Supermarket Perimeter - November 2020 - 12

LTOS
a gateway to new flavors
By Jeff Gelski
SOMETIMES , if you want to get consumers to try something new,
you have to find a new way of grabbing their attention.

"Everything from Japanese milk bread to guava
donuts are popping up in grocery markets," Hickey
said. "Many of these sweets are being promoted as
limited-time offers to encourage consumers to try
new flavors."
Americans are seeking the spiciness of Mexico,
digging deeper into Japanese flavors and experiencing
the complex flair of Moroccan cuisine. A search for ethnic
flavors also has people finding food colors that are "Instagramable." In some cases consumers are mixing and matching the ethnic
flavors of the world.
Millennials, US Latinos, single people and European consumers are
exploring new flavors out of curiosity, Hickey said - many of them
via LTOs.
"Millennials are especially interested in exploring Asian and Latino
cuisine, with foods like chocolate sesame cake and churro- flavored
donuts becoming increasingly popular," she said.
Hybrid flavors are also in style.
Bakeries have an opportunity to introduce new flavors blended with
traditional favorites. Flavors like coconut and chai may be added to
create products like toasted coconut donuts and chai-spiced donut
holes, she said. Offering such items for a limited time just adds to
the allure.
"Dedicating time to making treats such as cake sushi, churro
whoopie pies or even wasabi cupcakes are proving to be effective
ways of bringing new taste experiences to customers," Hickey said.

12 - NOVEMBER 2020

supermarketperimeter.com

product availability or scarcity. And fresh
departments have natural opportunities
to sync this around growing seasons and
distinct product cycles.
Limited time offers are not only becoming
more common, Stern said - their efficacy has
been amplified by social media, which brings more
attention to LTOs.
There are plenty of great examples of LTOs across all
fresh perimeter departments, Stern said.
Just recently, for example, Gelson's and Bristol Farms
and other retailers did a great job with Hatch chiles, he
said. It's a produce item that can also be sold in bakery
(cornbread) and retail foodservice, giving it extra punch
as an LTO.
Stern also cited Met Markets in Seattle, whose recent
Peach-o-rama LTO promotion focused on local peaches.
Like Hatch chiles, cross- departmental opportunities
abounded, and again, could extend across departments.
In seafood, meanwhile, many great programs are built
around seasonal catches like King Salmon, Stern said.
"Events can also be created around holidays - king
cakes for Mardis Gras, for instance - back to school or
any event, like the Super Bowl, that enables creative
product developments and promotions," he said.
Driven largely by social media, LTOs will continue to
evolve and proliferate in the coming years, Stern said.
"We'll see more creative ideas and more 'made-up'
events," he said. "They can be around celebrations, large
and small, and only limited by a retailer's creativity. I
would also expect to see many more celebrations of
'local.'"

DOROTHY LANE MARKET, WESLEY KIOU - STOCK.ADOBE.COM

Enter limited time offers. Sarah Hickey, senior director, insights
and market research, for Dawn Foods, Jackson, Mich., said
LTOs can be especially effective in driving sales of new
ethnic foods.


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Supermarket Perimeter - November 2020

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

Supermarket Perimeter - November 2020 - 1
Supermarket Perimeter - November 2020 - 1
Supermarket Perimeter - November 2020 - 2
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