Baking & Snack - May 2015 - 14

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the consumer pulse
bread trends
FLAVORS AND FORMATS
Stagnant growth in the commercial bread aisle provides the opportunity to reinvigorate the bread
category with new and interesting ﬂavors, as well as engage in more frequent promotional activity
of nontraditional breads such as tortillas and ﬂatbreads. Almost six in 10 American bread buyers are
interested in trying new types of bread, simply to experiment with new ﬂavors and formats. Further,
more than half say they enjoy bread products from other cultures and geographic locations. In both
cases, these inﬂuences are driven by the adventurous and fast-growing Millennial generation, now
75.3 million strong in the US. Keep in mind that Millennials are projected to outnumber Baby Boomers
for the ﬁrst time in 2015, according to Pew Research Center.
Despite relatively high household penetration, health and wellness considerations (along with the
ever- changing lifestyle habits of American consumers) are mostly to blame for slow growth in the
commercial bread aisle. Since 2010, the bread and bread product category plodded along from $22.4
billion to $24.7 billion in total US retail sales. Within four years, current forecasts peg the category at
$27 billion. What are key obstacles? Many buyers perceive bread to be too high in calories and carbohydrates to eat it too frequently. In addition, a number of alternative meal sides, as well as sandwich
carriers (think tortillas) have emerged to create more choices for consumers.
Despite these expectations of slow growth ahead, the beneﬁcial opportunity for bread brands is
to attract a greater number of repeat purchases by offering products that align more closely with
attributes that shoppers consider important: healthier choices, more convenient options, and lots
of variety in forms and ﬂavors. For example, the explosion in popularity of Mediterranean/Middle
Eastern cuisine is a major driver behind a boom in the ﬂatbread market. Sales of gourmet specialty breads that feature savory Mediterranean and Asian ﬂavors, additionally, are on the increase.
Sweeter ﬂavors can expand into the category, as well, in order to boost consumption as a breakfast
alternative or dessert option.
Looking ahead, more than half of American bread consumers agree that it is important to avoid some
types of breads because they are high in sodium, fat, and/or high-fructose corn syrup. So, health-related attributes in bread will continue to have high appeal. "High in ﬁber" and protein are attributes in
demand by a signiﬁcant portion of consumers, although the latter is an undeveloped proposition in
the marketplace. The potential for more fortiﬁed and functional breads is clearly on the rise.

CONSUMER TRENDS DRIVING BREAD PURCHASES
Bread usage is signiﬁcantly driven
by experimental attitudes followed
by value and nutrition

When making bread selections,
consumers are focusing on type of
ﬂour, form and health factors

SOURCE: CORBION CARAVAN PROPRIETARY BREAD STUDY, 2013

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Attributes associated with
better-for-you bread products

SOURCE: CORBION PROPRIETARY CONSUMER STUDY, 2014

http://www.esourcebaking.com

Baking & Snack - May 2015

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