Baking & Snack - May 2024 - 38

IN EVERY WAY
W
Premium flavors, cleaner labels and greater
convenience boost the buns and rolls category.
by Lucas Cuni-Mertz
Whether they're the carrier for a juicy burger or the go-to side for
a meal, buns and rolls are essential to many of consumers' favorite
foods. And as inexpensive baked goods, they've enjoyed staying power
among those still seeking quality despite inflationary pressures.
" Consumers are looking to enjoy restaurant-like experiences at
home at a lower cost versus dining out, " said Melissa Altobelli, principal
of client insights, dairy and bakery vertical, Circana. " Hamburgers
and hot dogs are a lower budget meal that can feed a lot of people. "
In response to this demand, brands are introducing more buns
and rolls in premium flavors like brioche, pretzel and Hawaiian, as
well as other regionally inspired offerings that promote an enhanced
dining experience.
" As many industry segments look to uplevel their offerings and
capture more consumer spending, premium buns and rolls are effective
traffic drivers, " noted Yianny Caparos, president, Crown
Bakeries, Brentwood, Tenn.
Center store buns and rolls accounted for 80% of the $5.6 billion
category and outpaced many other bread segments, posting 7.6%
dollar growth and 1.1% unit decline, according to Circana data for
the 52 weeks ending Feb. 25. Perimeter buns and rolls performed
even better, jumping 10.8% in dollars and 1.1% in units.
In-store bakery buns were a particular strong point, noted Kelsey
Olsen, food and drink analyst, Mintel, with reported consumption
increasing 10% year-over-year.
" As consumers are looking for accessible and convenient solutions
that elevate mealtimes at home, the in-store bakery is clearly delivering
with premium fresh solutions, " she said.
Buns and rolls with cleaner labels and other better-for-you (BFY)
benefits, as well as those in smaller sizes and counts, are driving consumption
as well. Olsen said innovations like these are essential for
buns and rolls to build market penetration going forward.
" The sliced bread segment strongly outpaces rolls and buns in
consumers' associations with household staple status, so growing the
38 Baking & Snack May 2024 / www.bakingbusiness.com
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Baking & Snack - May 2024

Table of Contents for the Digital Edition of Baking & Snack - May 2024

Baking & Snack - May 2024 - Intro
Baking & Snack - May 2024 - 1
Baking & Snack - May 2024 - 2
Baking & Snack - May 2024 - 3
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