IDDBA hired Thomas Opinion Research to survey 4,000 consumers to learn what they were buying, how much, and why. We compared the results with studies that were done five, ten, and fifteen years ago. This benchmark study lets us determine how much is actually a change in eating behavior or taste and how much is influenced by economic factors. The bakery consumer survey identified the top ten reasons that influence their eating behavior and purchase decisions.
The top ten reasons can be grouped into similar categories: Price, freshness, food safety, variety, service, and value. The difference is in how the consumers are expressing themselves. Start by taking a closer look at their word choices. It's not just what they want, it's what they want and what we have to do to get them to buy it. Consumers are not being passive. They're very vocal and they're feeling empowered.
Thomas Opinion Research - 2010