inStore - September/October 2013 - (Page 66)
department spotlight
pies
DEPARTMENT SPOTLIGHT
by John Unrein and Nielsen Perishables Group
W
hen The Fresh Market opened its newest supermarket
on Sept. 4 in Overland Park, KS, the prominence of pie
was visible throughout the bakery department. The new
store features 24,300 sq ft of culinary delights, including a bakery that
produces 14 different pie varieties daily, along with 30 kinds of fresh
bakery breads, a wide selection of ready-to-serve entrées and more
than 200 imported and domestic cheeses.
“The Fresh Market’s inviting atmosphere is reminiscent of European
markets,” says Craig Carlock, the company’s president and CEO. “Our
customers enjoy shopping in an environment that appeals to all the
senses.”
Pie is emerging as a key purchase-driver category for the instore
bakery, and The Fresh Market is not alone in touting the power of pie.
THE LATEST PIE TRENDS
Most US consumers don’t start thinking about pies until the winter
holidays approach, but now is the time when the retail food industry
strategizes about which pies and promotions will serve up the most
valuable pie sales in November and December. Seasonal trends aside,
pies from the fresh instore bakery have significant year-round sales
potential, as sales approached $600 million in 2012, according to a new
report from Nielsen Perishables Group.
In fact, retailers that think about pushing pies solely around the holidays are leaving more than a few slices of opportunity on the table.
Pies were predicted by food media and industry experts to be the “it”
dessert of 2010, but it often takes time for pop culture food trends to
develop and flourish in grocery stores. And true to the foreshadowing,
66 • SEP + OCT 2013 • instore
pies have been gaining ground in the instore bakery department.
According to Nielsen Perishables Group, 2012 was a strong year for pies,
fueled by an insurgence of mini pies and indulgent flavor innovations.
That said, however, the majority of pie sales occurred during the last
two months of the year.
That leaves another 10 months of opportunity for retailers to work
with. In fact, a $234 million opportunity is on the table if retailers can
entice existing pie buyers to purchase pie just one more time per year.
Table of Contents for the Digital Edition of inStore - September/October 2013
inStore - September/October 2013
Editor's Note - Convenience
What's In store for March & April
Table of Contents
On Our Radar
Consumer Insights - Cookies
Pizza
Sugar-Free Shoppers
Spring
March Madness
Department Spotlight - Cake
Sandwiches & Burgers
Beverages
Pies
Product Trends - First to Market
Bizarre Holiday - International Waffle Day
Ad Index
Next Up - Gear Up for Graduation
inStore - September/October 2013
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