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Consumers in the Bakery: Who's In Store?

International Dairy-Deli-Bakery Association
October 1, 2004
SKU: DDB1344474

Abstract Table of Contents Related Reports

This benchmark study looks at where bakery items are purchased, where they're consumed, the frequency of eating them at work, at home, in the car and at the store. Data is compared with earlier studies from 1995 and 1999 to show tracking trends, projections and growth opportunities. Attitudes, lifestyle, buying behavior and demographic data are included.

CONSUMER AND RETAILER EXECUTIVE SUMMARIES: Health Concerns and Health Issues; Shopping Venues and Shopping Frequencies; Eating and Buying Trends; Sweet Goods; Breads; Satisfaction with and Importance of Bakery Services and Products; Purchase Drivers; Product Sales; Marketing; Technology and Staff Issues
CHAPTER ONE: INTRODUCTION AND SAMPLE METHODOLOGY: 1.1 How Respondents Were Chosen; 1.2 Sample Characteristics; 1.3 The Retailer Study: Objectives, Methodology, and Sample Characteristics; 1.4 A Note on the Data and Reading the Tables 8
CHAPTER TWO: CONSUMER DIETARY HABITS, CONCERNS, AND BEHAVIORS: 2.1 General Opinions about Eating and Nutrition; 2.2 Dietary Concerns; 2.3 Consumer Dietary Behaviors; 2.4 The Carb Factor; 2.5. Opinions About Modified Bakery Products 15
CHAPTER THREE: WHERE DO CONSUMERS BUY MOST OF THEIR BAKERY PRODUCTS & HOW FREQUENTLY DO THEY PURCHASE?: 3.1 Where Consumers Get Their Bakery Products; 3.2 Shopping Frequencies at Supermarkets; 3.3 Shopping Frequencies for Bakery Products at Various Venues
CHAPTER FOUR: PURCHASE BEHAVIORS: 4.1 Shopping Behaviors in the In-Store Bakery 28; 4.2 Main Reason for Buying Baked Goods at Supermarket Service Bakeries; 4.3 Main Reason for Buying Baked Goods at Supermarket Self-Service Bakeries; 4.4 Purchase Changes in Past Two Years
CHAPTER FIVE: BAKED SWEET GOODS: 5.1 Changes in Baked Sweet Goods Consumption; 5.2 Favorite Desserts; 5.3 Consumption of Baked Sweet Goods in the Morning; 5.4 Consumption of Dessert after Dinner; 5.5 Potential Market for Sweet Goods
CHAPTER SIX: BREADS: 6.1 Consumer Bread Consumption; 6.2 Thirty Percent (30%) of Consumers Eat Bread for Lunch Every Day; 6.3 Seventy-Two percent (72%) of Consumers Eat Bread with Dinner at Least Once a Week; 6.4 Changes in Bread Consumption; 6.5 Potential Market For Bread Products
CHAPTER SEVEN: PURCHASE DRIVERS: 7.1 Purchase Drivers: Demographic Variations 62
CHAPTER EIGHT: CUSTOMER SATISFACTION WITH BAKERY PRODUCTS AND SERVICES: 8.1 General Satisfaction; 8.2 Importance of Store Image, Self-Service Bakeries and Seating Areas; 8.3 Importance of Supermarket Products/Services; 8.4 Satisfaction with Various In-Store Products/Services; 8.5 Performance Gaps — What In-Store Managers Should Focus on First; 8.6 A Demographic Assessment of Importance and Satisfaction Ratings; 8.7 How to Increase Bakery Sales — Advice from In-Store Bakery Consumers
BAKERY RETAILER FINDINGS
CHAPTER NINE: BAKERY RETAILERS: SELF-SERVICE VS. FULL SERVICE: 9.1 Percent of Stores with Self-Service Bakeries; 9.2 Square Footage Devoted to Service Bakery
CHAPTER TEN: PRODUCT SALES: 10.1 Proportion of Sales Coming from Self-Service Bakery; 10.2 Percent of Total Department Sales Coming from Service Bakery; 10.3 Bakery's Contribution to Store Profits; 10.4 Predictions on Biggest Sales Categories; 10.5 Outlook on Sales; 10.6 Specialty Products; 10.7 Ranking of Product Categories by Sales Volume
CHAPTER ELEVEN: MARKETING: 11.1 Things Retailers are Doing to Increase Market Share in Service Bakeries; 11.2 Things retailers are Doing to Increase Market Share in Self-Service Bakery; 11.3 Successful Promotions; 11.4 What Bakery Management is Doing to Increase Customer Traffic; 11.5 How Retailers See Their Competition
CHAPTER TWELVE: RETAILERS OFFER OPINIONS ON HOW THEY BELIEVE CONSUMERS RATE BAKERY PRODUCTS AND SERVICES: 12.1 Bakery Products/Services; 12.2 Reasons Consumers Shop at In-Store Bakeries
