This year has seen consumers continuing to seek products that are perceived as healthier options. Alongside this, consumers are also demanding more variety and excitement from their meals, particularly at lunchtime. This has resulted in growth within the convenience sector of bakery snack segments, including what has become known as sandwich alternatives, with products such as thins, wraps and pittas, becoming one of the fastest growing areas in bakery.
Sandwich alternatives provide new and interesting formats for lunchtime sandwiches. Warburtons became the first brand to market with its Sandwich Thins, which are still going from strength to strength. The product has been the main driver behind the brand’s success in this growing sector, with convenience shoppers responding to both the softness and versatility of this relatively new product, which can be topped, filled or toasted.
The product has featured heavily in the brand’s marketing campaigns in 2013, which has seen more and more consumers discovering the product. Continuing to provide healthier bakery options, Warburtons also launched and extended its Half & Half range earlier this year, which includes Half & Half Toastie and Medium loaves, Rolls, Wraps and Sandwich Thins. Last autumn saw Allied Bakeries also launch into sandwich alternatives, with Kingsmill Warps, which are available in 50/50 and Soft White. The company says products such as these have become an essential part of the convenience offering, with many shoppers topping up on these alternatives alongside their usual loaf.
Also in Kingsmill’s impulse offering, Kingsmill White Bagels four packs have grown to take 20% unit share of the bagels market in impulse. So, bakery, more than ever, is about more than just bread. Megan Harrison, Portfolio and Brand Director, Warburtons, says: “There are a number of things retailers can do to ensure they are responding to consumer needs in store. Retailers should always look to stock products within bakery which offer freshness, convenience and innovation.
This is key to driving consumer purchases within the category as consumers respond well to it. In the wrapped bread sector, convenience shoppers are looking for availability and reassurance, so stocking brands people know and trust are key to facilitating the ‘grab and go’ purchasing style. In the Bakery snack segment retailers should be looking to clearly communicate around occasions with clear signposting and segmentation to encourage impulse purchasing. Finally, to encourage more bakery in every basket it is important to interrupt and inspire consumers as they walk around the store.”
Sweet start to the day
The latest activity from Warburtons will be focusing on the breakfast sector with a £3.9m investment beginning with a through-the-line-campaign this month to inspire families across the country to discover different pancake possibilities by encouraging them to try new flavor combinations and usage occasions. The recently launched flavours include Cookie Dough and Chocolate Chip Cookie. The Pancakes can be served hot or cold and are easy to prepare, appealing to consumers looking for quick and tasty ideas to make breakfast more exciting.
