bake - July/August 2023 - 20

inspiring
trends
Put your best food forward with creative promotions.
IDDBA's Whitney
Atkins cites a new
set of factors that
are influencing
consumer demand.
BY JOHN UNREIN
During a recent workshop at the International Dairy
Deli Bakery Association convention in Anaheim, Calif,,
speaker Jonna Parker, fresh foods team lead at Circana,
pointed out that snacking is " wildly popular, " and not
something the fresh foods industry talks enough about.
" We've got to get out of the shelf mentality and inspire
people, " she said, adding that at-home celebrations (think
book clubs or even swim parties) are at an all-time high.
Thus, the changing landscape of consumer demand
is reaching a new fork in the road, as bakery marketers
clamor to understand the best cases to drive higher
consumption of fresh bakery products.
What's In-Store 2023
During the IDDBA convention, Heather Prach, vice president
of education, and Whitney Atkins, vice president
of marketing, presented a multi-dimensional look at the
Dairy, Deli and Bakery State of the Industry, with findings
based on a shopper survey conducted in May 2023 of
1,550 consumers, with a sales overlay by Circana.
A new set of factors are adding to the list of pandemic
disruptors, Atkins explained, fueled by inflation, record
high consumer debt levels, record low consumer savings
rates, wage increases below the rate of inflation, and a
9-month low consumer confidence.
" All this leads to a continued home-centered world
with room for premium purchases, " she said.
As for guiding trends for 2023, the IDDBA speakers
outlined five influential factors:
1. Whole Health, Whole Heart and Self
" Very few people only eat healthy 100% of the time.
There are a wide range of callouts - make sure they are
20 < JUL-AUG 2023 | bakemag.com
©GRESEI - STOCK.ADOBE.COM, JOHN UNREIN

http://www.bakemag.com

bake - July/August 2023

Table of Contents for the Digital Edition of bake - July/August 2023

bake - July/August 2023 - Intro
bake - July/August 2023 - 1
bake - July/August 2023 - 2
bake - July/August 2023 - 3
bake - July/August 2023 - 4
bake - July/August 2023 - 5
bake - July/August 2023 - 6
bake - July/August 2023 - 7
bake - July/August 2023 - 8
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bake - July/August 2023 - 12
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