You quite often hear people say that they’re cutting down on bread. However, industry figures somewhat bely the fact.
Bakery firm Délifrance currently estimates that the UK bread market is worth £7.8bn and that it will grow by at least £1bn by 2026. Now some of that growth will be due to inflation – according to ONS data, the average retail price of an 800g loaf of bread has risen by more than 30p in the past two years – but even so that’s still a lot of bread being sold.
Délifrance surveyed 1,000 consumers about their bread consumption and came up with some great insight into the category.
For example, breakfast and lunch are the biggest mealtimes for bread, primarily because toast and sandwiches offering consumers extremely convenient options.
However, in many cases, consumers choose between having bread either for breakfast or lunch. The survey found that 75% of people who never have bread at breakfast eat it regularly for lunch, while 69% of people who never have bread at lunch eat it regularly at breakfast.
Price and a tempting meal deal are cited as the main considerations for shoppers when buying a sandwich or bread product to eat out-of-home. Almost two-thirds (61%) say price or a deal is the biggest reason for making their choice, a major shift on 2019, when just 34% said price was the biggest reason. For shoppers buying bread to eat at-home, quality/ freshness was the key reason, at 68%, followed by price at 51% and convenience at 46%.
The Délifrance report says more people are eating sourdough bread regularly with 32% of the consumers the company surveyed eating it at home and 29% seeking sourdough carriers when eating out of home.
Stephanie Brillouet, marketing director at Délifrance, says: “Interest in sourdough continues to grow, and both retail and foodservice operators should stock products that can tap this demand while helping consumers understand the flavour qualities and potential health benefits of these breads.”
Phil Carratt, head of marketing and strategy at Country Choice, adds: “Demand for healthier and speciality breads, such as gluten-free options and sourdough, is on the rise. Sourdough is the fastest-growing segment within in-store bakery bread with consumers showing a willingness to pay a premium for high-quality, speciality products that offer a better overall eating experience.”
There is also a big demand for breads of the world – such as ciabatta, focaccia, panini and bagels. Délifrance reports that bread is eaten less regularly at dinner but says the availability of so-called world breads could tap into this opportunity.
When it comes to sandwiches, most people surveyed favoured a baguette as the carrier followed by a soft roll or bap, a crusty roll or sliced bloomer. However, Italian breads such as ciabatta, panini and focaccia combined to account for 33% of breads for sandwiches.
Roaring in
With demand for speciality breads on the rise, Country Choice has added a Tiger Bloomer to its range.
Tiger bread, named to reflect its stripy golden, cracked crust, has grown in popularity in recent years, becoming a popular option within the speciality bread section. Country Choice’s Tiger Bloomer owes its distinctive appearance to flour paste, which is brushed on before baking. During baking the flour paste dries and cracks to create a two-tone effect similar to a tiger’s markings. The flour paste also helps to give the crust a distinctive flavour.
Carratt says: “The new Tiger Bloomer will create a genuine point of difference on a retailer’s in-store bakery fixture, and for those who are preparing freshly made sandwiches it can also be used as a premium alternative to more traditional bread carriers.”
The new 400g Tiger Bloomer comes in cases of 14 and should be baked from frozen: simply take the required number from the outer case and bake for 9-10 minutes at 180°C. It has a one-day shelf life once baked.
Many forecourt stores have in-store bakeries and as such they are very familiar to shoppers; however, the smell of freshly baked bread and other baked goods should never be under-estimated as it can so easily tempt people to buy a bakery product.
Food waste is a worry for those retailers with in-store bakeries but Carratt says proper production and labour management are crucial – both to combat food waste and ensure product freshness.
“Planning should align with the store’s footfall and peak trading times, as this will ensure that products are readily available during these periods, rather than being in the oven which can lead to waste,” he explains.
He says to enhance efficiency and reduce labour costs, many retailers are turning to options like Country Choice’s Savour It bake-in-pack products. “These are very simple to bake and merchandise, reducing the need for skilled labour while still being premium quality.”
Branded bread
Interestingly, when it comes to comfort food, Delifrance found that a sandwich made from super soft white bread came top.
Purchasers of soft white branded bread will often choose Warburton’s over other brands, which is why it’s the UK’s number one bakery brand (Nielsen).
It retains its position through its quality products, lots of NPD and, of course, it’s advertising, which in recent years, has starred some of the Hollywood greats including Robert de Niro, Samual L Jackson and Sylvester Stallone. Featuring such stars means these ads are definitely a talking point.
Meanwhile, Warburtons latest campaign heroes its protein range with England Women’s Goalkeeper Mary Earps sharing how easy it is to hit your protein goals with Warburtons products, such as the Power Protein sliced loaf.
