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Insight of the Day: Buns and rolls enjoy steady growth as consumers seek affordable, elevated dining

Findings:

  • Buns and rolls are experiencing steady growth in the market, driven by consumer demand for affordable, elevated dining experiences at home.

  • The center store buns and rolls segment accounted for 80% of the $5.6 billion category and saw a 7.6% dollar growth in the 52 weeks ending Feb. 25.

  • Perimeter buns and rolls performed even better, with a 10.8% increase in dollars.

  • In-store bakery buns saw a 10% year-over-year increase in consumption.

Key Takeaway:

  • Consumers are seeking restaurant-quality experiences at home, and buns and rolls offer an affordable and convenient way to elevate meals.

Trends:

  • Premiumization: Brands are introducing buns and rolls in premium flavors like brioche, pretzel, and Hawaiian, as well as other regionally inspired offerings.

  • Better-for-You Options: Buns and rolls with cleaner labels and other better-for-you benefits are gaining popularity.

  • Smaller Sizes and Counts: Smaller sizes and counts are driving consumption, appealing to single-person households and those seeking portion control.

Conclusions:

  • Buns and rolls are a growing category in the baking industry, driven by consumer demand for affordable, convenient, and premium options.

  • The in-store bakery is playing a significant role in this growth, offering fresh and premium solutions that elevate mealtimes at home.

Implications for Brands:

  • Focus on Innovation: Brands should continue to innovate with premium flavors, better-for-you options, and smaller sizes and counts to cater to evolving consumer preferences.

  • Highlight Versatility and Convenience: Brands should emphasize the versatility and convenience of buns and rolls to appeal to a wider range of consumers and usage occasions.

  • Promote In-Store Bakery Offerings: Retailers should invest in their in-store bakeries to offer fresh and premium buns and rolls that attract consumers seeking an elevated dining experience at home.

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