State of the Industry

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Buns and rolls continue to emerge from ovens nationwide at a steady pace. While overall category growth has been minimal, several companies saw comparatively significant gains. And while traditional products maintain perennial allure, new interest comes from ingredients like whole grains and sweeteners.

The frozen breakfast category, anchored by waffles, pancakes and French toast, has produced its share of picks and pans over the past year, largely dominated by a handful of big-dollar items with little variation in sales.

The fresh bread category remains the most important segment in bakery today. It’s highly competitive, and the playing field continues to grow more crowded as more product dynamics like artisan and better-for-you come into consideration with increased frequency.

The bars category continues show good to strong levels of growth, with sufficiently diversified product offerings to appeal to nearly every type of shopper. Few product categories so seamlessly fit into today’s on-the-go lifestyle suited to on-demand snacking.

Tradition is the foundation that grounds much of the bakery industry’s continued success. We see this immutable fact across nearly every category, with leading companies selling billions of dollars of traditional baked goods that have long stood the test of time. These are core products beloved by millions of shoppers.