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The International Dairy-Deli-Bakery Association (IDDBA), Madison, Wis., released a new bakery benchmark study, titled “Consumers in the Bakery: Attitudes, Buying Behavior & Purchase Drivers.” This study determines how much is actually a change in eating behavior or taste and how much is influenced by economic factors.
The study identified three clusters of bakery shoppers, each with different motivations and preferences. They include a core group of “happy campers,” a vocal, opinionated “health-conscious” segment and “bakery lites” off at the fringes. By learning the differences between these three groups, bakers can make the most of promotions and tailor product mixes to attract specific customers.
Here are just a few of the other areas covered:
• How consumers seek out information on meal planning and saving money.
• Shifts in cooking at home versus eating out or eating at home.
• Nutritional issues that impact food purchases and eating behavior.
• Overall satisfaction with the bakery they shop most often and what improvements they'd like to see.
• Frequency of shopping for baked goods at various venues once a week or more.
• Baked sweet good consumption and purchase patterns by category.
• Bread purchase consumption and purchase patterns (frequency and category).
• Satisfaction ratings for specific bakery services.
• Prevalence of negative experiences and how it affects customer loyalty.
• Consumer trends that are shaping the industry
The consumer survey assessed demographic and economic data for 4,000 respondents and specific bakery shopping behavior and preference information from 2,000 respondents. The 2010 responses were compared with studies done five, 10 and 15 years ago. Purchase behavior data is broken out by eating occasion and purchase and consumption locations. The report looks at 23 bakery products and includes 182 tables.
This and other research projects are available for purchase; $395 for members and $795 for non-members, plus shipping and handling.
For more information, contact the IDDBA education department at 608-310-5000 or www.iddba.org. While on the site, you can also register to attend or exhibit at IDDBA’s Dairy-Deli-Bake 2011, which takes place June 5-7 at the Anaheim Convention Center in Anaheim, Calif.