Baking & Snack - April 2022 - 38

BREAKFAST TRENDS
WHAT'S FOR BREAKFAST?
PRODUCT
PERIMETER BAGELS/BIALYS
PERIMETER CROISSANTS
PERIMETER ENGLISH MUFFINS
CENTER STORE BAGELS/BIALYS
CENTER STORE CROISSANTS
CENTER STORE ENGLISH MUFFINS
TOASTER PASTRIES/TARTS
FROZEN BREAKFAST FOOD
$248.4
$512.2
$2.2
$1,261.8
$204.5
$787.6
$986.4
$4,743.3
DOLLAR SALES
(IN MILLIONS)
% CHANGE VS.
YEAR AGO
11.7%
19.9%
1.6%
4.3%
20.7%
-3.1%
-2.2%
9.9%
UNIT SALES
(IN MILLIONS)
164.3
134
0.6
369.3
85.3
276.6
359.1
1,213
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)
CHANGE VS.
YEAR AGO
15.8%
21.2%
2.5%
0.5%
17.7%
-7.8%
-6.5%
4.2%
But it's hard to do that when it feels like everyone is talking
about health. "
Ms. Lyons Wyatt said she found six flavors that are
growing in popularity, including fruit and fruit blends,
chocolate and chocolate combinations, vanilla, caramel,
marshmallow and peanut butter. She said fruit and fruit
blends were especially popular in 2020 and 2021.
" What we're starting to see in '22 is back to hot and
spicy, so the hotter the better, " she said. " I believe that
will be one of the trends we see in breakfast in '22. "
Recent breakfast
innovations include
snacks that provide
a caffeine boost.
Hostess Brands
Inflation stifles impulse sales
Bakers are battling rising costs, supply chain shortages
and employment challenges, while consumers are facing
their own challenges with rising prices.
" Eight in 10 consumers noticed food and beverage
price increases over
the past year with a vast
majority changing their
behavior as a result, " Ms.
Lyons Wyatt said. " It is
the younger generation
that isn't into their earning
power years
that number jumped to one in three for younger millennials
and Generation Z.
Supply chain disruption wreaks havoc on everything
from ingredients to packaging and options of variety
in flavor and package size, said Whitney Atkins, global
marketing vice president and director at International
Dairy Deli Bakery Association. She suggested that instore
bakeries focus on serving customers who will
be celebrating with friends and family for a variety of
spring celebrations.
" Rebounding from the last two years are special occasions,
family gatherings and celebrations, " Ms. Atkins
said. " Spring events and holidays will lead us right into
graduation season, which is likely to see phenomenal
growth as group sizes grow. "
Ms. Lyons Wyatt said package size is another opportunity
for growth for those selling breakfast items,
which account for 20% of grocery spending. Versatility
in package sizes means convenience for consumers.
" The reason you're starting to see this wheel of growth
that is
suffering the most and
say that they're changing
their ways a bit more
than others. "
For instance, while
33% of consumers overall
said they are reducing
impulse purchasing, that number was 45% for older millennials,
she said. And while one in five consumers said
they are changing where they shop to get better prices,
38 Baking & Snack April 2022 / www.bakingbusiness.com
across sizes is some consumers can only afford that
smaller pack size to get their favorite brands or favorite
products, " she said. " They might not be able to afford the
larger size. While on the other hand, some households
have found a way to afford some of those larger sizes
because they know it's going to last them a bit longer,
it's going to please many in the household, and it drives
portion control and some other things you can do with
multi-packs and/or large sizes. "
Consumers are looking for a little bit of everything,
from healthy options to indulgent snacks, at their breakfast
table. Brands that can deliver on one or both and
successfully communicate messages about their products
will find a following.
*

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Baking & Snack - April 2022

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