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According to the International Dairy-Deli-Bakery Association (IDDBA), health, indulgence and portion size take the top spots among the main forces driving in-store bakery purchases in the coming year.
Lynn Brotzman, associate client manager for Nielsen Perishables Group, affirms that consumer-perceived health benefits are driving variety in bakery products. “We’re seeing greater use of ‘super-foods’ in bakery products, such as pomegranate and chia seeds, especially in breakfast bakery,” she said. “Gluten-free breads, rolls, and muffins are also generating interest.”
According to IDDBA's research," Engaging the Evolving Shopper: Serving the New American Appetite," Millennials are particularly drawn to these types of food options in the bakery department.
“As Millennials are 50% more likely than Boomers to place an importance on digestion-related health claims such as gluten- or lactose-free, in-store bakeries should focus on the cues of whole grains, gluten-free products, authenticity, and freshly-baked items and healthy snack,” said Eric Richard, education coordinator for IDDBA. “This can be achieved through visual impressions and department signs, which have a high interest among Millennials.
Richard added that 39 percent of Millennials buy their baked goods at preferred stores, as opposed to the primary stores at which they buy their other groceries, which provides an opportunity for bakeries to be seen as more relevant to this all-important consumer group.
Among the highlights of the 29th edition of IDDBA's "What's in Store" report are:
- Consumers look at product presentation, freshness, taste and selection when shopping the in-store bakery.
- Indulgence, health benefits, and single-serve options are top trends in today’s in-store bakeries.
- Smaller-sized products are driving more frequent and diverse trips to in-store bakeries than larger, special occasion products.
- Household size and age are prominent factors impacting in-store bakery sales. Hispanic shoppers are an important demographic for in-store bakeries, while Millennials create sales opportunities due to their quick-trip shopping patterns.
- Consumers are seeking bakery products made with high fiber and fresh and whole grains, while avoiding high fructose corn syrup, trans fats and hydrogenated fats.
- The demand for gluten-free products is spurring the use of ingredients such as rice flours, corn flour and meal, ancient grains, and tubers and pulses.
- New waves of hybrid products continue to hit the scene, as well as new twists on nostalgic, traditional sweets.
Madison, Wis.-based IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese, and supermarket foodservice industries.