Supermarket Perimeter - June 2020 - 18

Bakery

Sweet goods
Category (re)discovery
BY JENNIFER BARNETT FOX

Enforced curtailment of activity
has also resulted in the revamping
of routines with consumers
re-imagining snack and meal
options and re-calibrating eating
dayparts.

COMING OUT OF CLOSURES
and limited department hours,
now is the time to recapture
and introduce new consumers
to the many delicious sweet
good options in and outside the
perimeter.
It's hard to imagine, but prepandemic there were consumers
who rarely, if ever, stepped into a
grocery store. Diminished channel
options over the past few months
have made the grocery store a
more accessible and appealing
option, offering an unexpected
18 - JUNE 2020

discovery or re-discovery into
what the supermarket has to offer.
"While there will be some
changes, these categories are
strong and as people look to
re-create routines at home and
look for options to do so, it offers
departments such as the ISB new
ways to get in front of consumers,"
said Eric Richard, industry relations
coordinator for the Madison,
Wis.-based International Dairy Deli
Bakery Association (IDDBA).
Earlier this year, Cargill,
Wayzata, Minn., conducted

proprietary consumer research
to determine how and why
consumers snack. The company
found that consumers enjoyed
sweet baked goods 9.8 times
per month. Forty-one percent of
those surveyed indicated they
consumed a sweet baked good
several times a week.
Those in search of novelty and
indulgence to break up the daily
monotony are ļ¬nding new reasons
to enjoy sweet goods not just in the
morning but also as an afternoon
pick-me-up or after-dinner treat.

supermarketperimeter.com

With stay-at-home orders winding
down and consumer routines set
to shift once again, the instore
bakery has an opportunity to
meet the needs of consumers
in transition. This is particularly
true in the sweet goods category,
where convenience and
affordable indulgence are tailor
made for such times.
Bake'n Joy, North Andover,
Mass., produces pre-deposited
muffin batters, cornbreads, loaf
cakes and fully baked private
label coffee cakes, shared
muffins and coffee cakes, which
are increasingly viewed and
consumed as snack products at
various times throughout the day
and night. The nearly 80-year-old
manufacturer expects this trend
to continue as the eating habits of
millennials shape the world.
"Consumers love to eat and
turn to food for a variety of
reasons, including as a treat and
indulgence," said Jayne Kearney,
director of marketing, Bake'n Joy.
"Decadent, sweet treats satisfy
this desire perfectly."
Such habits include a
willingness to embrace creative
options. Consumers are looking

ST. PIERRE GROUPE, BAKE'N JOY, BIBRO_KATERYNA - STOCK.ADOBE.COM

Shaping routines


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Supermarket Perimeter - June 2020

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Supermarket Perimeter - June 2020 - 1
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http://digital.supermarketperimeter.com/sosland/sp/2019_08_01
http://digital.supermarketperimeter.com/sosland/sp/2019_07_01
http://digital.supermarketperimeter.com/sosland/sp/2019_06_01
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http://digital.supermarketperimeter.com/sosland/sp/2019_04_01
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