Indulgence and Health Top 2015 Bakery Trends

While seemingly contradictory at first blush, indulgence, health and portion sizes are the top trends that will drive in-store bakery purchases next year, according to the International Dairy-Deli-Bakery Association (IDDBA).

“We’re seeing greater use of ‘superfoods’ in bakery products such as pomegranate and chia seeds, especially in breakfast bakery,” Lynn Brotzman, associate client manager for Nielsen Perishables Group, noted in a new IDDBA research report. “Gluten-free breads, rolls and muffins are also generating interest.”

Millennials are particularly drawn to these types of ingredients in bakery products, according to an IDDBA research report, Engaging the Evolving Shopper: Serving the New American Appetite.
 
“As millennials are 50 percent more likely than boomers to place an importance on digestion-related health claims such as gluten- or lactose-free, in-store bakeries should focus on the cues of whole grains, gluten-free products, authenticity, freshly baked items and healthy snack,” said Eric Richard, education coordinator for the IDDBA. “This can be achieved through visual impressions and department signs, which have a high interest among millennials.”

The following are other highlights of the report:

• Consumers look at product presentation, freshness, taste and selection when shopping the in-store bakery.
• Indulgence, health benefits and single-serve options are top trends in today’s in-store bakeries.
• Smaller-sized products are driving more frequent and diverse trips to in-store bakeries than larger, special occasion products.
• Household size and age are prominent factors impacting in-store bakery sales.
• Hispanic shoppers are an important demographic for in-store bakeries, while millennials create sales opportunities due to their quick-trip shopping patterns.
• Consumers are seeking bakery products made with high fiber, fresh and whole grains, while avoiding high-fructose corn syrup, trans fats and hydrogenated fats.
• The demand for gluten-free products is spurring the use of ingredients such as rice flours, corn flour and meal, ancient grains, and tubers and pulses.