Supermarket Perimeter - November 2021 - 22

Bakery
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BY JENNIFER BARNETT FOX
BETTER FOR ME; BETTER FOR THE EARTH.
For years, this mantra has been a foundational element of the allnatural
and organic bread movement. With strong roots cultivated in
the 1960s and 1970s, organic and all-natural categories continue to
draw new consumers looking to experience health and well-being
through tasty food.
Today, organic and all-natural products are no longer associated
solely with health food stores. Ubiquitous, they're widely available in
both the center bakery aisle and the perimeter bakery. A February USDA
Economic Research Service (ERS) report found organic products are
now available in nearly 20,000 natural food stores and nearly three out
of four conventional grocery stores.
Data from USDA ERS shows that consumer demand for organically
produced goods continues to show double-digit growth. Organic
food grew by 12.8% in 2020 to about $57 billion, a faster rate than
conventional food, according to the Organic Trade Association (OTA),
Washington, D.C. Organic bread and grains account for 9% of category
sales with price premiums remaining high in many markets.
Mordor Intelligence predicts that the global bread market will register
a CAGR of 1.43% (2019-2024) with fortified, clean-label and organic
bread being the preferred bread categories across the world. The global
organic bread flour market was valued at $635.2 million in 2021 and is
growing at a CAGR of 6.15% (2021-2027).
Rise in health-conscious consumers
Continuing interest in all-natural and organic products, which require
production without genetic engineering, ionizing radiation or sewer
sludge, can in part be explained by more consumers possessing a
growing sophistication regarding the connection between food and
health and the impact of one's purchases on the earth.
Ardent Mills, Denver, regularly conducts research to understand key
drivers and identify new areas of opportunity for innovation. Coined
Drivers of Innovation, the consumer-induced research has led to a focus
on ingredients in the food as medicine and the well and good spaces.
" The food as medicine category showcases the true health potential
of organic grains and flours through solutions that may offer functional
benefits that can help contribute to gut health, higher fiber and protein
and immunity boosters, " said Matthew Schueller, director of marketing
insights and analytics, Ardent Mills.
As understanding of the organic market grows, manufacturers
are working closely with customers to identify the right approach to
educate consumers on what organic is - and isn't - and why it matters,
shared Lindsey Morgan, Ardent Mills' head of product marketing.
OTA found that ongoing interest in organic is boosted by younger
generations, the outspoken Millennials and Gen Z consumers who
use all-natural and organic purchases to promote ecological balance
and biodiversity. This includes the ongoing popularity of whole and
alternative grains and plant-based proteins that supply nutrition, protein
and fiber to diets. These consumers seek out products with a deeper
focus on quality and transparency and a demand for products with
natural ingredients and functional attributes, making bread the perfect
vehicle.
A study from the American Bakers Association (ABA) found that
78% of Millennials eat carbs and most of those consumers (70%) have
also purchased bread in the last week. Ninety-four percent of US
consumers say they purchased a bread or bakery item in the last six
Alternative ingredients
Those looking to further diversify an all-natural bread offering might want to consider
cricket powder. Rich in B vitamins, amino acids, calcium and a rich source of protein,
cricket powder is a sustainable food ingredient that uses less energy, feed, land and water
than livestock and other crops.
The Griopro, Athens, Ga., process microencapsulates the fats, oils and other nutrients
into tiny protein particles. The product is available in a powder or a more-coarse meal,
offering bakers a high-quality, complete protein source.
22 - NOVEMBER 2021
supermarketperimeter.com
GRIOPRO, BAKERY DE FRANCE

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Supermarket Perimeter - November 2021

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