Our Year in Review: The Top Bakery Trends of 2021
Bakeries everywhere are gearing up for 2022, planning for a year full of success, inspiration, and business growth. It’s almost impossible to focus on next year without taking note of the trends and business drivers of 2021. Dawn Foods combed through industry and our own research to compile the top trends of this year, with a focus on how to best integrate them into business planning for the future.
Convenience Continues to be King
COVID shifted the business landscape toward convenience. From online ordering, to single serve packaging, curbside pickup, and grab and go cases, convenience became an imperative for business success, and that consumer desire for ease isn’t going away anytime soon. Throughout COVID, these news ways of doing business gave people confidence in the safety of products and processes, while allowing consumers to operate in the ways that feel comfortable to them.
And even though COVID mandates have lessened, that desire for convenient shopping options remains. In fact, 30% of consumers plan to use delivery when ordering their sweet baked goods going forward. (1)
Continue to integrate convenience services into your business plan like online ordering, delivery, curbside pick up and more.
Consider surveying customers to find out what convenience services matter most to them so you can prioritize the best investments for your bakery.
Investigate single serve or clamshell packaging that offers both easy grab and go service and product visibility.
Continue to focus on features that highlight indulgence and reward.
Consider creating a marketing campaign around comfort and organizing your case to deliver on that promise.
Optimize your case to sell these indulgent bites at the right time of day – that afternoon break or post work indulgence.
Continue to feature cakes, both the traditional favorites consumers love and new creations that push them to experiment and try something new. Dawn Foods has high performing mixes in a variety of traditional flavors such as chocolate, white/yellow, red velvet, coffee and coconut that create unique cakes and serve as base flavors for your own custom creations.
Partner with Dawn and our Gourmet Cupcake Program to curate a strategic cupcake collection that encourages customers to make every day a celebration. Small sizes mean more frequent purchases.
COVID Concerns Put a Spotlight on Health
Highlight healthy ingredients where possible.
Adding in spices with health benefits, citrus, and other immunity boosting foods will catch consumer attention.
Consider investing in organic or vegan ingredients and mixes where possible to meet consumer demand and give your bakery another way to market what makes you unique.
People Return to School and Work…Sort Of
Balance your offering between what customers can get in store with what you can offer via delivery or curbside.
Make digital a key priority for your growth strategy. From online ordering to consistent social media that keeps you top of mind, winning bakers will be everywhere their customers are, whether that’s in the office or a home office.
Don’t rely on corporate customers who grabbed a dozen donuts on the way to the office or stopped in for a mid-morning break. Diversify your customer targets and work on bringing in consumers who are at home or working virtually.
Labor and Supply Chain Challenges Demand our Focus
Conduct regular menu assessments to ensure you’re making the most of ingredients and products you have consistent and easy access to.
Hire employees who can do more than bake. Look for marketing backgrounds, proven customer service skills, and general business backgrounds. This way, team members can contribute in other ways beyond baking.
Create a referral program that optimizes relationships your existing employees may have. For every referral, reward the referring team member.
Be smart about your product mix. Consider integrating frozen products into your case to minimize work and control potential product shortages.