NEWS
Changes
daily bread in our
Bread has seen a resurgence of interest in recent times with home-based consumers taking the opportunity to hone their bread-making skills. The market is changing, providing fresh opportunity for operators, with sourdough experiencing particular interest and demand. 2021 AND BEYOND Prove It: A Bread Focus, a new report from sector supplier, Délifrance, has revealed that while the popularity of white, brown and wholemeal loaves remains strong, other trends such as health, sustainability, indulgence and Covid-related hygiene concerns are now impacting the bread arena with implications for operators and retailers alike. Taste, quality, freshness and convenience are top of the agenda when it comes to purchasing bread, the researchers found. However, the report also reveals that the perception of bread is evolving as consumers increasingly search for functional foods both in terms of health and indulgence. To help retailers and operators benefit from these changes, the report provides some in-depth insight into what consumers want (such as inclusions and alternative flours), when they want it, and what will encourage them to buy. On the publishing of the report, Stéphanie Brillouet, marketing director
for Délifrance, said: “The UK bread market is currently worth £7.5bn (Gira 2021 data). As some 41% of consumers eat bread every day, or almost every day, there are plenty of opportunities to reach staple bread fans and new consumption occasions, particularly when we take into account that we expect to see increased indulgence and health-based snacking in the category. Indeed, our research reveals that healthier options could encourage 21% of consumers to eat more bread. “With the new hybrid working model set to continue, the report also includes invaluable advice and tips on how retailers and operators can maximise on this way of life, from highlighting ‘added value’ ingredients and sustainable packaging to making a limited menu more versatile through bread choices.” Other key findings included the observation that consumers eat the most bread at lunch (57%), followed by breakfast (29%) then dinner (24%). 13% of consumers will probably choose something different at the
52 September 2021 www.sandwichandfoodtogonews.co.uk
weekend when sourdough loaves, rye breads, Italian-style breads, breads with inclusions and baguettes are more likely to be eaten. 17% were found to be buying seeded loaves at least once a week. These consumers are more likely to be interested in ingredients than the average bread consumer and less concerned about price, indicating there is a link between health benefits and a willingness to spend, Délifrance found. 44% would like to see more breads with added ingredients such as nuts and seeds for health, cheese and olives for indulgence, they discovered. Despite the pandemic, some 70% of consumers surveyed said that their consumption of bakery hasn’t changed, the report found. Perhaps this isn’t entirely surprising, felt Délifrance, given that core white, brown and wholemeal loaves remain the most popular options, and most bread-eating households eat the same breads. Not only that, but baking also became a popular pastime for lockeddown consumers, they remind us.
