Bakery Trends & Best
Practice - Singapore
Overview
• Singapore 2011 population : 5.18 millions (a growth of 1.9% vs 2010)
• Younger generation decreasing while aging population are increasing
100.00%
7.20%
8.10%
9.00%
9.30%
70.90%
71.90%
73.70%
73.90%
21.90%
20.10%
17.40%
16.80%
2000
2005
2010
2011
80.00%
60.00%
40.00%
20.00%
0.00%
<15 Years
15 - 64 Years
65 Years & above
2
Trends
•
Customized cake request from consumer increasing
•
Cupcake craze heating up in Singapore
•
Increased promotions to attract consumers spending.
•
Increasing use of Promotional Deals Via “groupons”
•
Increasing usage of internet for advertising and promotion purposes
3
Application Concepts
More consumers are requesting for customized celebration cakes.
- Cakes below are decorated using NDWT
4
Application Concepts
One of our customers, Polar
Puffs tie-up with a biscuit
manufacturer
to
produce
healthier choice of cake for
consumers ~ Berries Oat
Krunch Cake.
They also run a promotion of ~
Every purchase of the Berries
Oat Krunch Cake, consumers
will receive 1 box free of biscuit.
5
Application Concepts
Local hawker operators produced pudding soya beancurd using RTW.
6
Application Concepts
Cupcake shops are opening across town offering different versions of cupcakes.
E.g. Twelve Cupcakes, Pique Nique, High Society, Marmalade Pantry
7
Promotion Concept
One of the local chained pasta outlets,
PastaMania, conduct “After 9pm Treats”
where consumers can purchased any
desserts and salads for only $2.90
Promotion Concept
Delifrance conduct a promotion of “with
every main course ordered during
stipulated lunch and dinner dine-in
hours, consumers are entitled to FREE
soup of the day, drink of your choice
and daily dessert.
Promotion Concept
Consumers purchase coupon/voucher via internet at an attractive discounted price
for regular priced products
E.g. Consumers can purchase a groupon online to enjoy 50% off purchase of 1kg
Durian Cake
Promotion Concepts
Customers are using internet as tools for advertising and promotion to
attract consumers spending.
E.g. Bread Talk allows consumers to print out e-voucher from their website
to enjoy 25% discount off from the retail price of a cake of the month
promotion.
11
Retailing Concepts
One of the local bakeries,
Bakerzin, designed a smart
phone apps for consumers to
place order for cakes using
their mobile phones.
12
Bakery Trends & Best
Practice - Malaysia
Malaysia Population
30
4.3
4.5
4.4
4.6
4.7
Population (in million)
25
20
67.7
15
65 Years & above
67.3
66.9
66.5
68.1
15 - 64 Years
< 15 Years
10
5
29.2
28.7
28.2
27.7
0
2006
2007
2008
2009
2010
27.2
2011
Population
2006
2007
2008
2009
2010
2011
Population (In Million)
26.83
27.19
27.54
27.90
28.25
28.73
Source: Department of Statistics Malaysia (July 2011)
14
Executive Summary
 Operators are providing new variant of cakes
 The rise of street stalls/kiosks selling fruit juices/smoothies increasing in Malaysia.
 Operators introducing loyalty programs to attract consumers to revisit their outlets
 Booming trends of TW/HK style desserts/bubble tea shops rapidly increasing in
shopping malls.
 Increased promotions value meals during certain hours to win consumer’s spending
dollar.
 Increased usage of internet for advertisement and promotion to attract consumers
 E.g. Facebook, Twitter, Groupons, My Deals, Mobile SMS
15
Applications
 Our technical team has developed “Hokkaido Chiffon Cup Cake” filled with pastry
cream made using PNW.
 We developed 3 flavors :
 Original flavored pastry cream
 Hazelnut with peanut butter cream
 Black sesame with hazelnut cream
Applications
 Our customers, like RT Pastry and Tong Kee are producing new variety of cakes for
consumers.
Yam swiss roll
Wholemeal swiss roll
Bamboo Charcoal Chiffon Cake
Sesame Charcoal Mousse
Retailing Concepts
The rise of street stalls
/ kiosks selling fruit
juice/smoothies
in
Malaysia
Loyalty Programs
The Loaf Bakery & Bistro
conducted a Member’s Day
Sale on all items
•Every RM 10 spent entitled to 1 apple point.
•Every 6 apple points entitled to redeem a 6
pcs box of donuts.
Retailing Concepts
Taiwanese and Hong Kong dessert shops concept opening up in Malaysia.
E.g. Snowflake, Tong Pak Fu
Retailing Concepts
The bubble tea stores allow consumer to choose the preferred sugar and ice
level.
Promotion Concepts
Consumers get a FREE cup of Coffee
or tea for any dine-in of a slice of
cake from 3pm – 6pm
Ladies consumers gets to enjoy 15%
discount off their purchase on every
Tuesday
Promotion Concepts
Contest
Every spending of RM 20 in “Secret
Recipe” entitled to 1 contest entry to
win concert tickets
Every spending of RM 10 in
“Chatime” entitled to 1 contest entry
to win smart phones
23
Retailing Concepts
Use of “Promotional” deals via internet
Consumers purchase coupon/voucher via internet at an attractive discounted price
for regular price items.
E.g. Consumers can purchase a “deal” online to enjoy 38% off 1kg of celebration
cake.
24
Retailing Concepts
Use of internet tools for advertisement
Customers using social media tools such as Facebook and Twitter to
connect with consumers for promotions or announcement.
25
Bakery Trends & Best
Practice - Vietnam
Summary of Trend Drivers
-
-
Government are supporting local manufacturers via awareness
campaign on newspaper to encourage consumers to support
national goods.
Increased usage of internet to promote online shopping in Vietnam –
E.g. NhomMua and CungMua
More bakery café chains are emerging
Increasing display of continental cake within bakery display chiller.
Consumers are increasingly dining out, particularly on weekend for
families.
Continued expansion of foreign franchise chained outlets. E.g.
Bread Talk, Pizza Hut, Coffee Bean, TLJ, etc.
E Shoppers
• In 2011, internet websites offering different promotions emerging to
attract consumers spending.
• E.g Duc Phat Bakery and Sweet Home Bakery offer 60% discount
voucher for consumers if they purchased the voucher online.
Change of business model – Bakery Cafe
• Influence by culture change from western and neighboring Asian
countries, more operators are combining the concept of bakeries
and foodservice to provide value-added service for consumers.
• E.g. Consumers can enjoy a slice of cake with a cup of coffee.
Transferable application
• Increasing display of continental cake within bakery display chiller
Packaging
• Influence by entries of foreign franchise players, customers are shifting
from traditional packaging of round shape to square shape packaging
format.
Merchandising
• Customers are displaying decorated cake and continental cake in
separate display chiller
Marketing: differentiation
•
•
•
Givral, one of the KA who participated in Mooncake Consumption Program has
recorded overwhelming results with the Snow Skin Mooncake.
From 1st year of participation in 2009, they sold only 4000 pieces. This year,
2011, they have sold 18,000 pieces.
They intend to pursue the Snow Skin Mooncake as a daily item on their display
showcase from year 2012 onwards.