inStorebuyer - August 2012 - 52

WHO IS
THE RATIONAL SHOPPER
and what are they thinking?

WE KNOW WHAT YOUR CUSTOMERS REALLY VALUE.
At Dawn, we want to make your bakery their bakery. That’s why we do more than just make quality baked goods. We also help drive proﬁts for our partners by providing consumer insights to them. Last month we talked to you about the mindset of the Emotional Indulger. Now we’d like to tell you about a second mindset—the “Rational Shopper.” The Rational Shopper makes up the second-largest group of instore bakery customers. Roughly half are male and half female. Their average age is 46, and 62% are married. The Rational Shopper makes up about 44% of your customer base and is driven mainly by price and ease of purchase. For that reason, in-store bakeries are often competing with center aisle products for this audience. So how do you reach them? Make it all about convenience and value. They want products that are easier to buy than make, and they can be encouraged through sampling. Offer a variety of products like everyday cookies, brownie platters and value mufﬁns. And put them in large package sizes that are easy to transport but still preserve quality. In the store, they look for a department that’s easy to get in and out of. Value signage that highlights low price points is also important to draw them into the bakery department. Bundling plates, cups and decorations with in-store bakery products is a great way to upsell products while adding to their convenience. Our research shows the Rational Shopper also experiences one of four need states when choosing where to shop and what sweet baked goods to purchase. To read about those and other insights that will help grow your business, contact a Dawn Sales Professional. The more you know about Rational Shoppers, the sooner your bakery will become their bakery.

FACT 1

MINDSET OF PERSON MAKING IN-STORE BAKERY PURCHASES

44%
Rational Shopper

56%
Other Shoppers

FACT 2

WHAT THEY ARE LOOKING FOR, KEY DRIVERS

Convenience

Price

Variety

FACT 3
Where’s the bakery?

A LOOK AT THE RATIONAL SHOPPER

52% are female 62% are married 44% have kids at home $56,850 average income

NEXT STEP

TALK TO YOUR DAWN SALES PROFESSIONAL FOR ADDITIONAL SHOPPER INSIGHTS

©2012 Dawn Food Products, Inc.

INSIGHTS
TO MAKE YOUR BAKERY THEIR BAKERY

WWW.DAWNFOODS.COM 1.800.248.1144

http://WWW.DAWNFOODS.COM

inStorebuyer - August 2012

Table of Contents for the Digital Edition of inStorebuyer - August 2012

inStorebuyer - August 2012
Editor's Note - Packaging for Purpose
Table of Contents
Frontline News - Jennie-O Conducts Sampling
Bunge Opens Culinary Center
Chefmaster Moves to New Plant
Kings Unveils Local Fresh 24/7
Sam’s Club BBQ Tour
Foodservice Retail - Just Roll with It
Baking & Decorating - Truffle Shuffle
Edible Wedding Flavors
Bakery Development - Muffins by the Numbers
Deli Development - Deli Chicken Stays Strong
Package with Purpose
Chicago Style
Record-Breaking Burgers
Health & Nutrition
Cheese Corner - Follow Finlandia
Product Trends
Product Showcase
Marketplace Network
inStorebuyer - August 2012 - inStorebuyer - August 2012
inStorebuyer - August 2012 - 2
inStorebuyer - August 2012 - Editor's Note - Packaging for Purpose
inStorebuyer - August 2012 - Table of Contents
inStorebuyer - August 2012 - 5
inStorebuyer - August 2012 - Bunge Opens Culinary Center
inStorebuyer - August 2012 - 7
inStorebuyer - August 2012 - Sam’s Club BBQ Tour
inStorebuyer - August 2012 - 9
inStorebuyer - August 2012 - Foodservice Retail - Just Roll with It
inStorebuyer - August 2012 - 11
inStorebuyer - August 2012 - Baking & Decorating - Truffle Shuffle
inStorebuyer - August 2012 - 13
inStorebuyer - August 2012 - 14
inStorebuyer - August 2012 - 15
inStorebuyer - August 2012 - Edible Wedding Flavors
inStorebuyer - August 2012 - 17
inStorebuyer - August 2012 - Bakery Development - Muffins by the Numbers
inStorebuyer - August 2012 - 19
inStorebuyer - August 2012 - 20
inStorebuyer - August 2012 - 21
inStorebuyer - August 2012 - Deli Development - Deli Chicken Stays Strong
inStorebuyer - August 2012 - 23
inStorebuyer - August 2012 - 24
inStorebuyer - August 2012 - 25
inStorebuyer - August 2012 - Package with Purpose
inStorebuyer - August 2012 - 27
inStorebuyer - August 2012 - 28
inStorebuyer - August 2012 - 29
inStorebuyer - August 2012 - 30
inStorebuyer - August 2012 - 31
inStorebuyer - August 2012 - 32
inStorebuyer - August 2012 - Chicago Style
inStorebuyer - August 2012 - 34
inStorebuyer - August 2012 - 35
inStorebuyer - August 2012 - 36
inStorebuyer - August 2012 - 37
inStorebuyer - August 2012 - Record-Breaking Burgers
inStorebuyer - August 2012 - 39
inStorebuyer - August 2012 - Health & Nutrition
inStorebuyer - August 2012 - 41
inStorebuyer - August 2012 - Cheese Corner - Follow Finlandia
inStorebuyer - August 2012 - 43
inStorebuyer - August 2012 - 44
inStorebuyer - August 2012 - 45
inStorebuyer - August 2012 - Product Trends
inStorebuyer - August 2012 - 47
inStorebuyer - August 2012 - 48
inStorebuyer - August 2012 - Product Showcase
inStorebuyer - August 2012 - Marketplace Network
inStorebuyer - August 2012 - 51
inStorebuyer - August 2012 - 52
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