Fresh foods are surging in grocery sales, and bakery is leading the charge. In 2024 alone, bakery grew 0.5% year over year to $48.5 billion. But how can retailers capitalize on this demand?
The secret lies in how fresh products are presented — and lighting plays a major role.
If you walk anywhere in the vicinity of a Cinnabon, you’ll smell warm cinnamon sugar. And that’s on purpose. The company employs “strategic scent marketing,” says Kat Cole, president of Cinnabon to Fast Company, by placing their ovens near the front of stores. Some franchises bake sheets of brown sugar and cinnamon solely to amplify the enticing scent.
Bakeries have a lot going for them. They can tap into all five of a customer’s senses — but sight is the first impression that determines whether a customer stops to browse or walks by. While people may not walk into a grocery store intending to get a donut, they might walk out with one (and more) if your strategy is right.
The Crucial Role of Lighting
Lighting has always played a critical role in a grocery store.
A study published in Frontiers in Psychology examined how different colored lights affect mood and perception. Research found that lighting colors significantly influenced participants’ emotional response.
Good lighting — both overhead and targeted shelf lighting — enhances product appeal, guides customer flow, improves the shopper experience, and influences shopper perception of quality, freshness, and value. And all of these drive sales.
Explore more about the psychology of light.
The Bakery Boom: Why Lighting Matters More Than Ever
Bakery and fresh foods thrive on visual appeal. Customers shop with their eyes first, and research backs this up: Customers select twice as many items from well-lit shelves compared to those with no lighting. Yet, many grocery stores still rely on outdated overhead lighting that leaves high-margin fresh products in the shadows.
Lighting does more work than it lets on — it’s not only practical, but with proper placement and intention, it’s inviting, encouraging shoppers to stay longer and buy more. The right lighting:
- Enhances product appeal
- Guides customer flow
- Improves the shopping experience
- Elevates perception of quality and freshness
- Drives higher sales, particularly in bakery and fresh foods
The Pitfalls of Overhead Lighting
Overhead lighting has been the primary illumination strategy in retail spaces for decades. Uniform brightness ensures easy visibility. But while overhead lighting is functional — it lights across large areas with fewer fixtures — it’s ultimately uninspiring. Overhead lighting’s uniformity means it lacks depth and contrast. Bakery items often appear washed out or dull under harsh, uniform lighting, and overhead fixtures create unwanted glare and shadows.
Advantages to Shelf Lighting: A Simple Upgrade with Major Impact
The transition from intense overhead lighting to targeted shelf and display lighting transforms baked goods from ordinary to irresistible. It creates a more modern and engaging shopping experience, enhancing both customer satisfaction and sales opportunities.
Enhanced Product Visibility
A golden-crusted loaf of artisan bread loses its appeal when it looks dull under harsh overhead lights. Shelf lighting restores its warm, golden glow, making it look as fresh as it tastes.
Unlike traditional overhead lighting that casts unwanted shadows, shelf lighting ensures that bakery displays are evenly lit — highlighting colors, textures, and packaging details — and makes cookies, pastries, and bread more visually enticing.
Influence Shopper Behavior
If you’re intentional about where you place items or you want to draw attention to promotions, lighting can be a powerful merchandising tool.
Fresh foods are surging in grocery sales, and bakery is leading the charge. In 2024 alone, bakery grew 0.5% year over year to $48.5 billion. But how can retailers capitalize on this demand?
The secret lies in how fresh products are presented — and lighting plays a major role.
If you walk anywhere in the vicinity of a Cinnabon, you’ll smell warm cinnamon sugar. And that’s on purpose. The company employs “strategic scent marketing,” says Kat Cole, president of Cinnabon to Fast Company, by placing their ovens near the front of stores. Some franchises bake sheets of brown sugar and cinnamon solely to amplify the enticing scent.
