Baking & Snack - December 2009 - 40

TRENDS RECAP

Kraft Foods, Inc., Northfield, IL, and General Mills,
Minneapolis, MN, both
use WoM marketing. In
44% seek out and buy store brands
exchange for an e-mail
50% use shopping lists
address and other limited
personal information, con53% are cooking more from scratch
sumers are asked to pass
along comments about the
58% are buying fewer individual-serving packs
products they use from the
63% bring coupons to the store
company. Members are
not paid by the companies
66% are buying more food and beverages at grocery stores
to join the networks.
rather than buying food away from home
The baking industry
IDDBA
continues to use social
media as a tool to provide the education and consumer simplicity, control and nurturing. "Those companies that
awareness to keep the momentum of grain consump- give consumers precisely what they want or give them
tion moving forward. Organizations such as the Whole the freedom to customize their purchases will do well.
Grains Council (WGC), Wheat Foods Council (WFC) Companies that fail to do this will see consumers walk
and Grain Foods Foundation (GFF) use social media away," predicted Mintel, a Chicago, IL-based research
to provide quality messages about grains to consumers company. Mintel's trends analyst Lynn Dornblaser was
while also deflecting misinformation propagated by the quoted in an Oct. 27 USA Today article saying that
mass media.
companies that offer products with the fewest ingredi"The media is so cluttered with conflicting informa- ents will be more sought after than those with "organic"
tion about grains and diet in general that it's important or "natural" labels.
for consumers to use common sense when it comes to
their health," said Judi Adams, president, GFF.
CHANGE IT UP. Another consideration for manufacturDespite an increasing amount of information to sift ers is an ever-evolving customer base. The purchasing
through, many consumers embraced the mentality that power of the growing Hispanic population is estimated
knowledge is power. Knowing what you eat, what it's made to reach more than $1.2 trillion by 2012. Companies
from and where it's manufactured can impart a feeling of both large and small are recognizing consumers who
control over personal effect on the planet as well as on fa- view food as a symbol of love. "El amor entra por la
milial health and well-being. New England Natural Bakers, cocina - Love enters by the kitchen." Ruldolph Foods,
Greenfield, MA, linked natural ingredient nourishment Lima, OH, employs observation and focus groups from
with nurturing of the environment. The company donates its top Hispanic markets and input from employees to
10% of profits from its organic granola bars and granola to produce an authentic product that is regionally relevant
social and environmental sustainability products.
to its consumers. "With a forecast of a 20% population
Anthropologic research from the Hartman Group, growth, this is an important group to listen to," said Mark
Bellevue, WA, earlier this year found that consumers link Singleton, vice-president of sales and marketing, Rudolph
sustainability to terms such as simple living, authenticity, Foods. "This is a loyal and sophisticated consumer, and
if you just ask, they will tell you exactly what they want."
▼ These chewy granola bars pack health and convenience with additions of
But don't limit ethnic-influenced offerings solely to
antioxidants, fiber, omega 3s and whole grains.
NEW ENGLAND NATURALS
the Hispanic market. The Food Flavors and Ingredients

Consumer Trends

BAKING & SNACK / December 2009

Baking & Snack - December 2009

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