International Dairy·Deli·Bakery Association  

Consumers in the Bakery

Who, What, When, Where and Why They Buy and How to Get Them to Buy More

A Special Report Prepared by Frederick Schneiders Research for the International Dairy·Deli·Bakery Association™

A. LIST OF TABLES

B. LIST OF FIGURES

C. EXECUTIVE SUMMARY

1. Introduction and Sample Methodology

  • How Respondents Were Chosen
  • Where Consumers Get Their Bakery Products

2. Where Do Consumers Buy Most of Their Bakery Products & How Frequently They Purchase

  • Where Most Bakery Products are Purchased
  • Shopping Frequencies
  • Frequency of Shopping at In-store Bakeries

3. Main Reasons for Purchasing Bakery Products at In-store Bakeries, Specialized Bakeries, and Food Warehouses

  • Main Reasons for Shopping at In-store Bakeries, Specialized Bakeries and Food Warehouses
    • In-store Bakeries
    • Specialized Bakeries
    • Food Warehouses/Club Stores
    • Comparing Top Reasons for In-store Bakeries, Specialized Bakeries and Food Warehouses

4. Consumer Dietary Habits and Concerns

  • Dietary Trade-offs
  • Consumer Use and Belief of Healthful Food Information
    • Nutritional Labels—Percentage of Consumers Reading Labels Down Slightly Since 1995
    • Even Though Consumers Are Reading Nutritional Labels, 66% are Confused About What To Believe from The Experts
    • Almost Eight Out Of Ten (78%) Consumers Believe You Can Eat Anything You Want In Moderation—Up Dramatically from 52% in 1990, But No Change Since 1995
  • How Consumers Are Trying to Affect Their Dietary Health
    • Cutting Back on Fat—Demographic Variations
    • Exercising More—Demographic Variations
    • Cutting Back on Foods High in Cholesterol—Demographic Variations
    • Cutting Back on High Calories—Demographic Variations
    • Eating More High Fiber Foods—Demographic Variations
    • Increasing Calcium Consumption—Demographic Variations
    • Decreasing Carbohydrates—Demographic Variations
  • Use and Likability of Fat-free, Low-fat, Sugar-free and Reduced-sugar Products
    • Opinions About Fat-free Bakery Products
    • Opinions About Low-fat Bakery Products
    • Opinions About Reduced-sugar or Sugar-free Bakery Products

5. Sweet Goods

  • Favorite Desserts
  • Consumption of Sweet Goods for Breakfast—35% of Consumers Eat Sweet Goods for Breakfast at Least Once a Week—Up from 31% in 1995.
  • Consumption of Dessert after Dinner—58% of Consumers Eat Dessert after Dinner at Least Once a Week.
  • Potential Market for Sweet Goods
    • Where Most Sweet Goods Purchased
    • Sweet Good Purchases by Demographic Breaks

6. Breads

  • Consumer Bread/Grain Consumption
    • 65% of Consumers Eat Bread Products for Breakfast One to Seven Times a Week—Down Drastically from 81% in 1995!
    • 41% of Consumers Eat Bread for Lunch Every Day—Down 10 Percentage Points from 1995!
    • 72% of Consumers Eat Bread with Dinner at Least Once a Week
  • Potential Market For Bread Products
    • Demographic Groups Who Purchase Bread Items and Where They Buy Them

7. Purchase Drivers

  • Demographic Variations
    • Products You Like are on Sale
    • Coupons
    • Children's Preferences
    • Nutritional Information
    • Taste Samples
    • Putting New or Untried Products on Sale
    • Take a Number System
    • Waiting in Line too Long Adversely Affects Sales

