Supermarket Perimeter - September 2024 - 30

Bakery
By
Jennifer
Barnett
Fox
IN CELEBRATIONS LARGE AND SMALL, cake remains nostalgically
intertwined with feel-good memories.
As a focal point of many special social occasions, cake plays well
among all generations. Globally, millennials and Gen Z continue to drive
the market with demand for post-meal cakes and desserts when dining
out and at weekend parties. The global cake market is projected to grow
at a CAGR of 3% from 2024-2030, according to Grand View Research,
San Francisco.
When it comes to creating an instore cake program, personalization
is more than a trend, it's essential, according to John Gardner, vice
president, trade and customer development, DecoPac, Anaka, Minn.
Personalization can create a cake that's an emotion-centric expression
- via a handwritten note, memes, cartoons, icons, personal reflections
and quotes. This is why a photo-image cake remains a top-selling
custom order.
" Personalization has taken on new meaning beyond simply choosing
format, flavor, color and messaging, " Gardner said. " The celebration is
an emotional experience, and the cake is the focal point to express that
emotion. "
This appeal goes hand in hand with greater creativity in flavors, colors
and co-branding across the category, according to Rich Products, Buffalo,
N.Y. The company is also seeing branded flavors drive impulse purchases
with Funfetti cakes and icings becoming a 2024 success story.
Rich's Towering Cakes feature up to six layers in flavors such as Italian
Crème, Carrot, Coconut Crème and Lemon Blueberry and offer instore
bakeries a convenient and cost-effective way to sell by-the-slice while
showcasing over-the-top indulgence.
" Since demand has softened due to inflation, cake suppliers and
bakeries are working harder to grab consumer attention with regional,
30 - SEPTEMBER 2024
global and seasonal flavor varieties either as whole cakes, mini cakes, or
cake slices that serve as a safe adventure and as an affordable, special
treat, " said Bill Heiler, senior manager, customer marketing, Rich Products.
Taste evolutions
While trends evolve over time, there is one constant - taste is king.
Over 80% of consumers say taste is the most important factor when
choosing a dessert, according to Datassential.
Amanda Berry, product marketing specialist, Cargill, sees ethnic
flavors and formats growing with options such as ube, tahini and
matcha finding their way into the bakery aisle. In terms of global flavors,
Hispanic dessert cups and Tres Leches-style cakes are extremely popular.
Datassential finds 47% of US consumers are interested in global desserts.
84.51° Stratum shopper loyalty shows that only one-third of households
purchasing portion-sized Hispanic-style desserts are Hispanic.
Consumers also haven't lost an appetite for the classics. Nostalgia
and newstalgia, the combination of nostalgic flavors with an updated
twist, are still playing strong in the form of chocolate, vanilla, caramel,
strawberry, peppermint, candy-related toppers and butterscotch.
" With nostalgia resonating among Boomers to Gen Z, there is
an unprecedented 40-year time frame to put a spin on traditional
favorites, " said Cathy Wisloski, manager insights and customer
experience, Dawn Foods, Jackson, Mich.
Beyond nostalgia, cake flavors also take inspiration from seasonal
and regional flavors. Lighter fruit flavors like lemon and strawberry
appeal to consumers in the spring and summer. Nielsen found
strawberry shortcake to be a growth driver between April and June
2024. Progressing into the fall, warmer spices and flavors such as apple,
pumpkin and caramel are popular. Regional cake favorites featuring
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Supermarket Perimeter - September 2024

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