Category of the Week – Bread and Baked Goods

-
ShopperIntelligence, June 2021

Despite both being bakery goods, British shoppers buy Wrapped bakery and In-store bakery with very different shopper mindsets 

A category split by planned and impulse purchases with different shopper priorities. Wrapped Bakery is more planned shop - needing a focus on fixed low price, being easy to find and easy to shop. In-store bakery is a more impulsive shop - needing a focus on things like premium, authenticity, and an enjoyable shopping experience.

The category has strong potential to drive loyalty, particularly in-store bakery, which is more likely than most other categories to be the main reason shoppers come to a particular retailer.

Getting things right for the shopper here is critical, as if shoppers can’t find what they are looking for there’s a high chance that shoppers simply won’t buy!



Popular posts from this blog

Savory, sweet, or something else? British snack preferences

-
Image
As  more Britons incorporate snacks into their daily routines , understanding their preferences could be essential for brands looking to capture a share of the market. From fruits and vegetables to indulgent confectionary and savoury treats, the snacking landscape in the UK is diverse. When it comes to daily snacking frequency, fruits and vegetables lead the way. Research shows that 57% of Britons snack on fruits daily, while 41% eat vegetables just as often. These healthy options are staples in the British diet; however, indulgence also has its place in the snacking routine.  Confectionary items are a popular choice, with 45% of Britons indulging weekly. Similarly, crisps (41%) and savoury biscuits (32%) are go-to snacks for many, highlighting the nation’s love for salty and crunchy treats.  Yogurt is another favoured option, with 24% of Britons enjoying it daily and 30% weekly. Despite being promoted as nutritious options, only a small percentage of respondents consume ...
Read more

Inside Lidl’s strategy for in-store bakery (and how suppliers can help)

-
Image
Lidl is making a major play for in-store bakery and it’s not afraid to shout about it. The discounter – which is currently the sixth largest grocer in the UK by market share [Statista] – recently overtook Tesco to secure the biggest slice of in-store bakery (ISB). Data from Kantar showed that Lidl, which was crowned  Bakery Retailer of the Year  at the 2023 Baking Industry Awards, had pipped the UK’s largest supermarket  with 18.2% of the ISB market compared to Tesco’s 18%. Speaking at the British Society of Baking conference earlier this year, Holly Bleach, head of buying at Lidl, described bakery as “critical” to Lidl as it’s one of the categories that drives overall customer satisfaction. “We’re set up to be really successful in bakery in the UK due to the prominence of our bakeries in store. More often than not, they’re right by the front door so every customer that walks in has to pass the bakery and not many can resist stopping and obviously picking up an item,” she...
Read more