8. Customer Satisfaction With Bakery Products & Services

  • Overall Satisfaction
    • General Satisfaction with Cleanliness is Very High
    • General Satisfaction with Service
    • General Satisfaction with Quality—Up Since 1995
    • General Satisfaction with Variety—Up Slightly Since 1995
    • General Satisfaction with Price—Up Slightly Since 1995
  • Importance of Various Supermarket Bakery Services
  • Satisfaction with Various In-store Characteristics & Services
  • Performance Gaps—What In-store Managers Should Focus on First
  • Service Gap Trends
    • Product Freshness
    • Bakery Area Cleanliness
    • Safe Food Handling
    • Products Consistently Good
    • Reasonable Prices
    • Friendly Employees
    • Product Availability
    • Product Variety
    • Quick Service
    • Visual Product Display
    • Employees Cater to the Special Needs of Consumers
    • Nutritional Labels
    • Self-Service Bins
    • Good Selection of Low-fat/Non-fat and Sugar-free or Reduced-sugar Products
  • How to Increase Bakery Sales—Advice From In-store Bakery Consumers

List of Tables

Table 1. Sample Characteristics

Table 2. Percentage Who Shop at Specialized Bakeries

Table 3. Percentage Who Shop at Food Warehouse/Club Stores

Table 4. Percentage Who Shop at Food Warehouse/Club Stores - 1999 & 1995

Table 5. Top Two Places Where Consumers Get Most of Their Bakery Products

Table 6. Supermarket, In-store Bakery, and Specialized Bakery Shopping Frequencies

Table 7. Frequency of Shopping at In-store Bakeries - 1999 & 1995

Table 8. Frequency of Shopping at In-store Bakeries - by Demographics

Table 9. Main Reasons for Shopping at In-store Bakeries, Specialized Bakeries and Food Warehouses - 1999 & 1995

Table 10. Main Reasons for Shopping at Specialized Bakeries - 1999 & 1995

Table 11. Main Reasons for Shopping at Food Warehouses/Club Stores - 1999 & 1995

Table 12. 1999 Top 10 Reasons People Shop at In-store Bakeries, Specialized Bakeries and Food Warehouses

Table 13. Make Dietary Trade-offs?

Table 14. Frequency of Making Trade-offs

Table 15. Percent of Consumers Who Read Labels & Percent Who Say Labels Help Them Make Purchasing Decisions

Table 16. Percent of Consumers Who Agree that They Hear So Many Things about What's Good and What's Bad to Eat that They Don't Know What to Believe

Table 17. Use and Opinions about Fat-free Bakery Products

Table 18. Fat-free Bakery Products that Consumers Have Purchased

Table 19. Use and Opinions about Low-fat Bakery Products

Table 20. Low-fat Bakery Products that Consumers Have Purchased

Table 21. Use and Opinions about Reduced-sugar or Sugar-free Bakery Products

Table 22. Sugar-free or Reduced-sugar Bakery Products that Consumers Have Purchased

Table 23. Top Five Favorite Desserts Mentioned by 5% or More Consumers

Table 24. How Often Consumers Eat Baked Sweet Goods for Breakfast

Table 25. How Often Do Consumers Eat Dessert after Dinner?

Table 26. Trend in Percentage of Consumers Who Purchase Various Sweet Goods - 1999 & 1995

Table 27. Where Most Sweet Goods Purchased

Table 28. Number of Daily Bread/Grain Servings

Table 29. How Often Do Consumers Eat Bread/Rolls with Breakfast

Table 30. How Often Consumers Eat Bread Products for Breakfast

Table 31. How Often Do Consumers Eat Bread Products for Lunch

Table 32. How Often Do Consumers Eat Bread/Rolls with Dinner

Table 33. Percentage Who Purchase Various Bread Products

Table 34. Where Most Bread Products Are Purchased

Table 35. Performance Gap: Ranked from Highest to Lowest Performance Gap

Table 36. Performance Gaps

Table 37. Demographic Groups Most and Least Satisfied with Product Freshness

Table 38. Demographic Groups Most and Least Satisfied withTheir In-store Bakeries' Cleanliness

Table 39. Demographic Groups Most and Least Satisfied with Product Freshness

Table 40. Demographic Groups Most and Least Satisfied with Products being Consistently Good

Table 41. Demographic Groups Most and Least Satisfied with Prices

Table 42. Demographic Groups Most and Least Satisfied with the Friendliness of Employees

Table 43. Demographic Groups Most and Least Satisfied with Employees' Knowledge

Table 44. Demographic Groups Most and Least Likely to be Satisfied with Product Availability

