Madison, WI — The International Dairy-Deli-Bakery Association™ (IDDBA) has released a new bakery benchmark study, Consumers in the Bakery: Attitudes, Buying Behavior, & Purchase Drivers. The new report updates the last study published in 2004.
This benchmark study determines how much is actually a change in eating behavior or taste and how much is influenced by economic factors. Additionally, to validate how the economy continues to affect consumer attitudes, a series of questions from last year’s New Value Shopper study was asked again.
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 you can make the most of promotions and tailor your product mix 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
• 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, ten, and fifteen years ago. Purchase behavior data are broken out by eating occasion and purchase and consumption locations. The Bakery report looks at 23 bakery products and includes 182 tables.
Consumers in the Bakery: Attitudes, Buying Behavior and other IDDBA research projects are available for purchase. The cost is $395 each for members and $795 each for non-members, plus shipping and handling. For more information, or to order, call the IDDBA Education Department at 608.310.5000 or visit the Web site, www.iddba.org
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Information on IDDBA’s research, education, and other industry activities is also available on its Web site, www.iddba.org, or by calling 608.310.5000. Now in its 47th year, IDDBA specializes in promoting the dairy, deli, cheese, and bakery industries. Member companies enjoy many benefits and services including the annual seminar and expo, leading-edge research, video and computer-based training programs, management tools, an annual trends report, and a member directory of key industry contacts.
Source: The International Dairy•Deli•Bakery Association
