Supermarket Perimeter - January 2021 - 22

Bakery

21 trends for 2021
BY JENNIFER BARNETT FOX

Start 2021 off right with 21 on-trend attributes
of the evolving better-for-you bakery category:

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5

Open to interpretation

Audience

Making connections

Health focused

Unique to each consumer and
largely deﬁned by what's NOT
on the label, better-for-you
products can include elements
of gluten free, no preservatives,
no artiﬁcial sweeteners, nonGMO, organic, low-sugar or
low carb. Often containing the
nourishing aspects of protein,
ﬁber and whole grains, betterfor-you products are designed to
nourish the body, tread lightly on
the environment and align with
consumers' personal values.

The undeniable inﬂuence of
Millennial and Centennial/
Gen Z consumers continues
to boost the better-for-you
category. These demographic
powerhouses spend more
time thinking about their
food purchases, looking for
health claims, sustainability,
transparency and clean label
ingredients. They are more
willing to pay a higher price
for items that meet these
expectations, and their buying
habits inﬂuence their parents
and shape the eating habits of
their young children. " Millennials
and Gen Z are very focused on
what they eat, and they want
to make sure the food they
consume is good for them, " said
Eric Richard, industry relations
coordinator, IDDBA, Madison,
Wis. " These groups are also
experimental when it comes
to food. Better-for-you and
experimental eating are drivers
that can go hand-in-hand. "

Today's consumers want to
connect with the brands and
the companies they do business
with, including looking for
ingredients, products and brands
that tell a story. Companies must
be prepared to answer questions
regarding where a product
was grown, how it supports an
individual's health goals and
the sustainability of a product's
ingredients and packaging. The
Colorado Quinoa Project from
Denver-based Ardent Mills allows
consumers to connect the dots
between the farmers, customers
and the nutritional content of the
end product.

The pandemic continues to
heighten awareness of health
and wellness, prioritizing foods
made with quality ingredients.
The desire to ward off illness
and remain healthy is causing a
temporary shift away from the
convenience of mini-sizes and
portion control to the wellness
beneﬁts available with enhanced
ﬁber, vitamins and inclusions,
according to Corbion's research.
The Whole Foods trends report
predicts blurring lines between
the supplement and grocery
aisles with the incorporation
of superfoods to calm and
support immunity. The use of
food to cope with the stresses
created by the pandemic offers
manufacturers an opportunity
to create better-for-you items
promoting longevity, strength
and mental well-being,
according to JoAnn Rupp,
global market insights manager,
Corbion, Lenexa, Kan. " It's
important to differentiate what's
happening in the short-term
during the heat of the pandemic
and how long-term trends are
impacted, " said DeeAnn Roullier,

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Attributes
Characteristics of better-foryou are varied and subject to
consumer interpretation, trends
and, in 2020, a worldwide
pandemic. Popular traits include,
but are not limited to, elements
of simple, organic, plant-based,
sustainable, ethically sourced,
clean label, fortiﬁed with ﬁber
and superfoods, lower sugar and
no HFCS, low sodium and the
inclusion of heart healthy brans
and ancient and whole grains.
22 - JANUARY 2021

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ARDENT MILLS, BARRY CALLEBAUT, AYKUTKARAHAN - STOCK.ADOBE.COM

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Supermarket Perimeter - January 2021

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