White bread sales still account for over 55% of pre-packaged bread units sold. However, there is a growing interest in sourdoughs, seeded, rye, wraps, pittas, and other bread varieties. This shift in consumer preferences has put pressure on larger bakeries to keep up with the demand.
Not only are consumers gravitating towards different types of bread, but they are also exploring breads from various parts of the world and different cultures. Brioche, for example, has become a popular alternative to traditional bread, suitable for any occasion from barbecues to breakfast. St Pierre, a leading manufacturer, believes that bakery sales will continue to thrive by offering a mix of indulgence and impulse buys.
“Food is more than just a meal on your plate,” says Josh Corrigan, UK customer development director for the St Pierre brand.
Corrigan adds, “In the cost-of-living crisis, our desire for affordable treats is even more pronounced, and indulgence is another trend gaining traction as many embrace the little pick-me-ups that we all need from time to time. Hence, retailers’ bakery sales will continue to benefit from offering a mix of indulgence and impulse buys.”
However, it is crucial not to overlook the other bread types. Bread with seeds and grains makes up 18% of loaves sold, while brown/wholemeal accounts for nearly 14%. Alistair Gaunt, commercial director at Hovis, emphasizes the importance of health and wellness, along with great taste, in influencing shoppers’ bread choices.
Gaunt states, “Hovis Best of Both combines the great taste of white bread with wholemeal flour and delivers a source of fiber. It is also rich in calcium, and recent research shows that almost half of those surveyed agreed that Hovis Best of Both is something everyone in the family would eat.”
Tastes are evolving, leading to an increase in popularity for bread sub-sectors such as tortillas, bagels, and pastries. Consumers are becoming more adventurous in their search for different flavors while still desiring the consistency offered by traditional bread.
When it comes to wraps and naans, Mission observes that the plain (or Original) variant is the most popular among its products. Julie Stevens, head of marketing for the UK & Ireland at Mission Foods, notes that this flavor preference extends to the foodservice industry as well, indicating that consumers want to replicate their out-of-home experiences at home.
“Earlier this year, we capitalized on this trend by launching Mission Plain XL Wraps, a first in the UK retail market,” says Stevens. “These wraps offer 30 centimeters of deliciously soft and tasty wheat tortilla, making them perfect for flavor-packed burritos or other super-sized dishes. They are also vegan and suitable for home freezing.”
Expanding the range of healthier choices is crucial for retailers. Country Choice advises stocking a core range of in-store bakery lines, including croissants, pains aux chocolat, rolls, and various sizes of baguettes.
Phil Carratt, head of marketing and strategy at Country Choice, suggests, “By maintaining good availability of core lines, retailers can capitalize on the fact that consumers are now going out and about more.”
He further suggests, “When it comes to products that are ‘better for you,’ shoppers are looking for bread with alternative flours such as spelt, breads with added fiber, protein, and grains, and breads with less salt.”
Ensuring the freshness of bread in-store is a significant consideration for convenience store owners. Brioche Pasquier products stand out as they are baked without preservatives, thanks to the natural levain they contain, which provides a shelf life of 21 days.
Andy Smith, retail sales manager at Brioche Pasquier, explains, “In these times of rising prices, the longevity of our products is a really strong selling point. Shoppers can be confident that they are buying quality, preservative-free products that will last for up to three weeks. This cuts waste to a minimum, benefiting both their wallets and the environment – a cause that is close to consumers’ hearts.”
Product innovation continues to drive growth in the bread and bakery goods category. Retail value sales are projected to increase by 12% between 2022 and 2027, reaching £4.29 billion in 2027. Independent retailers should recognize the significance of this category and embrace ongoing innovation to stay competitive.
6 top tips from Hovis:
1. Never run out of best sellers, considering most loaves have a shelf life of over three days.
2. Display higher-priced and premium products at eye level to ensure customers notice them.
3. Offer a wide range of bread types, including household favorites, as well as seeded and wholemeal options.
4. Include more premium products to cater to customers seeking unique options or indulgent treats.
5. Inspire shoppers with curated bundles for breakfast or barbecues.
6. Focus on maintaining stock to minimize out-of-stocks, especially during key periods like bank holidays or hot weather (for rolls).
Source: Hovis
