IBIE - 2019 Show Daily, Sunday - 47

PROMOTING
AND GROWING
THE BAKING INDUSTRY
Younger Generations Drive
New Normal for Bakery

Study Underscores the
Powerful Impact of Bread
and Baked Goods

U

nderstanding the behaviors of
Millennials and Gen Z is crucial
akery has an enormous consumer
for the baking industry. A new
following across grocery retail,
generational study by the American
with a household bakery penetration
Bakers Association, Attracting Gen Z
at a very high at 99.9 percent, and
and Millennial Customers, presents
the category recording more than
iÞw`}ÃVÀÌV>ÌÌivÕÌÕÀi
$59.7 billion in sales in 2018. To
success of the baking industry.
keep growing these numbers, the
Ƃ}Þ«ÃÌÛiw`}\i>Ã
path to further advance consumer
and Gen Z are outperforming when
engagement with bread and baked
it comes to consuming baked goods.
goods is to truly understand shopper
Some 85 percent purchased at least
preferences.
one of eight categories of baked
The inaugural Power of Bakery
goods over the prior 30 days.
Report, produced by the American
The positive news, however, was
Bakers Association in partnership
Ìi«iÀi`LÞÌiw`}Ì>Ì>LÕÌ
with the Food Marketing Institute and
half of these younger consumers buy
sponsored by Corbion, provides the
or eat fewer baked goods than they
deepest lens to date on the baked
did a year ago, and this was especially
goods preferences of consumers and
the case with Gen Z. Moreover,
guidance for bakers and retailers on
concern about food waste is a
next steps.
primary driver
Consumers
when younger
associate bakery
consumers
with positive words
For the Love of Baked Goods...
decide not to
such as delicious,
MILLENNIALS and GEN Z
buy bread.
great, aroma,
New national research uncovers generationally relevant
decision factors that drive baked goods choices, shopping
and tasty. The
WYLMLYLUJLZHUK[YPNNLYZ[OH[PUÅ\LUJL[Y`PUNUL^WYVK\J[Z
research also found
that emotionally
engaged
consumers are
three times
more likely to
recommend and repurchase, less likely
to shop around,
and considerably
less price sensitive.

B

*VUMPKLU[PHS*VW`YPNO[ (TLYPJHU)HRLYZ(ZZVJPH[PVU

Research presented by

and

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9/7/2019 6:00:19 PM
IBIE - 2019 Show Daily, Sunday

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