A continued focus on ‘homeliness’, exploiting changing needs at the breakfast occasion, satisfying the appetite for indulgence, and catering to growth in single-serve and ‘sharing’ options are among the areas in which frozen bakery and pastry firms can look to direct their innovation efforts in the year ahead.
By Tom Warden, Gama
In addition to playing to core strengths of value and convenience, the latest data and insights from Gama Compass™ highlight how companies might look to exploit key macro innovation and consumer trends in order to better compete with fresh and ambient options, as well as products in adjacent categories.
One way in which categories such as frozen bakery and pastry have benefited from shifting buying behaviors over recent years, especially in western markets, has been the desire by consumers to return to more traditional and simpler ‘home comforts’ – a trend variously attributed by commentators to a retreat into familiar and simple pleasures in the face of financial and political insecurity, a nostalgic sentiment for the past, and a resurgence in traditional ‘craft’ activities such as scratch cooking.
In innovation terms, companies have been reflecting this tendency towards ‘home comforts’ in a variety of ways, but most especially through language that evokes the traditional, the trusted and the home-made. In the US, for instance, the recent launches of Mrs. Smith’s Flaky Crust Pie from Schwan’s and Marie Callender’s Everyday Favorit...