4 Flatbreads and Wraps Some of today’s most popular breads are thin, dense, protein-packed flat- breads, wraps and pitas, which are xperiencing strong category sales
in tandem with their high-fiber, low-carb
attributes that make an ideal choice for
health-conscious consumers. New product
development for both the in-store bakery
and the commercial segment is following
suit, as evidenced by an increasing number
of lines aimed to meet consumers’ health
and wellness needs. In-demand attributes
such as gluten-free, ancient grains, bold flavors and authentic ingredients are becoming
increasingly popular—particularly within the
versatile flatbread category, which is helping
to meet the rising demand for more protein
and fewer carbs.
The popularity of flatbreads and wraps is
being fueled by new entries from commercial
bakeries, whose diversified product lines are
seeing an increasingly prominent presence
in deli departments for essential meal-mak-
ers. Toufayan Bakeries, one of the nation’s
largest family-owned commercial bakeries,
has launched five new products, which it will
showcase at the upcoming IDDBA Show. The
line includes Tandoori flatbreads and lavash
wraps, the latter of which feature a unique
combination of flax, oat fiber and whole
wheat, and gluten-free Smart Grain Wraps,
whose pliable texture and hearty taste flatter
their non-GMO, soy-free, vegan and high-fi-
ber ingredients. Toufayan is also rolling out
gluten-free pizza crusts and Thin Style Pita,
which captures the taste and texture of the
original Middle Eastern pitas.
In-store bakeries are also generating rings
with fresh dough, which has risen in popularity for home-grilled pizza fans. Bethpage,
N.Y.-based King Kullen, which operates 32
stores and five Wild by Nature markets across
Long Island, ran a recent in-store bakery promotion for fresh pizza dough balls at two for
$2.58, which included recipes and photos on
its social networks for a homemade garlic
roasted tomato and spinach pizza.
Deli & Bakery Fresh Business
Greater opportunity exists to drive
off-peak traffic by positioning desserts as
craveable, stand-alone occasions throughout
the day, or by emphasizing the snackable
nature of top desserts.” —Kelly Weikel, Technomic
3 Affordable Premiumization Indulgence is and always will be a core driver for baked goods. However, as consumer cravings for different prod- ucts and smaller formats are changing,
so are the drivers for indulgent bakery items.
“Redefining indulgence has been changed
through ingredients, health, ethics and flavor,” says a recent Euromonitor trend report.
The study showed that, globally, single-per-son households are pegged to be the fast-est-growing through 2025, which “is inevitably leading to a rise in single-portion foods.”
Consumers are increasingly seeking single-serve and grab-and-go options across all
fresh departments, as well as both healthier
and more indulgent innovations, says Eric
Richard, education coordinator for IDDBA.
It’s an area that in-store bakeries are excelling
at of late, he says.
Kelly Weikel, director of consumer insights
for WGB sister company Technomic, concurs.
“Greater opportunity exists to drive off-peak
traffic by positioning desserts as craveable,
stand-alone occasions throughout the day, or
by emphasizing the snackable nature of top desserts,” says Weikel, citing findings from Technomic’s 2017 Dessert Consumer Trend Report.
Thus, adding warm pie slices to a hot foods
case or offering fresh-baked cookies at peak
traffic times such as after school or work
could help retailers get a larger slice of shoppers’ pie. Many stores already have cold desserts available for to-go snacks all day. Mariano’s stores in the Chicagoland area feature
gelato service counters, while Whole Foods
has added freestanding mochi cases near its
hot foods bar and deli areas to capitalize on
shoppers’ sweet-tooth cravings. Hy-Vee Market Grille has teamed up with dessert-centric
brand The Cheesecake Factory to offer a variety of cheesecake slices on its menu.
Scratch-made doughnuts are another
enduring trend that many in-store bakeries
continue to embrace. The notion not only jibes
well with Technomic research, which shows
that nearly half of consumers are willing to pay
more for scratch-made baked goods, but also
with the single-serve and personalized trends.
Many retailers loudly and proudly promote
their fresh, store-made doughnut programs,
including Bashas’, Macey’s, Schnucks and
Weis Markets, to name a few.
Bashas’ touts its
program in its bakery