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Health Rises to the Top of 2015 Bakery Trends

MADISON, Wis. — Health, portion size and indulgence are the top trends that will drive in-store bakery purchases in the coming year, according to the International Dairy-Deli-Bakery Association (IDDBA).

Consumer-perceived health benefits are driving variety in bakery products. “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.”

According to the association's research, Engaging the Evolving Shopper: Serving the New American Appetite, Millennials are particularly drawn to these types of food options in the bakery department.

“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,” noted Eric Richard, education coordinator for IDDBA. “This can be achieved through visual impressions and department signs, which have a high interest among Millennials.”

Nearly 40 percent of Millennials buy their baked goods at “preferred stores,” as opposed to the primary stores at which they buy their other groceries, which provides an opportunity for bakeries to be seen as more relevant to this all-important consumer group, Richard added.

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

Madison, Wis.-based IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese and supermarket foodservice industries.

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