Supermarket Perimeter - August 2022 - 18

COVID AND THE ISB
But those special occasions may not be celebrated in the same
COVID made some big changes in the food
industry, and ISBs have been no exceptions.
Among the differences between then and now:
MORE SELF-SERVICE DISPLAYS,
both dry and refrigerated, are merchandised
with prepackaged bakery items.
Unpackaged bakery items are BEHIND SERVICE GLASS.
Refrigerated service cakes are displayed in
SMALLER SIZES than three years ago.
A shopper's perceptions of " FRESH " and " SAFE "
are much different today, impacting how food is safely
merchandised in today's bakery department.
(Marjorie Proctor, Dover/Hillphoenix)
BUCKING
TRENDS
(IDDBA Marketplace Report)
Despite inflation, dollar
sales in bakery are up almost
12% from last year
June continued to see great
engagement with the perimeter or
fresh bakery section. Almost every
area grew dollars, and many grew
unit sales as well. These include
celebratory items, including
cookies, but also morning bakery,
including muffins and donuts. "
Whitney Atkins, IDDBA
Room for improvement
" With fewer people visiting grocery stores during the pandemic, the
instore bakery took a hit because it's an area where people often make
impulse purchases, " said Christine Prociv, senior vice president of
marketing, innovation and R&D for Los Angeles-based Aspire Bakeries.
" Now shoppers feel much more comfortable shopping in-person, but
the ISB still has some recovery to do. "
According to Technomic, prior to the pandemic, 38% of consumers
were purchasing something from an ISB every shopping trip or nearly
every trip. Now it's just 32% of consumers.
Still, the recovery is definitely real, Prociv said. And while the ISB as a
whole is still recovering, Aspire Bakeries is excited by what its seeing in
the artisan bread category.
One of the company's brands that makes product for ISBs, La Brea
Bakery, recently did a study of shoppers identified as " bread lovers, " and
35% of these consumers are now buying more fresh baked bread than
they were before the pandemic.
Supply chain issues are impacting the entire food industry, including
the instore bakery segment, Prociv said. Ingredients have been harder
to source and more expensive, and that impacts production and cost.
Labor also continues to be a huge issue.
" We need experienced workers to create our fresh baked breads
and baked goods, " she said. " ISB operators and suppliers have been
navigating these challenges and must continue to adapt to the postpandemic
ISB. "
The packaging solutions Aspire initiated to address operator and
consumer safety concerns during the pandemic seem to have staying
power as the company moves forward, she said.
For example, Aspire continues to see increased demand for sealed
baked goods, including multi-packs and individually wrapped offerings,
as well as the ability for ISB operators to close their fresh bread packaging.
" These options provide safety reassurance for their customers, "
Prociv said.
A new look
The instore bakery has bounced back post-COVID, but it's not the
same department as pre-pandemic, said Marjorie Proctor, marketing
18 - AUGUST 2022
supermarketperimeter.com
way. Instead of the sheet cake from the ISB, consumers may be more
likely to opt for individually wrapped cupcakes, for instance. It's more
personalized, and in today's heightened food safety environment, it's
often required - for many kids' activities, for instance.
ROOM TO GROW
Before COVID, 38% of consumers
were purchasing something from an
ISB every shopping trip or nearly
every trip. Now it's just 32%.
(Technomic)
WAVEBREAKMEDIAMICRO - STOCK.ADOBE.COM
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Supermarket Perimeter - August 2022

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