IBIE 2022 09 19 - 3

IBIE MONDAY
ABA CONSUMER STUDY REVEALS BAKERY'S ROLE IN CONSUMERS' LIVES
Inaugural survey suggests how bakers can target consumers more effectively.
NINE IN 10 Americans are concerned
about high grocery, gasoline
and restaurant prices, but
consumers still consider baked
goods an affordable indulgence,
according to new consumer research
from the American Bakers
Association (ABA).
ABA's inaugural " Life Through
the Lens of Bakery " study, released
at IBIE 2022 and sponsored by Corbion,
also reported that 64% of consumers
make room in their budgets
for an occasional baked treat, and
80% ensure baked goods are part of
special occasions.
The study, which surveyed
1,555 consumers in July 2022,
sought to uncover opportunities
for growth by examining how
baked goods fit into Americans'
daily lives and special occasions.
Anne-Marie Roerink, principal
of 210 Analytics and author of the
report, presented the study at IBIEducate
on Sunday, Sept. 18.
" I think one of the most important
statistics of the entire
study is the incredible level of
permissibility of baked goods -
84% agree it is perfectly fine to occasionally
treat yourself to things
like cookies, cupcakes, donuts, a
piece of a pie, whatever it is, " Ms.
Roerink said. " More importantly,
it doesn't matter if people buy a lot
of baked goods now or just a couple
or what generation they are;
permissibility for baked goods is
extremely high. "
Consumers also emphasize
baked goods in their home-prepared
meals. On average, the study
noted, 68% of meals that include
baked items are prepared at home.
And they also like to enjoy small
indulgences.
Connecting with younger generations,
especially when it comes
to a commitment to sustainability,
is an opportunity for the baking
industry. The full study, available
through ABA, also explores social
media and a host of other insights
driving avenues for growth. *
- Dan Malovany, Baking & Snack
TURNING THE SHIP
Bakers discuss staying afloat in
these turbulent times.
IN RECENT YEARS, the pandemic, high inflation and
supply chain issues have required bakeries to
re-examine how they do business. In a special
IBIEducate session titled " Turning the Ship:
Re-making Your Retail Bakery, " retail bakery
owners shared how they changed direction and
re-made their bakeries to stay afloat in these turbulent
times.
Scott Calvert, president of the Retail BakLin
Carson, chief executive officer of BAKERpedia, spoke at " Why Keto is Proving to Be the Biggest Impact on the Future of Baking, " at a
QuickBITES talk Sunday. She will speak again on the topic at 9:45 a.m. Tuesday.
ers of America, along with RBA board members
John Lupo, Patti Stobaugh and Anthony DiNardo,
represent bakeries from across the country
that have navigated labor and cost issues during
one of the most tumultuous periods in recent
history.
To combat the issues from the pandemic,
KETO PROves TO BE ONE OF BAKING's biggest TRENDS
The category has grown rapidly and is expected to overtake glutenfree
and organic products.
AMID THE EVER-GROWING wave of better-for-you
baked goods, it's the keto trend that's proving to
have the largest impact on the future of the industry,
said Lin Carson, chief executive officer of
BAKERpedia, at her QuickBITES talk on Sunday,
Sept. 18.
The keto market, typically described as
products low in carbohydrates, grew 23% in
the last year alone, Ms. Carson said, and has the
potential to be a $12.4 billion industry in 2024.
Ms. Carson said the keto category will supersede
other popular trends like gluten-free and
organic, and eventually will even surpass the
white bread market.
" The keto trend is just the tip of the iceberg, "
Ms. Carson said, and reflects consumers'
growing avoidance of sugar and carbohydrates
and gravitation towards baked goods with ingredients
like fiber and protein.
Ms. Carson said these trends require bakers
to begin thinking about how they can manufacture
keto-friendly products - starting now.
" It is a necessity to think about keto because
in a year your buyer is going to reach out
and ask if you have anything keto - guaranteed, "
she said.
Ms. Carson highlighted a handful of ingredients
popular in keto baked goods, including
nut flours and dietary fiber, as well as non-caloric
sweeteners like inulin, monk fruit, erythritol
and stevia. *
- Lucas Cuni-Mertz, Baking & Snack
September 19, 2022 | 3
(From left) Anthony DiNardo, Scott Calvert, Patti Stobaugh and
John Lupo speak on how they re-imagined their businesses.
they discussed going on the offensive instead
of taking a defensive stance. Some of their successful
strategies included ramping up carryout
business, selling grocery products, using
social media to communicate business changes,
streamlining product offerings, and looking for
money in grants and loans. With these strategies
in place in a post-pandemic world, all speakers
said that business has been easier. *
- Brian Amick, bake

IBIE 2022 09 19

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