Bagels fulfill snack, anytime meal options

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Bagels fulfill snack, anytime meal options

14 Nov 2025

KANSAS CITY, MO — While bagels remain a breakfast favorite, they have also evolved into a customizable snack or anytime meal. The overall bagel category reported more than $2 billion in sales, according to Circana sales figures for the latest 52 weeks ending July 13, 2025. Producers are expanding offerings to include artisanal styles, enhanced flavors and healthy ingredient claims to satisfy diverse consumer preferences.

“Bagel manufacturers are introducing more profiles that emulate some of the more popular flavors across other bakery categories,” said Dawn Aho, principal of client insights, bakery vertical at Circana. “Additionally, Circana’s National Eating Trends has shown that bagels are one of the bread types to increase their share of sandwich carrier frequency over the past four years.”

Center store bagels posted more than $1.6 billion in sales, a -1.5% decline vs. the same period a year ago, according to Circana. Unit sales are stagnant, reporting a 0.4% uptick. Despite dips, Aho observed some growth among top brands, potentially fueled by the inclusion of functional claims.

“Top performers for center store bagels with increased dollar sales feature products with health claims that may be driving growth,” Aho said. “These brands highlight use of real ingredients and functional attributes, such as organic, low carb, high protein and whole grain.”

Among the top five brands, Aho noted that sales of Horsham, PA-based Bimbo Bakeries USA’s Thomas’ Bagels brand were the highest by more than twice the next brand. Private label bagels and those from Thomasville, GA-based Flowers Foods’ Dave’s Killer Bread showed both dollar and unit growth. Both Thomas’ and Dave’s Killer Bread offer bagels with healthy ingredient claims.

According to Circana, center store bagels posted more than $1.6 billion in sales in the latest 52 weeks ending July 13, 2025.

“Thomas’ Bagels recently introduced two high-protein, 4-count products, including plain and everything profiles,” Aho said. “Dave’s Killer Bread bagels are all organic, made with no high fructose corn syrup, artificial ingredients or preservatives, and feature protein and whole grain claims on the label.”

Other center-store brands among the top 10 that feature functional bagels and that are showing growth include Denver-based Einstein Bros. and Houston-based The Sola Co. Einstein Bros. offers an ancient grain bagel made with quinoa and chia seeds to boost protein and fiber. Similarly, The Sola Co. leverages functional trends, not only with added protein and fiber but by also touting low-carb and low-glycemic traits.

“These product attributes are becoming more important to consumers as they look for specific ingredients, functional benefits and products with packaging that identifies all of the above,” Aho added.

Bagel producers must keep pace with evolving tastes and preferences. Relative to perimeter offerings, center store bagels provide more variety for consumers across a spectrum of attributes. Mixing it up with seasonal flavor profiles is a potential growth strategy.

“Center store bagel manufacturers that introduced seasonal flavors like cranberry and pumpkin spice or expanded portfolios to include additional flavors such as the everything spices, blueberry and cheese varieties, have reported sales increases on a UPC level versus a year ago,” Aho said. “Mini bagels and bagel thins also have devoted fans, and many producers leverage mini bagel offerings, including kid-friendly flavors like chocolate chip.”

Featuring different pack sizes resonates with consumers with varying needs. Aho pointed out that some producers have downsized from five or six bagels per package to four or five bagels, which allows for potential manufacturing savings while holding prices fairly steady.

This story has been adapted from the October | Q4 2025 issue of Commercial Baking. Read the digital edition here.

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