BREAKFAST is bucking the trend in wrapped bakery sales according to Emma Billinge, Warburtons portfolio lead.
She said: “In spite of pressures felt by the category across the board, total breakfast is in growth within wrapped bakery.”
Billinge said that 43.5% of Warburtons products are consumed before noon and that wrapped bakery is the number one reason consumers visit c-stores before 9am.
She added: “A firm breakfast fixture, the famous wax-wrapped Warburtons Toastie loaf, continues to be a best-selling wrapped bread product with over 100 million units sold in the last 12 months.”
• Allied Bakeries says bakery products, consumed by 99.1% of the British population, remain staple breakfast items.
Category director Zoe Taphouse said: “Shopper demand for healthier choices has ignited a period of significant innovation for Kingsmill, ensuring the product range provides options for all consumer tastes.” That meant that with families in mind Kingsmill has responded by developing a bread and bakery range that includes crumpets, pancakes, muffins and waffles.
“Bakery is one of the most commonly purchased items in convenience stores with bakery shoppers spending 41% more than the average shopper,” she said.
“Getting the bakery range and layout right can help basket spend across the store.”