MADISON, Wis. -- The International Dairy-Deli-Bakery Association here has published a report on consumer buying habits in supermarket bakeries.
, 400 interviews with customers in supermarkets across the country and interviews with bakery directors from major supermarket chains in different marketing areas.
Highlights of the study were presented at IDDA's seminar and exposition this summer in Baltimore, and were summarized in the June 20 issue of SN.
Freshness, taste, variety and shelf life are more important than price to consumers, the study found. The report identifies the strengths of the in-store bakery and also tells why customers choose other options, such as baking at home or another retail outlet for some items.
The influence of health and nutrition issues on bakery purchases also is discussed. The study, commissioned by IDDA, was conducted by Edward McLaughlin and Gerard Hawkes, professors in the food industry management program at Cornell University, Ithaca, N.Y.
IDDA is making the complete report available to members for $395. The nonmember price is $795. For more information, contact IDDA at (608) 238-6330, or P.O. Box 5528, Madison, Wis. 53705-0528.
