BREAD
Thinking outside the loaf Rebecca Calveley is trade marketing manager for La Lorraine Bakery Group. We caught up to discuss global trends and what the future holds. What is the business approach in the current bread/ wraps sector? Although there are growing concerns for the foodservice industry around supply chain, food costs and other inflationary pressures, there is still a feeling of optimism in the air, with industry figures to reflect this. The bread market is expected to register a CAGR of 3.55% during the next five years*, while the speciality bakery channel is also showing positive signs. Global artisan bakery is predicted to register 4.1% of CAGR for the forecast period of 2019 to 2024**. There is undoubted confidence as costs begin to level out and ingredient shortages show signs of easing. However, the challenge – or should I say opportunity – we face as one of the market leaders in frozen bake-off products in Europe is to continue to offer premium quality, alongside value for money. That’s key as we move into 2024. What’s been the impact of price hikes? The increase in key raw materials including flour, sugar, eggs and milk – all key components that go into any bakery product – has impacted the entire industry and forced us all to think outside the box and even change our approach. Businesses must find different ways of managing rising costs more effectively, whether that’s seeking new suppliers, optimising production processes or investing in energy-efficient equipment. We’ve explored not only product innovation and development, but also how to operate responsibly. But our ethos has remained the same throughout – we aim for the best and purest, without compromising on quality and taste. Who knows what the true impact of these increases will be years down the line,
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but right now it’s about figuring out solutions around the problems, being proactive and getting ahead of the game. Have you seen changing behaviour patterns? Covid-19 had a huge impact. It has been the catalyst for change in the bakery market channel, with many businesses adapting to online and delivery services just to survive. Lockdowns also saw Brits turn to home baking, which opened up opportunities. Health, hygiene and value for money are other trends the pandemic left on the bakery sector – areas that have shaped our global economy. Consumers also want simplicity, transparency and traceability in bread and bakery, with the most functional and natural ingredients possible. The products winning in this field are those with added fibre and plant-based proteins. Sustainability is another focus. The environment matters in the mind of the consumer, which explains why the terms plant-based, organic, natural, sustainably sourced and traceable are becoming claims of the future. The next generation in particular want indulgences to be as kind to the environment and people as possible, while of course being delicious. And although consumers are watching pennies, they are looking to add a premium twist to meals and indulgences.