Consumers in the Bakery:
Attitudes, Buying Behavior, & Purchase Drivers (2010)

Consumers in the Bakery: Attitudes, Buying Behavior, & Purchase Drivers

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. These benchmark studies let 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 Consumer Influences are:

1. Every penny counts for me now. Price matters.
2. What I get by way of value for my money matters. If it spoils quickly, or gets stale on day two, I feel like I'm throwing my money away.
3. I want it fresh.
4. I want it to look good and appetizing before I'll buy it.
5. I don't want to get sick because of something I ate. I have to trust you to handle food safely. I would like to see some proof of that to enhance my trust.
6. I want nutritional information. Tell me what's in it. How many calories does it have? What's the sodium level? Does it have nuts in it? We have health and allergy concerns in our family that I have to watch out for; I can't be buying mystery food.
7. Which food choices help me keep my diabetes in check and/or watch my blood pressure?
8. I don't have time to hang out waiting to be served.
9. I want variety. I get bored with the same old choices. I like to see new things to try.
10. If I like it, I will probably buy it. Let me taste it first. And don't make me feel guilty for asking.

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. Both the deli and the bakery studies will be available for sale in September.

The cost is $395 for IDDBA members; $795 for nonmembers, plus shipping & handling.

Free Downloads:

• Consumers in the Bakery Table of Contents
• Consumers in the Bakery Executive Summary

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For more information, please contact IDDBA's Education Department at 608.310.5000, or education@iddba.org