets
and know what ingredients they want
to seek and avoid. This can make them
wary of the bold claims on packages -
especially when it comes to "all natural."
Only 15% of Americans trust this claim,
18% never trust it, and 67% sometimes
trust it, according to Nielsen's 2017 sustainability survey.
"This is something we've found this
last quarter that's really fascinating,"
said Melissa Abbott, vice-president,
retainer services, The Hartman Group.
"The consumer base is becoming more
suspicious of callouts. They see a callout
and think, 'They're trying to sell me
something.' "
With highlighted claims, consumers
are looking for more detailed information about the natural ingredient itself,
Ms. Abbott noted. Instead of plant-based
protein, they want to see whole plantbased protein. Instead of good fats, they
want to see good fats from grass-fed
butter or fats from avocado oil.
"[There's] a growing desire among
consumers to move past general claims
of "all natural" to more specifically
understand the kind of food they're buying," LEK Consulting management stated
in its report "Consumer Health Claims
3.0: The Next Generation of Mindful
Food Consumption." The study also said
callouts like antibiotic-free, no added
chemicals and cage-free should do well
on product packaging.
However, consumer skepticism
doesn't mean all callouts should be
changed. For example, highlighting a
specific diet using keto- or paleo-friendly
is beneficial to purchasers, especially
those who are on the prowl for products
that fall into a specific diet.
Consumers that aren't as familiar with
health and wellness need a little more
coaching. "There are consumers who
don't have the time for health research
but are on a journey to be better,"
Ms. Abbott explained. "They want to see
they're made with whole food ingredients but are really clean, too."


http://www.bakingandsnack.com

Baking & Snack - April 2019

Table of Contents for the Digital Edition of Baking & Snack - April 2019

Baking&Snack - April 2019
Contents
Contents
Editorial - Bread and butterflies
Newsfront - Grupo Bimbo, Kellogg, PepsiCo recognized for ethics
Walmart taking steps to drive grocery business
ADM, Cargill launch digital grain marketing venture
Global Bakeries expands in sweet goods category
News - RBS partners with Belgian snack systems supplier
Corbion to acquire Brazilian bakery ingredient company
In Memoriam
People/In Brief
Health & Wellness - HEALTH KICK
Are package callouts still effective?
Leclerc Foods - BAKING without compromise
Early adopting for better operations
Brand Loyalty - Digital DISCIPLES
Share it, and they will follow
Starches - DEMYSTIFYING THE MAGIC
Getting away from gluten
Fats & Oils - AN EXPANDED BOX
Collaborating to innovate
SANITATION STRATEGIES - REVISITING GOLDEN RULES
Cookie Processing - Cookie conundrums
Ovens - OPTIMIZED BAKING
Constructed for efficiency
Baking under pressure
Conveying - no STOPPING it now
Keeping the conveyor belt clean
Maximizing Efficiency - IN THE ZONE
Nothing fake about AI’s potential
Secondary Packaging - THINK INSIDE THE box
Industry Images - THE FUTURE IS NOW
Meeting Preview - FOUNTAIN OF KNOWLEDGE
Events
Featured Innovation Center
Ingredients & Formulating
Equipment & Packaging
Patents
New on the Shelf
MARKETPLACE
AD INDEX
Baking & Snack - April 2019 - Baking&Snack - April 2019
Baking & Snack - April 2019 - Baking&Snack - April 2019
Baking & Snack - April 2019 - 2
Baking & Snack - April 2019 - 3
Baking & Snack - April 2019 - 4
Baking & Snack - April 2019 - 5
Baking & Snack - April 2019 - 6
Baking & Snack - April 2019 - 7
Baking & Snack - April 2019 - 8
Baking & Snack - April 2019 - Contents
Baking & Snack - April 2019 - 10
Baking & Snack - April 2019 - Editorial - Bread and butterflies
Baking & Snack - April 2019 - 12
Baking & Snack - April 2019 - 13
Baking & Snack - April 2019 - 14
Baking & Snack - April 2019 - 15
Baking & Snack - April 2019 - Global Bakeries expands in sweet goods category
Baking & Snack - April 2019 - 17
Baking & Snack - April 2019 - In Memoriam
Baking & Snack - April 2019 - 19
Baking & Snack - April 2019 - People/In Brief
Baking & Snack - April 2019 - 21
Baking & Snack - April 2019 - 22
Baking & Snack - April 2019 - Health & Wellness - HEALTH KICK
Baking & Snack - April 2019 - Are package callouts still effective?
