Bakery Products - Canada - June 2015
“Consumers are very clear about what matters to them when it comes to selecting bakery products and that is freshness. While this is not startling, what is of note is how much other concerns are less important. Gluten-free has garnered a great deal of attention, but when asked consumers rate it as being a low priority behind all other considerations suggesting manufacturers should look to other attributes when deciding on innovation and crafting strategic messaging ”
– Joel Gregoire, Senior Food & Drink Analyst
This report looks at the following areas:
- Freshness matters most to consumers
- Gluten-free is less important to consumers versus other factors
- Quebec consumers have more positive associations with bakery products
- Gender has an impact on bakery product consumption
Just under half of consumers agree bread is important to maintaining a healthy diet. While this suggests opportunity to improve perceptions around nutrition and the category, when asked which factors are most important to consumers when making a purchase, only a small percentage of consumers cite gluten-free. Freshness and flavour dominate all other considerations. When it comes to nutrition-focused considerations, four in 10 consumers cite ‘all-natural/no artificial ingredients’ as holding sway, an area where innovation is evident based in the percentage growth in packaging claims. In short, a focus on lesser consumer concerns is destined to generate limited ROI.
Bread manufacturers appear to be charting the right course when it comes to making consumers feel better about the bakery products they eat. This particularly resonates with women, who tend to eat bakery products less frequently and consider the category less essential to maintaining a healthy diet.
This report identifies other consumer insights and provides perspective on how to action against them to guide more targeted decisions for different consumer groups. This includes information around usage, occasions when bakery products are eaten, general purchase behaviours, factors that are most important to consumers at the point of decision and general attitudes to facilitate exposition and context grounded in hard data.
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