Consumer Insights by Puratos
Friars Pride attended the Taste Tomorrow event, held by Puratos, who’s aim was to proved clear insights, innovation routes, business concepts and inspiration for future product development, all to help you boost your business.
Here’s a roundup of important insights for our Bakery customers:
Key Consumer Insights
1. Age of Abundance
47% UK consumers expect more diversity. This also applied to food innovations and the expectation of ‘food on the go’. There was also an expectation of globalised food (51%).
2. Lost in Translation
– 60% of consumers believe that fibre is healthy, however over 35% of 35% of consumers know bread contains fibre. This opens the door for untapped potential.
3. The 'Truth'
The ‘Truth’ – it was commonly found that consumers are constantly looking for the ‘truth’, to help them make the best decisions for their diet and lifestyle.
4. Gluten Free
There is a danger of alienating old customers by focusing too much on new ‘gluten free’ customers and products.
Consumers are more worried about throwing away left over bread for example and thus wasting food and money, as opposed where the breads ingredients were sourced, although this is still important.
Clear labelling made an impact with consumers, such as ‘No additives’ or ‘100% natural’. This influenced consumers’ intention to buy. Consumers may have seen sustainability logos, but may not know fully what they mean apart from that they are a good sign.
Consumers fear that compensating on one thing today will affect another thing in the future. Empowered customers are changing your product portfolio.
Consumers want transparency – is it healthy? Does it taste fresh? They also rely on ‘shortcuts’, as certification logos and mixed messaged from social media and celebrities are lost in translation. Businesses should show ‘short processing’, i.e. full transparency of ‘field to fork’.
9. Health/Taste Ratio
It is important to communicate both a high percentage of quality and taste.
10. Freshly Frozen
Frozen is on the rise, with 57% of consumers appreciating frozen products.
Consumers were asked how they evaluate freshness of products and it was found, in order: when it was baked, the smell, the crunch
Diverse, innovative and globalised food
Lost in translation and finding the facts
New consumer rules
From labelling, attitudes to frozen and health awareness
No compromise on health, taste or freshness
Consumers are interested in foods of both the past and future
Personal sustainability; wastage and money
Consumers prefer innovation and personalisation, but do not want disruptive innovation – they are still nostalgic about classic dishes and products, tradition and routine.
i.e. personalised bread
Capitalising on Classics
It was found 52% of consumers liked when tradition are shared.
i.e. full meal pastry, containing healthy ingredients
- The use of clear labels preferred
- Push the right ingredients, e.g. fruit filling, cocoa, fibre, eggs, wholegrain
- Time to fight false myths, e.g. palm oil, gluten, bread
i.e. cocoa as an energy boost (55%) with nutritional value (42%). Cocoa evokes a healthy, natural and functional properties.