The see-saw effect of the times in which we live shows up in market data for pies, pastries and desserts.
Although the COVID-19 pinnacle of from scratch baking at home has waned, there are a number of consumers who are still picking up ready-to-make or -serve bakery items from the center store. The Dairy Deli Bakery Association’s (IDDBA) latest research has found that baked goods from the center store area rose 2.9% in September 2021 compared with September 2020, with the biggest gains in desserts and morning bakery, and the largest declines in doughnuts and pies.
As in-store bakeries have rebounded — and as the big occasions like the holidays draw closer — the perimeter is picking up. According to IDDBA’s latest research, fresh bakery is driving growth in 2021, with fresh bakery sales recovering above 2019 levels by more than 9%. Here, too, desserts and morning bakery posted gains in September 2021.
“It’s painting an interesting picture,” says Eric Richard, IDDBA’s industry relations coordinator. “It’s not just playing catch-up to 2020 compared to September 2019 — the in-store bakery is doing really well.”
Data from IRI also shows some upticks in the perimeter. For the last 52 weeks ending Aug. 8, sales of perimeter pies topped $1.09 billion, a 5.3% increase from the previous year, according to the market research firm. Perimeter sales of morning bakery items like pastries, danishes and coffee cake also rose, up 5.6% in that time frame to reach more than $3.4 billion. Bars and squares in this part of the store jumped 32.1% to $15.9 million, while perimeter brownies notched a 12.6% increase to hit $323.8 million.
Overall, grocers that sell pies, pastries and desserts in the center store and perimeter can take heart from shoppers’ appetite for the plethora of products that fall within those categories. As Richard notes, “Looking at the bakery category as a whole, both in the aisle and the in-store bakery, it’s up 3.6% year over year.”