Baking & Snack - April 2019 - 25
Baking & Snack - April 2019 - 26
Baking & Snack - April 2019 - 27
Baking & Snack - April 2019 - 28
Baking & Snack - April 2019 - 29
Baking & Snack - April 2019 - 30
Baking & Snack - April 2019 - Leclerc Foods - BAKING without compromise
Baking & Snack - April 2019 - 32
Baking & Snack - April 2019 - 33
Baking & Snack - April 2019 - 34
Baking & Snack - April 2019 - 35
Baking & Snack - April 2019 - Early adopting for better operations
Baking & Snack - April 2019 - 37
Baking & Snack - April 2019 - 38
Baking & Snack - April 2019 - 39
Baking & Snack - April 2019 - 40
Baking & Snack - April 2019 - 41
Baking & Snack - April 2019 - 42
Baking & Snack - April 2019 - 43
Baking & Snack - April 2019 - 44
Baking & Snack - April 2019 - Brand Loyalty - Digital DISCIPLES
Baking & Snack - April 2019 - Share it, and they will follow
Baking & Snack - April 2019 - 47
Baking & Snack - April 2019 - 48
Baking & Snack - April 2019 - 49
Baking & Snack - April 2019 - 50
Baking & Snack - April 2019 - 51
Baking & Snack - April 2019 - Starches - DEMYSTIFYING THE MAGIC
Baking & Snack - April 2019 - 53
Baking & Snack - April 2019 - 54
Baking & Snack - April 2019 - 55
Baking & Snack - April 2019 - Getting away from gluten
Baking & Snack - April 2019 - 57
Baking & Snack - April 2019 - 58
Baking & Snack - April 2019 - Fats & Oils - AN EXPANDED BOX
Baking & Snack - April 2019 - 60
Baking & Snack - April 2019 - 61
Baking & Snack - April 2019 - 62
Baking & Snack - April 2019 - 63
Baking & Snack - April 2019 - 64
Baking & Snack - April 2019 - 65
Baking & Snack - April 2019 - Collaborating to innovate
Baking & Snack - April 2019 - 67
Baking & Snack - April 2019 - 68
Baking & Snack - April 2019 - SANITATION STRATEGIES - REVISITING GOLDEN RULES
Baking & Snack - April 2019 - 70
Baking & Snack - April 2019 - Cookie Processing - Cookie conundrums
Baking & Snack - April 2019 - 72
Baking & Snack - April 2019 - 73
Baking & Snack - April 2019 - 74
Baking & Snack - April 2019 - 75
Baking & Snack - April 2019 - 76
Baking & Snack - April 2019 - 77
Baking & Snack - April 2019 - 78
Baking & Snack - April 2019 - Ovens - OPTIMIZED BAKING
Baking & Snack - April 2019 - Constructed for efficiency
Baking & Snack - April 2019 - 81
Baking & Snack - April 2019 - 82
Baking & Snack - April 2019 - 83
Baking & Snack - April 2019 - Baking under pressure
Baking & Snack - April 2019 - 85
Baking & Snack - April 2019 - 86
Baking & Snack - April 2019 - 87
Baking & Snack - April 2019 - 88
Baking & Snack - April 2019 - 89
Baking & Snack - April 2019 - 90
Baking & Snack - April 2019 - 91
Baking & Snack - April 2019 - 92
Baking & Snack - April 2019 - 93
Baking & Snack - April 2019 - 94
Baking & Snack - April 2019 - Conveying - no STOPPING it now
Baking & Snack - April 2019 - 96
Baking & Snack - April 2019 - 97
Baking & Snack - April 2019 - Keeping the conveyor belt clean
Baking & Snack - April 2019 - 99
Baking & Snack - April 2019 - 100
Baking & Snack - April 2019 - 101
Baking & Snack - April 2019 - 102
Baking & Snack - April 2019 - Maximizing Efficiency - IN THE ZONE
Baking & Snack - April 2019 - Nothing fake about AI’s potential
Baking & Snack - April 2019 - 105
Baking & Snack - April 2019 - 106
Baking & Snack - April 2019 - 107
Baking & Snack - April 2019 - 108
Baking & Snack - April 2019 - Secondary Packaging - THINK INSIDE THE box
Baking & Snack - April 2019 - 110
Baking & Snack - April 2019 - 111
Baking & Snack - April 2019 - 112
Baking & Snack - April 2019 - 113
Baking & Snack - April 2019 - 114
Baking & Snack - April 2019 - Industry Images - THE FUTURE IS NOW
Baking & Snack - April 2019 - 116
Baking & Snack - April 2019 - 117
Baking & Snack - April 2019 - 118
Baking & Snack - April 2019 - 119
Baking & Snack - April 2019 - 120
Baking & Snack - April 2019 - 121
Baking & Snack - April 2019 - 122
Baking & Snack - April 2019 - Meeting Preview - FOUNTAIN OF KNOWLEDGE
Baking & Snack - April 2019 - Events
Baking & Snack - April 2019 - 125
Baking & Snack - April 2019 - 126
Baking & Snack - April 2019 - 127
Baking & Snack - April 2019 - Featured Innovation Center
Baking & Snack - April 2019 - 129
