Milling & Baking News - December 11, 2012 - 24

k tloo Ou
Editorial

Election as poll measuring consumer views
ooking to the future of an industry like grainbased foods requires not just sound thinking but understanding where demand for consumer products is heading. It doesn’t take much memory to cite the way that surging popularity of single products like hamburger buns or English muffins and bagels or even non-white variety bread propelled sales gains to heights undreamed of in the current difficult business environment. In considering the most likely way to create similarly positive prospects, nothing ought to be more helpful than polling that

provides accurate insights into consumer attitudes. By acknowledging the huge importance of such information, it is not too far afield to wonder if the recent national election does not itself provide valuable perspectives about the future of grain-based foods. Before a charge of overreaching is levied against the very idea of using the election in this manner, the unique position of the industry’s products merits consideration. It is no exaggeration to contend that everyone who cast one of the nearly 120 million ballots for president probably would have had at least a bite of a grain-based food on the day of voting. Measuring what these millions of voters like and don’t like should help gauge the industry’s future. That is why it seems advisable to look at the wide range of attitudes of voters participating in this election, as reflected by who won and by what degree. Without voicing an opinion on the outcome and while admitting that no final determinations have
24 / December 11, 2012 Milling & Baking News

been made, the easiest approach is to look at the factors that apparently helped President Obama win reelection. It is generally agreed, as supported by exit polling, that the president won by securing a larger share of the vote by women and also by non-white minorities. While Governor Romney won the votes of 59 per cent of whites and 52 per cent of men, the president came away with 55 per cent of women, 93 per cent of African Americans and more than 70 per cent of Latinos and Asians. At the same time, the share of the electorate that is non-white rose to 28 per cent, which is more than twice the share two decades ago. Reading an expert who uses “stunning” to describe how Mr. Romney won the white vote by 20 points and still lost is as good a way as any to emphasize how American voters, who are consumers, have changed. For grain-based foods, these outcomes of where the voting power is heading may also be examined as pointing in the direction of where the market for bread and other foods may be moving. The rising power of women and of minorities are marketing influences that have received increasing heed over the years. But the power these factors gained from the election would indicate that more attention needs to be paid toward these sectors. Another election finding, that Mr. Obama captured 60 per cent of voters under 30 years of age, along with the reality of younger people being much less conservative, is a market force that may not be neglected. Regardless of the potency of demographic shifts or how sharp divisions appear, the new reality deserves the focus of grain-based foods. Just as important as the forces that may account for Mr. Obama’s victory in examining industry options are lessons from negatives Mr. Romney and his associates blame on Obama tactics, particularly in creating hate for Republicans. Negative campaigning, such as contending Mr. Romney cared only about the rich, echoes for grain-based foods in the assaults on wheat foods, on gluten and on bread itself. This aspect of the election should prompt grain-based foods to consider how aggressively it must push against negativity. If Mr. Romney lost because of this, imagine the longtime consequences of efforts seeking to create hatred for its products. Understanding that makes this election a lesson for grain-based foods that will definitely impact the future. MBN
— Morton Sosland
bakingbusiness.com / world-grain.com

http://www.bakingbusiness.com http://www.world-grain.com

Milling & Baking News - December 11, 2012

Table of Contents for the Digital Edition of Milling & Baking News - December 11, 2012