inStore - November/December 2013 - (Page 26)

gear up for summer summer sensations by John Unrein S ummer is synonymous with celebrations. It's no wonder that six of the top sales weeks for instore bakery cakes occur from mid-May to the Fourth of July. Warmer weather and vacation time put consumers in the mood to kick back and enjoy time with family and friends. Summer holidays such as the Fourth of July and Labor Day also drive peak sales for deli meats. In 2012, the week of the Fourth of July generated average sales of $5,314 per store, while Labor Day averaged $5,139 per store, according to Nielsen Perishables Group. The highest dollar sales for deli meats occur during June through September. Fueled by demand for picnic foods, deli salads post their highest average sales the week of the Fourth of July with $3,244 per store. The week of Memorial Day follows with sales of $2,859 per store. As consumers are especially hungry for deli and bakery foods during this time of year, savvy supermarket operators recognize that summer is the perfect time to use creative promotions to build stronger relationships with their bakery and deli shoppers, young and old. For example, Schnucks Markets conducts Summer Cooking Camps for aspiring foodies ages 5 to 12. This summer, the Schnucks camps ran from June 10 to Aug. 9. Each action-packed day featured a different theme and a new hands-on food adventure. Schnucks' registered dietitian Kara Behlke explains the summer program offers a complete learning experience with cooking and nutrition lessons. "The idea is to take it into Schnucks stores across the St. Louis region so that we can reach and teach more young people on the importance of making healthy food choices," she says. Society has evolved from a cooking culture to an eating culture, and all household members now play a role in choosing and preparing foods, according to research by the International Dairy-Deli Bakery Association. For this reason, promoting and introducing non-traditional or seasonal flavors of bakery, deli and specialty cheese products during the late spring and summer should prove effective. Instores such as Dorothy Lane Market, a three-store operator in Ohio, seek out new products that will connect today's consumers who seek unique flavor sensations and wholesome ingredients. 6 In June, Dorothy Lane introduced three flavors of new Rustic Bakery Flatbreads and explained to of the top sales weeks customers on their website the rationale behind for instore bakery the decision: "While at the Fancy Food Show in San cakes occur from mid-May to the Francisco, we discovered a great bakery in nearby Fourth of July. Marin County. They bake everything by hand using only the best organic grains and seeds, so they are low in fat and full of nutrients." Late spring and summer usher in new flavor inspirations. And bakery and deli shoppers have increasingly sophisticated palates and are willing to experiment. Consumers are more likely to try things like blue cheese cole slaw or passion fruit mousse cake than ever before. So take it upon yourself to push the boundaries a little and devise creative products and merchandising platforms that will delight your customers and put them in the mindset to expect the unexpected. 26 * NOV+DEC 2013 * instore

Table of Contents for the Digital Edition of inStore - November/December 2013

inStore - November/December 2013
Editor's Note - The Summer Issue
What's in store for June & July
Table of Contents
News - On Our Radar
Consumer Insights - Sweet Goods
Deli Sandwiches
Millennials
Gear Up for Summer - Summer Sensations
Gear Up for Graduation - Graduation Party
Gear Up for Weddings - Lucrative Wedding Cakes
Gear Up for Specialty Foods - Why Specialty Foods are so Special
Product Trends - First to Market
Ad Index
Next Up: Gear Up for Halloween

inStore - November/December 2013