Baking & Snack - December 2024 - 35

TRENDS
Pies
" When shopping in the perimeter, the most important
attribute for pies is freshness, " he said. " Consumers perceive
higher quality and appreciate that the pie is ready
to be consumed. When shopping in the freezer case, the
consumer knows that those pies will require some preparation,
such as thawing or baking, so consumption will
be at a later time. The frozen pies also have a longer shelf
life, accommodating the needs of smaller families or single
households. Additionally, the freezer case also offers
more deals, accommodating shoppers on a budget. "
Little treats can't be beat
In the broader market, miniature desserts are meeting a
myriad of consumer needs, said Kelsey Olsen, food and
drink analyst at Mintel.
" These smaller sized products are portionable [and]
more relevant with smaller household sizes and a better
fit for the snacking occasion, " she explained. " Tweaking
formats, such as with smaller versions of existing products,
can meet this trend while maintaining the familiar
taste experience. "
She added that increasing the purchase frequency of
Bakers seek to make pies a year-round, must-have dessert.
©Jenifoto-stock.adobe.com
pies lies in more creative merchandising such as pairing
desserts with beverages or bundling pies with various
meal occasions. A recent Mintel survey showed that 26%
of consumers regularly purchase pies, 47% occasionally
buy them, 22% purchase pies for special occasions and
" These little snack pies offer low price and convenience
and an on-the-go appeal, " she explained. " They're an affordable
sweet treat. We know consumers are cutting back
because of budget constraints, but they do want to treat
themselves, and these individual snacks are averaging
less than $1.50 a pie. When you look at the private label
market, which is 50% of snack pies, those are at a 99-cent
price point. They're a very low-cost, indulgent dessert. "
The perimeter pie market, where mostly whole pies
are sold, slipped 4% to $1,284.5 million in sales with
units experiencing a 5.9% decline. Meanwhile, frozen
pies, which had $787.5 million in sales, are down in dollars
about 0.7%, and relatively flat in units (1%). Altobelli
said frozen pies may be outperforming the perimeter department
due to many products' thaw-and-eat nature.
" I can eat it when I want to eat it, " Altobelli said. " I
have it on hand, and it reduces waste in case I buy a perimeter
pie and have to throw it away. They're not growing
like gangbusters by any means. They're just outperforming
perimeter pies. "
Shoppers in the freezer case and in the perimeter
can be the same person on different occasions, suggested
Ryan Morris, senior brand manager, foodservice
pies, muffins and pastries, Sara Lee Frozen Bakery,
Oakbrook Terrace, Ill.
5% rarely purchase.
" Smaller portioned products are meeting versatile
needs across different consumer groups - from smaller
households to snacking fanatics, " Olsen said. " Creativity
in dessert and pie formats is a key component in category
modernization, not only to meet more needs and
occasions but also to bring an element of excitement to
even the most classic pie flavors like pumpkin or apple. "
" THESE SMALLER SIZED
PRODUCTS ARE PORTIONABLE
[AND] MORE RELEVANT WITH
SMALLER HOUSEHOLD SIZES
AND A BETTER FIT FOR THE
SNACKING OCCASION. "
Kelsey Olsen, Mintel
Grandinetti mentioned that in-store bakery shoppers
are feeling the effect of the inflated retail pricing that is
causing a slump in bakery sales volumes across the nation.
As a result, Rocky Mountain Pies collaborated with D&W
Fine Pack to create a smaller 6-inch pie tin for cream and
meringue pies as well as half fruit pies and holiday pies.
www.bakingbusiness.com / December 2024 Baking & Snack 35
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Baking & Snack - December 2024

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