inStorebuyer - May 2011 - 3

editor’snote
MAY 11 | VOL 7 | ISSUE 4
INSIGHT FOR BUSINESS ON THE RISE

EDITORIAL STAFF
John Unrein | Editor Joanie Spencer | Managing Editor Anna Comstock | Online Editor Cayce Richardson | Senior Designer

SALES STAFF
Troy Ashby Associate Publisher/Sales Lily O’Kane Classified Sales Representative

PUBLISHING STAFF
Charles S. Sosland Chairman L. Joshua Sosland Vice-chairman Mark Sabo President & Publishing Director John Sonderegger Publisher Melanie Hepperly Vice-President & Chief Financial Officer Don Keating Audience Development Director Sadowna Conarroe Design Services Manager Steve Piatt Classified Designer Dana Holt Manager of Directories & Databases Carrie Fluegge Director of On-line Advertising & Promotions Jon Hall Director of e-Business Nora Wages Advertising Manager Sharon Alexander Advertising Materials Coordinator Marj Potts Digital Systems Analyst Becky White Manager of Advertising Design Judy Arnone Circulation Manager Jen Morris Promotions Manager

A Closer Look
As many of us prepare for this year’s big event, Dairy-Deli-Bake 2011 on June 5-7 in Anaheim, CA, the timing is right to reflect on where missing opportunities may exist in the bakery and deli business. A new report from Perishables Group, for example, sheds valuable light on several important factors to watch within the instore bakery. Perishables Group’s new Bakery Department Drivers report, which integrates point-of-sale supermarket data, consumer demographic profiles, shopper loyalty card data and secondary research, reveals that fresh department sales, including produce, deli, bakery, seafood and meat, comprised a growing percentage of total store sales in recent years; yet the instore bakery’s share of fresh sales was flat at 8 percent last year, despite rising dollar and volume sales. The report also attributes a portion of instore bakery’s 1.6 percent dollar growth to bakeries carrying more gourmet products with higher price tags. “Gourmet products enhance the image of instore bakeries and fuel impulse purchases,” says Jonna Parker, director of account services, “but they don’t necessarily appeal to everybody on an everyday basis.” The occasion or impulse-driven purchase pattern is supported by the fact that the average household purchases from the instore bakery 12 times per year, and just 12 percent of baskets contain more than one bakery item. These statistics are lower than any other fresh department, except seafood. “The greatest opportunity for instore bakeries to grow sales is to adjust strategies so they appeal to a broader base of consumers, and recognize that those core consumers vary by category,” Parker says. Wise words to consider, indeed. John Unrein junrein@sosland.com

INSTORE BUYER (ISSN 1554-348x) Volume 7, issue 4 is published 9 times a year, Feb, Mar, Apr, May, Jul, Aug, Sep, Oct and Dec by Sosland Publishing Co., 4800 Main Street, Suite 100, Kansas City, MO 64112. Canada Post International Publications Mail (Canada Distribution) Sales Agreement Number 40015261. Send returns (Canada) to Bleuchip International, P Box 25542, London, ON, .O. N6C 6B2. Printed in the USA. Periodicals postage paid at Kansas City, MO and additional mailing offices. POSTMASTER: Send address changes to INSTORE BUYER, PO Box 324, Congers, NY 10920-0324. © Sosland Publishing Co. All rights reserved. Reproduction of the whole or any part of the contents without written permission is prohibited. INSTORE BUYER assumes no responsibility for the validity of claims in items reported. Sosland Publishing Co. is a division of Sosland Companies. Inc.

SUBSCRIBER Services
ADDRESS. TELEPHONE, FAX, E-MAIL Editorial and sales offices are located at 4800 Main St., Suite 100, Kansas City, Mo. 64112. Phone: (816) 756-1000. The switchboard is open between 8 a.m. and 5 p.m. Central Standard Time, Monday through Friday. Our main fax number is 816=756=0494; advertising sales can be reached by fax at 816=756=2618. Our e-mail address is bakingbuyer@sosland.com. This number is available for corresponding with any BB department. SUBSCRIPTIONS, ADDRESS CHANGES InStore Buyer is distributed free of charge to qualified readers with managerial responsibilities in in-store, foodservice, retail, specialty wholesale and distribution businesses. For non-qualified readers, U.S. subscriptions are accepted at $60 per year. Other foreign subscriptions (from outside the territory of the U.S. and its possessions) are accepted at $80 per year. For subscription information or address changes, call the Circulation Department at (816) 756-1000. BACK ISSUES Single copies are $15 and are available from the Circulation Department. Special issue prices vary. REPRINTS, PHOTOCOPY PERMISSION Requests for reprints of articles should be sent to reprints@sosland.com or call (816) 756-1000. InStore Buyer is copyrighted; reproduction of the whole or any part of the contents without written permission is prohibited. Photocopy permission for academic purposes may be obtained from the editor. LETTERS TO THE EDITOR Comments and opinions by our readers are welcome. Please send letters to the editor to our mail address, by fax or e-mail. DIRECTORIES Special directories and buyer’s guides are published annually for the baking, grain and milling industries. For details and prices of these publications, call the Circulation Department at (816) 756-1000.

A FFILIATED P UBLICATIONS
4800 Main Street, Suite 100, Kansas City, Mo. 64112 Phone: (816) 756-1000 · Fax: (816) 756-0494 E-mail: bakingbuyer@sosland.com

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inStorebuyer - May 2011

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