CHAPTER THIRTEEN: TECHNOLOGY & EMPLOYEE MATTERS: 13.1 Technology; 13.2 Food Safety Training and Certification; 13.3 Staff Composition; 13.4 Staff Turnover
CHAPTER FOURTEEN: SUMMARY
List of Tables: Table 1. Sample Characteristics 6; Table 2. Use Internet at Home; Table 3. Use Internet at Work; Table 4. Have Checking Account7; Table 5. Sample Characteristics of Bakery Retailers; Table 6. Concerned About Nutritional Concern of Bakery Foods You Eat; Table 7. Percent Who Have Made a Serious Effort To Enact the Following Dietary Restrictions; Table 8. Percent Who Have Made a Serious Effort to Enact the Following Dietary Modifications; Table 9. Opinions About Low-Fat or Fat-Free Bakery Products; Table 10. Opinions About Reduced-Sugar or Sugar-Free Bakery Products; Table 11. Opinions About Low-Carb Bakery Products; Table 12. Types of Low-Carb Bakery Products Purchased; Table 13. Opinions About Trans Fat-Free Bakery Products; Table 14. Frequency of Shopping at Supermarkets; Table 15. Frequency of Shopping for Bakery Products at Various Venues — 2004; Table 16. Frequency of Shopping at In-Store Bakeries — 1999 and 1995; Table 17. Frequency of Shopping at Supermarket Service Bakeries; Table 18. Frequency of Shopping at Supermarket Self-Service Bakeries; Table 19. Frequency of Shopping at Supermarket Aisles for Bakery Products; Table 20. Frequency of Shopping for Baked Goods at Discount Supercenters; Table 21. Frequency of Shopping at Convenience Stores for Baked Goods; Table 22. Frequency of Shopping at Specialized Bakeries; Table 23. Frequency of Shopping at Donut Shops for Baked Goods; Table 24. Frequency of Shopping at Bagel Shops for Baked Goods; Table 25. Frequency of Shopping for Baked Goods at Food Warehouses or Club Stores; Table 26. Frequency of Shopping for Baked Goods at Specialty Bread & Sandwich Shops; Table 27. Frequency of Buying Promotional or Sale Items When Shopping the Supermarket Bakery Section; Table 28. Frequency of Looking to See What's New When Shopping the Supermarket Bakery Section; Table 29. Frequency of Trying Different Things When Shopping the Supermarket Bakery Section; Table 30. Frequency of Buying Sampled Products When Shopping the Supermarket Bakery Section?; Table 31. Main Reason for Shopping Supermarket Service Bakery; Table 32. Main Reason for Shopping Supermarket Self-Service Bakery; Table 33. Buying More, Less, or Same from Supermarket Bakeries as 2 Years Ago; Table 34. Reasons for Buying Less from In-Store Bakeries than 2 Years Ago; Table 35. Consumers Who are Eating Less Baked Sweet Goods Than a Year Ago; Table 36. Favorite Desserts to Order When Eating Out; Table 37. Frequency Someone in Household Eats Baked Sweet Goods Such as Donuts or Sticky Buns in the Morning; Table 38. Frequency of Eating Dessert after Dinner; Table 39. Percentage of Consumers Who Buy these Baked Sweet Goods (1995-2004); Table 40. Location Where Most Baked Sweet Goods are Purchased; Table 41. Where in the Supermarket Consumers Prefer to Buy Donuts; Table 42. Number of Bread Servings Consumed Daily; Table 43. Daily Bread Servings — by Demographics; Table 44. Frequency Someone in Household Eats Bread or Rolls for Lunch; Table 45. Frequency Someone in Household Eats Bread or Rolls for Dinner; Table 46. Eating Less Bread Than a Year Ago; Table 47. Changes in Consumption of Wheat Bread Since Last Year; Table 48. Changes in Consumption of Artisan or Specialty Bread Since Last Year; Table 49. Changes in Consumption of Value-Added Bread Since Last Year; Table 50. Changes in Consumption of White Bread Since Last Year; Table 51. Changes in Consumption of Low-Carb Bread Since Last Year; Table 52. Percentage of Consumers Who Buy the Following Bread Items (1995-2004); Table 53. Where Most Bread Products are Purchased; Table 54. Where in the Supermarket Consumers Would Prefer to Buy French or Italian Bread; Table 55. Performance Gap: Ranked from Highest to Lowest Performance