The Grain Foods Foundation’s (GFF) first study, revealed during its latest investor call, went a long way in analyzing consumer attitudes and motivations towards purchasing packaged bread. This category has long relied on its core product designation. With a 99% household penetration rate, it’s easy to see why, despite declining sales, the industry has confidence in the loyalty of households in need of peanut butter and jelly sandwiches, toast for breakfast, rolls, rolls, etc. daily diets. But GFF research shows that packaged bread’s commodity status may not last long in this world.
The study found that generations younger than baby boomers don’t view packaged bread as a staple, something that will always end up in their shopping cart and on their table. It’s true that larger households, which likely include children, rely on packaged bread for their sandwiches in lunch boxes, but millennials and Gen Z were less likely to describe packaged bread as a staple, traditional food. or classic, than their older counterparts. The same goes for Hispanic, Black and Asian consumers. As these younger, multicultural consumers gain purchasing power and baby boomers see theirs diminish, packaged bread will no longer be able to rely on its status as a commodity product to maintain its penetration into households, and even more less to increase its category.
However, all is not gloomy. These demographic groups aren’t completely turning their backs on packaged bread, but they are approaching these products very differently. These future power players see packaged bread as indulgent, special, irresistible, fun and innovative. It’s shareable, enjoyable for everyone, affordable and practical. These consumers are more interested in packaged bread that brings something to the party, whether it’s nutrition, taste or experience, and they’re willing to pay more.
I believe there will always be a place for a standard loaf of white or wheat bread. A valuable loaf of sliced bread is essential to meet the dietary needs of families, especially those in the low-income bracket. But there comes a time when settling for “commodity status” will no longer be enough. Bakery companies must pay attention to the eating habits of future generations and minority populations who will control purchasing over the next two decades.
What does it look like ? According to GFF’s research, it’s a focus on artisan bread, brioche and other indulgent bread varieties. Better-for-you options should focus on lower sugar and carbs, higher protein, and multigrains. Generation Z, in particular, is looking for products rich in protein, seeds, enriched with vitamins/minerals and gluten-free. Dairy- and egg-free formulations also appeal to Gen Z, who are more likely to be vegan, vegetarian, or allergic to these ingredients. Smaller packages and longer shelf life, whether through innovative formulation or packaging, will be essential. And baking companies should also promote ways to use their products with new uses, occasions and recipes.
