Bread is the most-important category in the baking industry, but also one of the most-challenging for building appreciable growth. For the 52 weeks ending November 4, 2018, the fresh bread and rolls category grew 0.13 percent in dollar sales to $13.4 billion, per IRI, Chicago.
At first glance, it might not seem that the bread aisle has changed all that much of late. Many of the same traditional products are performing as expected.
But look closer, and you'll see sliced bread products that look remarkably like their artisan cousins. Dig deeper, and clearly organic is starting to surface with more regularity.
When Sheldon Romer opened his small bakery in Boulder, CO in 1976, he sought to offer nutritious, preservative-free breads and other baked goods to a local audience yearning for authenticity, people who were seeking a deeper connection to their food.
Bread is the largest category in the baking industry, and as such, faces continual challenges related to incremental growth. While legacy brands continue to perform well, the fresh bread, bagel and English muffin categories remained largely flat to slightly down over the past year.
Several foodservice segments central to snack and bakery businesses continue to demonstrate strong levels of innovation. New chains focused on customization have emerged, while others continually shift and evolve to capture away-from-home food dollars from competitors.
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.