Baking & Snack - November 2020 - 48

BREAD

CENTER vs. PERIMETER:
Center store

Perimeter

0.6% 4 - YEAR CAGR
1.2% DOLLAR SALES GROWTH
$186 MILLION INCREASE

2.6% 4 - YEAR CAGR
8.1% DOLLAR SALES GROWTH
$87 MILLION INCREASE

Total bread category, 4-Year CAGR, IRI

" The growth of click and collect (curbside pickup) will
continue to gain popularity as many consumers minimize
time in physical grocery stores, " Mr. Grzebinski said.

Seeds for success
Brioche sales are
spiking because of its
decadent texture and
premium appeal.
St. Pierre

From new keto-friendly breads to innovations in seed
inclusions and other high-protein ingredients, consumers are starting to put their money behind these specialty breads.
For example, bread bakers are beginning to pay more
attention to sugar content, Mr. Vierhile said. Innova
Market Insights show that sugar reduction claims
do not yet rank among the top 10 health claims
for bread products, but they are growing
quickly. Launches of new bread products
making a " no added sugar " claim grew
at a CAGR of 65.1% from 2016 to 2019.
Grupo Bimbo, Mexico City, for example,
has reduced the sugar level in three sliced bread
products while fortifying another 57 product varieties with added vitamins and fiber, according
to an IBIS World study.
One example in 2020 was the launch of
the Bimbo Bakeries USA, Horsham, Pa.,
Arnold's brand's Organic 22 Grains and
Seeds bread. Each loaf contains a blend of
flaxseed, chia and ancient grains.
" We heard consumers' demand for more
organic options in the bread aisle, and we
are thrilled to be able to offer these quality
products to our fans who value premium
ingredients and the nutritional content of
their bread, " said Marlene Sidhu, marketing director of Arnold, Brownberry and
Oroweat Bread.
Carbohydrates continue to be an issue for bread sales. That may be why
launches making a low, no or reduced
carbohydrate claim expanded at 54.2%
CAGR from 2016 to 2019, Innova
Market Insights reported. The keto

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

diet trend is also impacting innovation in bread and
bread products. Launches using the verbiage " keto " or
" ketogenic " were almost non-existent prior to 2017,
Mr. Vierhile said. In January, Franz Family Bakery,
Portland, Ore., launched Keto White bread. The
18-oz loaves have zero net carbs, no added sugar and
offer a high fiber claim. The bread is just 40 calories
per slice.
" Already, launches of these have doubled through
August 2020, compared to the full year count for 2019, "
he pointed out.
Grain-free bread varieties are also sprouting up and
gaining popularity. One example is New York-based
Soozy's Grain-Free Superseed bread that is sold in 11
oz packages. Soozy's bread is available in two varieties: Original Sandwich Bread and Superseed Bread.
Each slice has less than 8 grams of net carbs per serving and contains almond flour, coconut flour and
avocado oil.
" When thinking about creating grain-free bread
and bagels, it was important to us to ensure that the
taste and texture was just as delicious, if not more so,
than a traditional loaf of bread, " said Mason Sexton,
co-founder and chief executive officer of Soozy's
Grain-Free. " All too often, health-conscious consumers are forced to choose between taste, texture and
nutrition. It's so challenging to find a product that has
it all. We spent endless hours in the kitchen tweaking
and refining our recipes so that we could achieve the
light and fluffy texture we all know and love. We are
so pleased to have the opportunity to bring our vision
for this product line to life. "
However, the single most popular health claim
for bread products was " no additives/preservatives, "
Innova Market Insights discovered. This popularity,
Mr. Vierhile said, is an indication that the clean label
trend is alive and well for bread. Usage of this claim
grew at a 10% CAGR from 2016 to 2019.
" This is an indication that bread and bread product makers continue to make cleaner ingredient lists a
priority, " Mr. Vierhile said.


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Baking & Snack - November 2020

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