IDDBA's What's In Store 2015: Bakery Trends Forecast

Madison, WI – Health, indulgence, and portion size are top drivers of consumer purchases at in-store bakeries, as evidenced by findings in What’s in Store 2015, the 29th edition of the annual food industry and consumer trends publication of the International Dairy-Deli-Bakery Association™ (IDDBA).

Among the highlights of the Bakery chapter:

  • Consumers look at product presentation, freshness, taste, and selection when shopping the in-store bakery.
  • Indulgence, health benefits, and single-serve options are top trends in today’s in-store bakeries.
  • Smaller-sized products are driving more frequent and diverse trips to in-store bakeries than larger, special occasion products.
  • Household size and age are prominent factors impacting in-store bakery sales. Hispanic shoppers are an important demographic for in-store bakeries, while Millennials create sales opportunities due to their quick-trip shopping patterns.
  • Consumers are seeking bakery products made with high fiber and fresh and whole grains, while avoiding high fructose corn syrup, trans fats, and hydrogenated fats.
  • The demand for gluten-free products is spurring the use of ingredients such as rice flours, corn flour and meal, ancient grains, and tubers and pulses.
  • New waves of hybrid products continue to hit the scene, as well as new twists on nostalgic, traditional sweets.

Lynn Brotzman, associate client manager, Nielsen Perishables Group, told IDDBA that consumer-perceived health benefits are driving variety in bakery products. “We’re seeing greater use of ‘super-foods’ in bakery products, such as pomegranate and chia seeds, especially in breakfast bakery,” she said. “Gluten-free breads, rolls, and muffins are also generating interest.”

One group that’s especially drawn to healthier food options in the bakery department are Millennials, according to IDDBA’s original research, Engaging the Evolving Shopper: Serving the New American Appetite.

“As Millennials are 50% more likely than Boomers to place an importance on digestion-related health claims such as gluten- or lactose-free, in-store bakeries should focus on the cues of whole grains, gluten-free products, authenticity, and freshly-baked items and healthy snacks that deliver an image of greater relevance for the Millennial shopper,” according to Eric Richard, education coordinator, IDDBA. “This can be achieved through visual impressions and department signs, which have a high interest among Millennials.

“IDDBA research also shows that 39% of Millennials purchase their baked goods at preferred stores and not their primary store, where they buy most of their food and grocery items,” he added. “Bakeries can become more relevant in the eyes of Millennials by offering a mix of artisan breads and lunches.”

What’s in Store 2015, our 29th edition, is a 224-page trends report that details consumer and industry trends affecting the in-store dairy case, cheese case, bakery, deli, and foodservice departments. Its 200+ tables, developed in cooperation with leading industry firms and associations, include department sales, per capita consumption, consumer preferences, system 2, UPC, and private label sales data. The purchase of What’s in Store 2015 includes access to What’s in Store Online, a collection of downloadable tables from the book, plus white papers and trends articles (many with accompanying downloadable tables) that offer supplementary in-depth trends information. Be sure to save time using our Reference Links—these are web homepage links to all of the businesses referenced in What's in Store 2015. The cost is $99 for IDDBA members and $399 for non-members, plus shipping and handling. For more information and to order, visit

Engaging the Evolving Shopper: Serving the New American Appetite is IDDBA’s latest original research that explores the evolving U.S. shopper of fresh perimeter categories – dairy, deli, bakery, prepared foods, specialty cheese and specialty meats – through the lens of Millennials, modern eating, health and wellness, and digital engagement. This study provides insights and implications around: how Millennials are shaping food trends, particularly in fresh perimeter categories; how new demands of modern life are changing eating culture, enabling meals and snacks to happen anytime and anywhere, shaping how shoppers think about the fresh perimeter; how health and wellness trends have redefined how shoppers see the role of food in their lives; and how technology has become integrated in shoppers' lives as they seek information and inspiration both in-store and digitally for deeper engagement with their foods. The research is free to members and $795 for nonmembers, plus shipping and handling. For more information and to order, visit

About IDDBA:  IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese, and supermarket foodservice industries. Member companies enjoy many benefits and services including the annual Dairy-Deli Bake Seminar and Expo, leading-edge research, free training programs, management tools, and an annual trends report, What’s in Store 2015. For more information, contact IDDBA at 608.310.5000 or visit our Web site,

Source: International Dairy-Deli-Bakery Association