For years, consumers have been paying more attention to the ingredients in their products. Natural and organic foods are booming, and a far-reaching movement to formulate clean-label foods and beverages has swept the industry.
Consumers want to be familiar with the ingredients in the products they buy, and some even insist on being able to find the ingredients in their own pantry. A recent survey by The NPD Group confirms these trends by looking at what foods and ingredients consumers are keeping in their kitchen. The results: fresh foods are up, as is Greek yogurt and ancient grains.
“The fact that U.S. consumers are stocking items that are perceived fresher or healthier speaks to the bigger picture needs of consumers today,” says Darren Seifer, NPD food and beverage industry analyst. “Not that people are stopping the consumption of other items that historically have been on hand in kitchens, but what people are grabbing for more readily seems to be toward the fresh side with more healthful benefits.”
The Greek yogurt boom was recorded in this survey, with the household penetration of this dairy product jumping from 9% in 2009 to 29% in 2014. Even sweeter for consumers, many Greek yogurt varieties rely on honey to provide an exceptional taste and smooth mouthfeel.
Chobani offers a unique spin on Greek yogurt with its Flip line of products that feature a compartment for yogurt, and another for a mix-in, such as clover honey.
Quinoa also recorded impressive household penetration gains, jumping from 5% in 2011 to 13% in 2014. Bakers have taken note of the quinoa craze and started adding the ingredient to a variety of loaf and artisan breads.
New Haven, Conn.-based Chabaso Bakery produces an ancient grain demi ciabatta, featuring a mix of Old World grains and honey, quinoa flour and rolled oats. There are more than 16 grams of whole grains per serving in the product. In breads with multiple whole and ancient grains, honey helps smooth the flavor profile and retain moisture in the finished products.
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