It’s not easy to identify where consumers are headed — especially in the face of so many near-term variables sparked by the pandemic.
That’s why global ingredient solution provider Puratos commissioned new research to reveal the latest U.S. and international directions for health and wellness, snacking, home baking, and other trends.
Puratos, an American Bakers Association research sponsor, presented the findings in an ABA webinar. Speakers from Puratos USA were Jaina Wald, Vice President of Marketing, and Margaret Schneider, Associate Manager, Market Intelligence and Consumer Insights.
The presentation included not only insights but also guidance for the industry about future strategies. One point focused on how to continue to engage consumers who have increasingly embraced home baking.
“These consumers may not have time to make high-quality sourdough bread in the future, but you can emphasize that they can come to the in-store bakery and buy something similar,” said Schneider.
The webinar was moderated by Christina Donnelly, ABA’s Director of Industry Relations and Strategic Initiatives.
Embracing Big Picture of Health
The presentation updated Puratos’ long-running global consumer research series by spotlighting the COVID-19 period. The U.S. segment of this research was conducted from July 7 to 21 of this year. It found that consumers have been increasingly prioritizing their health during the pandemic period.
“Consumers are now focused more on their overall health,” said Schneider. “It’s not just for a single magic bullet, it’s about making lifestyle changes like exercise and diet. Younger consumers are learning these lessons earlier than before.”
Consumer survey respondents said they believe adding grains, fiber and protein can increase the health of food products— while reducing sugar can make sweet goods healthier.
Understanding Snacking Patterns
The survey identified snacks as a meal occasion of growing priority.
Seventy-six percent of consumers indicate they will replace meals with snacks as much or more in the future than before COVID.
“Consumers have been moving to a more flexible eating schedule,” said Schneider. “Bread has remained relevant, but special occasion items like cakes decreased in importance as consumers have been favoring single portions — like cookies, cereal bars and cupcakes.”
The portion size trend ties into a convenience as well, said Wald. “There’s a tremendous opportunity for grab-and-go items that are a bit more portion-size friendly,” she said.
Prioritizing Hygiene Strategies
The pandemic has put the focus on safety and hygiene as never before.
The research found less than a third of consumers are comfortable purchasing unpackaged items, largely due to fears of contamination.
“Prepackaged items at supermarkets will be the most trusted,” said Schneider. “So the question for retailers is, how can I transfer my unpackaged products to packaged — and ensure the same freshly baked quality?”
Foodservice establishments, meanwhile, will experience continued reticence about indoor dining. They will need to reinforce trust with consumers, including through transparent hygiene practices, according to the presentation.
Digging into Demographics
It’s hard to fully understand consumer insights without examining demographics. Puratos relayed important points related to age and location demographics.
- Younger consumers in the U.S., especially those in the 20-to 34-year age range, have been heavily impacted by loss of income during the pandemic, which influences their buying behaviors.
- Online shopping may be here to stay for older consumers, who increasingly leveraged this channel during the pandemic.
- Many consumer preferences have differed by geography. For example, the research found a notable health focus in the Midwest, and less emphasis on health and more on indulgent foods in the South.
Strategies for Moving Forward
Insights from the Puratos research led to valuable guidance on how the industry can choose key strategies for the future.
“Try to put products into snackable formats and single serve,” Schneider said. “Focus on health, hygiene and safe/sealed packaging. And satisfy the home baking urge while helping to guide consumers back to some of their favorite products at foodservice and retail.”
