Store Brands - May 2018 - 66

CATEGORY INTELLIGENCE BREAD/DOUGH/CRUSTS

SOMETHING TO CHEW ON

DO offer
flavorful
breads
with hearty
textures
featuring
ancient grains,
flax and
chia seeds,
sprouted grains,
nuts, fruits and
vegetables.

66

Bread trends emanate from the bakeries, and the
bakeries keep raising the bar, reports global market
research firm Packaged Facts.
New products emphasize "more" - as in more
nutrition, more flavor and more indulgence,
according to the Rockville, Md.-based company's
March report, "U.S. Food Market Outlook, 2018."
Manufacturers are adding nutrition, flavor and
hearty textures to breads with ancient grains like
quinoa, amaranth, sorghum and buckwheat; flax and
chia seeds; sprouted grains; nuts; fruits and vegetables.
Whole grain offerings are becoming mainstream.
More sweet and indulgent breads are being
introduced. Artisan, gluten-free, organic, non-GMO
and clean-label, free-from artificial ingredient bread
offerings are still expanding. In addition, consumers
are showing an increasing preference for bakery breads
over packaged breads, Packaged Facts states.
Bakery products continue to be one of the highest
performing categories for ancient grain use, notes
Don Trouba, senior director of go-to-market for
specialty products at Denver-based Ardent Mills.
"Varied grains bring distinct flavors, textures
and colors to the category and bring new interest
to conventional loaves and sandwich breads,"
Trouba says. "Consumers also have a range of
dietary concerns and preferences when it comes to
healthful eating, and these demands are showing up
in the bread category. Nutrient density, satiety, high
protein and high fiber are big priorities right now."
Ardent Mills' portfolio includes gluten-free
grains, high-fiber grains, ancient and heirloom
grains and organic options.

Store Brands / May 2018 / www.storebrands.com

Don't
underestimate
indulgence in
the category
such as sweet
and indulgent
breads.

FIGHTING DECLINES

Retail sales of fresh bread reached
$16.2 billion in 2017, and Packaged
Facts projects sales of $17 billion by 2022. However,
between 2012 and 2017, volume sales of fresh bread
declined annually during the period by nearly 1
percent, the research firm reports.
Nearly all Americans eat bread, but they are
consuming less, and Packaged Facts predicts continued
volume decline. Consumption is thwarted by health
and diet concerns, changing eating patterns and ethnic
influences, the report concludes.
Fresher, less-processed bread products are driving
sales, particularly rolls, croissants, sweet breads and
buns (especially thin and flat buns), the report says.
Healthier, more nutritious products with clean
labels and all-natural ingredients are expected to drive
market gains; premium prices will help spur dollar
gains; and rolls and buns will continue to outpace the
total market, according to Packaged Facts.
To succeed in this increasingly competitive
market, Packaged Facts advises retailers to focus on
clean-label, better-for-you breads.
Among the options the report suggests:
* incorporate fruits, vegetables and even probiotic
cultures to deliver a healthier product more
packed with nutrition;
* diversify grain offerings;
* offer grain-free breads as an option for
consumers following a "Paleo" diet;
* procure raw materials from local producers;
* offer artisan-quality products;
* and merchandise bread products in the perimeter
of the store, around the in-house bakery, deli,
produce and meat departments so they can
benefit from the "health halo" consumers
associate with fresh foods.

BALANCING HEALTH AND COMFORT

Increasingly, better-informed consumers are going
beyond the basics of health and nutrition,
Trouba says. For example, consumers
are becoming more aware of fiber's
importance in terms of gut health,
satiety and sustained energy.
Scientific evidence and Food and
Drug Administration (FDA)-approved
health claims link diets rich in fibercontaining grain products to the reduction in


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Contents
Store Brands - May 2018 - Cover1
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Store Brands - May 2018 - Cover3
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https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201902
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201901
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201812
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201811
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201810
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201809
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201808
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201807
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201806
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_bestpractice
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201805
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