bake - Special Report - January 2023 - 36

Survey says:
DELIVERY IS ONLY METHOD
TO MAINTAIN SALES
The U.S. online grocery market
finished November with $7.7
billion in total sales, down 10%
compared to a year ago, but
only 2% lower than the $7.8
billion reported for the two
prior months, according to the
monthly Brick Meets Click/
Mercatus Grocery Shopping
Survey fielded Nov. 29-30,
2022.
The year-over-year decline
in total sales was driven by
fewer households buying
groceries online, combined
with lower order frequency
and constrained spending per
order among monthly active
users (MAUs). Delivery was
the only method to maintain
sales versus a year ago,
and the downward pressures
were more present in grocery
formats than in mass.
" When it comes to shopping
online - especially for delivery
or pickup - cost considerations
include more than the price
paid for a basket of products, "
says David Bishop, partner at
Brick Meets Click.
This increased focus on cost
may be influencing where
and how grocery's customers
receive online orders and motivating
some of them to shift
trips to mass - especially those
who already shop online with
both formats.
36
'TRADING BOUQUETS
FOR BOUQAKES'
Pinterest users are planning for the future, looking to know what's
next in a wide variety of categories. For the last three years, 80% of
Pinterest report predictions have come true, according to the platforms'
global search data in an analysis period from July 2018 to
June 2022.
One of the big trends affecting the baking world in the coming
year, according to Pinterest Predicts, is wildflours. Gen X and
Millennials are behind this trend that turns sweet treats into floral
works of art with items such as wildflower cupcakes and daisy
desserts. As Pinterest describes it, this trend is " trading bouquets
for bouqakes. "
The following terms are highly trending on the platform:
* Daisy cupcakes +85%
* Wildflower cupcakes +110%
* Herbal apothecary aesthetic +1025%
* Purple floral cake +85%
* Sage green cupcakes +210%
As we've seen in years past, this trend lends itself especially well
to cakes. Florals have been popular for spring cakes, but bakers can
find creative ways to reinvigorate the designs.
For instance, edible flowers can be pressed and crystallized to
accent cakes and turn them into blooming masterpieces. Edible
flowers also make cakes more sustainable, which is becoming much
more important to consumers with the environment in mind.
" Couples have long used fresh flowers to decorate their wedding
cakes, but now, the difference is that the flowers become part of
the dessert instead of being discarded after the cake is cut. Violets,
marigolds, pansies, and even some rose varieties are types of edible
flowers that couples can use, " says Samantha Iacia, associate editor
at WeddingWire.
Bake Magazine Digital Special Report 1 | Volume 4 | bakemag.com
CONSUMER INSIGHTS
JOHN UNREIN

https://business.pinterest.com/en-us/pinterest-predicts/ https://www.brickmeetsclick.com/stuff/contentmgr/files/0/b33b7d7f9604fb8a97b9678ec53165a0/files/bmc_eshopper_dec_2022_press_release_final_.pdf https://www.brickmeetsclick.com/stuff/contentmgr/files/0/b33b7d7f9604fb8a97b9678ec53165a0/files/bmc_eshopper_dec_2022_press_release_final_.pdf https://www.brickmeetsclick.com/stuff/contentmgr/files/0/b33b7d7f9604fb8a97b9678ec53165a0/files/bmc_eshopper_dec_2022_press_release_final_.pdf http://www.bakemag.com

bake - Special Report - January 2023

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