KANSAS CITY, MO — Although the days of many pandemic trends could be behind us, one thing is sticking around: consumers seeking healthier and more natural products. Artisan bread, another hallmark of quarantine living, is rising to this occasion by prioritizing transparent labels and sticking to natural ingredients.
The growth in bread sales exploded upwards as people were staying home during COVID-19, and even if days of at-home bread making are behind us, there’s still plenty of interest in that signature taste of artisan bread. Bakeries are riding that wave of interest and getting a boost from other trends like the demand for clean labels and greater ethical and environmental trans¬parency in foods and ingredients.
“Transparency throughout the supply chain will dominate in 2021, with consumers searching for brands that can build trust, provide authentic and credible products and create shopper confidence in the current and post-COVID climate,” said Lu Ann Williams, director of insights and innovation at Innova Market Insights.
The International Dairy-Deli-Bakery Association’s What’s in Store 2020 supported that, indicating 75% of shoppers are more likely to switch to a brand that provides in-depth product information, while 59% believe transparency means a “plain English” description of ingredients.
In a September 2020 study commissioned by Ingredient Communications, most respondents expressed a preference for natural ingredients as well as a distaste for artificial additives. Eighty-one percent said they find a label that states it is “made with natural ingredients” very appealing or quite appealing, while 78% said they find a label that states it is “free from artificial ingredients” very appealing or quite appealing.
Transparency has long been a hallmark for Los Angeles-based La Brea Bakery, which has been selling its artisan breads nationwide since 1998. “We know that consumers want to identify every ingredient on the label, and we deliver on that,” said Chris Prociv, VP of marketing and innovation, La Brea Bakery. The company saw a sales uptick in 2020, particularly in its Take & Bake portfolio.
“Transparency throughout the supply chain will dominate in 2021, with consumers searching for brands that can build trust, provide authentic and credible products and create shopper confidence in the current and post-COVID climate.”
Trend reports also suggest an increased de¬mand for products that promote immunity — no doubt sparked by the pandemic. Overall health could be another factor driving consumers to purchase artisan.
According to Innova’s Top Ten Trends for 2021, 6 in 10 global consumers are increasingly looking for food and beverage products that support their immune health. And an October 2020 study by FMCG Gurus showed that 64% of consumers are more interested in ingredients or food and drink products that provide protective or preventative health benefits. Studies have shown that the slow-fermented bread could be easier to digest and contribute positively to the microbiome and overall gut health.
“I think there’s an opportunity, especially with sourdough, to lean into the nutritional advantages that artisan bread can provide,” Prociv said. A simple, clean ingredient list could also be reframed and communicated more clearly to consumers.
“At the end of the day, bread is flour, water, yeast and salt,” said Charles Negaro, Jr., CEO of New Haven, CT-based Chabaso Bakery, a family-owned commercial bakery that has been selling ciabattas and other artisan breads for more than 30 years. “I see an opportunity for increased storytelling in the bakery aisle and for better educating consumers on what they’re eating and how it contributes to their overall health.”
When promoting the benefits of commercially produced bread, Fred Penny, president, Horsham, PA-based Bimbo Bakeries USA (BBU), who was interviewed by Robb MacK¬ie, ABA president and CEO on a December 2020 episode of the American Bakers Association (ABA)’s Bake to the Future podcast, suggested that it’s important to craft the message holistically, rather than honing in on just one small piece.
“I think it’s ensuring the messaging about a balanced diet and ensuring the messaging about the fact that the products we provide can fit into a healthy lifestyle,” he told MacKie on the podcast.
“I think that’s part of it. I’m not so sure specific claims necessarily are going to be the end-all answer. I also don’t think we can forget about the fact that consumers are still interested in sustainability, food waste, etc., and as an industry we need to be all over that. We’ve got to continue to work on all elements of the areas of responsibility that we have as an industry. Nutrition is certainly one of them, but it’s not the only one.”