Five guiding trends from the IDDBA 2023 show floor

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Five guiding trends from the IDDBA 2023 show floor

5 Jun 2023

Joanie Spencer

Since 2008, Joanie Spencer has covered the retail and wholesale sides of the baking industry.
Serving associations such as the American Society of Baking (ASB) and BEMA, Joanie is also in demand as an industry presenter on bakery operations and trends. She holds a bachelor’s degree in communication from Rockhurst University and a master’s degree in journalism from the University of Missouri.

When she’s not running or playing soccer, Joanie spends her time with her husband and 11-year-old son.

ANAHEIM, CA — IDDBA 2023 kicked off with insight from the association’s What’s In Store report, which outlines five guiding trends for members to consider when designing, developing and marketing their products and retail departments. These trends can be seen throughout the show floor, with many highlighted in the New Product Showcase. The show runs through June 6 at the Anaheim Convention Center.

Trend 1: Whole Health, Whole Heart, Whole Self. Whether they’re looking for products that fit into a specific diet or seeking foods made with healthful ingredients, consumers are considering how baked goods fit into their holistic health and overall lifestyles.

Trend 2: Consumer-Defined Convenience. Supermarket bakeries have opportunities to compete with coffee shops like never before. Products such as high-quality frozen croissants are gaining traction, especially for the breakfast daypart. And with a return to life on-the-go, mobility for indulgent treats makes grab-and-go for all hours of operation more popular than ever.

Trend 3: The ABCs of ESG (Environmental, Social and Governance). ESG is high on consumers’ radar as the supply chain continues to remain highly visible. Packaging and waste are huge impact points for consumers, and bakery manufacturers must place an emphasis on related factors such as packaging materials and waste reduction.

Trend 4: Worth the Value. This trend isn’t about price or a “race to the bottom.” While inflation is impacting consumer spending in areas like eating out, it’s also opening the door for cooking at home and splurges on small indulgences.

Trend 5: Technology and Innovation. Food is entertainment as much as fuel, meaning bakers must consider every aspect of the consumer’s eating journey. With opportunities ranging from omnichannel and e-commerce to product technology that enables extended shelf life with high-quality product attributes, advancements in technology and innovation cover a spectrum of concepts.

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