bake - January/February 2021 - 12

the

future

Packaging and innovation
emerge as key needs in
fresh bakery.
BY JOHN UNREIN
For decades, consumers strolled the aisles of the fresh bakery
department, savoring the ability to make their own choices from
bountiful displays of loose, unpackaged product. As Americans
sought more convenience, the need for packaging tipped the
scales in a different direction. Now the COVID-19 crisis has rapidly
accelerated consumer demand for fresh packaged bakery.
In 2020, operators and retailers reached new heights to protect
shoppers during the pandemic - from meticulously wiping down
surfaces and placing tables 6 feet apart to making hand sanitizers
easily accessible, encouraging electronic payments, and utilizing
disposable utensils and menus. But even those measures might
not be enough for consumers in 2021.   
In December, global, family-owned Rich Products asked
consumers about their preferences for products in self-service
bakery cases. More than half (55%) of consumers said they prefer
to see all fresh-baked goods and donuts packaged.
So, what does this mean for the future of fresh, self-serve
food? How do operators communicate that their products are
safe, while continuing to be fresh and delicious?
Rich's has a few ideas for retailers and operators:  
Purposeful packaging: 66% of shoppers say it's very important
to see the items through packaging. 52% are also looking for
packaging that adds shelf-life as a quality cue.
Shelf space: Increase appeal and signal freshness, keeping assortments well-stocked and rotated. On shelf claims like " fresh " and
" baked today " resonate even when products are pre-packaged.
Inspire impulse: Consider cross-merchandising bakery items
with relevant categories like deli to prompt purchase. Secondary
placement in high-traffic areas like produce also increases purchase
and drives basket size.
Jen VanDewater, vice president, health, authenticity and strategic insights at Rich Products, shares her thoughts about this
consumer demand trend for increased food safety, and offers
tips for how retailers and operators can prepare and respond.
" The pandemic has accelerated consumers' focus on health and
safety. We have been tracking consumer sentiment and gathering
consumer preferences around food safety - 55% of consumers are

12 < JAN-FEB 2021 | bakemag.com

" The pandemic
has accelerated
consumers'
focus on health
and safety. "
Jen VanDewater, vice president,
health, authenticity and strategic
insights at Rich Products


http://www.bakemag.com

bake - January/February 2021

Table of Contents for the Digital Edition of bake - January/February 2021

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