Supermarket Perimeter - May 2023 - 9

A
few of the top current trends in instore bakeries and delis are global
influences, nostalgia based in cultural roots and bright colors.
Many consumers are looking to branch out and try new flavors from
countries around the world, and they are also cherishing their family traditions and the
flavors that bring them comfort.
While every consumer comes to the supermarket with their own unique family
backgrounds and varied stages of life, it is important for them to receive a personalized
experience. Gone are the days of generalization.
Focus on the five
Whitney Atkins, global marketing vice president for the Madison, Wis.-based
International Dairy Deli Bakery Association (IDDBA), identified the significance of the
number five for the deli and bakery industry in 2023.
She explained that engaging consumers with all five senses is the key for retailers
wanting to stand out.
Atkins also pointed out that there are currently five generations in the workforce.
While Millennials and Gen Z consumers are getting the most marketing attention
right now, she said it is important to ask, " How do you reach all of the generations we
still have? "
Another five that IDDBA is focusing on in 2023 is the five steps in the supply chain
Give
consumers
the world -
and let them
define it
By Hayley Hyer
and improving communication between suppliers and retailers.
One thing that retailers are expecting from suppliers, Atkins said, is for the brands to
travel to them and make it easier for them to experience what they are offering.
" The key is getting it out there and showing it to them, " she said. " It is important that
they are able to distinctly talk about innovations and get in front of retailers. Everyone
is wearing more hats than ever, and finding a way to get through that communication
chain is key. "
Care for the whole consumer
An important message that IDDBA wants to share with the bakery and deli industry this
year is to focus on the consumer's whole health, whole self and whole heart, Atkins said.
" Out of the last couple of years, consumers are more in tune with their health than
ever before, " she said.
However, health does not look the same for every consumer, Atkins pointed out. For
some it may be wanting healthier ingredients, and for others it may be wanting smaller
package sizes of indulgent products so they can eat however much they want of it in
the moment without having a lot leftover and worrying about food waste.
This consumer individuality also influences the convenience trend.
" The consumer in today's world defines their own convenience, " Atkins said. " We
can all feel what we want, but what matters to consumers? "
Assuming that every shopper looking for convenience wants to purchase a full meal
kit can alienate other groups who view convenience differently.
" Maybe they just want to come into the bakery and get some fresh bread to go with
the meal they are cooking that night, " Atkins said. " Defining on a broad base is the
wrong way to go about it. Consumers are more involved in the product cycle than ever
before. Understanding what it means to the consumer is key. "
Continuing down that path, Atkins said that consumers are also defining their
own value.
" Do you have a mix of product that is going to answer the consumer on a budget? "
Some consumers see value purchasing in bulk, while others opt for smaller sizes to
get only as much as they need. These things depend on the size of their families, the
ages of their kids and their own places in life.
" Make sure we aren't defining value for the consumer; let the consumer define that, "
Atkins advised.
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