Baking&Snack - April 2012 - 46

PREMIUM BREAD

Total fresh bread Bimbo Bakeries Hostess Brands, Inc. Flowers Foods Bakeries Group Sara Lee Bakery Pepperidge Farm La Brea Lewis Bakeries United States Bakeries (Franz) Aunt Millie's Bakeries Private label Current 52 weeks ended Jan. 22, 2012
SymphonyIRI Group

Dollar sales $ % Change million from year ago 6,259.7 -0.4 1,202.3 -0.4 628.7 2.5 625.2 2.2 556.4 -4.4 346.6 -0.4 106.5 8.6 78.1 5.4 70.0 2.6 68.7 7.0 1,731.7 1.1

Top 10 fresh bread vendors
Units in millions 2,786.1 411.9 241.4 251.3 209.9 98.4 33.0 39.6 25.3 34.1 1,125.2

Unit sales % Change from year ago -7.4 -7.4 -3.6 -2.9 -13.5 -3.9 2.8 3.4 -3.5 -2.2 -3.3

Because consumers and wholesale customers alike demand more whole grains from premium bread bakers, good market opportunities exist for breads made with whole grain inclusions as well as those containing 100% whole wheat.
Tom Cat Bakery

their need for peace of mind about their food is growing stronger. As a result, quality is gaining on price as a deciding factor in bread purchasing decisions. Quality is implied in the category name, so sales growth seems in the bag for premium bread bakers as consumers get more confident in spending and more concerned about their food.

A premium on health
Whole wheat, whole grains and high fiber — health buzzwords — are what consumers say matter most to them when it comes

to buying bread. Between a wellpublicized obesity epidemic, the 2010 Dietary Guidelines for Americans and the various organizations promoting whole grains, it is no wonder that consumers have whole grains on the brain when perusing the bread aisle. According to the research firm Mintel, Chicago, IL, more than 60% of consumers surveyed in August 2011 said that whole wheat, whole grain or high fiber were important attributes when shopping for bread. All natural (no artificial preservatives, additives, colors or sweeten-

ers) was important to 49% of survey participants. No doubt health is on people’s mind, and premium bread bakers see this reflected in their market as well. “When I go to visit bakeries, I see a lot of different grains I hadn’t seen during the last 25 years: sprouted grains, spelt and many others that I hadn’t seen,” said James Rath, vicepresident/general manager at Tom Cat Bakery, Long Island City, NY. “Now every time I go to a store that may have a section for some healthier options, I see those things. I’m finding a lot more stores that normally wouldn’t have carried that healthier option, and even normal supermarkets have more wholegrain products.” Tom Cat Bakery’s customers want more whole grains. Mr. Rath said the company has responded by formulating about 75% of its new products with some whole grains — whether made mostly with whole grains or just as an inclusion. “All natural” is another buzzword directing product development by the premium bread industry. Although not legally regulated like the term “organic,” all natural is widely accepted to mean no artificial preservatives, additives, colors or sweeteners. According to Mintel’s 2011 consumer survey, nearly half of respondents said

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Baking&Snack - April 2012

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