GENUINE QUALITY’S FIRST Pick of the News


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uropean consumers seek ‘consistent quality’ and ‘softness and springiness’ in their favorite breads. In order to build better business while remaining relevant to their consumers,


it is key that the baking industry truly understands the needs and wants of bread consumers. To facilitate this vital insight, Novozymes sponsored their


second consumer survey, The Bread Purchasing Behaviour Study, 2011, to build on the intelligence gained in their 2010 study and to support consumer-driven innovation across the baking sector. Conducted by Retail Institute Scandinavia, the latest survey


gathered information from 2274 respondents across Denmark, the Netherlands, Spain and Russia – significantly different geographical regions to 2010’s survey which focused on consumers in the UK, Germany, Sweden and France. The survey explored some of the business-critical questions for


Europe's bakeries: What makes a consumer choose a particular brand? What qualities do they base their bread purchasing decisions on? And which of these can tempt them to switch? Consistent quality was of utmost importance to both


consumers and industrial bakers Surveyed consumers stated that their first priority is to choose


the bread that can offer the same quality, every time. This result adds further weight to the insights gathered in the 2010 survey, confirming that the tendency to choose bread based on


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consistent quality is a Europe-wide trend. Unsurprisingly,


consistent quality was also the top concern for Europe's industrial bakeries, as demonstrated in the baking industry survey that also took place during 2011 – one of the largest ever undertaken in the industrial baking sector, with 128 key industry representatives approached to give their perspective on the challenges facing the industry. An analysis of purchasing behaviour conducted as part of the


consumer study highlighted the decisions typically made by consumers when buying bread. The survey showed that while the majority of consumers


consider a combination of factors when choosing between bread brands, ‘softness and springiness’ is the most common criteria they use to make their decision. n


European Baker Magazine - Digital Digest • www.worldbakers.com 2­


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