Instore - November 2018 - 44

show coverage

iba highlights baked good preferences
shared by world's consumers
by Joanie Spencer

A

"The similarities and connections between the U.S. and international
markets are very strong," said Robb MacKie, president and chief
executive officer of the American Bakers Association.
To share data on U.S. clean label and health-and-wellness trends, and
to share thoughts on best practices based on those trends, MacKie sat
down with Mark Hotze, vice-president of North America for Corbion,
Inc., and Brian Dwyer, vice-president of manufacturing for the Kroger
Co., on the stage at iba's Speakers Corner.
"We are seeing health and wellness claims are the fastest-growing
areas for sales at the retail level in the U.S. market," MacKie said.
It is more important than ever for bakers to strike a balance between
the claims on better-for-you products and the indulgence that often
comes with baked foods, he said. The question remains: Is there room
for both?
"The indulgent category is still very important to our shoppers,"
Dwyer said. "Our stores are laid out so that when you walk into a
Kroger, you come through the in-store bakery first, and a lot of those
indulgent items are right there. It's like a gauntlet of sweet goods."

Robb MacKie of the American Bakers Asssociation and Brian Dwyer of
Kroger participated in a panel on clean-label at iba.
44 * NOVEMBER 2018 * instore

The difference, Dwyer said, is in the control consumers are exerting
over their choices, such as with portion sizes.
"In the past, our shoppers would pick up a 12- or 8-inch pie, but we're
seeing a move toward the 5-inch pies," he said.
While people's desire for indulgence remains, they want to feel better
about their choices.
From a formulating perspective, Corbion also does not believe that
health and wellness and indulgence are mutually exclusive.
"Consumers want food to taste good," Hotze said. "At the end of the
day, that's the discussion."
The key, he said, is partnering with bakers to develop better-foryou products that can still satisfy a sweet craving. Formulating for
portion size as well as freshness are challenges that may be overcome
through collaboration.

JOANIE SPENCER - SOSALND PUBLISHNG COMPANY

t the iba trade show in Munich, attendees learned that when
it comes to baking trends and consumer preferences, it truly
is a small world, after all. The desire for health and wellness
isn't driven by geography. Consumers all over the world have become
increasingly aware of what they're eating and where that food is
coming from.



Table of Contents for the Digital Edition of Instore - November 2018

https://www.nxtbook.com/sosland/isb/2018_12_01
http://digital.instoremag.net/sosland/isb/2018_11_01
http://digital.instoremag.net/sosland/isb/2018_10_01
http://digital.instoremag.net/sosland/isb/2018_09_01
http://digital.instoremag.net/sosland/isb/2018_08_01
http://digital.instoremag.net/sosland/isb/2018_07_01
http://digital.instoremag.net/sosland/isb/2018_06_01
http://digital.instoremag.net/sosland/isb/2018_05_01
http://digital.instoremag.net/sosland/isb/2018_04_01
http://digital.instoremag.net/sosland/isb/2018_03_01
https://www.nxtbook.com/sosland/isb/2018_02_01
https://www.nxtbook.com/sosland/isb/2018_01_01
https://www.nxtbook.com/sosland/isb/2017_12_01
https://www.nxtbook.com/sosland/isb/2017_11_01
https://www.nxtbook.com/sosland/isb/2017_10_01
https://www.nxtbook.com/sosland/isb/2017_09_01
https://www.nxtbook.com/sosland/isb/2017_08_01
https://www.nxtbook.com/sosland/isb/2017_07_01
https://www.nxtbook.com/sosland/isb/2017_06_01
https://www.nxtbook.com/sosland/isb/2017_05_01
https://www.nxtbook.com/sosland/isb/2017_04_01
https://www.nxtbook.com/sosland/isb/2017_03_01
https://www.nxtbook.com/sosland/isb/2017_02_01
https://www.nxtbook.com/sosland/isb/2017_01_01
https://www.nxtbook.com/sosland/isb/2016_12_01
https://www.nxtbook.com/sosland/isb/2016_11_01
https://www.nxtbook.com/sosland/isb/2016_10_01
https://www.nxtbook.com/sosland/isb/2016_09_01
https://www.nxtbook.com/sosland/isb/2016_08_01
https://www.nxtbook.com/sosland/isb/2016_07_01
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https://www.nxtbook.com/sosland/isb/2011_10_01
https://www.nxtbook.com/sosland/isb/2011_09_01
https://www.nxtbook.com/sosland/isb/2011_08_02
https://www.nxtbook.com/sosland/isb/2011_07_01
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https://www.nxtbook.com/sosland/isb/2005_04_01
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https://www.nxtbook.com/sosland/isb/2004_12_01
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