Supermarket Perimeter - December 2020 - 16

Bakery

DISPL AYS 101
In this turbulent time, there are important
lessons for bakery to follow
BY JOHN UNREIN

16 - DECEMBER 2020

for the future, despite near-term challenges. " Don't sit on the sidelines
and think you can win, " he said. " Companies that invest during a
recession come out ahead. "

Prepackaged rise
Jim Hertel, senior vice president, analytics, at Winston-Salem, N.C.based Inmar Intelligence, shared thoughts on what the COVID-19 crisis
has taught us about the future of variety for bakery and perishable
foods sold in the supermarket.
" Fresh variety will always be in high demand, " Hertel said. " More
people today are looking to improve their personal and at-home health
and wellness and fresh is a big part of that. What will likely evolve is
safety around fresh. Shoppers are looking for more pre-packaged fresh
product because they are concerned about open-air and the number
of human touches in the store. So, fresh variety will be in demand but
packaging and possibly merchandising (how product is displayed) will
play an increasingly important role. "
Hertel continued by stressing the importance of fresh variety.
" There is less browsing and shopping online today than in a store
and therefore we do see less variety purchased online. This shift could
impact variety which largely will depend on where ecommerce orders

supermarketperimeter.com

VTT STUDIO, RAWPIXEL LTD., DETSHANA - STOCK.ADOBE.COM

THE INSTORE BAKERY DEPARTMENT has " yet to return to normal, "
said Todd Hale, principal at Cincinnati-based Todd Hale LLC, noting
this part of the business has underperformed during the crisis. This
department can make progress through new spins on popular preCOVID-19 trends, he added.
" There had been a lot of demand for single-serve items like bagels or
cookies. So how about more packaged single-serve? "
Consumers are unlikely to completely abandon their new homebased behaviors when the COVID-19 crisis is over, Hale predicted,
referring to at-home baking and cooking.
" I don't think people will become weary of cooking and entertaining
at home, " he said. " It will continue to be a growth engine. I would
suggest more advertising that helps continue to fill demand around the
enjoyment of eating at home and family togetherness. "
Digital marketing has the potential to fuel momentum for bread and
baked goods, said Hale. He pointed to an 8% average weekly growth
rate for these categories in the latest eight weeks, not including impacts
from the Labor Day period.
" How do you keep this going? " he asked. " Can you be creative with
digital engagement? What's in your innovation basket to fuel growth? "
Hale urged bakers to make investments that position their businesses


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Supermarket Perimeter - December 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - December 2020

Supermarket Perimeter - December 2020 - 1
Supermarket Perimeter - December 2020 - 1
Supermarket Perimeter - December 2020 - 2
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