Supermarket Perimeter - February 2021 - 18

Bakery: Mini-sized

Indulgence
What's considered worthy of indulgence is unique to the demographic
and the individual consumer, and ever-changing evolutions in the
concepts of health and wellness further complicate matters. One
possible compromise is the form of smaller-sized baked goods that offer
the desired indulgence in a smaller proﬁle. Tippin's Pies produces about
a dozen different varieties of mini, six-inch pies, perfect for one or two
people. Tippin's also offers single slices in a variety of ﬂavors, offering
built-in portion control.
" We think smaller portions create more opportunity for trial, and they
can certainly provide an opportunity for indulgence without as much
risk to one's waistline, " Boyer said. " People choosing Tippin's products
are looking for an experience that is rewarding and highly satisfying,
and they have already given themselves permission to indulge. "
These smaller-sized offerings could also tempt more healthconscious consumers to explore the instore bakery and provide
the needed green light for purchase. Viewed within the prism of
pandemic aftereffects, the 2021 FMCG Gurus Food and Beverage trends
anticipate consumers will re-evaluate their diet and lifestyle in regard
to vulnerability to illness, making health an ongoing driver of consumer
18 - FEBRUARY 2021

When it comes to pies, think
of smaller sizes, half-pies and
pies by-the-slice to appeal to
today's smaller households.

attitudes and innovation along with a risk-adverse approach to safety
and assurance. Yet the " Right Bite " of smaller indulgent treats could help
others balance stress and anxiety management, according to Innova
Market Insights.
" Indulgence remains the top driver for shoppers purchasing baked
treats, but given today's emphasis on healthy eating, many are looking
for ways to mitigate the guilt, " said Allison Leibovich, senior technical
service specialist, bakery, Cargill. " Single-serve and smaller items help
consumers feel better about their choices, providing built-in portion
control with smaller-sized, full-sugar portions, including minis, bites
and thins. "
Cakes-in-a-cup and bite-sized or single-serve options offer the best
of both worlds: an indulgent eating experience without the guilt that
gives consumers permission to indulge, Leibovich continued. Sarah
Hickey of Dawn Foods recommended better-for-you baked goods
should also remain a vital component of a grocer's bakery case and
strategy. Whether creating indulgent or better-for-you offerings, the
desire for clean labels still applies with consumers on the lookout for
ingredients found in the home pantry. This includes favorites such as
classic olive oil and honey that are making a resurgence in ice cream,
cookies and candy. In December, Datassentials menu data showed a 5%
growth in chocolate menu ﬂavors with an expectation of 25% growth in
Nutella in the next four years.

Opportunity
Time spent at home during the pandemic has sharpened the senses
and tastebuds of consumers. A December ABA Bake to the Future
podcast with Robb MacKie, ABA president and CEO, and Fred Penny,
president of Bimbo Bakeries USA, forecasted 2021 as the year to build
on consumers' renewed appreciation for baked goods and interest
in artisan products in the grocery store as an area for growth and
innovation.
High-quality, accessible craft- and artisan-inspired baked goods
will be in demand as consumers return to some element of normalcy,
making the transparency and authenticity of the sweet goods
purchased increasingly important.

supermarketperimeter.com

TIPPINS

departments an opportunity to re-think size counts and package sizes.
Smaller family units are seeking out smaller-count options in an
effort to reduce waste and save money. These reduced sizes also ﬁt
continuing societal needs for smaller gatherings and celebrations as
consumers navigate the ongoing impacts of the pandemic. In response,
larger players have made adjustments. Costco, Issaquah, Wash., for
instance, has downsized its half sheet cake, offering to a 10-inch size.
These smaller family units and individuals also include the
increasingly inﬂuential Gen Z demographic and Millennials and
their young families who in many cases aren't yet regular instore
bakery shoppers. To help attract them, Boyer recommended offering
experimental and innovative new products and ﬂavors to make the
instore bakery a destination.
The Millennial and Gen Z spending powerhouses also lead the
charge when it comes to empowered purchasing and engagement
with brands that demonstrate their support of the environment and
the local community. The importance of such engagement with these
empowered consumers will continue with the anticipated growth of
those who expect to become more digitally engaged with brands over
the next 12 to 24 months, according to Forrester's The Future of the
Empowered Consumer in the U.S. report.
Corbion cited the purchase of smaller-sized versions as appealing
to those who participate in simpler or minimalist lifestyles and who
are interested in reducing food waste. The purchase of smaller
package sizes can also simply be related to how willing and how often
consumers want to go to the store, Corbion's Sargent said.
Clear communication of actions regarding one's commitment to
social, environmental and/or cultural values is necessary to preserve
trust among consumers, according to Forrester's report. This could
include highlighting how the bakery is accounting for the associated
waste of smaller packages, offering an in-house recycling program
for packaging, or demonstrating how the bakery is using sustainable
packaging.

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Supermarket Perimeter - February 2021

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