bake - December 2014 - Pan43

SHOPPERS INSIGHT

Retail bakers are in the perfect
position to capitalize on these
demands. On the local level, think
about which area charities might
lend themselves well to a partnership.
Talk to your customers to find out
what causes they support. Consider
donating a portion of every sale to
a local charity, or make it easy for
customers to donate by following the
"round up" trend in which customers
have the option to round up to the
next dollar at the register, with the
extra change going to a local cause.
Attracting Millennials goes way
beyond having a quality product and
a well-known brand. First, Millennials
aren't all that brand loyal. Second, they
crave interaction. Savvy bakers know
that social media is the Millennial
meeting place, where frequent content
sharing, two-way communication and
fresh ideas can grow a business. 
Millennial-style marketing
requires a shift in thinking and the
ability to adapt quickly to this generation's ever-changing desires.  By
zeroing in on the concepts of social,
flavorful, different and  communityfocused, you'll be able to create a
comprehensive marketing plan that
will open new pathways for reaching
one of the most influential generations the baking industry has seen
in quite awhile.
HISPANIC MILLENNIALS

Hispanic Millennials, particularly those that are U.S. born, are
most likely to indicate they consume
media equally in English and Spanish
(approximately 40%). Even among
U.S.-born Hispanic Millennials, only
40% indicate they consume English
media mostly or exclusively.
Ultimately, Hispanic Millennials
will become major contributors to
household growth in the United

States. Hispanic households will
see a growth of close to 17% over
the next five years, driven largely
by the formation of households by
Hispanic Millennials.
Many sometimes mistakenly
assume that Hispanic Millennials
are unenlightened about health.
However, when asked, "What
does being healthy mean to you?"
or "How do you define healthy?",
43% of Hispanic Millennials chose
"Eating healthy/good diet" as the
top definition of health. "Feeling
good or happy/healthy" at 37% and
"Exercising" at 31% were the second
and third choices, respectively. This is
in contrast to older Hispanic of which
49% chose "Having no health problems" as their top definition for health.
Hispanic Millennials sophisticated
views on health are on par with nonHispanic Millennials that selected
"Feeling good" (45%), "Eating healthy"
(37%), and "Exercising" (27%) as their
top choices.
Hispanic Millennials and nonHispanic Millennials converge in
terms of what they avoid eating.
They avoid calories mainly, but also
sugar, trans fats, saturated fats, carbohydrates, and other ingredients, which
are inconsistent with a healthy diet.
The Hispanic Millennial Project
research identified a number of points
of tension, including the following
key areas:
Hispanic Millennials struggle
with the need to fit in with mainstream
culture, while trying to maintain their
cultural identity. When asked how
much they agree with the statement,
"I want to fit in with the mainstream,"
49% of Hispanic Millennials indicated
that they either agree completely or
somewhat with this statement.
47% of Hispanic Millennials indicate that they feel close or somewhat

close to their culture, while 67% of
them state that they want to stand out
as a Latino. This gap is biggest among
U.S.-born Hispanic Millennials,
where only 41% indicate they are
close to their Latino culture, yet 65%
of them want to stand out as Hispanic.
This indicates there is a gap between
where they are and want to be in terms
of their Hispanic cultural identity.
DECEMBER 14

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PANADERIA

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bake - December 2014

Table of Contents for the Digital Edition of bake - December 2014
