Baking & Snack - April 2022 - 36

BREAKFAST TRENDS
MORNING BAKERY ON THE RISE
PRODUCT
DOLLAR
SALES
CENTER STORE MORNING BAKERY
CENTER STORE DONUTS
CENTER STORE PASTRY/DANISH/COFFEE CAKES
CENTER STORE MUFFINS
PERIMETER MORNING BAKERY
PERIMETER DONUTS
PERIMETER PASTRY/DANISH/COFFEE CAKES
PERIMETER MUFFINS
(IN MILLIONS)
$3,915.6
$1,772.1
$1,160.5
$983
$3,662.3
$1,069.9
$1,585.7
$1,006.8
% CHANGE
VS. YEAR
AGO
8.1%
4.2%
6.7%
17.7%
14.8%
13.0%
14.7%
16.8%
IRI Market Advantage-Integrated Fresh; 52 weeks ending Jan. 23, 2022; Total US - Multi Outlet with C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers)
UNIT SALES
(IN MILLIONS)
1,557.1
696.2
537.3
323.6
1,366.8
599.1
476.7
291
CHANGE VS.
YEAR AGO
1.6%
-0.7%
-0.8%
11.3%
12.9%
16.5%
6.8%
16.6%
Ms. Dornblaser said that's likely because consumers are
reading the Nutrition Facts Panels before buying, which
reduces the need to call out high protein claims on the
front of the package.
" Protein is absolutely essential, " she said. " There's
a product that sums up a shift in breakfast, and that's
Kodiak cakes. They have those microwaveable cups
that you can do either high-protein oatmeal that has
added stuff, or high-protein cereal with added stuff or
high-protein muffins. And many of them are positioned
specifically for breakfast. ... Kodiak is all about protein
and fiber. To me that's one of those products that illustrates
one of the big shifts in breakfast foods in the last
five years. "
Consumers are also interested in reducing their sugar
intake. In fact, 72% say they are trying to reduce or avoid
sugar, Kris Sollid, RD, senior director, nutrition communications,
International Food Information Council
(IFIC), said at the recent International Sweetener
Colloquium. He said that IFIC's annual Food and Health
Survey showed that 45% rated eating less sugar as their
top goal in 2022.
" Sugar reduction is a big thing, " he added.
But reducing sugar
in sweet bakery items
is something that
manufacturers must
think about carefully,
Ms. Dornblaser said.
" The route to take
with sugar reduction
might be what we've
seen with some sodium
reduction, and
36 Baking & Snack April 2022 / www.bakingbusiness.com
that is some covert reduction, reducing but not pointing
it out in front of the pack, " she explained. " What we've
seen with sodium reduction is if you don't tell consumers,
they don't really notice. If you pull back a little, they
don't really notice. If you tell them you've done it, they
tell you it doesn't taste good anymore. "
It's OK to be indulgent
As everyone in the food industry knows, healthy or not,
food has to taste good or consumers simply will not bite.
And there's plenty of evidence showing that consumers
are seeking out indulgent treats. IRI data indicates
that center-store morning bakery items, which include
donuts, pastries and muffins, are up 8.1%, and perimeter
morning bakery treats jumped 14.8% over the 52 weeks
ending Jan. 23.
" Morning snacking is on fire and one of the drivers
behind our 8.5% increase in sales of our Hostess handheld
breakfast snacks over the past three years, " said
Tina Lambert, vice president of innovation and growth
at Hostess Brands, Lenexa, Kan. " Through consumer
Consumers are looking for healthy, portable options in the mornings.
Mondelez International

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Baking & Snack - April 2022

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