Part two of a series of articles highlighting in-store bakery trends that The Shelby Report will be covering throughout the year.
More than just flavor
With in-store bakery purchases taste is a top driver but industry experts say retailers should not underestimate the role indulgence plays with in-store bakery purchases. As one expert noted, in-store bakeries are one of a retailer’s most powerful marketing tools.
This begins with the department’s location. Placed front and center in the store the bakery department is all about theater. The ability to attract customers through the very powerful senses of sight and smell is an opportunity retailers need to leverage to capture impulse sales.
“Consumers have proven favorites but also love to explore as it relates to baked treats. For instance, ABA’s Bakery Playbook on cookies found that while 37 percent of consumers tend to purchase the same cookies routinely, 51 percent mix and match steady favorites with browsing for new items and 12 percent are always browsing the aisle to see what’s new,” said Christina Donnelly, senior director, industry relations and strategic initiatives for the American Bakers Association. “This is a big opportunity for grocery stores to highlight new innovations or limited time offers to drive an unplanned purchase.”
What’s more, the in-store bakery entices shoppers with the promise of an immediate indulgence, leading to impulse purchases that boost sales. Simply put, just looking at or smelling fresh cake, bread and pastries can trigger the desire to treat yourself to something special.
Here are a few other bakery marketing insights retailers should be mindful of:
Emotional connection
Baked goods are often associated with celebrations, happy memories, and moments of comfort. Indulging in a delicious pastry or cake can evoke positive emotions and create a sense of nostalgia. The bakery becomes a destination for creating and reliving these happy experiences.
“Baked goods are deeply rooted in emotion and this is a powerful finding to leverage, whether in-store signage, social media, etc,” said Anne-Marie Roerink, president, 210 Analytics. “We often see imagery of the cupcake or cake, but think about having signage that shows the actual celebration around it. Or the emotion that comes to mind. For instance, in walking around Publix a few weeks back, I noticed a sign in the checkout lane of a gorgeous chocolate cake, with one word underneath it: aaaaaahhhhhh. Sure enough, I turned around and headed back into the store and picked up a small chocolate ganache cake for the family to share for dessert on an ordinary Friday evening.”
Playing off the nostalgic indulgence theme, Cody Masters, EVP of culinary and industrial sales and executive chef with Everson Spice Co / Lynn’s Foods, said presenting nostalgia in an elevated flavor profile is key. “Always remember, consumers eat with their eyes, before they eat with their mouths. Thus, instead of leaning on the simplicity of a flavor like cheesecake, explore on-trend fusions of flavors like Caramelized Pumpkin Brule, Chocolate Chip Banana Bread or Burnt Orange & Vanilla.”
Masters pointed out that these types of names immediately evoke comforting imagery, while stimulating the senses, leaving customers apt to lean in on the “Little Treat Culture” that has been popularized by TikTok influencers.
[RELATED: Growing In-Store Bakery Sales]
Reward system
For many people, sweet treats serve as a reward for good behavior or a way to de-stress after a long day. A bakery offering decadent desserts and indulgent treats taps into this natural human desire, encouraging customers to associate the store with feelings of satisfaction and pleasure.
Masters pointed out the science behind certain flavors and its influence on purchasing behavior. “Grounding the perceived decadence in more natural flavors can also lead to acceptance of this reward more readily. Leaning on ingredients like exotic fruits or botanicals exploits the ‘freshness’ of the flavor, differentiating it from simply focusing on the sweetness of the item.”
“Blends like lavender, mint & honey, pineapple tamarind, or Turkish cardamon & cocoa all present themselves as something ‘better for you’ than the use of traditional sugar-forward offerings.”
Variety and cravings
Indulgence isn’t limited to just sugary treats. Freshly baked artisan breads can be a luxurious indulgence for bread lovers. Offering a variety of indulgent options, from decadent pastries to gourmet breads, caters to a wider range of cravings and taste preferences.
Masters said as the ultimate comfort food, breads are also one of the most versatile analogs to apply more esoteric flavor profiles especially as a topical pre or post bake “Seasonings like Sweet Cinnamon & Caramel, Spiced Apple & Cranberry or Cranberry & Orange Cider can all add a zhuzh of zest and visual appeal, accentuating the product, without risking convolution of consumer expectation.”
Special occasions
Life is full of celebrations, and bakeries play a vital role in these occasions. From birthday cakes and wedding pastries to graduation cupcakes and holiday cookies, bakeries offer a fun, unique way to commemorate special moments and create lasting memories. Indulgent treats become part of the celebratory experience.
“Taking an ‘outside-the-box’ approach to how to play with expected comfort in celebratory treats can allow you the means to differentiate yourself against your competitive set. Basic desserts looked for when planning your end of summer, Labor Day barbecue can now become social media post worthy when heightened by flavors like Orange Creamsicle, Watermelon Lemonade, or Banana Split,” said Masters.
Our experts all agree that by catering to the desire for indulgence, bakeries can build stronger customer loyalty and encourage repeat visits. Consumers who frequent the bakery department often have a more positive attitude towards the overall shopping experience.
