Updating the Bagel

The category has seen little innovation, but change is on the horizon.

March 25, 2016

KANSAS CITY — Bagel consumption has stayed steady for the past five years, hovering between 58% and 60% of U.S. households from 2011 to 2015, according to Experian research, Food Business News reports. With more people viewing breakfast foods differently, bagel makers have begun to innovate in order to renew interest in their breads.

“The category overall has suffered a bit from [bagels] being too heavy, too many carbs, too many calories, and I think it’s not necessarily a fair depiction,” said Ted Swain, senior brand manager of Thomas’ Bagels. Rather, the company has started positioning its products as something beneficial to an active household. “It’s a great breakfast to keep you going all morning.”

Bagel makers have catered to a consumer interested in fewer carbs by introducing thinner bagels. “A few years back, thin bagels started cropping up,” said Jerry Chizick, vice president and general manager of Handi Foods. “They have grown exponentially and eaten into a large part of the market. Over the past five years, there’s been a real change with the introduction of the thin bagel.”

The category also has begun to highlight the ways bagels can be eaten beyond the morning daypart. “All-day consumption has changed both the volume and variety of bagels consumed,” said Gerri Krenner with National Choice Bakery.

Thus bagels have morphed into lunch breads and snack options. “Whenever we talk to consumers, I’m really surprised—pleasantly surprised—at how often bagels are consumed outside of breakfast,” Swain said.

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