bake - Special Report - January 2023 - 33
JOHN UNREIN
These surveys reveal that the
greatest opportunity for retailers
to increase purchase frequency
is by helping shoppers see how
bakery solutions can elevate
everyday occasions. "
Bill Heiler, manager, Research & Insights, Rich Products
bakery. Clean labels, healthier positioning
and high-quality ingredients
all become more important as
people consume bakery products
more frequently.
Premium bakery items are
primarily an at-home indulgence.
Respondents report they buy
premium bakery products most
often as a treat for themselves
and their families (68%), followed
by special celebrations (62%) and
gatherings (42%). Asked what
connotes " premium " in a bakery
purchase, respondents were most
likely to name fresh fruit (46%),
visible inclusions (42%) and unique
flavors (42%).
Three shopper segments hold the
key to continued growth.
As a complement to the sentiment
tracking surveys, Rich's conducted
a proprietary shopper segmentation
study in 2022 to identify the
types of shoppers who provide the
greatest opportunity for future fresh
bakery growth and success.
Engaged Explorers love variety
and enjoy personalizing their
choices when it comes to their fresh
bakery purchases. Representing
20% of total fresh bakery buyers,
engaged explorers spend the most,
at $116.43 per buyer. To win them
over, focus on flavor variety across
all fresh bakery categories, prioritizing
seasonal and globally inspired
flavors.
Special Treat Seekers are bakedgood
cravers who seek value and
appreciate the " specialness " of fresh
bakery. They represent 29% of total
fresh bakery buyers. Offer a variety
of smaller sized options to create
Bake Magazine Digital Special Report 1 | Volume 4 | bakemag.com
33
more treatable moments for this
cost-conscious segment, along
with special deals and promotions.
Packaging should have visual appeal
and preserve freshness to outweigh
their focus on price.
Health Balancers are drawn to
" better for you " baked goods and
represent 15% of total fresh bakery
buyers. Draw them in with a curated
section of the bakery including
premium products.
http://www.bakemag.com
bake - Special Report - January 2023
Table of Contents for the Digital Edition of bake - Special Report - January 2023
bake - Special Report - January 2023 - Intro
bake - Special Report - January 2023 - 1
bake - Special Report - January 2023 - 2
bake - Special Report - January 2023 - 3
bake - Special Report - January 2023 - 4
bake - Special Report - January 2023 - 5
bake - Special Report - January 2023 - 6
bake - Special Report - January 2023 - 7
bake - Special Report - January 2023 - 8
bake - Special Report - January 2023 - 9
bake - Special Report - January 2023 - 10
bake - Special Report - January 2023 - 11
bake - Special Report - January 2023 - 12
bake - Special Report - January 2023 - 13
bake - Special Report - January 2023 - 14
bake - Special Report - January 2023 - 15
bake - Special Report - January 2023 - 16
bake - Special Report - January 2023 - 17
bake - Special Report - January 2023 - 18
bake - Special Report - January 2023 - 19
bake - Special Report - January 2023 - 20
bake - Special Report - January 2023 - 21
bake - Special Report - January 2023 - 22
bake - Special Report - January 2023 - 23
bake - Special Report - January 2023 - 24
bake - Special Report - January 2023 - 25
bake - Special Report - January 2023 - 26
bake - Special Report - January 2023 - 27
bake - Special Report - January 2023 - 28
bake - Special Report - January 2023 - 29
bake - Special Report - January 2023 - 30
bake - Special Report - January 2023 - 31
bake - Special Report - January 2023 - 32
bake - Special Report - January 2023 - 33
bake - Special Report - January 2023 - 34
bake - Special Report - January 2023 - 35
bake - Special Report - January 2023 - 36
bake - Special Report - January 2023 - 37
bake - Special Report - January 2023 - 38
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