Baking & Snack - April 2019 - Ingredients & Formulating
Baking & Snack - April 2019 - 131
Baking & Snack - April 2019 - 132
Baking & Snack - April 2019 - 133
Baking & Snack - April 2019 - Equipment & Packaging
Baking & Snack - April 2019 - 135
Baking & Snack - April 2019 - 136
Baking & Snack - April 2019 - 137
Baking & Snack - April 2019 - Patents
Baking & Snack - April 2019 - 139
Baking & Snack - April 2019 - 140
Baking & Snack - April 2019 - New on the Shelf
Baking & Snack - April 2019 - 142
Baking & Snack - April 2019 - MARKETPLACE
Baking & Snack - April 2019 - 144
Baking & Snack - April 2019 - 145
Baking & Snack - April 2019 - 146
Baking & Snack - April 2019 - 147
Baking & Snack - April 2019 - 148
Baking & Snack - April 2019 - 149
Baking & Snack - April 2019 - 150
Baking & Snack - April 2019 - 151
Baking & Snack - April 2019 - 152
Baking & Snack - April 2019 - AD INDEX
Baking & Snack - April 2019 - 154
Baking & Snack - April 2019 - 155
Baking & Snack - April 2019 - 156
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-october-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-september-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-august-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-july-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-june-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-may-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-april-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-march-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-february-2021
http://digitalbs.bakingbusiness.com/sosland/bs/2020_12_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_11_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_07_01
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http://digitalbs.bakingbusiness.com/sosland/bs/2020_04_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_03_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_02_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_12_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_11_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_07_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_05_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_04_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_03_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_02_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_12_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_11_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_07_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_05_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_04_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_03_01
https://www.nxtbook.com/sosland/bs/2018_02_01
https://www.nxtbook.com/sosland/bs/2017_12_01
https://www.nxtbook.com/sosland/bs/2017_11_01
https://www.nxtbook.com/sosland/bs/2017_10_01
https://www.nxtbook.com/sosland/bs/2017_09_01
https://www.nxtbook.com/sosland/bs/2017_08_01
https://www.nxtbook.com/sosland/bs/2017_07_01
https://www.nxtbook.com/sosland/bs/2017_06_01
https://www.nxtbook.com/sosland/bs/2017_05_01
https://www.nxtbook.com/sosland/bs/2017_04_01
https://www.nxtbook.com/sosland/bs/2017_03_01
https://www.nxtbook.com/sosland/bs/2017_02_01
https://www.nxtbook.com/sosland/bs/2016_12_01
https://www.nxtbook.com/sosland/bs/2016_11_01
https://www.nxtbook.com/sosland/bs/2016_10_01
https://www.nxtbook.com/sosland/bs/2016_09_01
https://www.nxtbook.com/sosland/bs/2016_08_01
https://www.nxtbook.com/sosland/bs/2016_07_01
https://www.nxtbook.com/sosland/bs/2016_06_01
https://www.nxtbook.com/sosland/bs/2016_05_01
https://www.nxtbook.com/sosland/bs/2016_04_01
https://www.nxtbook.com/sosland/bs/2016_03_01
https://www.nxtbook.com/sosland/bs/2016_02_01
https://www.nxtbook.com/sosland/bs/2015_12_01
https://www.nxtbook.com/sosland/bs/2015_11_01
https://www.nxtbook.com/sosland/bs/2015_10_01
https://www.nxtbook.com/sosland/bs/2015_09_01
https://www.nxtbook.com/sosland/bs/2015_08_01
https://www.nxtbook.com/sosland/bs/2015_07_01
https://www.nxtbook.com/sosland/bs/2015_06_01
https://www.nxtbook.com/sosland/bs/2015_05_02
https://www.nxtbook.com/sosland/bs/2015_04_01
