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United States baked goods market driven by both health-orientated and indulgent products in 2013
Baked Goods in the US - a new market research report on 2014-04-10 16:09:02
Despite being marketed to wildly different consumers, health-oriented as well as indulgent products were key areas for stimulating growth in 2013. On the health-oriented side of baked goods, breads that feature whole grains, high fibre or other health-minded qualities continued to resonate with consumers who wished to lose weight or maintain a wholesome diet. In cakes and pastries, however, companies introduced more indulgent varieties to appeal to the tastes of younger consumers, who tend to enjoy intensity and decadence in their snacks and dessert products.

Artisanal is expected to witness a small increase in its value share in 2013, reaching 51%. Whilst this may seem strange, given the polar position on the price scale, it shows that the economic recovery has been uneven, as higher earners have regained their financial footing, and are returning to their former food shopping habits more quickly than lower earners.

Baked goods is expected to increase by 4% in constant value terms in the forecast period. A large factor in this will be the growing demand for gluten-free diets. Whilst gluten-free bread, cakes and pastries will help to mitigate some of the migration away from baked goods, the adoption of gluten-free diets will ultimately cut a significant proportion of baked goods out of consumers´ everyday meals. Retail volume sales are therefore expected to fall by 1% overall during the forecast period.

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