HOVER OVER EACH TILE FOR THE 8 BOLD TRUTHS FOR THE FUTURE OF FRESH BAKERY.
Welcome
to the future of
fresh bakery
LET US HELP TO INCREASE FREQUENCY TO YOUR IN-STORE BAKERY
The average number of annual Fresh Bakery trips per buyer is just 16, which means there’s a huge opportunity to get more fun, creative, craveable bakery items into shoppers’ weekly cart, both in-store and online.
Rich’s Future of Fresh Bakery Playbook offers strategic insights you need to elevate the everyday to increase occasions, drive incremental purchases, and help you make informed choices & optimize your operations.
DIVE INTO THE PLAYBOOK & UNCOVER:
Fresh Bakery Shopper Segmentation
highlighting opportunities to differentiate through the lens of Rich’s proprietary in-store fresh bakery shopper segments
Future of Fresh Bakery LIVE Webinar Series
offering creative solutions for driving shopper engagement, purchase frequency and loyalty.
Fresh Bakery Shopper Segmentation
Introduction
The Future of Fresh Bakery is an insights toolkit that supports retailers in identifying targeted opportunities for growth. The information in our toolkit comes from a number of sources including Rich’s proprietary Fresh Bakery Shopper Segmentation – conducted in partnership with Circana – and from several other trusted industry sources.
Five Unique Shopper Segments
Opportunity exists across retailer segments with five key shopper segments: Engaged Explorers, Special Treat Seekers, Health Balancers, Home-made Prioritizers and Routine Shoppers. Dive into each persona below and take our Shopper Segment Overview Course for deeper understanding of the wide-range of Fresh Bakery shoppers, their lifestyles, needs, and purchasing behaviors.
Engaged Explorer
Special Treat Seekers
Health Balancer
Homemade
Prioritizer
Routine
Shopper
Shopper Segmentation Typing Tool
Not sure where to start? Use our Shopper Segmentation Typing Tool to understand what shopper segments you and members of your team fall into to identify your own personal lenses and possible opportunity blind spots.
KEY INSIGHTS SUMMARY
Comfort Destination
Bakery is a destination for comfort, fresh and fun with more room to grow.
Beyond special occasions
Fresh bakery can evolve beyond special occasions and win with everyday treats & eating occasions
elevate the everyday
Elevating the everyday will lead to increased shopper frequency & drive impulse purchases
target specific shopper needs
The future of bakery is targeting specific shopper needs vs. undifferentiated, traditional bakery
Differentiate your bakery
There are many opportunities to differentiate your bakery based on value proposition, strengths, priority categories and occasions
Two key shoppers
Two segments of fresh bakery shoppers represent a significant opportunity for growth; Engaged Explorers and Special Treat Seekers
under-developed online
Bakery is underdeveloped online, missing share growth and impulse purchase opportunities
portfolio optimization
Retailers will need to optimize the execution of their portfolio to meet the needs and wants of today's shoppers
Review the research with our In-store Bakery experts
PODCAST & WEBINAR SERIES
Welcome to Future of Fresh Bakery LIVE webinar series. We'll dive into key strategies, target shopper segments, inspirations for innovation, and merchandising and ecommerce tips that can help attract and retain shoppers using data and research you can only get from Rich's. Join us on this enlightening journey to the new frontier of in-store bakeries.
Start the series with Episode 1 below, and sign up for the Academy to continue to tune in for future episodes & events.
Episode 1
Future of Fresh Bakery: Introduction
Our introductory podcast dives into the shopper needs and bakery trends that will drive frequency. Listen to the episode now or watch the video by clicking more details.
Click play icon to listen!
Episode 2
Future of Fresh Bakery: Shopper Segment Deep Dive
Explore how to increase frequency within two key shopper segments: Engaged Explorers and Special Treat Seekers. We’ll dive into what theses consumers are craving and merchandising tips to drive sales.
Episode 3
Future of Fresh Bakery: 2024 Trends with Circana Thought Leaders
Join our hosts as they welcome Fresh Foods Innovator, Jonna Parker from Circana. Parker provides her perspective and insights on in-store bakery trends for 2024.
Episode 4
Future of Fresh Bakery: Supercharging Seasonal Sales
Get ready to dive into what matters to maximize omnichannel seasonal sales. From merchandising solutions to evolving flavors, we're here to help grow your in-store and digital bakery traffic, sales and efficiencies.
Episode 5
Future of Fresh Bakery LIVE: Beyond the Cake: Desserts Reimagined
We'll discuss celebration trends and our Technical Team Leader and dessert designer extraordinaire, Bethany Kohl, will share creative and easy-to-execute solutions to help you win more celebrations! (Future of Fresh Bakery Session, November 2024)
Episode 6
Future of Fresh Bakery LIVE: Cookie and Donut Craze
Explore why donuts and cookies are driving growth in Fresh Bakery and how you can continue to capitalize on this trend. (Future of Fresh Bakery Session, March 2025)
Episode 7
Future of Fresh Bakery LIVE: Global Inspirations!
Explore consumer interest in global flavors, the impact of Hispanic and Asian desserts on the bakery, and practical tips for engaging shoppers.
Episode 8
Future of Fresh Bakery LIVE: Driving Dessert Sales with Icing Choices
Discover strategies to boost dessert sales by tapping into consumer icing preferences during this engaging live event. We explore findings from a recent sensory study that reveals how consumers perceive Buttercreme and whipped icing—and why both play distinct and valuable roles in the Fresh Bakery.
Episode 9
Future of Fresh Bakery LIVE: Breaducation - Artisan Insights & Applications!
Explore how artisan breads can elevate your in-store bakery. Join Rich Products’ experts for insights on clean-label trends, shopper segmentation, and culinary demos that inspire assortment optimization and drive incremental sales.
Episode 10
United Plates: A Collaborative Cookoff
In this high‑energy culinary showdown, three chef‑and‑technician duos take on themed rounds inspired by America’s 250th Anniversary and the 2026 World Cup. With bold flavors, creative twists, and guest‑judges, this celebration of Rich’s innovation and signature products is one you won’t want to miss.
Bakery Courses & Training
