Exclusive: Trendy Additions to Bread

Some of them are traditional. Others are modern. Either way, bread profits from the benefits brought on by additions. Many of them claim to bring nutrients, an improved nutritional profile, more vitamins, minerals or fibers or, on the contrary, fewer carbohydrates, less sugar, fewer grains.

The additions to bread can be sourced from many categories, such as:

  • Seeds (pumpkin, chia, flax, sunflower, sesame, poppy, etc.). For example, British producer Warburtons offers a whole range of seed breads, including assortments such as pulses and seeds batch, multi-grain & seeds, multi-seeded, etc. In the USA, Dave’s Killer Bread brand introduced its “good seed” organic bread, to cater to the same consumer demand.
  • Pulses (soy, chickpea, lentils, lupin, etc.). With its “Pulses and Seeds Batch” bread, Warbutons assured its place as a pioneer in the sector. Moreover, the UK’s largest bakery brand has joined forces with the Canadian International Grains Institute (CIGI) on a unique multi-year pulse research project to produce healthier baked products and ultimately increase the use of pulse flours by the food industry. Read more: Warburtons And CIGI Join Forces For A Pulse Research Project 
  • Vegetables (sweet beet, red pepper, carrot, pumpkin, tomato, basil, spinach, leek, broccoli, onion, etc). It might have looked unusual a few years ago, but now vegetable bread is on the trend. Enriched with vitamins, minerals and featuring a lower-carb content, Daily Kneads Bread is a solution for the consumers to eat more vegetables, serving a nutritional purpose. Read more: Vegetable Bread Nominated For Innovation Award 
  • Fruits (raisins, berries, etc.) Mostly targeting the breakfast occasion, bread with fruit additions brings together benefits from fruits and grains. Dave’s Killer Bread is again an innovator in this sector with its specialties “Cinnamon Raisin Remix” or “Boomin’ Berry”.
  • Insects. This assortment is still far from becoming popular among consumers, but a niche to be exploited. Finnish bakery and food service company Fazer launched in 2017 what it said was the world’s first insect-based bread to be offered to consumers in stores.

How the Market Looks Like

To find more about the most trendy additions to bread we asked David Hedin, consultant, Euromonitor International, what are the consumers’ preferences. 

  • What are the most popular additions to bread worldwide?

David Hedin (DH): “Traditionally, seeds, nuts and fruits have been components of rather common bread types around the world and are likely the dominant additions today as well. The recent increase in the trend of adding novel ingredients to bread is a premiumization tool to build value sales even where volume is declining. As such it is a popular approach in developed regions. One company especially skilled in launching this kind of bread is Karl Fazer Oy with significant sales in Sweden, Finland, the Baltics and Russia.

In 2017, it pioneered insect bread in Finland while Lithuania saw the launch of a brain bread with magnesium for the nerve system and low GI for optimal focus ability. It also markets a simple white bread enriched with sour milk, contributing calcium and protein for strong bodies. Across its markets, it has launched various formats of packaged bread with added legumes and vegetables that are said to increase both the nutritional value of the bread and the juiciness of each bite. Kingsmill Bakeries in the UK, on the other hand, launched a fortified version of its high fiber 50/50 toast sliced bread in 2018, featuring vitamin B1, niacin, folic acid, vitamin B6, vitamin D, calcium and iron”.

  • What is the evolution of these types of bread worldwide?

DH: “We can see a general trend in food that lifecycles are shorter today than they were ten years ago. Consumers are more driven by novelties and so these novel bread products are updated, replaced, relaunched, reformulated. In each iteration, companies try to add something of the latest trends to give an up to date vibe to the entire range”.

  • What type of bread (with additions) is most popular between artisan and packaged bread?

DH: “We can see a general trend in food that lifecycles are shorter today than they were ten years ago. Consumers are more driven by novelties and so these novel bread products are updated, replaced, relaunched, reformulated. In each iteration, companies try to add something of the latest trends to give an up to date vibe to the entire range”.

  • What dynamics do you anticipate for these types of bread with additions?

DH: “The additions is a way of revitalizing bread, especially in countries where consumption is stagnant or declining. Take Western Europe for example which is the region with the by far highest per capita consumption of bread and the largest bread region in total terms. However, the total sold volume is set to decline in the forecast period. At the moment, Northern Europe have something of a rebound for bread and bakeries have a rare opportunity to again make consumers excited about bread and how it can be a healthy base of a balanced diet. Adding exciting ingredients to the new launches is a way to spark that interest and hopefully build more of a bread eating culture among young consumers. As such, we believe that breads with added special ingredients such as vegetables, legumes or even insects can be an important component driving the rebound for bread in this region”.

  • What are the drivers for these types of bread?

DH: “Many consumers have avoided bread in the review period because the most trendy diets recommended low carb intake. The gluten free trend has added to that by putting into question whether wheat is really so natural after all and if it is really a good idea to eat so much bread. Indeed, if we look to the Middle East, the one-sided diets of poor consumers living to a large extent on subsidized white bread could be an important factor behind their increasing medical expenses on treating diabetes. So the kind of bread we eat matters and as consumer attention moves onto other topics and bread is back on the menu, bakeries have learnt a lesson and want to show that they offer more and better bread than consumers used to buy twenty years ago”.

  • What is the profile of typical bread consumer for this type of products?

DH: “Additions are used to revive stagnant segments and the additions themselves are quite general as they basically are a way for consumers to eat healthier and that is attractive to anyone. It matters more which product they are added too and the positioning and usage possibilities of it.”

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