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Standing in the Bread Aisle: What Drives Consumer Choice in Pre- and Post-Bakery Sales and How to Use the Results to your Advantage

Bread tops grocery lists & is a catalyst for shoppers to visit the store. But once consumers are standing in the bread aisle with shelves of options to choose from, what factors contribute to the brands they purchase? What drives them to try something new or remain fiercely loyal to lifelong favorites? More importantly, what happens once they get home and consume baked goods? Do opinions change? If so, why? Tapping into a robust research methodology – gathering “whys” and “what’s next” directly from consumers themselves – you can determine what factors influence purchases and the actions customers take based on their experiences with your products. This session will reveal unique and relevant insights that can help brand owners and bakery manufacturers appreciate the evergreen consumer dynamics that shape our industry. This knowledge can ultimately be used to redirect a stagnant market and position it for growth & success.

Learning Objectives

  • Identify what’s really driving consumer purchases, consumption, and loyalty behaviors
  • Recognize unmet needs, wants, and opportunities within the category
  • Apply insights to their own brands to drive innovation and growth

Janelle Crawford, DuPont Nutrition & Health

Presentation Time
Monday, February 26, 2018
2:00 pm - 2:30 pm

Consumer Insights

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