Why In-Store Bakeries Need Variety, Not Shrink Control

Offering an extensive variety is vital to stand out. "Stores that reduce to 'shrink control' mode will be selling the same boring non-differentiated selections and then price is the only thing that makes them special," he said.

Bakeries can drive incremental sales by pairing signature items with limited-time-only products. Sensory appeal also matters. A 2025 Mintel survey found that 41% of in-store bakery customers are extremely interested in enjoying the aroma of freshly baked goods; 40% are extremely interested in trying in-store sampling; and 35% are extremely interested in enjoying warm offerings such as cookies.

"Blending the convenience and affordability of grocery stores with the charm of traditional bakery aspects can create the perfect recipe for engagement in in-store bakeries," Mintel said.

The sector must also balance indulgence with health trends. Zwanka said selections can have high-quality ingredients and still be indulgent, citing all-natural and organic cherry pies with locally grown cherries. The grab-and-go items – cookies and donuts – will remain top attractions. "Customers still love to treat themselves," Zwanka said.