Progressive Grocer - June 2018 - 14

CONSUMER INSIGHTS

Market Research

Fresh Baked
WHAT DR AWS CONSUMERS TO THE IN-STORE BAKERY?
Consumers of all ages frequent the in-store bakery in pretty steady numbers, but Millennials and
mature/silents are the most likely to frequently shop the department, while Baby Boomers are
most likely to purchase from the department only a couple of times a month. Progressive Grocer,
along with sister company EIQ Research Solutions, interviewed 500 consumers who
have household responsibility for grocery shopping to find out how often they shop the
in-store bakery. As for what products consumers are buying from the department,
bread is the most popular, but Millennials are the most likely to buy doughnuts. Survey
respondents were sourced via ProdegeMR, reinventing the market research process by
taking a respondent-first approach. Visit www.prodegemr.com for more information.

Millennials Most Likely to Frequently Shop In-Store Bakery
How frequently do you purchase fresh-baked goods from your primary supermarket?
TOTAL

MALE

FEMALE

MILLENNIALS

GENERATION X

BABY
BOOMERS

MATURE/
SILENTS

Once per week or more

45.19%

51.63%

39.95%

54.28%

4 4 . 8 2%

37.72%

49.38%

Daily (365)

0.80%

1.78%

-

1.00%

1.92%

-

-

A couple of times per week

11.21%

13.93%

9.01%

14.79%

13.54%

7.80%

5.52%

About once per week

33.18%

35.92%

30.95%

38.49%

29.36%

29.92%

43.86%

A couple of times per month

28.40%

25.81%

30.51%

27.24%

25.79%

31.25%

27.54%

About once per month

17.47%

16.77%

18.03%

15.47%

20.01%

17.32%

17.03%

Less often than once per month

8.94%

5.80%

11.50%

3.02%

9.39%

13.70%

6.05%

45%

of consumers
shop the in-store
bakery at least
once per week.
More than
ΒΌ rate the instore bakery as
excellent, with
70% rating it very
good or excellent;
nearly all -
96.5% - rate it
good or better.

Bread Biggest Draw in Bakery
In the past 30 days, which of the following fresh baked goods have you purchased at a supermarket?

Bread (e.g., sliced bread, rolls, buns, etc.)

MALE

FEMALE

MILLENNIALS

GENERATION X

BABY
BOOMERS

MATURE/
SILENTS

55.78%

58.82%

53.31%

57.65%

55.36%

54.77%

54.91%

Doughnuts (e.g., round, holes, jelly, etc.)

38.44%

39.40%

37.66%

50.94%

38.88%

31.23%

22.08%

Cookies

29.85%

32.79%

27.47%

33.63%

37.04%

22.38%

27.42%

Bagels

28.92%

28.95%

28.90%

32.07%

32.42%

24.14%

28.53%

Pastries (e.g., coffee cake, Danishes, strudel, etc.)

23.63%

25.59%

22.03%

29.41%

23.47%

19.54%

21.96%

Muffins

23.13%

20.71%

25.10%

24.53%

25.78%

22.26%

10.92%

Traditional pie (e.g., individual round pie or slice)

15.56%

13.71%

17.06%

10.47%

20.96%

13.76%

27.42%

Croissants

14.22%

16.43%

12.43%

19.01%

16.87%

7.40%

21.96%
22.54%

Cinnamon rolls

12.68%

13.83%

11.75%

12.75%

16.38%

8.42%

Cake slices (e.g., square or triangular)

11.52%

11.44%

11.59%

12.33%

13.54%

11.42%

-

Brownies

10.21%

10.75%

9.77%

14.72%

11.95%

7.23%

-

Ethnic baked goods (e.g., baklava, churros, etc.)

3.65%

2.58%

4.52%

5.30%

5.20%

1.00%

5.46%

Other

1.95%

-

3.53%

-

1.03%

3.50%

5.46%

Source: Progressive Grocer market research, 2018

14

TOTAL

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