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).

Speaking about the research, Bord Bia’s consumer insight manager, Grace Binchy, said:  “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. 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.

Craft breads, environmentally friendly packaging and retail areas with a homely atmosphere are all highlighted as key consumer trends to watch in the bakery category.

Despite increasing health needs, taste, price and freshness are the top three drivers in the category (Bord Bia/Jump! Innovation, 2018).