KANSAS CITY, MO — The traditional lineup of baked goods wouldn’t be complete without the classic bagel. Savory or sweet, bagels are having a major moment, spurring conversation online and serving not only as a carrier for classic toppings (lox, anyone?) and flavor-packed schmears but also as the main event.
Bagels are on the rise, growing in conversation and consumption. According to Tastewise, bagels have seen a 27.16% increase in social discussions in the last year.
“Overall, all single-serve breakfast items — donuts, muffins, bagels, etc. — are on trend and growing,” said Heather Prach, VP of education and industry relations at the International Dairy Deli Bakery Association. “With pricing top of mind for consumers, bagels are filling and easy to eat in many ways: alone, as sandwiches, with desserts or with dips.”
Statista revealed a steady increase in bagel consumption among the US population. While 202.07 million Americans consumed bagels in 2020, that figure is projected to jump to 205.34 million by the close of this year.
Dollar gains equally reflect the category’s success. According to Circana, bagels in the perimeter reached $306.01 million in sales in the 52 weeks ending May 19, 2024, which is a 4.5% increase vs. a year ago.
With bagels gaining traction among all types of consumers, bakers are finding new ways to appeal to interests and trends while remaining true to what’s expected from the traditional boiled-and-baked product.
Melanie Frost, CEO of Ess-a-Bagel, a New York City shop that’s been rolling out bagels since 1976, noted growing consumer demand for gluten-free and vegan baked goods.
“Bagels made with whole grains, seeds and alternative grains are also gaining popularity,” Frost said. “Scooped-out bagels are also trending as they provide a way for customers to lower their calorie intake while satisfying their bagel cravings.”
Consumers also seek new or nostalgic flavors that please the palate. In New York City, along with its other locations around New York state and Connecticut, PopUp Bagels, a fairly new name in the Northeastern bagel game that’s quickly gaining ground, keeps its baked goods simple and its toppings complex.
Adam Goldberg, founder and CEO, shared that the brand leans into new schmear flavors as a way to accent its classic offerings: Everything (its most popular flavor), sesame, salt, plain and poppy seed.
“Our bagels never change; we just make different schmears every week,” he explained, noting that while there’s consumer interest in sweet and salty schmears, spicy flavors are gaining ground. “Once a month or so we have some form of a spicy schmear, whether it’s a spicy salt, jalapeño or hot honey.”
Across the country, Calic Bagel is leaning into the savory and innovating by turning schmear from a topping to an inclusion. The Los Angeles bagel shop is best known for its savory hand-rolled bagels stuffed with cream cheese, available in Signature, Habanero and Pizza flavors.
This story has been adapted from the June | Q2 Craft to Crumb mini-mag. Read the full story in the digital issue here.
