Supermarket Perimeter - January 2020 - 25

The benefit of your product to the consumer must be visually
telegraphic within two seconds, he adds. Ryan cited the success of the
BreadBot mini bakery from Walla Walla, Washington-based Wilkinson
Baking Company as a perfect example of what works in today's environment. "That's what draws people now," Ryan says.
Another valuable tip is to offer portion-size variety. Use sampling stations to reinforce the multiple options available to shoppers, especially
in sweet goods and cakes.
"Particularly with indulgent items, people want a product that knocks
their socks off. They just want it a little smaller," says Robb MacKie, ABA
president and chief executive officer.
Donuts, cupcakes and cookies are still trending upward, so take
advantage of these popular product categories with sampling stations
that feature limited-time offers and seasonal flavors.
Another great idea involves leveraging the visual power of cake
decorating to bring shoppers into the fresh bakery and drive impulse
sales. Bring a small decorating table into the middle of the bakery and
allow one of your cake decorators to engage with customers directly.
Keep it simple. Bring iced cakes, cupcakes and plain cookies to the small
table and showcase colorful icings and decorations prior to your decorator applying the finishing touches. This strategy can be easier than
you think.
Sprinkelina, Pico Rivera, California-based BakeMark's exclusive line of
decorating ingredients, now includes a premium blend of unicorn-inspired sprinkles, pearls and confetti shapes to deliver a colorful array.
Try them on donuts, cakes, cupcakes, cookies, brownies, tarts, pies,
mousse desserts and puff pastries. A sampling station is a perfect way
to introduce the creative possibilities.
"Customers no longer want a product that simply tastes good," says
Stephen Chavez, technical product manager for BakeMark. "It must look
good as well and become a trending moment."
Chocolate is the top impulse flavor in the bakery, according to Power
of Bakery 2019, so sampling new chocolates is a powerful tool to
drive sales.
Chicago-based Barry Callebaut-North America sees several major
trends influencing the future of retail bakery and foodservice. The first
is a demand for more premium, elevated bakery experiences, says Laura
Bergan, the company's director of brand marketing. This trend encompasses the need for hyper-indulgence and over-the-top decadence.
Consumers turn to the bakery category for indulgence and experiential
food products that engage all senses.
In 2017, Barry Callebaut acquired Gertrude Hawk Ingredients, a
leading manufacturer of miniature confectionery molded shapes. These
innovative molded shapes and inclusions are an easy solution for bakeries looking to achieve indulgent, multi-sensorial experiences in their
baked goods. Additionally, the introduction of ruby in North America
fulfills today's consumer desire for over-the-top indulgence.
It's extremely important for supermarket bakeries to recognize the
opportunities of engaging shoppers through creative sampling, especially in sweet bakery categories. While 74% of shoppers typically purchase functional items at their primary food store, conversion is much
lower of indulgent items/desserts (63%) and special occasion items
(40%), according to Power of Bakery 2019.
As witnessed in many grocery perimeter departments, significant

Think of adding portionsize variety in your bakery
sampling programs.

numbers of shoppers have a dual-store strategy, in which they purchase center-store groceries in one store and bakery items in another,
according to Power of Bakery 2019. Channel switching is highest for
special occasion items, such as birthday cakes/cupcakes, and lowest
for functional items. Stand-alone bakery specialty stores take a majority
share of the switchers across all three categories.
Staying up on consumer research helps your bakery stay competitive.
Every three years, Jackson, Michigan-based Dawn Foods' global team
of dedicated market research and insights experts pour through data,
visit bakeries and observe everyday consumer behavior to uncover
the latest consumer trends shaping the industry. In its latest report for
2020, Dawn uncovered eight new trends to help customers capitalize
on consumers' evolving needs. Of these eight trends, one of the most
influential trends influencing bakery is called Blissful Indulgence.
"With Blissful Indulgence, we see that people are looking for opportunities to disconnect and reduce stress and anxiety from always being
on. They want a momentary escape from reality and it's easy to do so
with a small yet indulgent sweet," says Jennifer Lapaugh, Dawn's senior
director of marketing, regional and artisanal channel. "Why this works
so well for bakery and foodservice is that it's a simple way to take a
break every day. It's not time-consuming or a large expense like other
indulgences such as vacations, spa trips or new clothing or jewelry."

