Supermarket Perimeter - August 2022 - 22

With inflation and people eating more at home than they did prepandemic,
Prociv said, consumers are looking for at-home options that
deliver restaurant quality and flavors.
" They want elevated bakery options that remain accessible and
convenient. Our La Brea Bakery artisan breads deliver on this desire
beautifully; they provide premium ingredients and flavors which,
when paired with other high-quality ingredients - like in an upscale
charcuterie board or in a premium avocado toast with roasted tomatoes
- can create elevated eating experiences at home. "
St Pierre to venture
beyond brioche
Manchester, UK-based brioche
category leader St Pierre is set to
launch a new non-brioche bakeat-home
range, with authentic
French baguettes and crusty
rolls. The 'take and bake' sector
in particular, has experienced
the 'race to the bottom' - it's
highly commoditized - and
now is a good time to highlight
quality, said founder Paul Baker.
" There is room for an authentic,
quality product and our brand is
perfectly placed to fill the gap
in the market. The strategy is
two-pronged in that we can take
our brand-loyal consumers and
introduce them to another new
category; but also that we can take
the quality for which we are known
and improve an area of bakery
which is, quite frankly, a bit stale.
It's a big change for St Pierre
because it's not brioche, but
the company is taking the same
approach to improve and premiumize
a new area of the sector.
" The St Pierre brand helps to tell
a story. We are communicating
more than product - it's a lifestyle
and our quality, authentic
positioning backs all that up. "
Redefining value
Despite inflation, dollar sales in bakery are up almost 12% from last year,
according to IDDBA Marketplace Report data from June, indicating that
the instore bakery has indeed bounced back from COVID, said Paul
Baker, founder of Manchester, UK-based St Pierre Bakery.
There are multiple factors at play that are working in favor of the
instore bakery, Baker said. Foot traffic is up in stores and the increase
in at-home socializing and celebrations at home continues to grow,
thanks to inflation.
" This combination of factors means that shoppers are heading to
the deli and instore bakery for inspiration for 'special' meals at home, "
he said. " Whilst they may be feeling the pinch financially, a simple
upgrade on their usual bakery items will still prove less expensive than
dining out. "
There's a real opportunity for retailers to inspire shoppers and provide
affordable luxuries, working with brands like St Pierre to ensure basket
spend at a time when shoppers are, economically-speaking, more
discerning.
" It's about delivering 'perceived' value, " Baker said. " Most shoppers
don't assess value just from the price tag - especially in food purchases.
They look at the quality, the authenticity, and the versatility of products
across different meal occasions. "
During the pandemic, the instore bakery was challenged by changes
in shopping habits that meant the foot traffic simply wasn't there, Baker
said. That caused a shift in consumer habits so dramatic that it has
transformed certain sectors, and instore bakery is one of them.
" The working world has changed. People don't want to return to
pre-pandemic office commutes and companies are embracing flexible
working policies which means the meal occasions that moved into
the home during the pandemic, will stay there - at least for part of
the week. "
That shift has created new shopper needs and the instore bakery is
well-placed to meet them.
Inflation-proof
Inflation is being felt across the board, in every sector. As a result, Baker
said, there are two camps of shoppers: those who spend a little extra
knowing they're getting a better quality and become brand loyal; and
those who don't spend the extra, but don't have an experience that
keeps them coming back.
" It's also important to consider the challenges to suppliers in the
current climate too, " he said. " We took the decision to invest in our
supply chain to ensure we maintained fill rates of at least 98% -
delivering on time and in full for retailers and ensuring availability for
22 - AUGUST 2022
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Supermarket Perimeter - August 2022

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