Supermarket Perimeter - May 2020 - 31

Tradition, functional flours,
whole grains drive growth
BY JENNIFER BARNETT FOX

The growing
variety of artisan
breads is making
the category
more popular
than ever.

BAKERY DE FRANCE

WHILE ARTISAN BREAD HAS ALWAYS ENJOYED A DEDICATED
AUDIENCE, its growing and diverse range of global flavors and ingredients
are attracting new followers. Consumers can choose from tried-and-true,
old-world formulas or new options with ancient and heirloom grains that
add a distinctive aroma, texture and flavor while boosting artisanal appeal.
Don Trouba, senior director of go-to market at Ardent Mills, cites a
growing interest in heirloom grains that naturally contain gluten such as
spelt, einkorn, white Sonora and rye. Easily incorporated into doughs, the
grains in cracked and flaked form can add visual and textural appeal. The
Denver-based company collaborates with bakers to develop complete
savory baking mixes with its broad portfolio including high-protein flours
like Kyrol and Hummer and ancient and heirloom grains.
"Breads with innovative ingredients have made their way into the
center aisles and along the store perimeter as well as becoming a main
feature on many menus," said Kathy Sargent, global innovation director,
Corbion, Lenexa, Kan. "Consumers are driven to this category in search
of more exciting eating experiences and international flavors."
A growing awareness of food, how it's produced and who produces it
points toward a new level of mindfulness around consumer purchases
and purchasing behaviors. Mintel predicts an increasing awareness of
conscious consumption as cited in its Global Food and Drink Trends
2030 report. Companies that support and mirror such values will in turn
receive support from like-minded consumers.
Family-owned Bakery de France, headquartered in Rockville, Md., is
one of many baking manufacturers seeing a shift toward authenticity
and transparency as consumers seek out real, simple ingredients and
total product disclosure. The company, which makes sandwich rolls,
loaves, dinner rolls and baguettes, partners with Eric Kayser, a French
baker, to develop authentic artisan product.
"Consumers are beginning to understand that bread is not the enemy
and are becoming more focused on the ingredients and processes,"
said Brittany Ryan, marketing manager, Bakery de France. "High-quality,
all-natural products are falling into a perceived 'health halo,' and artisan
bread is being viewed as 'better for you' bread."
This includes a growing belief that flour is natural and healthy. The
ongoing shift toward foods and ingredients possessing health benefits
and functional wellness is echoed in the growing global functional flour
market, according to the IDDBA 2020 What's In Store report. FactMR
estimated global sales of functional flour to grow at a CAGR of more
than 6.5% through 2025.
Curious which shoppers were buying the bread, Bakery de France
conducted a consumer survey. Results found the average frequent
fresh bread shopper is a 40-something-year-old female who values
food exploration and prioritizes quality over price. This shopper is 20%
more likely to regularly buy natural or organic products. Research from
Corbion found Gen X consumers rated artisan breads as "most fresh" as
compared with other available breads.
supermarketperimeter.com

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MAY 2020 - 31

5/5/2020 4:10:05 PM


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