bake - August 2014 - 34
millennial-style
marketing
Retail bakers willing to invest the time and
effort can discover a new revenue stream.
BY MARI RYDINGS
At 80 million strong, the Millennial generation is trans-
and marketing your baked foods. This generation
forming retail baking with its foodie mentality, high
boasts three subgroups, each with their own char-
expectations and sophisticated palettes. According to
acteristics: Younger Millennials (ages 19-25), Middle
a recent IDDBA report, Millennials are more likely than
Millennials (ages 26-30) and Older Millennials (ages
any other group to shop specialty stores for bakery
31-36). Bakers who create individualized promotions
items, meaning retail bakers who are willing to put the
targeting each group will be more successful than
time, effort and investment into Millennial marketing
those who stick with a generalized effort.
will find themselves enjoying a new revenue stream.
Evidence of this individuality surfaced in the results of
The Basics
a recent study conducted by Y-Pulse and The Culinary
Across the board, Millennials are smart, tech savvy,
Visions Panel. The study revealed that Younger
social and adventurous. They are more cultur-
Millennials tend to forego regular meals, preferring
ally aware and racially and ethnically diverse than
instead to snack as they go about their day. Typically,
previous generations. They also tend to be more food
they purchase those snacks, which include baked
conscious and are careful with where they spend their
goods, on the go. Middle Millennials also purchase
dollars. They value time with friends and family.
their snacks on the go, but do most of their snacking
in the late afternoon. Older Millennials prefer mid-
But avoid the temptation to lump Millennials into a
morning and late afternoon snacks and are more
one-campaign-fits-all mentality when developing
likely to pack snacks while out and about.
34 < AUG 2014 | bakemag.com
http://www.bakemag.com
bake - August 2014
Table of Contents for the Digital Edition of bake - August 2014
bake - August 2014
Editor's Note - Health Matters
Table of Contents
News Bites - IDDBA Names New President
Corbion Caravan helps customers adjust recipes
Foodservice consumers still smitten by bacon
My Favorite Things
Management - Empower Your Employees
Labor Front - Hired Guns
Food Safety - Produce Safety Measures
Legislation - Sodium Guidelines
Ingredients - Mangos Add Color
What's Hot
At the crossroads of gluten-free and uncertainty
Millennial-style marketing
Shortbread advantage
Italian Options
Cupcake Franchising in a Box
Cafe - The Protein Punch
Products
Product Showcase
Classifieds
Ad Index
bake - August 2014 - bake - August 2014
bake - August 2014 - 2
bake - August 2014 - Editor's Note - Health Matters
bake - August 2014 - 4
bake - August 2014 - Table of Contents
bake - August 2014 - Foodservice consumers still smitten by bacon
bake - August 2014 - 7
bake - August 2014 - 8
bake - August 2014 - 9
bake - August 2014 - My Favorite Things
bake - August 2014 - 11
bake - August 2014 - Management - Empower Your Employees
bake - August 2014 - 13
bake - August 2014 - Labor Front - Hired Guns
bake - August 2014 - 15
bake - August 2014 - Food Safety - Produce Safety Measures
bake - August 2014 - 17
bake - August 2014 - Legislation - Sodium Guidelines
bake - August 2014 - 19
bake - August 2014 - Ingredients - Mangos Add Color
bake - August 2014 - 21
bake - August 2014 - 22
bake - August 2014 - 23
bake - August 2014 - What's Hot
bake - August 2014 - 25
bake - August 2014 - 26
bake - August 2014 - 27
bake - August 2014 - 28
bake - August 2014 - 29
bake - August 2014 - At the crossroads of gluten-free and uncertainty
bake - August 2014 - 31
bake - August 2014 - 32
bake - August 2014 - 33
bake - August 2014 - Millennial-style marketing
bake - August 2014 - 35
bake - August 2014 - 36
bake - August 2014 - 37
bake - August 2014 - Shortbread advantage
bake - August 2014 - 39
bake - August 2014 - Italian Options
bake - August 2014 - 41
bake - August 2014 - 42
bake - August 2014 - 43
bake - August 2014 - Cupcake Franchising in a Box
bake - August 2014 - 45
bake - August 2014 - 46
bake - August 2014 - 47
bake - August 2014 - 48
bake - August 2014 - 49
bake - August 2014 - Cafe - The Protein Punch
bake - August 2014 - 51
bake - August 2014 - 52
bake - August 2014 - 53
bake - August 2014 - Products
bake - August 2014 - 55
bake - August 2014 - Product Showcase
bake - August 2014 - Classifieds
bake - August 2014 - 58
bake - August 2014 - Ad Index
bake - August 2014 - 60
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