Americans often enjoy hamburgers and hot dogs at parties, backyard barbecues, and other special events, making buns an important addition to the invitation list. They also frequently consume rolls at holiday gatherings and other dining occasions. Those preferences, according to many producers of buns and rolls, are likely to continue into the near future—the key to success in the months ahead is keeping up with what consumers want in such items.

Market data
Generally, bun and roll sales fared well over the 52-month period ending March 23, 2025, according to Circana. While the various subcategories showed a mixture of losses in dollar sales and gains, most of the drops were slight—and some of the gains were notable.

Overall, in center-store products (with total sales of $5.9 billion, a gain of 1.3%), the year looked bright. C-store hamburger and hot dog buns brought in $3.4 billion, a modest increase of 1% over the previous period. Private-label items led the ranked entities, with $935.3 million in sales. Brand leaders in that subcategory:

• Grupo Bimbo: $899.8 million, same as last year
• Flowers Foods: $506.6 million, up 9.8%
• Campbell’s: $304.5 million, a 0.6% increase

Source: Circana OmniMarket™ Total Store View | Geography : Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) | Time : Latest 52 Weeks Ending 03-23-25

C-store specialty rolls had one of the largest increases, with its $271.4 million take constituting a 21.6% increase over last year. Most of the top-ranked players also saw double-digit increases:

• Grupo Bimbo: $62.7 million, up 2.8%
• Campbell’s: $28.1 million, a jump of 68.4%
• U.S. Bakery: $15.8 million, an increase of 16.7%

Over in the store’s perimeter, the buns and rolls subcategories also saw mostly increases with some downturns mixed in. Overall, perimeter buns and rolls sold $1.3 billion, an increase of 3%. Dinner rolls took in $384.4 million in the perimeter—private label led with $323.8 million, an increase of 1.7%. Then, the top-ranked companies were:

• Wholesome Harvest: $30.3 million, down 0.2%
• Aspire Bakeries: $17 million, up 11%
• FGF Brands: $2.4 million, up an impressive 2,068,561.5%

Then, specialty rolls sold in the perimeter were up 8% compared to the previous year, reaching $198.3 million. Private label raked in the majority of those dollars ($192.3 million, up 8.6%). Top-selling producers in the subcategory were:

• Guttenplans Bakery: $2 million, up 0.1%
• Aspire Bakeries: $1.6 million, a drop of 37.7%
• Miami Onion Roll: $510.915, up 2.9%

Looking back
Better-for-you rolls and buns, as is the case with other bread categories, have been resonating with consumers more than conventional. In May, Flowers Food brand Nature’s Own expanded its offerings with several new items, including multi-grain items and Keto Life hot dog buns. Krystle Farlow, senior director of brand management for Nature’s Own, says that and other BFY introductions have been a direct result of checking in with consumers to ensure new products are in line with their interests.

"With consumers at the center of everything we do, our new lineup was thoughtfully developed using direct feedback and real insights from the families we serve," Farlow states. "We've expanded our portfolio to deliver a variety of delicious, better-for-you options that don't compromise on flavor or value. These products not only reflect what today's shoppers are asking for—they also uphold Nature's Own brand promise of no artificial flavors, colors, or preservatives, and no high fructose corn syrup."

One brand with a primary focus on BFY buns, rolls, and other bread items is The Avocado Bread Company. Produced by Anthony & Sons Bakery, the portfolio is intended to give health-conscious consumers choices that are on trend, vegan, and offer a clean label. In August 2024, the brand launched a line of items at Rouses Supermarket, including Avocado Dinner Rolls and Avocado Ciabatta Buns. The items. According to the producer, the items are uniquely flavored with guacamole spices and offer a favorable nutritional profile, including healthy fats, fiber, antioxidants, and healthy grains like sunflower, oats, and cracked wheat.

"Since the brand's official launch, we have worked diligently toward expanding our product line and avocado bread offerings," says Baldo Dattolo, owner and CEO of Anthony & Sons Bakery. "We're thrilled to partner and shelve our latest products at Rouses Supermarkets, as this marks an impressive milestone for our growing brand."

Pretzel buns continue to attract attention from consumers and foodservice operators alike, thanks in part to the premium feel and ability to hold up when used on big, messy burgers and other dishes. For example, La Brea Bakery in April teased a comprehensive line of pretzel items, including buns, sausage buns, and baguettes. According to Brie Buenning, senior director of marketing at La Brea Bakery, the pretzel products help fulfil consumer interest in an elevated bread experience.

“Shoppers today are seeking more from their bread,” Buenning states. “Our pretzel line offers a new take on a beloved classic that uses real ingredients and proven techniques to deliver delicious pretzel flavor and texture.”

With consumers seeking out novel flavors and seasonal items, producers of buns and rolls are looking to provide new products that give shoppers those tastes and special occasion opportunities they seek. For example, Campbell’s brand Pepperidge Farm recently introduced Farmhouse Stuffing Seasoned Rolls. Released in time to appear at holiday feasts, the homestyle dinner rolls were infused with sage, onion, and other seasonings, putting the taste of the traditional dressing normally found inside a turkey in roll form.

Looking forward
Buns and rolls of every sort continue to be a popular purchase for U.S. consumers, and producers believe that hunger will continue into the future. Crown Bakeries, a high-volume producer specializing in buns and other items for foodservice and retail customers, recently bet big on the future of its own buns with a planned expansion of its production capacity announced in April. Expected to be up and running in November, the new AMF line at its Pleasant Prairie, WI facility is expected to produce up to 2.3 million buns each day.

“The addition of this new line in Pleasant Prairie allows us to continue raising the bar on quality and reliability while investing in the long-term growth of our business, our team, and above all, our customers,” says President Doug Bame.

While shoppers increasingly are reaching for rolls and buns that are high in protein, low in carbs, rich in fiber, and otherwise BFY, they also continue reaching for traditional products in the category. For instance, Alpha Baking Co.’s S. Rosen’s hot dog buns are popular with wiener lovers dining at home, as well as food operations offering dogs on their menu, especially in their hometown of Chicago.

“Our poppy seed buns are truly a staple of the city—you’d be hard-pressed to find a hot dog stand in Chicago that doesn’t use our buns,” says Stephanie Powell, Alpha’s director of marketing. “They are specially baked to be durable and have a strong hinge to support the many toppings that make up a Chicago-style dog. It’s why we’re the hot dog bun at 95% of Chicagoland hot dog stands.”

Americans continue looking for elevated dining experiences, both at home and at their favorite restaurants. Ace Bakery—a producer that specializes in rolls, buns, and other premium breads geared toward foodservice environments—launched a line of premium-skewed buns for restaurant clients last year to feed into that yearning for high-end items. Sabrina Tessier, vice president of marketing for foodservice in North America at the company, believes the interest in optimized quality will endure in coming months.

“We believe that the market for artisan bread will continue to grow as chefs and consumers alike seek out quality products, made with simple ingredients, and great flavor and texture,” she notes. “In addition to those attributes, Ace’s portfolio of artisan sandwich carriers, table breads, and burger buns offer foodservice operators improved consistency, labor savings, and efficiency.” SF&WB

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