Under the influence of “healthy” fashion, many foods that were previously used in the diet are being replaced by healthier counterparts. The circle of such products includes breads, which are a serious competitor to regular bread.
Trends and varieties of breads
Breads are a versatile and healthy snack that can easily be paired with both sweet and savory. Light, crispy and hearty – breads are indispensable for travel and long trips, served at buffets and hot meals, recommended for dieting, help improve digestion, rich in healthy fiber, vitamins and minerals.
Trends in recent years – healthy eating and healthy snacking – have helped flood the market with dozens of varieties of breads.
Breads can be divided into two main groups – those prepared by pressure or pressing (extrusion) and baked breads. In the first case, it is possible to preserve the maximum number of useful elements and create a dietary, easily digestible product. In the second case, the bread is based on ordinary dough, more often made of coarse flour.
– extruded breads.
– baked breads.
Read also: Ideas for promoting granola bars and granola – analyzing the quick breakfast market
This is followed by subgroups – classic cereals and those containing cocoa (sweet). The sales leaders are rye, rice and wheat, the closest in flavor to bread. These are followed by buckwheat ones with a distinct buckwheat flavor, combo or multigrain (most often made from 5-7 different grains). Additional elements are also being added to them as well:
- bran;
- sprouted cereal grains;
- crushed cereal, such as buckwheat;
- lecithin;
- Seaweed, prunes, raisins, dill, garlic and other additives to enhance the flavor;
- vitamin complexes and trace elements (calcium, magnesium, iron, phosphorus, potassium, sodium)
Source: Ukrgosstat
Current trends in the bread market
Talk about the utility trend. How healthy are munchies really? The benefit lies in the high fiber content – according to expert estimates, a 100-gram pack of bread can replace a kilogram of cooked oatmeal. Fiber has a positive effect on bowel function, which also helps to cleanse the body and improve overall health. And adding additional elements will enhance this effect.
In Ukraine, the dynamics of bread production is rapidly increasing, in 2015 it made a strong leap. This is an interesting trend, as most products had a decrease in production during this period. The data shows that the category is not afraid of the crisis.
Source: Ukrgosstat
What assortment is presented on the shelves of the largest Ukrainian hypermarkets?
Source: Ukrgosstat
The analysis of offers on the supermarket shelves confirms the results of the study of audience preferences.
Read also: BREAKFAST CEREALS: STUDY OF MARKET VOLUME AND MANUFACTURERS IN UKRAINE
Consumer sweat and ideas for bread brand promotion
Who uses breads and is willing to buy them on a weekly basis? According to the research of marketers of the agency KOLORO, three portraits of the main consumers of bread are distinguished on the market. Each of the consumer groups will need a customized branding strategy.
Portrait 1. Health problems (special diet). Most often purchased by health advocates age 25 and older who have contraindications to conventional baking or gluten intolerance. Products labeled gluten free are always more expensive than those without, even if the composition is the same, but they are more likely to be noticed on the shelves and bought by their target audience.
Portrait 2. Cookie substitute. Customers in their 20s looking for a healthy alternative to sweets and lunch break snacks. The target audience pays attention to bright, juicy and appetizing packaging, “tasty” name.
Portrait 3. Bread substitute. Customers between the ages of 20 and 45 who buy bread regularly, every other day. Most often alternates flavors and brands, watching health, weight, their appearance, consuming for breakfast lunch and dinner, instead of bread. Eaten with side dishes and meats, cheese, fruits vegetables, hummus. In promotion, it is recommended to emphasize a large number of types and flavors – so that the customer has a large choice within one brand.
How to create and promote a bread brand?
When developing an idea, it is recommended to start from the consumer’s need – what is lacking in the market and what they would really like to buy. For example, most breads today have similar disadvantages:
- Monotony. Each variety of cereal has a different flavor, but unlike baked goods, the differences between the different breads are slight.
- The flavor is not the same as bread. Compressed cereal breads are not comparable to a flavorful soft baguette, so the choice of the buyer will still lean towards bakery products.
- No fillings. In recent years, manufacturers have started to get better and breads with different flavors, seasonings, vegetables or fruits have appeared. However, most of the breads are still “empty”.
What is it like to have a good idea for a bread brand? Take note of the drawbacks listed above and use them to create a unique and delicious product.
Do you want to build a bread brand? Specialists of branding agencyKOLORO can help in idea generation, TM creation, naming, history, promotion strategy.. Book a free consultation:
