Consumers in the Bakery

A Special Report Prepared by The Gallup Organization for the International Dairy·Deli·Bakery Association™

TABLE OF CONTENTS

1. INTRODUCTION AND SAMPLE METHODOLOGY
• How Respondents Were Chosen
• Where Do Consumers Get Their Bakery Products?
• Which Consumers Are Most Likely to Shop at In-Store Bakeries?
• Which Consumers Are Most Likely to Shop at Specialized Bakeries?
• Which Consumers Are Most Likely to Shop at Food Warehouses?
   
2. WHERE DO CONSUMERS BUY MOST OF THEIR BAKERY PRODUCTS & HOW FREQUENTLY DO THEY PURCHASE?
• Top Places Where Consumers Get Most of Their Bakery Products
• Determining Users and Non-Users of In-Store Supermarket Bakeries
• How Often Do Users Shop at In-Store Bakeries?
• How Often Do Consumers Shop at Specialized Bakeries?
• How Often Do Consumers Shop at Food Warehouses?
   
3. MAIN REASONS FOR PURCHASING BAKERY PRODUCTS AT IN-STOREBAKERIES, SPECIALIZED BAKERIES, AND FOOD WAREHOUSES
• Main Reasons for Shopping at In-Store Bakeries
• Main Reasons for Shopping at In-Store Bakeries/Subpopulation Assessments Of Top Three Responses
• Convenience
• Freshness
• Quality
   
4. CONSUMER DIETARY HABITS AND CONCERNS
   • Do Consumers Make Dietary Trade-offs?
   • How Often Are Trade-offs Made?
   • Consumer Use and Belief of Healthful Food Information
   • Nutritional Labels - Do Consumers Read Them and Do They Affect Purchasing Decisions?
   • What Are Consumers Doing for Their Dietary Health
   • Use and Liability of Fat-Free, Low-Fat, Sugar-free & Reduced-Sugar Products
      
5. BREADS
   • Consumer Bread Related Eating Habits

   • Consumption and Changes in Consumption for Specific Bread Products Between 1990 & 1995
     • Variety Breads
     • White Breads
     • Rolls and Buns
     • Bagels
     • Croissants
   • Potential Market For Bread Items
   • Demographic Groups Who Purchase Bread Items and Where They Buy Them
     • Buns and Rolls
     • Variety Bread
     • White Bread
     • Hearth or Crusty Bread
     • Bagels
     • Croissants
        
6. SWEET GOODS
   • Eating Habits
   • Consumption and Changes in Consumption For Specific Sweet Goods Between 1990 and 1995
     • Cookies
     • Donuts
     • Cakes
     • Pies
     • Muffins
     • Danishes/Pastries
   • Potential Market for Sweet Goods
   • Demographic Groups Who Purchase Sweet Goods and Where They Usually Buy Them
     • Special Occasion Cakes
     • Cookies
     • Donuts
     • Danishes/Pastries
     • Coffee Cakes or Sweet Buns
     • Muffins
     • Pies
     • Non-frosted Cakes
     • Frosted Cakes
     • Brownies or Bar Cookies
     • Cupcakes
        
7. FAVORITE DESSERTS
    
8. PURCHASE DRIVERS
   • Familiar Products on Sale
   • Children's Preferences
   • Coupons
   • Taste Samples
   • Unfamiliar or Untried Products on Sale
   • Quick Service
      
9. CUSTOMER SATISFACTION WITH BAKERY PRODUCTS AND SERVICES
   • General Satisfaction Ratings
   • Importance of Various Supermarket Bakery Services & Consumer Satisfaction With These Services
   • Satisfaction With Various In-Store Characteristics & Services
   • Service Gaps - Which Services In-Store Managers Should Try to Improve First
   • A Demographic Assessment of Importance Ratings and Satisfaction Ratings
   • Importance of Cleanliness and Food Safety
   • Importance and Satisfaction with Product Freshness
   • Importance and Satisfaction with Product Quality
   • Importance and Satisfaction with Product Availability
   • Importance and Satisfaction with Prices
   • Importance and Satisfaction with Friendly Employees
   • Importance and Satisfaction with Product Variety
   • Importance and Satisfaction with Quick Service
   • Importance and Satisfaction with Knowledgeable Employees
   • Importance and Satisfaction with Visual Displays
   • Importance and Satisfaction with Nutritional Labels
   • Importance and Satisfaction with Employees Catering to Special Needs
   • Importance and Satisfaction with Self-Service Bins
   • How to Increase Bakery Sales - Advice From In-Store Bakery Users and Non-users
      
10. SUMMARY

Copyright 1995 by the International Dairy·Deli·Bakery Association^TM