When it comes to food trends, consumer interest in better-for-you products continues to grow. The desire to improve their overall health and well-being is prompting many Americans to be more selective when it comes to the foods they buy and eat, including baked goods and snacks. Instead of automatically placing a familiar product into their shopping cart, consumers are now scrutinizing its label for unpronounceable ingredients, artificial flavors and colors, GMOs and high levels of sweeteners and sodium.

“When we look back at the past five to 10 years, it’s difficult to think of any other trend that has dominated the food and beverage industry more than the consumer shift toward health-and-wellness and better-for-you foods,” says Abby Ceule, director, market management breads, Corbion, Lenexa, KS. She notes that while many factors are driving this trend, the company has noticed that consumers seem particularly focused on clean label/label transparency, free-from and nutritional content.