COVID-19 driving clean label bakery market

Clean label is a subjective phrase that remains more industry-centric versus a claim that can significantly influence consumer purchasing. Amid the COVID-19 crisis, there is a growing demand for products that consumers know, trust and believe are better for them and the environment. The key for the bakery industry is knowing which claims are important to consumers and communicating these in a clear, transparent manner.

Over the last decade, much attention has been given to the phrase “clean label.”

However, research conducted by FMCG Gurus during 2019 and 2020 shows only 38% of consumers have heard of clean label. In comparison, nearly three-quarters (72%) say it is important that products are 100% natural. The reality is clean label is not a new trend; instead, it is a continuation of consumers wanting products they deem to be natural, containing only real and authentic ingredients. In the wake of COVID-19, as 80% of consumers say they will make attempts to eat healthier, it is crucial that the bakery industry look to communicate clean label attributes in a simple and transparent manner.

In the last month, consumers were more likely to have increased, rather than reduced, the amount of bread (39% versus 27%) and cookies (35% versus 28%) they have purchased. This is a positive, as it shows consumers are continuing to purchase staple grocery items even while trying to save money on their grocery bills.

It’s critical to remember that in times of uncertainty, consumers tend to increase their scrutiny of claims made by brands, wanting reassurance that brands are not just looking to charge a premium price. This is especially true at a time when 52% of consumers say they are looking to reduce spending on food and drink, driven by fears of an ongoing recession. As such, if the bakery industry is to try and reduce price sensitivity by promoting clean label credentials, it needs to do so in a credible and transparent manner.

To read this article in full check out the Clean label innovation in the bakery aisle – digital magazine.

Will Cowling is the marketing manager at FMCG Gurus. This article is based on the firm’s New 2020 global reports including, Sports Nutrition vs Active Nutrition, Top Ten Trends for 2020, and Convenience and Simplicity. For more information please contact [email protected].