Bread Industry in India
Flatbreads stretch the bread category
As loaf bread sales decline, tortillas and flatbreads hope to become the greatest thing since sliced bread. | by Charlotte Atchley | | | | | | | | | | | | | | | | | | | | For better or for worse, consumers seem to be eating less sliced bread. Sandwich bread still represents the biggest seller in the category; however, it also had the greatest loss in unit volume sales of any other segment in the bread aisle from 2006 to 2011, according to market research firm SymphonyIRI, Chicago, IL. Consumers appear to want something different, and tortillas and flatbread producers expect to fill that gap.“Generally speaking, from what I see, the bread market is declining in terms of soft breads because of all these other varieties,” said Jerry Chizick, vice-president and general manager, Handi Foods, Weston, ON, which manufactures flatbreads, bagels, thin buns, pitas, crackers, crisps and double-baked pita chips. This year, SymphonyIRI reported increased dollar sales for tortillas despite declining unit sales. Although tortillas are experiencing price increases this year similar to those impacting packaged bread, the category saw consistent dollar sales growth from 2006 to 2010. Tortillas and flatbreads have become mainstream in restaurants as consumers readily accept them as an alternative to conventional menu items. In 2006, McDonald’s introduced a snack wrap, a reinvention of its popular sandwiches with a tortilla instead of a bun. In 2008, Subway started offering flatbreads as an alternative to its freshly baked rolls. Today, flatbreads can be found on most casual and fine dining menus as well as a host of other establishments throughout the food service industry.As consumers try to reduce their caloric intake, they often turn to flatbreads, which generally have fewer calories and carbs because of their inherently thinner profile than their sliced-loaf counterparts. Flatbreads’ more malleable
As loaf bread sales decline, tortillas and flatbreads hope to become the greatest thing since sliced bread. | by Charlotte Atchley | | | | | | | | | | | | | | | | | | | | For better or for worse, consumers seem to be eating less sliced bread. Sandwich bread still represents the biggest seller in the category; however, it also had the greatest loss in unit volume sales of any other segment in the bread aisle from 2006 to 2011, according to market research firm SymphonyIRI, Chicago, IL. Consumers appear to want something different, and tortillas and flatbread producers expect to fill that gap.“Generally speaking, from what I see, the bread market is declining in terms of soft breads because of all these other varieties,” said Jerry Chizick, vice-president and general manager, Handi Foods, Weston, ON, which manufactures flatbreads, bagels, thin buns, pitas, crackers, crisps and double-baked pita chips. This year, SymphonyIRI reported increased dollar sales for tortillas despite declining unit sales. Although tortillas are experiencing price increases this year similar to those impacting packaged bread, the category saw consistent dollar sales growth from 2006 to 2010. Tortillas and flatbreads have become mainstream in restaurants as consumers readily accept them as an alternative to conventional menu items. In 2006, McDonald’s introduced a snack wrap, a reinvention of its popular sandwiches with a tortilla instead of a bun. In 2008, Subway started offering flatbreads as an alternative to its freshly baked rolls. Today, flatbreads can be found on most casual and fine dining menus as well as a host of other establishments throughout the food service industry.As consumers try to reduce their caloric intake, they often turn to flatbreads, which generally have fewer calories and carbs because of their inherently thinner profile than their sliced-loaf counterparts. Flatbreads’ more malleable