Surprise: study shows we are buying fewer cakes, cookies and pies

The news of a study recently published in the Journal of the Academy of Nutrition and Dietetics may come as a surprise, particularly as many of us are devouring pastries in the days leading up to the holidays. Apparently, Americans are buying fewer pre-packaged baked goods, including cakes, cookies, pies and donuts.

In the midst of a flurry of baked goods around the holidays, there is good news: American consumers are not purchasing as many pre-packaged baked goods as they did in 2008.

The researchers at the University of North Carolina, note that ready-to-eat grain-based desserts (RTE GBDs) are a major contributor of energy, sugar and saturated fat to our diets, which likewise contributes to obesity.

According to the Centers for Disease Control and Prevention (CDC), there has been a major increase in obesity in the US during the past 20 years, contributing to heart disease, type 2 diabetes and cancer - some of the leading causes of preventable death.

Because pre-packaged baked goods are packed with obesity-causing empty calories, the researchers say they are a strategic target for lowering consumption of sugars and saturated fats in the American diet.

As such, the researchers wanted to examine the changes in the nutritional content of RTE GBDs, as well as shifts in consumer purchasing behaviors.

Nutritional content of baked goods has not changed

To do so, the team analyzed nutrition facts panel information from commercial databases in terms of RTE GBD products purchased by over 130,000 households, according to the Nielsen Homescan longitudinal dataset 2005-2012.

Fast facts about obesity in the US

• Nearly 35% and of adults and 17% of children and adolescents are obese
• In 2008, the estimated medical cost of obesity was $147 billion
• Medical costs for obese patients were $1,429 higher than those of normal weight that same year.

After assessing the information, the researchers found that, though there has been little nutritional change in the content of pre-packaged baked goods that we bought during that time, overall consumer purchases of such products decreased by 24%.

The results from this analysis show that the new RTE GBD products released in 2012 did not have lower energy, sugar or saturated fat densities than the products already existing on the market.

The research team notes that reformulating existing pre-packaged baked goods comes with many challenges, including duplicating taste, appearance and texture.

The researchers suggest that creating new labeling systems featured on the front of packaging could steer consumers toward buying products with lower energy, sugar and saturated fat - which could help improve dietary intake.

Still, this potentially positive shift could also backfire, according to the team: "A potential concern of shifting purchases of RTE GBDs toward products with lower energy, sugar or saturated fat content is that consumers could potentially purchase more RTE GBD products if they are perceived to be healthier."

Results suggest opportunities for food manufacturers and public health officials

The research team says one way of getting around this conundrum is through "stealth reformulations by which changes in the product composition are conducted unbeknownst to consumers."

But this brings another issue into play, as the American public is not typically fond of changes - whether chemically or nutritionally - made to the products they buy without their knowledge.

Still, the researchers say understanding the types of products purchased in the US is important in expanding knowledge on the effectiveness of efforts aiming to help consumers choose healthier dietary options. 


"The results from the product and purchase level analyses highlight an opportunity for both food manufacturers and public health officials to work together to develop strategies to shift consumer purchases toward products with lower energy, sugar and saturated fat densities in addition to decreasing overall purchases of RTE GBDs."

References:

1.  Monitoring changes in the nutritional content of ready-to-eat grain-based dessert products manufactured and purchased between 2005 and 2012, Kevin C. Mathias, et al., Journal of the Academy of Nutrition and Dietetics, http://dx.doi.org/10.1016/j.jand.2014.10.018, published 21 December 2014, abstract.
2.  Elsevier news release, accessed 22 December 2014.
3.  Additional source: CDC Overweight and obesity, accessed 22 December 2014.