12 CONSUMER PERISHABLES DATABOOK 2016
three percent compared to the previous year. Fresh bakery
growth is also outpacing the sales of packaged center-store
counterparts, which continue to struggle.
Despite the cupcake craze and excitement from hybrid
products such as the croissant-doughnut, the in-store bakery
has not experienced the same renaissance as fresh departments like deli and produce. In recent years, dollars have
simply shifted from one type of baked good to another
based on temporary consumer trends.
However, the bakery department has the potential to
be a powerful tool for driving growth in-store. Nearly all
households visit and purchase something from the bakery
within a year’s time. The average household purchasing in
the bakery makes 28 trips per year that include a bakery
item, and spends $119 on bakery items alone. When a bakery item is in the basket, the basket size is nearly doubled
from $36 to $66.
A more detailed look at bakery performance shows that
desserts remain the cornerstone of sales, increasing dollar
sales 7. 4 percent and volume sales 8.2 percent. Breads and
rolls was the second-highest performing area in bakery, and
grew dollar and volume sales 2.1 percent and 1.4 percent,
respectively. During this time, breakfast bakery increased
dollar sales 3.1 percent and volume sales 1.3 percent.
In recent years, seafood department sales have suffered
as a result of a handful of barriers to department entry,
Two species in particular have made strong contributions
to the department’s growth. Salmon increased dollar sales
7. 5 percent and volume sales an impressive 16. 9 percent
thanks to a modest decrease in average retail price. A 13. 3
percent decrease in average retail price helped shrimp dol-
lar and volume sales increase 4. 5 percent and 20. 6 percent,
Currently, seafood is purchased the least often and by the
fewest households of the five fresh departments. Seafood,
like meat and produce, has an opportunity to build sales and
draw consumers back to the department through education
around health benefits and preparation.
FRESH IN THE DRIVER’S SEAT
Now more than ever, fresh can serve as a differentiator for
retailers, a selling point for manufacturers and an area of the
store that fills a variety of needs for shoppers.
But before the strategies for more innovative, convenient
packaging and bold, new flavors can begin it must be understand who should be reached. Who is the target consumer,
what do they value, and how does that inform the way they
shop? In fresh, winning strategies begin and end with the
consumer at the center.