Baking & Snack - June 2024 - 8

editorial
Bread's staple status in jeopardy
T
The Grain Foods Foundation (GFF)'s inaugural consumer
insights research, revealed during its latest investor
call, went far in breaking down consumer attitudes
toward and motivations for purchasing packaged bread.
This category has long relied upon its designation as a
staple product. With 99% household penetration, it's easy
to understand why, despite declining sales, the industry
has felt confident in the loyalty of households that need
peanut butter and jelly sandwiches, breakfast toast, dinner
rolls, buns, etc., as a part of their daily diets. But GFF
research shows that packaged bread's staple status may
not be long for this world.
The study revealed that the generations younger than
baby boomers do not consider packaged bread to be a staple,
something that will always find its way into their shopping
carts and onto their dinner tables. It's true that larger
households that likely include children rely on packaged
bread for lunch box sandwiches, but millennials and
Generation Z were less likely to describe packaged
bread as a staple, traditional or classic than
their older counterparts. The same is true for
Hispanic, Black and Asian consumers. As these
younger and multicultural consumers gain purchasing
power and boomers see theirs diminish,
packaged bread will no longer be able to rely
on its staple status for maintaining household
penetration, much less growing the category.
It's not all doom and gloom, however. These
demographic groups aren't completely turning their
backs on packaged bread, but they do approach these
products much differently. These future power players
see packaged bread as indulgent, special, irresistible, fun
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EDITORIAL
Charlotte Atchley
Dan Malovany
Keith Moore
Michelle Smith
Lucas Cuni-Mertz
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Donna Berry
Allison Gibeson
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8 Baking & Snack June 2024 / www.bakingbusiness.com
and innovative. It's shareable, crowd-pleasing, affordable
and convenient. These consumers are more interested in
packaged bread that's bringing something to the party,
whether it's nutrition, taste or an experience, and they're
willing to pay for the premium.
I believe there will always be a place for a standard loaf
of white or wheat bread. A value loaf of sliced bread is
critical to meeting the dietary needs of families, especially
those in the low-income bracket. But there is coming a
time when simply coasting by on " staple status " won't
be enough. Baking companies must pay attention to the
eating habits of the upcoming generations and minority
populations who will control purchasing in the next
couple of decades.
What does this look like? According to GFF's research,
that's a focus on artisan, brioche and other indulgent varieties
of bread. Better-for-you options should focus on
lower sugar and carbohydrates, higher protein and multigrain.
Gen Z, in particular, is looking for high protein,
seeds, vitamin/mineral enriched and gluten-free products.
Dairy- and egg-free formulations are also of interest
to Gen Z, who are more likely to be vegan, vegetarian or
have an allergy to these ingredients. Smaller package sizes
and longer shelf life, whether through formulation or innovative
packaging, will be critical. And baking companies
should also promote ways to use their products with
new uses, occasions and recipes.
In order for packaged bread to thrive with future consumers,
baking companies are going to need to start
thinking outside the bread box.
- Charlotte Atchley, Editor
catchley@sosland.com
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Baking & Snack - June 2024

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