Supermarket Perimeter - May 2020 - 23

"BUILD IT AND THEY WILL COME." The iconic film line adapted
from "Field of Dreams" continues to find significance as consumers
demonstrate they can't get enough of the ambitious and creative
designs covering the once-humble cake. While frosted sheet cakes
remain a go-to favorite for large gatherings, cake decorators are not
letting constraints get in the way as they push the boundaries of square,
rectangle and round.
The popularity of cakes and cake decorating is in part fueled by
long-running TV programs on The Learning Channel (TLC), the Food
Network, PBS and Netflix. Consumed through weekly viewings or a
weekend binge, viewers eagerly tune in to see the triumphs and trials of
the artisans who create delicious and beautiful baked goods.
Popular shows such as "Cake Boss" and "The Great British Baking
Show" allow viewers a visual baking fi x along with a healthy dose of
reality, reminding us baking is truly an artform. Netflix's "Nailed It" even
satisfies the needs of those more interested in Pinterest-worthy baking
fails. Other shows such as "Zumbo's Just Desserts" that search for the
next Willy Wonka-esque baker and "Chef's Table" serve as visual escapes
to enjoy another's culinary efforts.
"For some consumers it's important to make an impact with a cake,"
said Eric Richard, education coordinator for the Madison, Wis.-based
International Dairy Deli Bakery Association (IDDBA). "Social media is
driving this and knowing these types of cakes can be created is why
people are seeking them out."
Thankfully, bakers can anticipate these more labor-intensive cakes
because they are typically planned purchases. While cake decorating
can be a prime way for the instore bakery to stand out in the grocery
perimeter, Richard cautions that it's necessary to understand what an
instore bakery can reasonably do and how to recruit the right talent to
create a robust and viable program.

Reality check

LAWRENCE FOODS

Although entertainment media remains a place for ideas, it also serves
as a reminder. Those searching for a cake possessing such an ideal must
understand the time and costs tied up in a beautiful cake.
"Customers are watching TV and online baking shows and getting
ideas but sometimes these media create unrealistic expectations," said
Bernadette Haas, director of operations for the Tinley Park, Ill.-based
Retail Bakers Association (RBA). "There's a disconnect when it comes to
the consumer's willingness to pay for the cost of a more creative cake."
Rhonda Delaney, vice president of sales and merchandising at
Lawrence Foods, Elk Grove Village, Ill., describes this as the "have it
your way" mentality. She acknowledges cakes as "definitely having a
moment" with an accompanying mindset of bigger, better and more
unique being prevalent because of the cakes shared on Pinterest and
Instagram. Those who don't want a traditional cake, no matter how
outrageous in design, can also choose from alternative "cakes" made
from stacks of crepes, pancakes, donuts, cheese wheels or macarons.

Upping the ante
With cake being the centerpiece to so many of life's happy celebrations
- weddings, birthdays and other social gatherings - Delaney sees a growing push for bakeries to stay on top of the trends followed by younger
generations who document so much of their lives on social media.

Category
predictions
"I see a greater focus on smaller portions," Richard
said. "This will manifest as some stores just putting out
slices of cake, especially as more people are shopping
for themselves. Other stores can focus on cupcakes
or other ways to make cake products that can be
single-service or grab-and-go for people shopping
for themselves. Most consumers don't want a big
commitment in terms of a large cake and not every
bakery department can produce all cakes. Instead,
focus on what you do well, make it easy for people to
purchase either online or with a kiosk that will allow for
customization."
ERIC RICHARD, IDDBA

"The cake category is ever changing. The last few
years we have seen a push for simple, minimal designs.
The less is more concept. I anticipate the revival of
extravagant piping and ornate, over-the-top designs.
Social media and cake TV shows have put cakes back
in the spotlight! Baking is trending and we will continue to see the popularity of dessert infusion cakes
with the use of donuts, cookies and candies integrated
into the design."
RHONDA DELANEY, LAWRENCE FOODS

"After all of this craziness is over, we are predicting
growth! People will come back to bakeries."

BERNADETTE HAAS, RETAIL BAKERS ASSOCIATION

"Owing to the fact that people will always want to
celebrate or indulge in some way, cakes are a staple
item for many of these occasions. While we believe
this category will continue to see some innovation in
the way of variety and forms, 2020 data from Innova
Market Insights tells us that bakery items like cakes,
biscuits, etc., are vulnerable right now as consumers
move away from items that are made by hand."
KATHY SARGENT, CORBION

The global cakes market is projected to grow at a
CAGR of 3.5% (2020-2025). Unpackaged and
artisanal cakes lead in the sales category with cakes
dominating in the instore bakery.
MORDOR INTELLIGENCE

Younger consumers are not yet engaged in the instore
bakery, but natural claims are alluring. There's a
growing interest in alternative flours and sweeteners.
MINTEL IN STORE BAKERIES US FEBRUARY 2020
EXECUTIVE SUMMARY

MAY 2020 - 23

SP_May20.indb 23

5/5/2020 4:09:52 PM



Supermarket Perimeter - May 2020

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