"Although bread is suffering from a negative volume trend, this category remains a huge market with 80 percent of the total bakery volumes. Sweet bakery represents smaller volumes, but the category is still growing and offers much more valorized opportunities. Snacking offerings, such as fruits and nuts bars, are also anticipated to drive value in the coming years. Consumers are definitely willing to pay more for fruits, nuts, grains or vegetables with recognized nutritional benefits, as their concern about health and well-being has increased over the years. If you look at the bread category, organic is, as well as in other food categories, a key trend. But on top of naturalness and nutritional benefits, consumers are also looking for authenticity and artisanship. The sense of responsibility and ethical considerations of a growing part of the population make them seek to consume local products. They also need to be reassured on freshness and homemade quality, this is why you see more and more retailers offering "hot points" service in their stores. To capture consumers that are concerned by local development, more brands are giving transparency on products composition and origin, highlighting the crop location, for example.
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