Supermarket Perimeter - January 2025 - 23

Destination instore bakery
Because perimeter departments are already a destination for many
shoppers, this becomes an opportunity for the bakery to use signage
and digital media to further entice exploration of the multicultural
offerings available. But this doesn't mean trying to outdo regional
bakers at their own specialties. Instead, offer an opportunity for
exploration and education based on taste patterns within the bakery.
This could be done in the format of a planned Mexican, Cuban, Filipino,
British or French month that rotates through particular flavors or baked
good offerings, Parker suggested.
Sometimes the easiest way to get started is by giving traditional
baked goods a multicultural twist. In this area, La Brea Bakery, Los
Angeles, could be considered decidedly ahead of the curve. It's
Mediterranean-influenced Olive loaf and Rosemary & Olive loaf were
two of the bakery's original breads from the founding of the bakery in
1989. Its Hispanic-influenced Jalapeño Cheddar loaf combines spicy
jalapeños, roasted red bell peppers and cheddar cheese. In a nod to a
traditional regional favorite, the company reformulated its New York
Rye loaf to provide the authentic rye experience of traditional New York
Jewish delis.
" The world continues to get smaller with the influence of social
media that extends to multicultural foods, " said Brie Buenning, senior
director of marketing for La Brea Bakery. " You can go online at any time
and see what food experiences travelers are having in other countries,
inspiring food trends in the marketplace and increased demand for
multicultural offerings. "
Such influence could include pairing ever-popular bakery donuts
with the flavors and texture of traditional churros. Or a croncha,
U.S. grocery shopper trends 2024
Chicago-based Circana's The Snack Journey report
found consumers leaning on digital options to learn about
new foods and trends versus asking friends and family
with 34% looking to social media, 16% searching retailer
websites and 10% checking out manufacturer websites.
a combination of a croissant and a concha. Similarly, Tres Leches
cupcakes combine the nostalgic appeal of cupcakes with the iconic Tres
Leches dessert. Nielsen found American instore bakeries generating
more than $177 million annually in Hispanic bakery sales including
popular favorites such as Tres Leches desserts, churros and bolillo and
telera rolls. The Tres Leches deserts account for $153 million in sales, a
13% increase compared to the previous year.
" We are observing a growing trend, especially among younger
consumers, who are reinterpreting traditional flavors and products with
creative twists, " said Anne Marie Halfmann, director of commercial
marketing, Dawn Foods. " In the bakery industry, this often involves
blending classic American baked goods with Hispanic influences. "
Capturing the audience
Multigenerational and multicultural Hispanic shoppers are a prime
audience for the instore bakery. Expected to account for 22% of the
population by 2028, Hispanics are the fastest-growing ethnic group
in the U.S., according to L.E.K. Consulting, Los Angeles. More than
half of the Hispanics living in the U.S. report being influenced by their
culture when making purchase decisions, according to Kantar Monitor
Data 2023.
The Hispanic demographic also represents growing buying power
and are known to shop a variety of stores. For example, Hispanic
consumers shopping for a Quinceanera celebration might have a
shopping basket filled with traditional Hispanic favorites along with U.S.
center store and perimeter staples.
Rich Products, Buffalo, N.Y., offers a variety of Hispanic-inspired
offerings. These include labor-saving Tres Leches-style soaks, presoaked
cakes, sponge cakes and ready to serve full- and individual-size Tres
Leche-style cakes and retail-ready dessert cups, including a Chocoflan
cup. The company also offers everyday treats such as bolillo, telera rolls
and churros.
Versatile Hispanic-inspired mixes from Dawn Foods help save time
and labor in the bakery. The line includes Dawn Exceptional Bizcocho
Sweetdough Base, Dawn Concha Sweetdough Mix, Dawn Classic
Churro Mix, and DAWN Exceptional® Premium Vanilla Creme Cake
Base. Its mixes, fillings, icings, glazes and frozen products can be used
to make everyday favorites such as conchas, mantecadas, and pan
dulce, as well as seasonal and holiday specialties like Tres Leches cake,
Pan de Muerto, baked during the lead up to the Day of the Dead (El Dia
de los Muertos) and Rosca de Reyes (Three Kings Bread).
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JANUARY 2025 - 23
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Supermarket Perimeter - January 2025

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