Table 45. Demographic Groups Most and Least Likely to be Satisfied with Product Variety

Table 46. Demographic Groups Most and Least Likely to be Satisfied with Quickness of Service

Table 47. Demographic Groups Most and Least Likely to be Satisfied with the Visual Product Display in Their In-store Bakeries

Table 48. Demographic Groups Most and Least Likely to be Satisfied with Employees Catering to Their Special Needs

Table 49. Demographic Groups Most and Least Satisfied with the Nutritional Information Provided by Their In-store Bakeries

Table 50. Demographic Groups Most and Least Likely to be Satisfied with Self-service Bins

Table 51. Importance of Having Special Dietary Products at In-store Bakeries

Table 52. Advice Consumers Would Give In-store Bakery Managers


List of Figures

Figure 1. Percentage of Consumers Who Get Bakery Products from the Following Sources

Figure 2. Where Most Bakery Products are Purchased

Figure 3. Percent Who Say They Read Nutritional Labels - 1999 & 1995

Figure 4. Percent Who Say Labels Help Them Make Their Purchasing Decisions - 1999 & 1995

Figure 5. Percent Agreeing That They Believe They Can Eat Whatever They Want as Long as They Do It in Moderation

Figure 6. Percent of Consumers Taking Specific Dietary Actions - 1999 & 1995

Figure 7. Top Five Favorite Desserts - Trends

Figure 8. Percentage of Consumers Who Purchase Various Sweet Goods

Figure 9. Proportion of Selected Sweet Good Markets That In-store Bakeries Need to Win

Figure 10. Trend in Percentage Purchasing Various Sweet Good Products from In-store Bakeries - 1999 & 1995

Figure 11. Where Special Occasion Cakes are Purchased

Figure 12. Where Shoppers Purchase Cookies

Figure 13. Where Shoppers Purchase Donuts

Figure 14. Where Shoppers Purchase Danishes & Pastries

Figure 15. Where Shoppers Purchase Coffee Cakes or Sweet Buns

Figure 16. Where Shoppers Purchase Muffins

Figure 17. Where Shoppers Purchase Pies

Figure 18. Where Shoppers Purchase Non-frosted Cakes

Figure 19. Where Shoppers Purchase Frosted or Iced Cakes

Figure 20. Where Shoppers Purchase Brownies or Bar Cookies

Figure 21. Where Shoppers Purchase Cupcakes

Figure 22. Frequency of Bread Product Consumption for Breakfast - 1999 & 1995

Figure 23. Frequency of Bread Product Consumption for Lunch - 1999 & 1995

Figure 24. Frequency of Bread Product Consumption for Dinner - 1999 & 1995

Figure 25. Proportion of Selected Bread Markets that In-store Bakeries Need to Win

Figure 26. Trends in Percentage Purchasing Various Bread Products from In-store Bakeries - 1999 & 1995

Figure 27. Where Shoppers Purchase Buns and Rolls

Figure 28. Where Shoppers Purchase Variety Bread

Figure 29. Where Shoppers Purchase White Bread

Figure 30. Where Shoppers Purchase Hearth or Crusty Bread

Figure 31. Where Shoppers Purchase Bagels

Figure 32. Where Shoppers Purchase Croissants

Figure 33. Purchase Drivers

Figure 34. Trends in Purchase Drivers - Percent Who Say They Would be Much More Likely to Buy Products - 1999 & 1995

Figure 35. Overall Satisfaction Ratings with the Cleanliness of the In-store Bakery

Figure 36. Overall Satisfaction Ratings with Service in the In-store Bakery

Figure 37. Overall Satisfaction Ratings with Quality of Baked Goods in the In-store Bakery

Figure 38. Overall Satisfaction Ratings with Variety of Baked Goods in the In-store Bakery

Figure 39. Overall Satisfaction Ratings with Prices of Baked Goods in the In-store Bakery

Figure 40. Ranking of Importance of In-store Bakery Services

Figure 41. Satisfaction with Services/Products Provided by In-store Bakeries

Figure 42. Increases in the Importance of Several Customer Service Attributes Since 1995

Copyright 1999 by the International Dairy·Deli·Bakery AssociationTM