bake - January/February 2024 - 40

cakes
Shopper Insights
Global, family-owned food company Rich Products has released findings
from a recent 2023 shopper insight study that found that small,
food-centric gatherings with grazable options continue to rise in popularity
amongst consumers, with 79% of those surveyed indicating
they often try new and interesting foods during these times. Furthermore,
the trend of small, at-home social gatherings has continued to
persist post-pandemic, with over 58% preferring more intimate gatherings
over large events.
While the shift to casual gatherings began before the COVID-19
pandemic, the prevalence has accelerated and evolved from larger
special social occasions where food is present, to small entertainment-focused
gatherings around TV shows, sports games, and game
nights where food is a
social catalyst. Rich's
survey found that food
served at these events
has not only become a
forum for discovery, but
also enticement for attendance
and a conversation
starter.
" Over time, home enSmaller
celebrations bring new opportunities.
tertaining has shifted
away from formal dinner
parties
to more casual
social events with smaller, bite-sized food options, which not only impacts
food and beverage buying behaviors, but also manifests in how
and where people gather at home, " says Amanda Buonopane, senior
manager of strategic insights at Rich Products. " For example, we're
seeing the 'disappearing dining room' trend among the younger generation.
They prefer open floor plans with more flexibility for guests
to grab a snack while socializing around the kitchen island. "
Other findings from the study:
Celebrations are getting smaller: Rich's consumer tracking from
September 2023 shows that only 38% of respondents took part in
gatherings of over 10 people throughout the summer months, despite
summer being a popular season for special occasions, like birthdays,
graduations and more.
This behavioral shift will impact the holiday season as well. The
Cleveland Research Company found that consumers plan to increase
spending on at-home entertainment this year, with spending averaging
$900 (up from $800 in 2022). Rich's data reinforces this preference
for home-based entertainment. The food company's research of
40 < JAN-FEB 2024 | bakemag.com
CAKE'D CHALLENGE
The International Dairy Deli Bakery
Association (IDDBA) is now accepting entries
for the second annual Cake'd Challenge.
Back by popular demand, the challenge is
open to retail cake decorators who work for
one of IDDBA's member companies.
" Retail bakery cake decorators create
centerpieces for celebrations every day.
Whether it is a birthday, graduation or just
because celebration, cake decorators take
pride in adding that special touch to every
cake, " says Jack Ince, IDDBA education
coordinator and Cake'd Challenge event
organizer.
Retail cake decorators interested in the
challenge should submit a portfolio of four
seasonal-themed cakes to include a birthday/
anniversary cake and three themed cakes of
the decorator's choice. One of the four cakes in
the submitted portfolio must be a tiered cake.
The deadline to enter is February 1.
A panel of experts will choose four finalists
to compete live from the IDDBA 2024 show
floor in Houston, on June 9-10. Finalists will
be asked to decorate and create cakes based
on provided guidelines and participate in a
mystery box challenge.
JOHN UNREIN
http://www.bakemag.com
bake - January/February 2024

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