Despite the vast array of speciality breads such as sourdough, spelt and savoury breads on the market, sliced pan still remains Irish consumers’ number one with over half of Irish consumers regularly buying it, research shows.
According to the recent survey conducted by Bord Bia in conjunction with Jump! Innovation, while repertoires have expanded, packaged sliced pan is the most purchased bread among consumers in Ireland, 56% of respondents agreed and in the UK, 61% of grocery shoppers said.
“Sliced pan remains a firm favourite and trusty staple of the weekly shop but its popularity is declining. The category as a whole needs to respond to changing consumer needs around food," Grace Binchy, consumer insight manager, Bord Bia.
"The household structure is changing and the way we eat is evolving which means exploring new opportunities and occasions for the category."
Research conducted in 2014 reported that 71% of Irish consumers purchased sliced pan at least weekly (Ignite, 2014). That figure now stands at 56% in 2018 (Bord Bia/Jump! Innovation, 2018).
Healthier Ingredients
“Many consumers report that they are actively trying to reduce sugar and salt intake as well as cut down on processed foods. This places bread, and sliced pan in particular, under the spotlight," Grace Binchy continues.
"There are opportunities for producers to respond to consumers’ nutritional needs via healthy ingredients such as added vitamins, seeds, protein or ancient grains.”
The research cautions that the category can be prone to fads, defined by the researchers as “something people will try but it doesn’t stick around for long.”
The study offers tips to differentiate between trends and fads and helps to guide food producers’ new product development in three key areas: the product itself, packaging trends and in-store merchandising.
© 2018 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition.
