This report focuses on retail in-store bakeries (ISBs) in U.S. supermarkets and supercenters. Mintel estimates that this market will reach a sizable $12.4 billion by the end of 2011. To funnel consumers into stores, retailers are placing increasing emphasis on providing shoppers with a range of offerings. In addition to staples such as fresh bread and desserts, ISBs are increasingly offering premium, all-natural, gluten-free and kosher items to appeal to consumer interest and dietary needs, while ISB promotions and marketing efforts offer the type of whimsy not often found in other sections of the supermarket.

This report focuses on retail in-store bakeries (ISBs) in U.S. supermarkets and supercenters. Mintel estimates that this market will reach a sizable $12.4 billion by the end of 2011. To funnel consumers into stores, retailers are placing increasing emphasis on providing shoppers with a range of offerings. In addition to staples such as fresh bread and desserts, ISBs are increasingly offering premium, all-natural, gluten-free and kosher items to appeal to consumer interest and dietary needs, while ISB promotions and marketing efforts offer the type of whimsy not often found in other sections of the supermarket.

This report offers readers in-depth perspective and analysis, including the following:

Which consumer demographics are helping to drive growth in the ISB market, and whether or not future growth can be expected based on these demographics

How the leading ISB segments have performed in the last five years, and how they are expected to perform over the next five years, as the U.S. emerges from its economic downturn

How forward-thinking companies are using new formulations and ingredients to get customers to buy their ISB products, and how this stacks up against the competition from “grocery aisle” goods in center-of-store grocery aisles

What retailers are doing with presentation in the ISB aisles to wow consumers and keep them coming back for more

The role that both quick-service restaurants (QSRs) and standalone bakeries play in the competitive landscape, and what ISBs are doing to counterbalance this impact

In-depth focus on consumer behavior with and attitudes toward ISBs, including purchasing, purchase frequency, ISB outlet types used, reasons for shopping at ISBs, and important products and services that consumers like or would like to see