BRUSSELS — In a recent qualitative consumer study, Fedima, the federation of European manufacturers and suppliers of ingredients to the bakery, confectionery and patisserie industries, identified specific differences in consumer preferences when choosing specific channels for purchasing baked goods.
The study, which polled consumers ages 25 to 50 in France, Germany and UK, revealed that channel choices are most often need-based.
Supermarkets — specifically center aisles — are typically reserved for weekly shopping and driven by lower price points and promotions, loyalty incentives, and longer-shelf-life items. However, the perceived lack of freshness that comes with sitting on a center-store shelf can often be a deterrent.
Traditional, local retail bakeries appeal to European consumers based on several factors. People are often attracted to the perceived freshness and friendly staff that can often be found in local small bakeries, which also often have enticing display windows. However, these retail outlets are also known for limited choice, especially those focusing on specific product categories. But price remains the biggest barrier, followed by hygiene and cleanliness concerns, that are top-of-mind in a post-pandemic world.
Lastly, chain shops, including bakery chains or large coffee shops, are an attractive option for on-the-go consumers in France, Germany and UK, according to the study. These outlets offer convenient access to high-indulgence products that have a quality presentation and affordable price point. Then again, the freshness factor comes into play for this channel as well, with consumers not always trusting that they offer the freshest product. Additionally, staff at larger chains don’t have the friendly reputation that’s often attached to local bakery employees.
While each channel comes with specific consumer drivers in these European countries, they all also show areas for improvement. Fedima suggested that improving on well-known recipes with a modern twist can capture attention in any outlet.
Additionally, bold product innovation can drive impulse purchases, while premiumization with new flavors or extra layers will alleviate skepticism of quality.
More information on Fedima can be found in the organization’s 2021-2022 Annual Report.
