Baking & Snack - August 2018 - 26


"The out-of-home,
to-go arena is an
important trend,
which has seen
a sharp increase
globally in the past
five years."
Michael Wippler,
German Bakers' Confederation

Artisan-style baked "There's also a desire to provide a consistent dining expegoods heighten the eating rience that consumers will enjoy with our bread."
experience and provide a
halo of wholesomeness. A few key takeaways
@Yuri_iluhin -

At iba 2018, which runs Sept. 15-20 in Munich, expect to see three primary trends on display, noted
Michael Wippler, president of the German Bakers'
Confederation, sponsor of the triennial event. "The
out-of-home, to-go arena is an important trend, which
has seen a sharp increase globally in the past five years,"
Mr. Wippler said. "Baked goods, snacks and coffee are
increasingly being consumed on the go and no longer
at home."
Additionally, he said, the world-wide health-andwellness movement is driving gluten-free, vegetarian and vegan baked goods not only throughout North
America and Europe but also in Africa, Middle Eastern
nations like Iran and throughout Asia.
The "Back to the Roots" theme - a return to regional
specialties - provides an opportunity for bakeries to
move away from being mere providers of bakery products to focus more on the enjoyment of baked goods, especially as a component of a sandwich or part of a meal.
"Baking is presented in a new way, and it is purposely
made to look stylish," Mr. Wippler observed. "Baking is
trendy, and this is true anywhere in the world."
For St. Pierre Bakery, Manchester, UK, the "takeaway"
movement provides a huge opportunity. "It's one of
those trends that has crossed over the Atlantic," said Tim
Boote, marketing director. "You're seeing more people
eat out and on the go - breakfast, lunch and the evening meal as well."
St. Pierre Bakery offers a broad line of packaged
European-inspired brioche, crepes, pastries and waffles
that can be slacked out by in-store bakeries to keep
shelves full throughout the day. Co-manufactured in

26 Baking & Snack August 2018 /

bakeries in France and Belgium, products such as its brioche come in different varieties to tailor them to takeaway meals and regional consumption patterns. "These
are not traditional brioche-shaped products," Mr. Boote
said. "We developed the hot dog and burger buns for the
UK market and sliders for the US."
St. Pierre Bakery also ventures into the Middle East,
where its snacks and baked goods are found in c-stores
and mom-and-pop shops. "In several Gulf States, people
are becoming wealthier, and they're looking for this food
to go," Mr. Boote said. "Nationally, their taste preferences tend to be very sweet, and that matches up well with
our products."
Throughout Latin America, challenging city structures in urbanized areas drive the need for hyper convenience. "Because people are stuck in traffic all of the
time, they're constantly looking for ways to save time,"
Ms. Gollo said. "One of the ways to save time is to replace meals with snacks."
In the US, she noted, the snacking trend has transformed Bimbo's Entenmann's sweet goods portfolio. In
1999, coffee cakes, Danish and other full-sized products
accounted for nearly 60% of its volume. In 2016, Ms.
Gollo said, that plummeted to 17% as handheld items
such as Little Bites blossomed to 83% of the brand's
The globalization of casual dining and quick-service
restaurants creates another growth target for higher
quality, on-the-go foods. "The whole premiumization
of the sandwich; that's going to be massive for us at St.
Pierre," Mr. Boote noted. "The chains have done all of
the advertising and hard work, and we recognize that.
We're bringing in products that are appropriate for them
and retailers in the US and elsewhere."
The takeaway trend has transformed the German
ethnic specialty, the pretzel, into a mainstream snack,

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