Keeping it instore

The rise of the instore bakery also is having an impact in the realm of muffins. The growing number of private label products by large retail chains has led to a greater penetration in emerging economies. Consumers have grown to expect the availability of a wide variety of products under the same roof, and that includes muffins.

Not only do consumers want to find old staples when muffin shopping, but are looking for those more adventurous flavors. An increase in snacking may also have consumers looking for more non-traditional muffin flavors in this space to satisfy a craving that they experience at a different eating occasion during the day.