https://www.nxtbook.com/sosland/bs/2015_03_01
https://www.nxtbook.com/sosland/bs/2015_02_01
https://www.nxtbook.com/sosland/bs/2014_12_01
https://www.nxtbook.com/sosland/bs/2014_11_01
https://www.nxtbook.com/sosland/bs/2014_10_01
https://www.nxtbook.com/sosland/bs/2014_09_01
https://www.nxtbook.com/sosland/bs/2014_08_01
https://www.nxtbook.com/sosland/bs/2014_07_01
https://www.nxtbook.com/sosland/bs/2014_06_01
https://www.nxtbook.com/sosland/bs/2014_05_01
https://www.nxtbook.com/sosland/bs/2014_04_01
https://www.nxtbook.com/sosland/bs/2014_03_01
https://www.nxtbook.com/sosland/bs/2014_02_01
https://www.nxtbook.com/sosland/bs/2013_12_01
https://www.nxtbook.com/sosland/bs/2013_11_01
https://www.nxtbook.com/sosland/bs/2013_10_01
https://www.nxtbook.com/sosland/bs/2013_09_01
https://www.nxtbook.com/sosland/bs/2013_08_01
https://www.nxtbook.com/sosland/bs/2013_07_01
https://www.nxtbook.com/sosland/bs/2013_06_01
https://www.nxtbook.com/sosland/bs/2013_05_01
https://www.nxtbook.com/sosland/bs/2013_04_01
https://www.nxtbook.com/sosland/bs/2013_03_01
https://www.nxtbook.com/sosland/bs/2013_02_01
https://www.nxtbook.com/sosland/bs/2012_12_01
https://www.nxtbook.com/sosland/bs/2012_11_01
https://www.nxtbook.com/sosland/bs/2012_10_01
https://www.nxtbook.com/sosland/bs/2012_09_01
https://www.nxtbook.com/sosland/bs/2012_08_01
https://www.nxtbook.com/sosland/bs/2012_07_01
https://www.nxtbook.com/sosland/bs/2012_06_01
https://www.nxtbook.com/sosland/bs/2012_05_01
https://www.nxtbook.com/sosland/bs/2012_04_01
https://www.nxtbook.com/sosland/bs/2012_03_01
https://www.nxtbook.com/sosland/bs/2012_02_01
https://www.nxtbook.com/sosland/bs/2011_12_01
https://www.nxtbook.com/sosland/bs/2011_11_01
https://www.nxtbook.com/sosland/bs/2011_10_01
https://www.nxtbook.com/sosland/bs/2011_09_01
https://www.nxtbook.com/sosland/bs/2011_08_01
https://www.nxtbook.com/sosland/bs/2011_07_01
https://www.nxtbook.com/sosland/bs/2011_06_01
https://www.nxtbook.com/sosland/bs/2011_05_01
https://www.nxtbook.com/sosland/bs/2011_04_01
https://www.nxtbook.com/sosland/bs/2011_03_01
https://www.nxtbook.com/sosland/bs/2011_02_01
https://www.nxtbook.com/sosland/bs/2010_12_01
https://www.nxtbook.com/sosland/bs/2010_11_01
https://www.nxtbook.com/sosland/bs/2010_10_01
https://www.nxtbook.com/sosland/bs/2010_09_01
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https://www.nxtbook.com/sosland/bs/2010_07_01
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https://www.nxtbook.com/sosland/bs/2009_12_01
https://www.nxtbook.com/sosland/bs/2009_11_01
https://www.nxtbook.com/sosland/bs/2009_10_01
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https://www.nxtbook.com/sosland/bs/2008_12_01
https://www.nxtbook.com/sosland/bs/2008_11_01
https://www.nxtbook.com/sosland/bs/2008_10_01
https://www.nxtbook.com/sosland/bs/2008_09_01
https://www.nxtbook.com/sosland/bs/2008_08_01
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https://www.nxtbook.com/sosland/bs/2007_12_01
https://www.nxtbook.com/sosland/bs/2007_11_01
https://www.nxtbook.com/sosland/bs/2007_10_01
https://www.nxtbook.com/sosland/bs/2007_09_01
https://www.nxtbook.com/sosland/bs/2007_08_01
https://www.nxtbook.com/sosland/bs/2007_07_01
https://www.nxtbook.com/sosland/bs/2007_06_01
https://www.nxtbook.com/sosland/bs/2007_05_01
https://www.nxtbook.com/sosland/bs/2007_04_01
https://www.nxtbook.com/sosland/bs/2007_02_01
https://www.nxtbook.com/sosland/bs/2006_12_01
https://www.nxtbook.com/sosland/bs/2006_11_01
https://www.nxtbook.com/sosland/bs/2006_10_01
https://www.nxtbook.com/sosland/bs/2006_09_01
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https://www.nxtbook.com/sosland/bs/2005_11_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_07_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_05_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_04_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_03_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_02_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_12_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_11_01
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