Wellness Claims, Smaller Portions Can Draw Shoppers To The Bakery

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Consumer demand has increased for simplicity and recognizable ingredients. Wellness characteristics of bakery products sought by health-conscious shoppers have changed—with more consumers searching for “clean label”—but quick indulgences aren’t forgotten in bakery purchases. This is one of hundreds of findings in “What’s in Store 2018,” the latest edition of the annual trends publication from the International Dairy Deli Bakery Association (IDDBA), and What’s in Store Online, a collection of more than 150 downloadable graphs and tables, as well as links to white papers and trends articles.

Other highlights of the book’s “Bakery Sales and Retail Trends” chapter include:

  • Despite greater interest in healthier offerings, indulgence is still a factor in consumer purchases. Specialty cakes from in-store bakeries resonate particularly strongly with higher-income young consumers (31 percent).
  • One of the fastest growing claims across the store is “no artificial colors.”
  • Half of American consumers say they find the idea of on-pack information that allows you to see where a product was made to be “very appealing.”
  • American households are now comprised of one to two people, who are less likely to purchase family-sized or larger-portioned products. There is a growing interest in mini, single-serve and smaller-sized varieties of baked goods.

“Shoppers want tasty products and (to) feel good about choosing that product,” said Eric Richard, education coordinator, IDDBA. “In-store bakeries have tremendous opportunities to connect with shoppers with their freshly baked offerings. Additionally, more and more consumers are seeking single-serve and grab-and-go dining options, as well as both healthier and indulgent innovations. In-store bakeries excel in these areas.”

What’s in Store is a dairy/deli/supermarket foodservice/bakery/cheese resource providing data on the retail and market trends, growth and category changes shaping the food industry. A secondary research report, What’s in Store is developed through both interviews with industry experts and sourcing of third-party data and trends.

This year’s edition features five themes: The Economy & Retail Trends, Channels and Competition, Consumer Lifestyles, Eating Trends and Technology and Marketing. A themed narrative is carried into each of the product chapters: Bakery, Cheese, Dairy and Deli.

IDDBA members receive a free copy of What’s in Store 2018 as part of their membership. Additional copies can be purchased for $99 (member rate) or $399 (nonmember rate).

IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese and supermarket foodservice industries.

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About The Author

A word nerd, grocery geek and two-year member of The Shelby Report. She is a proud new homeowner and a great lover of avocado toast.