Store Brands - May 2018 - 62

CATEGORY INTELLIGENCE BAKED GOODS AND DESSERTS
can be particularly compelling to consumers who are
hesitant to sacrifice taste or satisfaction, he notes.
Yet, marketers still face the conundrum of having
to promote baked goods and desserts without
creating the perception that they are encouraging
the consumption of unhealthy foods, particularly by
children, Webster says.
"Offering promotions that play to
health and wellness in combination with
the marketing of indulgent products
can be helpful," she states, "as well as
creating deals that incorporate baked
goods and desserts with lunch or
dinner selections."
Retailers, meanwhile, can
generate more interest in
store brands by selling
fresh, prepared selections
at the in-store bakery,
which, as a perimeter
department, attracts
considerably more
traffic than the center

store, says Jan Marien, owner of Belleatalia LLC, a
Dallas-based bakery product manufacturer.
By offering selections with unique flavor
combinations in the bakery, merchandisers can strongly
differentiate the items from other baked goods in the
store, adds Mintel, a global market research firm, in its
June 2017 "In-Store Bakeries-US" report.
"Even if such products have relatively familiar
flavors, an in-store bakery variety affords the
product a sense of artisan quality, and such a
presentation may well encourage consumers to
try flavors or flavor combinations they had not
previously considered," Mintel states.
Many consumers also have fewer health
expectations when shopping the in-store bakery,
Mintel notes, stating that they are "much more
interested in the more-indulgent, freshly baked and
flavorful options that in-store bakeries can provide.
Retailers capitalizing on these expectations can truly
set themselves apart from their competition."
The merchandising of private brands at in-store
bakeries, however, can create operational challenges,
Marien says, including the need to sell products

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62

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Table of Contents for the Digital Edition of Store Brands - May 2018

Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
Store Brands - May 2018 - 3
Store Brands - May 2018 - Contents
Store Brands - May 2018 - 5
Store Brands - May 2018 - 6
Store Brands - May 2018 - 7
Store Brands - May 2018 - 8
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Store Brands - May 2018 - Cover3
Store Brands - May 2018 - Cover4
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201902
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201901
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201812
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201811
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201810
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201809
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201808
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201807
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201806
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_bestpractice
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201805
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