Promote comfort foods with a twist
Sampling also plays a pivotal role in bread baking, as well as pizza
and sandwich stations. Celebration "themed" pizzas are a hot trend,
according to Denver-based Ardent Mills, and seasonality and food
holidays offer more ways to create festive eating occasions. Themed
pizzas can capture some of this celebratory spirit and serve well as
limited-time offers.
Convenience and entertaining "are growing like gangbusters," says
Jonna Parker, fresh foods market research expert with Chicago-based
IRI. "There is a consumer need for convenience, and that's what we
need to be talking about."
Consumers are craving familiar comfort foods with a twist, like beef
short rib grilled cheese sandwiches or chicken and waffles. Use sampling stations to offer unique pizza and sandwich flavors that distinguish your foodservice operation from the competition. Routine menus
are not going to cut it anymore.
In the bread category, the ABA's MacKie points out that whole grains,
multi grains and fiber are key buzzwords that resonate with bakery
shoppers of all generations.

www.supermarketperimeter.com

JANUARY 2020 - 25


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Supermarket Perimeter - January 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2020

Supermarket Perimeter - January 2020
Editor's Note: The future of baking, now
Contents
The wire
Gen Z
Making memories
Bakery: Boosting impulse sales
Bakery: Sampling
Deli & Prepared Foods: Cross-merchandising cheese
Meat & Poultry: Case ready meats
Meat & Poultry: Natural meats
Produce: Instore juicers
Produce: Organics
Seafood: Salmon
Food Safety: Meat
Commissary Insider
Classifieds
Ad index
Fresh takes
Supermarket Perimeter - January 2020 - Supermarket Perimeter - January 2020
Supermarket Perimeter - January 2020 - Supermarket Perimeter - January 2020
Supermarket Perimeter - January 2020 - 2
Supermarket Perimeter - January 2020 - Editor's Note: The future of baking, now
Supermarket Perimeter - January 2020 - Contents
Supermarket Perimeter - January 2020 - 5
Supermarket Perimeter - January 2020 - The wire
Supermarket Perimeter - January 2020 - 7
Supermarket Perimeter - January 2020 - Gen Z
Supermarket Perimeter - January 2020 - 9
Supermarket Perimeter - January 2020 - 10
Supermarket Perimeter - January 2020 - 11
Supermarket Perimeter - January 2020 - 12
Supermarket Perimeter - January 2020 - 13
Supermarket Perimeter - January 2020 - Making memories
Supermarket Perimeter - January 2020 - 15
Supermarket Perimeter - January 2020 - 16
Supermarket Perimeter - January 2020 - 17
Supermarket Perimeter - January 2020 - 18
Supermarket Perimeter - January 2020 - 19
Supermarket Perimeter - January 2020 - Bakery: Boosting impulse sales
Supermarket Perimeter - January 2020 - 21
Supermarket Perimeter - January 2020 - 22
Supermarket Perimeter - January 2020 - 23
Supermarket Perimeter - January 2020 - Bakery: Sampling
Supermarket Perimeter - January 2020 - 25
Supermarket Perimeter - January 2020 - Deli & Prepared Foods: Cross-merchandising cheese
Supermarket Perimeter - January 2020 - 27
Supermarket Perimeter - January 2020 - 28
Supermarket Perimeter - January 2020 - 29
Supermarket Perimeter - January 2020 - 30
Supermarket Perimeter - January 2020 - 31
Supermarket Perimeter - January 2020 - Meat & Poultry: Case ready meats
Supermarket Perimeter - January 2020 - 33
Supermarket Perimeter - January 2020 - 34
Supermarket Perimeter - January 2020 - 35
Supermarket Perimeter - January 2020 - Meat & Poultry: Natural meats
Supermarket Perimeter - January 2020 - 37
Supermarket Perimeter - January 2020 - 38
Supermarket Perimeter - January 2020 - 39
Supermarket Perimeter - January 2020 - Produce: Instore juicers
Supermarket Perimeter - January 2020 - 41
Supermarket Perimeter - January 2020 - Produce: Organics
Supermarket Perimeter - January 2020 - 43
Supermarket Perimeter - January 2020 - 44
Supermarket Perimeter - January 2020 - 45
Supermarket Perimeter - January 2020 - Seafood: Salmon
Supermarket Perimeter - January 2020 - 47
Supermarket Perimeter - January 2020 - 48
Supermarket Perimeter - January 2020 - 49
Supermarket Perimeter - January 2020 - 50
Supermarket Perimeter - January 2020 - 51
Supermarket Perimeter - January 2020 - Food Safety: Meat
Supermarket Perimeter - January 2020 - 53
Supermarket Perimeter - January 2020 - 54
Supermarket Perimeter - January 2020 - 55
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Supermarket Perimeter - January 2020 - Commissary Insider
Supermarket Perimeter - January 2020 - 58
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Supermarket Perimeter - January 2020 - 63
Supermarket Perimeter - January 2020 - Classifieds
Supermarket Perimeter - January 2020 - Ad index
Supermarket Perimeter - January 2020 - Fresh takes
Supermarket Perimeter - January 2020 - 67
Supermarket Perimeter - January 2020 - 68
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