Supermarket Perimeter - June 2020 - 19

Center aisle bump
Accommodation of such
needs is an opportunity that
will be tempered by the need
for flexibility. Over the last two
months, many instore bakeries
have taken a temporary hit.
For some, this meant the need
to reduce selection and services,
limit hours or temporarily close
the department to reallocate
employees to stocking and
sanitation.
"With many sales moving to
center aisle, packaged products
are seeing a double-digit uptick,"
Richard said. "Bakeries that don't
have the staffing or capability to
have a full case can still provide
products in a packaged option
and in instore displays."

For bakeries forced to choose
between staffing and keeping
cases full, Rich's, Lawrenceville,
NJ, offers ready-to-bake and
proof-and-bake sweet dough.
Its sweet dough line includes
cinnamon rolls, Danishes,
laminated dough pastries, strudels
and scones.
"The top attributes that
consumers seek in sweet baked
goods are natural sweeteners,
increased protein and organic
ingredients," said Pam Stauffer,
global marketing programs
manager, Cargill. "However,
whether bakers are boosting
protein or creating label friendly
formulations, the key to success
is making the required ingredient
adjustments without diminishing
sensory appeal, especially in
indulgent sweet baked goods."

CONSCIOUS CONSUMERS

ɋǍค

Permissible indulgence
Although packaged baked goods
in the center aisle currently
make up the bulk of sweet good
purchases, the indulgence factor is
still a major driver for consumers
desiring a treat. To meet the needs
of stressed consumers, Richard
emphasized the importance of
providing packaged, grab-and-go
bakery products in small sizes with
accurate labeling.

69%

of consumers look for foods
and beverages containing only
ingredients they recognize.
Source: Rich's

56%

ȡǍ‫׃‬

to try new things and elevate
their favorite foods. This makes
simple indulgences like sweet
goods more important than
ever, according to Paul Baker,
co-founder, St. Pierre Groupe,
Manchester, United Kingdom.
"There is a big opportunity
to showcase diverse flavors and
exotic ingredients in familiar
formats," he said. "Consumers
look to sweet goods as a triedand-true favorite but also expect
innovation."

of US respondents said they pay close attention to
fats and oils, with nearly two-thirds (61%) indicated
they avoid certain fats and oils according to
Cargill's annual proprietary FATitudes research.

4 in 10

consumers indicate that locally made options
featuring seasonal flavors, organic ingredients
or alternative sweeteners from an ISB would
interest them.
Source: Mintel, In-Store Bakeries U.S. February 2020

Consumers want to buy
in sizes that decrease
waste. For example, a
two-pack of the bakery's
best-selling donut or sweet
rolls, instead of a six- or
12-pack size.
Source: IDDBA COVID-19 Impact report

GLUTEN-FREE continues to play in the
market as well, but during the last 12 to 18 months,
those requests have been overshadowed by
interest in keto-friendly and fat- and protein-rich
formulations.
Tim Christensen, Cargill

supermarketperimeter.com

JUNE 2020 - 19


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Supermarket Perimeter - June 2020

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