Today's consumers are increasingly more health-conscious, and their preferences for natural products are driving menu decisions in bakeries across the world. Research shows a 22% growth in new bakery launches with a digestive or gut health claim over the last year alone.
Preferences for whole-grain, gluten-free and other similar products are also driving more bakeries to offer healthy products.
The demand is clearly there, but how can you promote these products without alienating other customers?
We're going to share proven bakery marketing strategies to help increase sales of your healthy products.
Effective Bakery Marketing Strategies to Promote Healthy Products
From social media to in-store displays and outside-the-box strategies, these are some of the most effective bakery marketing ideas for healthy products.
Leverage Social Media
One of the best ways to promote your products is through bakery social media marketing. Millennials are the most active demographic on social media, and they also happen to be among the most health-conscious buyers.
Creating content for platforms like Instagram, Facebook and YouTube can help put your brand and products in front of this demographic.
Post:
- High-quality photos of your healthy bakery products
- Create behind-the-scenes videos of your baking process
- Share stories of where you source your ingredients
Be active on these platforms and engage with your audience to build relationships and trust. Consistency and authenticity will help drive sales for your products.
Update Your Website
Think of your website as your digital storefront. If you want to promote your healthy products, make sure that your website promotes them.
Use high-quality images of your goods, update your product descriptions and showcase your best-selling healthy items.
Make sure that your site is mobile-friendly and speedy to keep customers engaged on any device.
Don't forget to incorporate some type of online ordering system and consider delivery options to make your healthy products even more accessible to local customers.
Build Loyalty Programs
A loyalty program is a great way to encourage repeat business and entice your regulars to try new products (like your healthy baked goods).
Offer a points-based rewards system that gives members free items or other rewards for their business.
You can also offer:
- Birthday treats
- Exclusive discounts
Tie your loyalty program into an email marketing campaign, where you post regular updates about new healthy bakery products, special deals and stories to keep your customers engaged.
Host Workshops and Baking Classes
Here's one of the most creative advertising ideas for bakeries: host a workshop or baking class. These events are great ways to get to know your customers, build relationships and improve brand awareness.
Your classes will attract your ideal customers, like hobby bakers, families or even corporate groups. Consider themed classes for kids or couples to attract more interest. If your goal is to get more healthy product sales, consider centering your events on these products.
Workshops and classes will transform your bakery into an experience hub, and that in itself can be an effective form of marketing. Eventually, your bakery will be known for more than just a place to buy food. It will become a place to socialize, learn and laugh.
You can promote these events on social media and even offer students discounts on your healthy baked goods.
Optimize Your In-Store Displays
There's no better bakery advertising than an enticing in-store display. Let your products sell themselves.
Set up creative displays with colorful or delicious-looking baked goods. Offer tasting counters that invite customers to try your healthy products.
Keep your space clean with warm lighting and attractive signage that encourages customers to linger and try other products. Focus your displays on the healthy products you want to promote.
Don't underestimate the power of handing out samples. The best way to win over a customer is to let them taste your products.
Offer Catering
Another effective way to drive sales for your healthy products is to offer catering to local businesses, coffee shops and corporate events.
Start small to avoid getting overwhelmed. You can offer mini versions of your best-selling healthy and regular baked goods. Or you can create special themed boxes of baked goods for occasions. Incorporate gluten-free, low-sugar and other healthy options into the mix to appeal to health-conscious consumers.
Once you have your catering services in order, you can promote them on social media and in your advertisements to start boosting sales right away.
Focus on Online Ordering and Local SEO
Today's consumers value convenience. Make it as easy as possible to purchase your goods by implementing an online ordering system.
Showcase your products with professional photos, detailed descriptions and nutritional information.
While you're implementing an online ordering system, focus on your local search engine optimization (SEO).
Local SEO will help your bakery appear in the Google Maps pack and get found by local customers searching for bakeries in town.
- Focus on getting more customer reviews
- Optimize your Google Business Profile
- Incorporate local keywords into your website content (e.g., healthy bakery in Chicago)
- Add your business to local directories
You can also link your menus on social media platforms, making it even easier for customers to do business with you.
Get to Know Your Customers and Adapt to Their Preferences
If you want to increase bakery sales, you need to know your customers and their preferences - and you need to adapt to meet those preferences.
How can you get to know your customers?
- Surveys
- Loyalty apps
- Email sign-ups
- Polls
Through these channels, you can gather critical data on things like their favorite baked goods and how often they purchase from your bakery. You can use these insights to fine-tune your menu and maintain customer loyalty.
Final Thoughts
Many modern bakeries are adapting their menus to include healthy items, like gluten-free baked goods and low-sugar treats. These healthy items are in high demand among consumers who care about the quality and source of their food.
But to promote these products, you'll need to use the right strategies. Use our guide to draw more attention to these health-promoting goods and drive more customers through your door.