Health, indulgence and portion size are top drivers of consumer purchases at in-store bakeries, as evidenced by findings in What’s in Store 2015, the 29th edition of the annual food industry and consumer trends publication of the International Dairy-Deli-Bakery Association, Madison, WI.

Among the highlights in the bakery chapter are:

• 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 and 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, tubers and pulses.
• New waves of hybrid products continue to hit the scene, as well as new twists on nostalgic, traditional sweets.

Lynn Brotzman, associate client manager, Nielsen Perishables Group, says consumer-perceived health benefits are driving variety in bakery products. “We’re seeing greater use of ‘super-foods’ in bakery products, such as pomegranate and chia seeds, especially in breakfast bakery,” she says. “Gluten-free breads, rolls and muffins are also generating interest.”

One group especially drawn to healthier food options in the bakery department are Millennials, according to IDDBA’s original research, 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, and freshly-baked items and healthy snacks that deliver an image of greater relevance for the Millennial shopper,” according to Eric Richard, education coordinator, IDDBA. “This can be achieved through visual impressions and department signs, which have a high interest among Millennials.

“IDDBA research also shows that 39 percent of Millennials purchase their baked goods at preferred stores and not their primary store, where they buy most of their food and grocery items. Bakeries can become more relevant in the eyes of Millennials by offering a mix of artisan breads and lunches.”

What’s in Store 2015 is available to IDDBA member for $99 and to nonmembers for $399, plus shipping and handling. For more information, visit iddba.org/wis.

Engaging the Evolving Shopper: Serving the New American Appetite, IDDBA’s latest original research, is free to members and $795 for nonmembers, plus shipping and handling. For more information, visit iddba.org/engagingevolvingshopper.