Supermarket Perimeter - May 2023 - 30

Bakery: Take-and-bake
meet increasing demand for fast, convenient foods with a premium
touch. " Parbaked/take-and-bake can meet this consumer want as it is
considered fresh and easy to make, " Altobelli said. " These products last
longer in the pantry and deliver the satisfaction of homemade bread. "
Altobelli found The Essential Baking Company, Seattle, to be a bright
spot in the category. The company's take-and-bake artisan organic
bread is showing strong dollar and unit growth. Available in garlic,
sourdough, rosemary, French, Italian and assorted loaves, baguettes
and boules, the breads are packaged in fresh seal packaging. This
packaging offers the ability to keep the partially baked, organic takeand-bake
bread unopened and fresh in the pantry for months without
freezing it.
But these novel products might still need a boost of marketing
promotion. Circana data found that across both the perimeter and center
store, these products are underperforming versus the Bread and Rolls
category. Dollar sales growth is lower and unit sales are declining at a
faster rate. Research from Nielsen found sales of specialty rolls growing at
22% in the last year and brioche growing at 20% within the category.
New audiences
The category is particularly underdeveloped among Millennials, one of
the largest buying demographics. Purchasers of parbaked breads tend to
skew toward Gen X and Boomers and toward upper income consumers.
Perhaps this is because of lack of familiarity with the concept? This can
be solved by making the product a discovery for frequent buyers and
new customers, too. Merchandising can play a key role in increasing sales
in the department and in other areas of the store. Jonna Parker, principal
II, fresh foods team lead, Circana, champions the use of groupings in the
perimeter along with an element of surprise and delight.
Offering the slightly unexpected is a good way to capture consumer
attention within the perimeter. This might be as simple as a temporary
seasonal display for graduation and summer gatherings, or a fun take
on something trending such as Shark Week.
But Parker cautioned retailers to not underestimate the value
of harnessing other areas across multiple aisles. This might be
accomplished through a grouping for quick meals and snacks or simply
the introduction of something new and innovative. Grouping products
can be a smart way to entice and offer creative inspiration within the
instore bakery and provide a reason for shoppers to return.
Additionally, these groupings can be positioned to " interrupt " the
shopper journey with the discovery of an elevated experience.
This practice can be particularly powerful when merged with other
fresh perimeter destinations, making it important for the instore bakery
to offer products worth the destination.
" Despite financial challenges and a constantly changing consumer
landscape, money will always be spent in the bakery sector and savvy
retailers will look to engage with shoppers through quality, consistency
and instore experiences that garner loyalty, " Pittman said.
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BOOTH #1817
30 - MAY 2023
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supermarketperimeter.com
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Supermarket Perimeter - May 2023

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