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Wellness – health & nutrition
More Americans are seeking refuge from a fast-paced, frenetic lifestyle. The Hartman Group reports that between 2000 and 2005 the fastest growing focuses in the wellness movement are mental / emotional balance, physical fitness, maintaining a balanced diet, and weight control. Lighter breads and sandwich (wrap) components can play a nurturing role in the healthy eating and healthy living movement.
Flavor
Despite the demand for convenience and for weight-control aids and nutrition, American consumers continue to demand foods that do not compromise on flavor. Earlier generations of "good for you" food products that offered little more flavor than cardboard are no longer accepted in the market. Nutritionists have observed that the "taste" factor also plays an important role in dieting. A healthy but tasty meal can actually help you to reduce your craving for more food, and make you feel satisfied.
Convenience
American consumers are more and more pressed for time and products that are convenient to purchase, use, and consume continue to gain a foothold in the American lifestyle. Flatbreads as snacks and particularly flatbreads (for example, tortillas) as wrappers for sandwich-style meals are particularly convenient for anyone that needs a meal on the go, or to take to the office, or as a take-away from a restaurant.
Comfort and familiarity
Sandwiches are about as American as any other type of food, and many Americans consider bread to be "comfort food." Flatbreads enable consumers to experiment with new flavors and styles without losing the familiarity of the traditional sandwich. Also, flatbreads (especially those made from unrefined flour) are rich in fiber and offer a healthy bite.
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