Baking & Snack - November 2020 - 43

TRENDS
Bread

CAPTURE
the moment
by Nico Roesler
If you were to snap a picture of a bread aisle in November
and compare it to the same aisle in November 2019,
things might not look too different. Yes, shoppers would
be wearing masks, but the shelves wouldn't show much
change. Specialty bread would be occupying more space,
and new varieties of gourmet-style loaves would stand
out. What those still images wouldn't capture would be
the wild rollercoaster it's been for bread during the intervening months.
Tim Grzebinski, client insights principal for dairy
and bakery for IRI, said the strongest sales growth in
essential food categories in 2020 was in bread products
compared to other baked goods like cookies, crackers,
snacks or pies and cakes.
" Consumers are still stockpiling fresh bread and rolls
on the majority of their trips and are doing so much
more than before COVID, " Mr. Grzebinski said. " Expect
this trend to continue as we enter colder weather, holidays, election and the increase of COVID-19 cases. "
In March, when the coronavirus (COVID-19) pandemic hit the United States, dollars spent on grocery
store trips increased 7%, according to IRI, as people

A picture might say a thousand words,
but a deeper look reveals even more
about the evolving bread market.

stocked their pantries. Meanwhile, less frequent fill-in
trips declined 2%. Take an even larger snapshot of this
trend for bread purchasing, and the numbers jump
dramatically. In the 52-weeks ending Oct. 4. 2020,
pantry-stocking purchases of bread and rolls increased
32% compared to the same 52-week period in 2019.
Meanwhile, shorter " fill-in " trips to purchase bread
dropped 52%.
The spike in bread sales since March may be attributed to several factors. Mr. Grzebinski pointed out that
many families have been struggling to pay rent or mortgages and have resorted to cheaper and more familiar
food staples like traditional white pan bread. Also, children may be home all week for virtual learning, which
has meant round-the-clock cooking to keep them fed.
Bread's status as a staple for so many meals, from breakfast toast to lunch sandwiches to after-school snacks, has
put it center stage.
From white bread to better-for-you (BFY) specialty loaves, each segment has seen improved sales this
year. Mr. Grzebinski predicted gourmet and artisanstyle bread could thrive as the consumers who can af-

Sales on perimeter and
center-store shelves
have grown since
March as consumers
stock their pantries.
√ā¬©yurolaitsalbert - stock.adobe.com

www.bakingbusiness.com / November 2020 Baking & Snack 43


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Baking & Snack - November 2020

Table of Contents for the Digital Edition of Baking & Snack - November 2020

Baking & Snack - November 2020 - 1
Baking & Snack - November 2020 - 1
Baking & Snack - November 2020 - 2
Baking & Snack - November 2020 - 3
Baking & Snack - November 2020 - 4
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