Consumers are looking for the right balance between counting calories and treating themselves. To be more in control of what they eat, they will opt for ingredients that are both tasty and healthy at the same time. We call these power ingredients.
The Taste Tomorrow survey shows that nowadays many consumers have grown unfamiliar with some of the most basic ingredients in bread, pastry, patisserie and chocolate. Additionally many of them lack of facts and information about the healthiness of these ingredients. It is a joint responsibility of the food industry to tell consumers what's in their food, and educate them about the health benefits of certain ingredients – for example by promoting products as healthy if that is the case, and explaining which features are good for them.
In the survey, people were asked to say whether they thought certain ingredients added to the taste and healthiness of a product. Among those that did both, the clear winners are wholegrain, fruit filling, and chocolate or cacao. An interesting opportunity strikes to point out which products contain them.
Cacao: nutritional and delicious
Cacao is a great example of an ingredient with huge taste and health appeal: it’s considered to be nutritional, energizing and a natural source of magnesium as well as being delicious.
Across the globe, when consumers buy bread, pastry, patisserie and/or chocolate, their decisions are driven by three key criteria: freshness, healthiness and taste. We call this the 'baked goods triangle'. Read more about this concept in the article with Hakim Zemni, Managing director Belgium of the research agency InSites Consulting.
The Taste Tomorrow survey also allowed us to collect the perception consumers have on around bread and pastry. Interested to learn more? Contact your local representative and schedule a meeting.