No wonder why consumers want whole grains
Whole grains are surpassing low-carb products as the focal point of healthy eating. Consumers are embracing whole grains and other healthy bakery products as long-term components of better eating.
Whole grains are appearing in a wide variety of products. Trader Joe's, the low-cost wellness-oriented grocer, recently featured whole grain pretzels on store endcaps, for example, while its popular Fearless Flyer circular promoted whole wheat honey pretzel sticks (a 12-ounce bag for $1.69) and multi-grain bread (a 24-ounce loaf for $2.99) made with seven organic grains.
Alan Hiebert, International Dairy-Deli-Bakery Association education specialist, said research suggests consumers are seeking out more whole grains. "Whole grain baked goods are showing increased sales, but it will take a while for a nation raised on white bread to change its ways."
Vendors have moved to give consumers what they want. Sara Lee Soft & Smooth made with whole grain white bread was the best selling loaf in American grocery stores between its July launch and the end of last year, the company reported. The product sold 16.7 million 20-ounce loaves--or $30.2 million worth of bread-in grocery stores around the country from the July 16, 2005, launch through Dec. 25, 2005, Sara Lee said, citing Information Resources Inc. data.
"The key to this success was knowing what consumers wanted so that this bread would appeal widely to mainstream consumers rather than to a niche segment," said Bill Nictakis, president of Sara Lee Food & Beverage's U.S. fresh bakery business.
In another multigrain boost, Wonder introduced three new products with varying amounts of whole grains as a way to satisfy consumers who want whole grains but in a familiar package. "There are different audiences for the different loaves," said Stan Osman, vp of marketing at Wonder producer Interstate Bakeries.
As is the case with Trader Joe's, many conventional supermarket operators jumped on the trend. Ahold's Giant Food and Stop & Shop supermarkets have been distributing pamphlets entitled "Fresh Start ... Healthy Rewards" to customers which include such tips as increasing consumption of whole grains. Such efforts boost a supermarket's reputation as responsible marketers, build on whole grains' increased visibility and help drive customers to upgraded service departments like bakery, critical for differentiation from warehouse clubs and supercenters.
The Fresh Start program was designed to drive consumers to multiple perishables departments. In the bakery, besides hearty grain bread, Ahold shoppers find a bread assortment addressing health concerns, with an organic line alongside specialty breads such as flax oat. Flax is promoted as a source of omega-3 fatty acids.
Helping consumers use Stop & Shop and Giant as resources for healthy eating is crucial to the Fresh Start initiative, said Andrea Strachan, consumer advisor for the two chains. "We even went to the bins with fresh rolls and labeled which ones were made with whole grains," she said.
mduff@dsnretailingtoday.com
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