Baking & Snack - March 2022 - 39

TRENDS
Tortillas & Flatbreads
Flatbreads flourish
Flatbreads' healthy growth in 2021 was driven by a
handful of brands that successfully introduced new uses
and styles of the bread to consumers.
Toronto-based FGF Brands' Stonefire brand drove
most of the category's growth, Ms. Altobelli said. The
bakery posted 40.4% growth for a total of $64.8 million
in sales in 2021, according to IRI. The brand offers
a popular line of naan breads, which come in original,
roasted garlic and whole grain, as well as mini naans and
naan dippers.
Naan is just one example of producers successfully
introducing flatbreads
from different culinary backgrounds
to meet consumer demand.
" We're seeing a lot of new global styles emerging and
gaining prominence with audiences that are less familiar
with them, " said Claire Lancaster, senior strategist, food
and drink, WGSN. " Manakish, which is a round flatbread
sort of like an Arab pizza, is seeing a lot of growth.
We're seeing northern Chinese flatbreads popping up,
Italian flatbreads, even some African styles. "
For example, Ridgefield, NJ-based Toufayan Bakeries
offers tandoori, an Indian-style flatbread. The bakery is
experimenting with adding Mediterranean flavors to its
flatbreads as well.
" Introducing Mediterranean flavors like zaatar with
your flatbread, I could see as a possible trend for 2022, "
said Karen Toufayan, vice president of marketing and
sales, Toufayan Bakeries. " So it's not just a plain tandoori,
but a zaatar-flavored tandoori. "
As the flatbread category expands, consumers will
be introduced to plenty of new styles and flavors from
around the world.
" There's a lot of different types of flatbreads that are
less familiar to the North American audience right now
that we think will grow in popularity in the next few
years, " Ms. Lancaster said.
buying products for parties or holidays. "
Dollar sales for both categories grew in the last quarter
while volume sales decreased, which Ms. Altobelli attributes
to inflation. She expects this trend to continue into
early 2022 before leveling out later in the year.
" Volume will probably continue to show decline due
to inflation, " Ms. Altobelli said. " Higher prices mean
people have to cut back, and increased consumer mobility
means people are eating out more. But as we go back
to restaurants and find other places to purchase these
products, there will be a softening in volume decreases,
too. We think by the end of 2022, tortillas and flatbreads
will have returned to normal, pre-2019 rates of volume. "
Expanding the healthy halo
Tortillas and flatbreads are perceived by many consumers
as healthier than traditional breads, despite the fact
they are often higher in calories, salt and fat when compared
side by side. At the same time, consumers are getting
savvier - examining their product labels to better
understand what they're eating and what's perceived as
healthy. Consumer demand for gluten-free, vegan and
low-carb tortillas and flatbreads has increased as a result.
In response, bakeries are introducing products that
meet these demands and maintain the category's healthy
halo. Toufayan Bakeries has seen great success with its
healthy offerings.
" Our gluten-free tortilla wrap is our No. 1 seller onwww.bakingbusiness.com
/ March 2022 Baking & Snack 39
http://www.bakingbusiness.com
Baking & Snack - March 2022

Table of Contents for the Digital Edition of Baking & Snack - March 2022
