Baking & Snack - November 2022 - 43

FORMULATION
Fortification & Enrichment
Consumers look for snacks and baked
goods fortified with vitamins and minerals
to assist with a variety of health needs.
by Michelle Smith
It's been a rough couple of years, and people are feeling
the pinch in many ways. The COVID-19 pandemic caused
myriad disruptions for everyone, and inflation has driven
up the cost of everything. After some serious indulging in
2020, many consumers are now prioritizing health and wellness.
They are looking for help to improve their mood and
boost energy, mental acuity and immunity, among others.
" There is increased interest in nutrient density, functional
benefits and food as medicine. Today's consumers really
want more bang for the calories, " DeeAnn Roullier, marketing
research insights specialist, Cargill, told an audience
at an IBIEducate session in September. " Superfoods have
shown double-digit growth in sales. Consumers are seeking
nutritional goodness, specifically in bakery. In the United
States, bakery products with a claim around vitamins and
minerals are up tremendously. "
Ms. Roullier cited a statistic that said US sales of bakery
foods in 2020-21 having a claim showing the presence of vitamins
and minerals were up 75% with unit sales up 28%,
according to NielsenIQ. And sales of bakery with fortification
claims were up 183% with unit sales up 22%.
As consumers seek more foods to fulfill their health
needs, bakeries have several ways to help.
What do consumers want?
Although consumers know the benefits they're seeking,
they don't always know what to look for on nutrition labels.
" Cognitive function as a driver has not been around
long enough for consumers to understand what elements
they need, " said Suzy Badaracco, president, Culinary
Tides Inc. " What they're really doing is relying on the
packaging. If it says it's good for focus or will keep you going
or lightens your mood, that's what they're relying on.
They're not educated enough to those specific elements,
www.bakingbusiness.com / November 2022 Baking & Snack 43
After living through
the COVID-19 pandemic,
consumers
are seeking health
and wellness
benefits from foods.
©Pixel-Shot - stock.adobe.com
http://www.bakingbusiness.com

Baking & Snack - November 2022

Table of Contents for the Digital Edition of Baking & Snack - November 2022

Baking & Snack - November 2022 - Intro
Baking & Snack - November 2022 - 1
Baking & Snack - November 2022 - 2
Baking & Snack - November 2022 - 3
Baking & Snack - November 2022 - 4
Baking & Snack - November 2022 - 5
Baking & Snack - November 2022 - 6
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