Consumers in the Bakery: Who's In Store?

Published by: International Dairy-Deli-Bakery Association

Published: Oct. 1, 2004

Table of Contents

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

1.2.1 Children

1.2.2 Internet

1.2.3 Checking Accounts

1.3 The Retailer Study: Objectives, Methodology, and Sample Characteristics

1.3.1 Objectives

1.3.2 Retailer Survey Methodology

1.3.3 Sample Characteristics: Retailers

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

2.1.1 Nutritional Labels

2.1.2 Eating in Moderation

2.1.3 Concern about Nutritional Content of Bakery Foods

2.2 Dietary Concerns

2.3 Consumer Dietary Behaviors

2.3.1 Dietary Restrictions

2.3.2 Dietary Modifications

2.4 The Carb Factor

2.4.1 Fad or Trend

2.4.2 The Low-Carb Playing Field

2.4.3 Responding to Consumer Demands

2.5. Opinions About Modified Bakery Products 15

2.5.1 Use and Likeability of Fat-Free, Low-Fat, Sugar-Free and Reduced-Sugar Products

2.5.2 Opinions about Fat-Free or Low-Fat Bakery Products

2.5.3 Opinions about Reduced-Sugar or Sugar-Free Bakery Products

2.5.4 Opinions about Low-Carb Bakery Products

2.5.5 Opinions about Trans Fat-Free Bakery Products

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

3.3.1 Frequency of Shopping at Supermarket Service Bakeries — by Demographics

3.3.2 Frequency of Shopping at Supermarket Self-Service Bakeries — by Demographics

3.3.3 Frequency of Shopping at Supermarket Aisles for Bakery Products — by Demographics

3.3.4 Frequency of Shopping for Baked Goods at Discount Supercenters — by Demographics

3.3.5 Frequency of Shopping at Convenience Stores for Bakery Products — by Demographics

3.3.6 Frequency of Shopping at Specialized Bakery Shops for Bakery Products — by Demographics

3.3.7 Frequency of Shopping at Donut Shops for Bakery Products — by Demographics

3.3.8 Frequency of Shopping at Bagel Shops for Bakery Products — by Demographics

3.3.9 Frequency of Shopping for Baked Goods at Food Warehouses or Club Stores — by Demographics

3.3.10 Frequency of Shopping for Baked Goods at Specialty Bread and Sandwich Shops — by Demographics

CHAPTER FOUR: PURCHASE BEHAVIORS

4.1 Shopping Behaviors in the In-Store Bakery 28

4.1.1 Frequency of Buying Promotional or Sale Items When Shopping the In-Store Bakery

4.1.2 Frequency of Looking to See What's New When Shopping the In-Store Bakery

4.1.3 Frequency of Trying Different Things When Shopping the In-Store Bakery

4.1.4 Frequency of Sampling Products When Shopping the In-Store Bakery

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

4.4.1 Reasons for Buying Less

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

5.5.1 Where Most Sweet Goods are Purchased

5.5.2 Sweet Good Purchases by Demographic Breaks

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

6.4.1 Changes in Consumption of Specific Types of Bread

6.5 Potential Market For Bread Products

6.5.1 Demographic Groups Who Purchase Bread Items and Where They Buy Them

CHAPTER SEVEN: PURCHASE DRIVERS

7.1 Purchase Drivers: Demographic Variations 62

7.1.1 Products You Like are on Sale..62

7.1.2 The Breads Were Fresher

7.1.3 Coupons

7.1.4 Children's Preferences

7.1.5 Availability of Desired Products in Self-Service Bakery

7.1.6 The Sweet Goods Were Fresher

7.1.7 Samples

7.1.8 Products Had Sell-By Dates

7.1.9 More Helpful Sales Associates 64

7.1.10 Faster Service Time

7.1.11 More Convenient Location for In-Store Bakery

CHAPTER EIGHT: CUSTOMER SATISFACTION WITH BAKERY PRODUCTS AND SERVICES

8.1 General Satisfaction

8.1.1 Self-Service vs. Service Bakery: General Satisfaction with Cleanliness

8.1.2 Self-Service vs. Service Bakery: General Satisfaction with Variety

8.1.3 Self-Service vs. Service Bakery: General Satisfaction with Taste

8.1.4 Self-Service vs. Service Bakery: General Satisfaction with Prices

8.1.5 General Satisfaction with Service

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

8.5.1 Changes in Performance Gaps Since 1999

8.6 A Demographic Assessment of Importance and Satisfaction Ratings

8.6.1 Product Freshness

8.6.2 Cleanliness of Bakery Area

8.6.3 Safe Food Handling

8.6.4 Products Consistently Good

8.6.5 Product Availability

8.6.6 Reasonable Prices

8.6.7 Product Variety

8.6.8 The Time it Takes to Get Served

8.6.9 Friendly Employees

8.6.10 Nutritional Labels

8.6.11 Knowledgeable Employees

8.6.12 Visual Product Display

8.6.13 Selection of Brand Name Pr81

8.6.14 Good Selection of Sugar-Free or Reduced-Sugar Products

8.6.15 Selection of Low-Fat or Non-Fat Products

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

10.3.1 Service Bakery

10.3.2 Self-Service Bakery

10.4 Predictions on Biggest Sales Categories

10.4.1 Predictions for Service Bakery 87

10.4.2 Predictions for Self-Service Bakery

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

Abstract

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