Bakers Journal

Features Business and Operations Marketing
Concepts for Success: January-February 2015

Marketing in 2015


February 18, 2015
By Diane Chiasson

Topics
Your millennial customers will be talking about your product on social media, so make sure you’re part of the conversation.

From ethnic foods to clean-and-clear labels and snacking, be sure to keep up with the latest product marketing trends

This year, the focus for foodservice operations, including bakeries, will be all about the new generation of shoppers – millennials and generation Z. We can also expect food items to be smaller, fresher and healthier, and chefs will be creating everything from scratch.

Technology will also play a big role in 2015, as many bakeries will begin to use online ordering, or e-ordering, as well as creative ways to use social media sites and other high-tech gadgetry to attract a new generation of buyers.

Here are more marketing and product trends I recommend you keep an eye on in 2015:

More ethnicity
The generation following the millennials is now old enough to go out by themselves to eat and spend money. Generation Z is the most ethnically diverse group, which translates to the fact that they are familiar with all types of ethnic foods. Bakeries will be expanding their product selection to include pastries and breads from different regions of the world.

Greater variety of gluten-free products
Generation Z also have the most food allergies and restrictions, with many of them being allergic to nuts, lactose, gluten and other things. Expect to see a much larger variety of specialty or custom-baked goods that cater to every different type of allergy, food restriction or dietary need.

Clean-and-clear labels
Bakeries will need to be vigilant when it comes to listing ingredients used in their products, especially given the fact that there are so many people out there with food allergies and restrictions. Shoppers will also be looking for organic, natural and additive-free baked goods made with high fibre and fresh, whole grains, so expect to see more use of natural ingredients. Consumers will avoid products made with high-fructose corn syrup, trans fats, hydrogenated fats, or any other type of chemicals or artificial flavours.

Snack-size it
Consumers are moving away from three square meals a day to eating several snacks a day instead. They will be looking for healthy snacks, especially during breakfast, when people are most in a rush. Expect to see bakeries producing and selling fast and healthful breakfast items such as breakfast biscuits, muesli bites, granola bars, etc. For desserts and other sweets, bakeries will churn out mini versions of favourites like brownies, cupcakes, cookies, pastries and other items that consumers will less likely feel guilty about eating given the smaller size.

Take a picture
Today’s youth love to take photos of everything they eat, then post them online for the world to see. Expect to see more bakeries getting involved in social media to sell or promote their products and services. The best way to attract attention from the next generation will be via online activity, so bakeries will need to get snapping those photos!

Not just a bakery anymore
Bakeries will no longer just be places to buy a loaf of bread or a slice of cake. Most bakery owners and operators are realizing that today’s consumers are all pressed for time and looking for one-stop shopping to purchase all their needs. Expect to see bakeries expanding into home-meal solutions, coffee and tea bar, juice bar, grocery store, and as an event space for birthday parties, cooking classes and other events.


Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping restaurant, foodservice, hospitality and retail operators increase sales for over 30 years. Her company provides innovative and revenue-increasing foodservice and retail merchandising programs, interior design, branding, menu engineering, marketing and promotional campaigns. Contact her toll-free at 1-888-926-6655 or at chiasson@chiassonconsultants.com, or visit www.chiassonconsultants.com.