bake - November/December 2023 - 31

breads
inspirations
As the supermarket bakery sector examines effective strategies
for the all-important holiday season, bakeries are stepping up
to the plate to offer inspiring products and strategies that help
guarantee success.
" Shoppers are always looking for inspiration, but this is particularly
true around holidays, " points out Neil Pittman, sales director,
US for St Pierre Bakery. " Reports from IDDBA demonstrate
that sales see an uplift across sectors around public holidays.
Occasion-led buying is big business for deli and bakery departments
and Thanksgiving and Christmas are key occasions that
savvy retailers will be looking to maximize.
" We have long held that the instore bakery and deli are about
providing the experience and inspiration for shoppers that cannot
be delivered in the same way by the commercial aisles. It is
imperative, especially now that bakery sales are in growth, that
retailers deliver on the customer expectation - both of the shopping
experience and the product range available. "
The St Pierre product range is designed to deliver authentic,
premium options for shoppers looking for something to elevate
at-home menus, Pittman says, adding " the premiumization trend
is here to stay and it's particularly important when we are looking
at occasion-led purchasing. "
Brioche, on the whole, is a category on the up - both in value
and volume sales (+18% and +9% respectively according to
Nielsen Xaoc data from September 2023), says St Pierre.
That's no mean feat in the current climate and bucks the trend
of the wider bakery category and many others, Pittman explains.
Offering quality brioche as an upgrade is the perfect way to increase
basket spend because it also drives incremental sales in
other areas of the store. Shoppers spending more on quality
bread carriers are more likely to spend on better quality meats
and cheeses, for example.
" The other key consideration for retailers driving sales during
the holidays is offering versatile products that cater to multiple
demand moments - and are suitable for sharing, " he says. " Products
that cater to sharing - such as our Cinnamon Twist, Brioche
Sliders and Sliced Brioche Loaf all experience boosted sales over
the holidays. Brioche provides a simple way to upgrade family
meals so hosts can impress guests easily, with relatively little
extra investment from cost-conscious shoppers. "
Merchandising solutions that highlight quality and authenticity
will help retailers to drive sales, especially in the current climate,
Pittman says.
" Our Eiffel Tower racks not only act as a trip trigger, driving
footfall into the instore bakery and offering a little extra 'theater',
but they also communicate our unique proposition - authentic
French products that can elevate everyday meals, " he says. " In
communicating that, we are automatically addressing the 'why
pay more' question. Shoppers will pay more for quality - especially
during the holidays.
" What happens when consumers 'feel the pinch' is not that
they spend less money necessarily, but that they become more
discerning with where and how they spend that money, " he adds.
That means that brands and suppliers offering quality goods
have an opportunity. The financial difference for consumers between
buying " good " or " best " is marginal, therefore, shoppers
are more likely to opt for the better quality, or premium offering,
Pittman adds.
bakemag.com | NOV-DEC 2023 > 31
ST PIERRE BAKERY
http://www.bakemag.com
bake - November/December 2023

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