instore - July/August 2013 - 60

WE KNOW

WHO IS
THE RATIONAL SHOPPER
and what are they thinking?

FACT 1

MINDSET OF PERSON MAKING
IN-STORE BAKERY PURCHASES

44%

56%

Rational
Shopper

FACT 2

WHAT THEY ARE LOOKING FOR,
KEY DRIVERS

Convenience

FACT 3

Other
Shoppers

Price

Variety

A LOOK AT THE
RATIONAL SHOPPER

Where’s the
bakery?

WHAT YOUR CUSTOMERS
REALLY VALUE.
At Dawn, we want to make your bakery their bakery.
That’s why we do more than just make quality baked goods. We
also help drive proﬁts for our partners by providing consumer
insights to them. Last month we talked to you about the mindset
of the Emotional Indulger. Now we’d like to tell you about a
second mindset—the “Rational Shopper.”
The Rational Shopper makes up the secondlargest group of in-store bakery customers.
Roughly half are male and half female. Their
average age is 46, and 62% are married.
The Rational Shopper makes up about 44%
of your customer base and is driven mainly by
price and ease of purchase. For that reason,
in-store bakeries are often competing with
center aisle products for this audience.

SCAN HERE TO
ACCESS MORE

So how do you reach them? Make it all about convenience
and value. They want products that are easier to buy than
make, and they can be encouraged through sampling. Offer
a variety of products like everyday cookies, brownie platters and
value mufﬁns. And put them in large package sizes that are easy
to transport but still preserve quality.
In the store, they look for a department that’s easy to get in
and out of. Value signage that highlights low price points is also
important to draw them into the bakery department. Bundling
plates, cups and decorations with in-store bakery products is a
great way to upsell products while adding to their convenience.
Our research shows the Rational Shopper also experiences one
of four need states when choosing where to shop and what
sweet baked goods to purchase. To read about those and other
insights that will help grow your business, contact a Dawn Sales
Professional. The more you know about Rational Shoppers, the
sooner your bakery will become their bakery.

52% are female
62% are married
44% have kids at home
$56,850 average income
©2013 Dawn Food Products, Inc.

NEXT
STEP

TALK TO YOUR DAWN SALES
PROFESSIONAL FOR ADDITIONAL
SHOPPER INSIGHTS
or visit

INSIGHTS

WWW.DAWNFOODS.COM
1.800.248.1144

DAWNFOODSINSIGHTS.COM

http://WWW.DAWNFOODS.COM http://www.DAWNFOODSINSIGHTS.COM

instore - July/August 2013

Table of Contents for the Digital Edition of instore - July/August 2013

instore - July/August 2013
Editor's note - Gear up for Valentine's Day
Table of Contents
News - On Our Radar
Consumer Insights - Trending: Cakes
Trendspotting: Cupcakes Rise to the Occasion
Trending - Rotisserie Chicken
Trendspotting: Rotisserie on the Rise
Consider: Upscale Hispanics
Gear up for the Super Bowl - Big Play Opportunities
Special Topic - Labor Savers
Labor-friendly safety features
Valentine's Day
Gear up for Mardi Gras - Not just for NOLA
Product Trends - First to Market
National Tortilla Day
Product Showcase/Ad Index
Next up: Gear up for March Madness
instore - July/August 2013 - instore - July/August 2013
instore - July/August 2013 - 2
instore - July/August 2013 - Editor's note - Gear up for Valentine's Day
instore - July/August 2013 - 4
instore - July/August 2013 - 5
instore - July/August 2013 - 6
instore - July/August 2013 - 7
instore - July/August 2013 - Table of Contents
instore - July/August 2013 - 9
instore - July/August 2013 - News - On Our Radar
instore - July/August 2013 - 11
instore - July/August 2013 - 12
instore - July/August 2013 - 13
instore - July/August 2013 - Consumer Insights - Trending: Cakes
instore - July/August 2013 - 15
instore - July/August 2013 - Trendspotting: Cupcakes Rise to the Occasion
instore - July/August 2013 - 17
instore - July/August 2013 - Trending - Rotisserie Chicken
instore - July/August 2013 - 19
instore - July/August 2013 - Trendspotting: Rotisserie on the Rise
instore - July/August 2013 - 21
instore - July/August 2013 - Consider: Upscale Hispanics
instore - July/August 2013 - 23
instore - July/August 2013 - 24
instore - July/August 2013 - 25
instore - July/August 2013 - Gear up for the Super Bowl - Big Play Opportunities
instore - July/August 2013 - 27
instore - July/August 2013 - 28
instore - July/August 2013 - 29
instore - July/August 2013 - 30
instore - July/August 2013 - 31
instore - July/August 2013 - 32
instore - July/August 2013 - 33
instore - July/August 2013 - Special Topic - Labor Savers
instore - July/August 2013 - 35
instore - July/August 2013 - 36
instore - July/August 2013 - 37
instore - July/August 2013 - 38
instore - July/August 2013 - Labor-friendly safety features
instore - July/August 2013 - 40
instore - July/August 2013 - 41
instore - July/August 2013 - Valentine's Day
instore - July/August 2013 - 43
instore - July/August 2013 - 44
instore - July/August 2013 - 45
instore - July/August 2013 - 46
instore - July/August 2013 - 47
instore - July/August 2013 - 48
instore - July/August 2013 - 49
instore - July/August 2013 - Gear up for Mardi Gras - Not just for NOLA
instore - July/August 2013 - 51
instore - July/August 2013 - 52
instore - July/August 2013 - 53
instore - July/August 2013 - 54
instore - July/August 2013 - Product Trends - First to Market
instore - July/August 2013 - National Tortilla Day
instore - July/August 2013 - Product Showcase/Ad Index
instore - July/August 2013 - Next up: Gear up for March Madness
instore - July/August 2013 - 59
instore - July/August 2013 - 60
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