IDDBA: In-Store Bakeries Target Hispanic Consumers

In the face of stiff competition and sagging profitability, in-store bakery/delis are increasingly targeting Hispanic shoppers, who have remained a largely untapped consumer base despite their growing numbers, according to the International Dairy-Deli-Bakery Association’s (IDDBA).
In its annual trends report titled “What’s in Store 2005,” the association noted that Hispanic tastes vary depending on their country of origin and generation. However, 64% of Hispanics think supermarket selections of baked goods are highly important, and 69% would like to buy traditional Hispanic products in grocery stores.
Moreover, a whopping 75% of Hispanics agree that fresh foods are superior from a health-and-wellness and taste perspective. The ethnic group celebrates about 25 different occasions per year, excluding personal and regional celebrations. These traditional celebrations often include myriad sweet goods in large amounts.
Although manufacturers could profit greatly from sales to Hispanic consumers, they must first understand this diverse demographic and its regional idiosyncrasies, the study notes.
Not surprisingly, convenience remains the No. 1 priority for consumers who shop exclusively at in-store bakeries. Other in-store bakery trends have centered on trans fat, and how the publicity over health concerns and impending labeling requirements are changing the eating habits of consumers. The Food and Drug Administration has mandated that trans fat be listed on all food labels as of Jan. 1, 2006.
According to IDDBA’s “Consumers in Bakery” report, 84% of consumers claim nutritional labels influence their purchasing decisions. Nearly one-fourth of those consumers purchase only trans fat-free products in hopes of warding off maladies such as heart disease.
The IDDBA will host its annual convention in Minneapolis from June 5-7. Among the many speakers, former president George H.W. Bush will present, “The West Wings: Reflections on the Presidency,” on June 5.
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