Bakeries have a lot going for them. They can tap into all five of a customer’s senses — but sight is the first impression that determines whether a customer stops to browse or walks by. While people may not walk into a grocery store intending to get a donut, they might walk out with one (and more) if your strategy is right.
The Crucial Role of Lighting
Lighting has always played a critical role in a grocery store.
A study published in Frontiers in Psychology examined how different colored lights affect mood and perception. Research found that lighting colors significantly influenced participants’ emotional response.
Good lighting — both overhead and targeted shelf lighting — enhances product appeal, guides customer flow, improves the shopper experience, and influences shopper perception of quality, freshness, and value. And all of these drive sales.
Explore more about the psychology of light.
The Bakery Boom: Why Lighting Matters More Than Ever
Bakery and fresh foods thrive on visual appeal. Customers shop with their eyes first, and research backs this up: Customers select twice as many items from well-lit shelves compared to those with no lighting. Yet, many grocery stores still rely on outdated overhead lighting that leaves high-margin fresh products in the shadows.
Lighting does more work than it lets on — it’s not only practical, but with proper placement and intention, it’s inviting, encouraging shoppers to stay longer and buy more. The right lighting:
- Enhances product appeal
- Guides customer flow
- Improves the shopping experience
- Elevates perception of quality and freshness
- Drives higher sales, particularly in bakery and fresh foods
The Pitfalls of Overhead Lighting
Overhead lighting has been the primary illumination strategy in retail spaces for decades. Uniform brightness ensures easy visibility. But while overhead lighting is functional — it lights across large areas with fewer fixtures — it’s ultimately uninspiring. Overhead lighting’s uniformity means it lacks depth and contrast. Bakery items often appear washed out or dull under harsh, uniform lighting, and overhead fixtures create unwanted glare and shadows.
Advantages to Shelf Lighting: A Simple Upgrade with Major Impact
The transition from intense overhead lighting to targeted shelf and display lighting transforms baked goods from ordinary to irresistible. It creates a more modern and engaging shopping experience, enhancing both customer satisfaction and sales opportunities.
Enhanced Product Visibility
A golden-crusted loaf of artisan bread loses its appeal when it looks dull under harsh overhead lights. Shelf lighting restores its warm, golden glow, making it look as fresh as it tastes.
Unlike traditional overhead lighting that casts unwanted shadows, shelf lighting ensures that bakery displays are evenly lit — highlighting colors, textures, and packaging details — and makes cookies, pastries, and bread more visually enticing.
Influence Shopper Behavior
If you’re intentional about where you place items or you want to draw attention to promotions, lighting can be a powerful merchandising tool.
Customers associate well-lit stores with cleanliness, quality, and freshness—key factors that drive bakery sales.
Best Practices for Implementing Shelf-Level Lighting
- Conduct an assessment of the store layout to identify key areas for lighting enhancement. High-profit sections like artisan breads, specialty cakes, and seasonal items should take priority.
- Calculate your investment and ROI. Our customers find that a $15,000 investment in shelf lighting achieves a similar effect as a full remodel at a fraction of the cost.
- Choose the right lighting solutions. Lighting for Impact offers under-shelf and wall washer lighting solutions designed specifically for bakery displays, enhancing visibility without harsh glare.
- Ensure compatibility with existing fixtures. Not all lighting works with every shelving system, but our solutions integrate seamlessly with most bakery cases and retail fixtures, including Lozier and Madix.
- Make installation and maintenance simple. Our lighting solutions don’t require an electrician, making them easy to install and maintain. Need help? Our team can handle installation for you.
Bakery Food Sales Are Rising—Don’t Let Dim Lighting Hold You Back
Bakery is the fastest-growing fresh food category in grocery, and lighting is the easiest way to differentiate your store and boost sales. By focusing on shelf-edge lighting, retailers can create a more dynamic and appealing shopping environment, ultimately leading to higher customer satisfaction and increased sales.
Contact us today for a free design consultation.
