bake - January/February 2021 - 14

looking for fresh bakery to be packaged, "

packaging solutions that deliver on the experience, " she

she explains. " This tells us safety remains

says. " It is important to focus on smaller celebrations.

a part of consumers' considerations when

And being transparent is very important. "

The pandemic has amplified the need to
look at packaging solutions, VanDewater says.
So, now packaging is an area of investment and
strong involvement.

Transparency means clean and prominent signage in
the bakery -- explaining bakery practices and on-package
messages like " fresh baked today. "
And there is a vitally important online component to
this movement.

Looking at the surging demand for impactful solu-

Retailers are engaging with customers before they

tions, research from Rich Products reveals that 66% of

arrive in the store, so it is critical to engage with

consumers want purposeful packaging - where you can

consumers through online platforms, VanDewater says.

see the product.

" Looking ahead, we can expect permanent shifts in

" Being able to see the product is very important, "

consumer behaviors because of the pandemic. COVID-19

VanDewater explains. " In addition, functional, modified

has certainly accelerated a shift in behavior for online

atmosphere packaging (MAP) is increasing in demand in

shopping, " she adds. " There is an opportunity for instore

bakery because consumers are concerned about waste. And

bakeries to position products to meet this demand - in

finally, keeping a full bakery case is a signal of freshness. "

messaging, for example. Talk about the flavor and the

Another important piece of the puzzle is the need to

quality of ingredients in your online communications.

focus on fun and interaction.
Consumers are seeking solutions to share, like Do
It Yourself (DIY) kits. VanDewater says there are two
categories where consumers are exhibiting the most
interest: pizza and take-and-bake breads and rolls.
x 25% of consumers responded they would be interested in purchasing a pizza kit in the next 3-6 months.

Retailers who have invested in online platforms and solutions to make fresh bakery available online are seeing
positive results with today's consumers. "
Positioning bakery for the future is vital to continued
success, understanding there will be some level of permanent change.
" This is a time of analysis and reflection to really

x 21% of consumers reported interest in take and
bake breads.
" It is very important to focus on safety and provide

14 < JAN-FEB 2021 | bakemag.com

It is critical to engage with customers through online platforms to
ensure people feel safe about making bakery purchases.

RICH PRODUCTS

making choices in the bakery. "


http://www.bakemag.com

bake - January/February 2021

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

bake - January/February 2021 - 1
bake - January/February 2021 - 1
bake - January/February 2021 - 2
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http://digital.bakemag.com/sosland/bake/bake-january-february-2021
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