Gap; Table 56. Changes in Performance Gaps Since 1999; Table 57. Product Freshness: Trends in Importance and Satisfaction Ratings (1995-2004); Table 58. Satisfaction with Product Freshness; Table 59. Cleanliness of Bakery Area: Trends in Importance and Satisfaction Ratings (1995-2004); Table 60. Satisfaction with Cleanliness of Bakery Area; Table 61. Safe Food Handling: Trends in Importance and Satisfaction Ratings (1995-2004); Table 62. Satisfaction with Safe Food Handling; Table 63. Products Consistently Good: Trends in Importance and Satisfaction Ratings (1995-2004); Table 64. Satisfaction with Product Consistency; Table 65. Product Availability: Trends in Importance and Satisfaction Ratings (1995-2004); Table 66. Satisfaction with Product Availability; Table 67. Prices: Trends in Importance and Satisfaction Ratings (1995-2004); Table 68. Satisfaction with Product Freshness; Table 69. Product Variety: Trends in Importance and Satisfaction Ratings (1995-2004); Table 70. Satisfaction with Product Variety; Table 71. The Time it Takes to Get Served: Trends in Importance and Satisfaction Ratings (1995-2004); Table 72. Satisfaction with The Time It Takes to Get Served; Table 73. Employee Friendliness: Trends in Importance and Satisfaction Ratings (1995-2004); Table 74. Satisfaction with Employee Friendliness; Table 75. Nutritional Labels: Trends in Importance and Satisfaction Ratings (1995-2004); Table 76. Satisfaction with the Nutritional Information Provided About the Products in the In-Store Bakery; Table 77. Knowledgeable Employees: Trends in Importance and Satisfaction Ratings (1995-2004); Table 78. Satisfaction with In-Store Bakery Employee Knowledge; Table 79. Visual Display of the Products: Trends in Importance and Satisfaction Ratings (1995-2004); Table 80. Satisfaction with Visual Display of the Products; Table 81. Selection of Brand Name Products: Trends in Importance and Satisfaction Ratings (2004); Table 82. Satisfaction with Selection of Brand Name Products; Table 83. Selection of Sugar-Free/Reduced Sugar Products: Trends in Importance and Satisfaction Ratings (1995-2004); Table 84. Satisfaction with Selection of Sugar-Free/Reduced Sugar Products; Table 85. Selection of Low-Fat/Non-Fat Products: Trends in Importance and Satisfaction Ratings (1995-2004); Table 86. Satisfaction with Selection of Low-Fat or Non-Fat Products; Table 87. Selection of Low-Carb Products: Importance and Satisfaction Ratings (2004); Table 88. Satisfaction with Selection of Low-Fat or Non-Fat Products; Table 89. What Consumers Say Would Make Them Buy More From the In-Store Bakery; Table 90. Percent of Stores with Self-Service Bakery Departments; Table 91. Square Footage Devoted to Service Bakery; Table 92. Percent of Total Department Sales from Service Bakeries; Table 93. Service Bakery's Contribution to Store Profits; Table 94. Self-Service Bakery's Contribution to Store Profits; Table 95. Predictions for Biggest Product Categories for Service Bakery in Next 2 Years; Table 96. Predictions for Biggest Product Categories for Self-Service Bakery in Next 2 Years; Table 97. Bakery Retailers Access Consumer Eating; Table 98. Percent of Bakery Sales That Come from Specialty Products; Table 99. Ranking of Product Categories by Sales Volume; Table 100. What Retailers Are Doing to Increase Service Bakery Market Share in Next 3-5 Years; Table 101. What Retailers Are Doing to Increase Self-Service Bakery Market Share in Next 3-5 Years; Table 102. Most Frequently Used Successful Promotions; Table 103. What Bakery Management is Doing to Increase Customer Traffic; Table 104. Importance Consumers Attribute to Various In-Store Bakery Products/Services & Retailers' Guesses on Consumer Opinions; Table 105. Primary Reasons Retailers Think Consumers Give for Shopping at Supermarket Bakeries; Table 106. Main Reason for Shopping Supermarket Service Bakery; Table 107. Use and Intentions for RFID and RSS Technology; Table 108. Percentage of Employees That are Food-Safety Certified; Table 109. Full-Time and Part-Time Staff Composition; Table 110. Annual Staff Turnover 94
