Supermarket Perimeter - October 2021 - 11

A
t Gelson's Markets, seasonal promotions are
a continual part of the retailer's business that
helps the grocer better engage with regular
LAST SEASON'S TOP FLAVORS IN
SEASONAL PRODUCT RELEASES
and newer customers more frequently, longer and
at deeper levels. As the biggest holiday season of the
year draws closer with the approaching fall and winter
months, Gelson's is gearing up for a busy season of
promotions.
" Seasonal at Gelson's means traditional holidays and
themed events, " said Paul Kneeland, vice president of
operations for the Encino, Calif.-based retailer. " Themed
events usually include highlighted categories and occur
mainly in the spring, summer, or fall. For holidays, we are
constantly looking for ways that we can stay traditional for
our customers that like traditional and upping our offerings
to enhance curiosity and elevate the experience for the
customer that likes to experiment. In all our seasonal
promotions, high quality of goods takes precedence. "
Last holiday season, many families and individuals
weren't able to celebrate fall and winter traditions like
they usually do because of COVID-19. While retailers can
expect the pandemic to leave some lingering effects,
Eric Richard, industry relations coordinator for the
Madison, Wis.-based International Dairy, Deli and Bakery
Association, predicted that consumers will be wanting to
make up for last year's missed celebrations.
Richard pointed to Fourth of July weekend sales as an
indication for the upcoming holiday season. The week
of Fourth of July this year brought in $100 million more
sales in the instore bakery than in the final two weeks of
July combined.
" That's a good indication that people are returning to
the fresh departments for the holidays, " Richard said. " A
lot of us in the industry really expect those numbers to
be good for the upcoming fall and Christmas holidays
because last year people weren't able to celebrate like
they typically do. "
Even with the Delta variant surging and new variants
popping up, more people are vaccinated this year, and
consumers are more familiar with what precautions
need to be taken to stay safe.
Retailers should, however, continue to cater to
customers of all comfort levels. That means having
seasonal promotions and offerings visible and accessible
both in the store and online for pick-up and delivery.
It will also be wise for grocers to continue offering
products in grab-and-go formats that come in a variety
of sizes to serve individuals, small families, and mid- to
large-sized gatherings.
Seasonal flavors, product innovation
Planning what seasonal flavors to highlight within limited
time promotions is all about getting a sense of what
other segments in the market are doing, noted Richard.
Last year's fall and winter promotional products brought customers
plenty of fun and festivity, and many brands stepped up to the plate
to release new flavors and products. Geneva, Ill.-based flavor solutions
company FONA International took a deep dive into the 2020/
early 2021 season's top flavors among seasonal and limited-edition
product launches, which grocers might want to consider.
Fall 2020
* Strawberry
* Cookies & Cream
* Pumpkin/Squash & Spice
* Chocolate
* Berry
* Sprinkles
* Grape
* Blue Raspberry
* Orange
* Banana
Source: FONA Seasonal Flavors
Trends of Fall /Trends of Winter
Dec. 2020-Mar. 2021
* Peppermint
* Gingerbread
* Chocolate
* Berry
* Sugar
* Caramel/Caramelized
* Pumpkin/Squash & Spice
* Vanilla/Vanilla Bourbon
* Sprinkles
* Hazelnut
* Red Velvet
* Eggnog
* Praline
* Almond Butter
Unique limited time offer
items as well as seasonal,
nostalgic and locally
relevant flavors are ways to
differentiate yourself from
your competition. Progressive
retailers often leverage both
local and holiday flavors to put
their own spin on the season
in a way that can be ownable
and proprietary for them. "
Andrew Moberly, Daymon Worldwide
supermarketperimeter.com
OCTOBER 2021 - 11
DAIRY FARMERS OF WISCONSIN
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Supermarket Perimeter - October 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - October 2021

Supermarket Perimeter - October 2021 - Intro
Supermarket Perimeter - October 2021 - 1
Supermarket Perimeter - October 2021 - 2
Supermarket Perimeter - October 2021 - 3
Supermarket Perimeter - October 2021 - 4
Supermarket Perimeter - October 2021 - 5
Supermarket Perimeter - October 2021 - 6
Supermarket Perimeter - October 2021 - 7
Supermarket Perimeter - October 2021 - 8
Supermarket Perimeter - October 2021 - 9
Supermarket Perimeter - October 2021 - 10
Supermarket Perimeter - October 2021 - 11
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