The retail bakery market has gone through some significant changes in the past five years. Marissa Sertich Velie, executive director, Retail Bakers of America (RBA) and member of the planning committee for the International Baking Industry Exposition (IBIE) 2025, has seen standard models of business shift among the association’s membership.

“Historically retail bakeries have been these pillars of the community, but as the industry has expanded, a lot of commercial products have improved, so retail bakers are competing with grocery stores for the first time,” she said. “Product ranges at bakeries have historically been a full line, but we’re seeing a shift where bakers are more niche and focusing on just mochi or donuts or cupcakes.”

Sertich Velie noted that nothing can replace the community offered by a retail bakery even as the product lines are gaining new competitors. That’s one aspect retail bakers can lean into in order to stand out. But that single product focus, she said, can be a risky venture.

“The most difficult aspect is that some of these products have longevity and others are passing trends,” she said. “Being able to anticipate which product will be profitable is risky. People expect to see a signature product, but it has to be timeless enough for the longevity of the business.”

As product lineups change, Sertich Velie sees greater appetite in North America for baked goods outside of the Eurocentric, whether its mochi, flatbreads or more savory products.

“Bakery isn’t defined by European flavors anymore, and there’s a lot of opportunity for fusion of techniques and flavors,” she said. “You can use a European technique but incorporate Japanese flavors, for example. There’s a lot of opportunity for creativity.”

Sertich Velie encouraged retail bakers to take full advantage of IBIEducate at the trade show, held Sept. 13-17 in Las Vegas. Sessions, excluding hands-on workshops, are included in registration. Though the hands-on session cost extra, she pointed out that they give bakers the opportunity to learn some of these new skills and even invest in their employees, whether it’s introductory or advanced training.

“Scout the classes out ahead of time so that you can find something relevant to your business’ unique challenges,” she said. “Create an itinerary ahead of time.”

At the RBA Center in the North Hall Booth No. 5874, there will also be plenty of opportunities for retail bakers to network with one another, which is an education all its own.

“As a retail bakery business owner we work in silos,” Sertich Velie said. “It’s easy to be on your own island and not meet other bakers. RBA provides a platform for that, and IBIE allows you to do it on a mass scale – and even take a look at the wholesale and industrial side.”

Whether retail bakers are looking to take advantage of new product trends, learn new skills or address their business challenges, Sertich Velie asserted that they will find solutions and new ideas at IBIE 2025.