List of Figures: Figure 1. Nutritional Labels Help Consumers Make Purchase Decisions; Figure 2. Percent Agreeing That They should Eat What They Want as Long as it is Done in Moderation; Figure 3. Percentage of Households with the Following Health Concerns; Figure 4. Low-Carbs — Fad or Trend? Retailers Speak Out; Figure 5. Percentage of Consumers Who Get Bakery Products from the Following Sources; Figure 6. Frequency of Buying Promotional or Sale Items When Shopping the In-Store Bakery; Figure 7. Frequency of Looking to See What’s New When Shopping the In-Store Bakery; Figure 8. Frequency of Trying Different Things When Shopping the In-Store Bakery; Figure 9. Frequency of Sampling Products When Shopping the In-Store Bakery; Figure 10. Buying More, Less, or Same from Supermarket Bakeries as 2 years ago; Figure 11. Favorite Desserts When Eating Out; Figure 12. Frequency of Sweet Baked Goods in the Morning (1999, 2004); Figure 13. Frequency of Eating Dessert after Dinner (1999, 2004); Figure 14. Proportion of Selected Baked Sweet Goods Markets that In-Store Bakeries Need to Win; Figure 15. Trend in Percentage Purchasing Various Baked Sweet Goods Products from In-Store Bakeries (1995-2004); Figure 16. Where Consumers Most Often Buy Special Occasion Cakes; Figure 17. Where Consumers Most Often Buy Donuts; Figure 18. Where Consumers Most Often Buy Frosted or Iced Cakes; Figure 19. Where Consumers Most Often Buy Danishes and Pastries; Figure 20. Where Consumers Most Often Buy Muffins; Figure 21. Where Consumers Most Often Buy Non-Frosted Cakes Such as Pound or Angel Food Cakes; Figure 22. Where Consumers Most Often Buy Pies; Figure 23. Where Consumers Most Often Buy Coffee Cakes or Sweet Buns; Figure 24. Where Consumers Most Often Buy Cupcakes; Figure 25. Where Consumers Most Often Buy Cookies; Figure 26. Where Consumers Most Often Buy Brownies or Bar Cookies; Figure 27. Frequency of Bread Product Consumption for Lunch (1995-2004); Figure 28. Frequency of Bread Product Consumption for Dinner (1995-2004); Figure 29. Changes in Consumption of Specific Types of Bread Since Last Year; Figure 30. Proportion of Selected Bread Markets That In-Store Bakeries Need to Win; Figure 31. Trend in Percentage Purchasing Various Bread Products from In-Store Bakeries (1995-2004); Figure 32. Where Consumers Most Often Buy Buns and Rolls; Figure 33. Where Consumers Most Often Buy Variety Bread; Figure 34. Where Consumers Most Often Buy White Bread; Figure 35. Where Consumers Most Often Buy Hearth or Crusty Bread; Figure 36. Where Consumers Most Often Buy Bagels; Figure 37. Where Consumers Most Often Buy Croissants; Figure 38. Where Consumers Most Often Buy Low-Carb Bread; Figure 39. Purchase Drivers (2004) 62; Figure 40. Cleanliness of the In-Store Bakery: Service vs. Self-Service; Figure 41. Satisfaction with Variety of the In-Store Bakery: Service vs. Self-Service; Figure 42. Satisfaction with the Taste of Products in the In-Store Bakery: Service vs. Self-Service; Figure 43. Satisfaction with the Cleanliness of the In-Store Bakery: Service vs. Self-Service; Figure 44. Satisfaction with the Service in the Service Bakery; Figure 45. Importance of Specific Services; Figure 46. Importance of Bakery Products/Services; Figure 47. Importance of Bakery Products/Services 1999-2004 Compared; Figure 48. Satisfaction with Products/Services Provided by In-Store Bakeries; Figure 49. Satisfaction with Products/Services Provided by In-Store Bakeries 1999-2004 Compared; Figure 50. Proportion of Sales that Come from Self-Service Bakery in Past 2 Years; Figure 51. How Retailers See Their Competition; Figure 52. How Important are Various Bakery Products & Services: Retailers Guess Consumers’ Opinions

Consumers in the Bakery: Who's In Store?

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