According to a recent survey conducted by the Craft Bakers Association, younger generations have distinct expectations when it comes to high street bakers in Britain. The survey reveals that four in ten individuals between the ages of 35 and 44 visit local bakers at least once a week, while five out of six Gen Z’s (18-24-year-olds) visit at least once a month. Additionally, 78% of regular shoppers at local bakeries believe it is important to support them.
Shifting Customer Demands
Karen Dear, Chief Executive of the Craft Bakers Association, states that the research shows a wide range of topics that matter to today’s bakery shoppers. While price remains a driving factor, sustainability, food waste, provenance, health, and convenience are also major motivators. The survey also highlights the preferences of younger shoppers, revealing that they prioritize plant-based products and have a higher affinity for sourdough bread compared to older generations.
Popular Purchases and Evolving Customer Needs
The survey indicates that nearly three-quarters of bread and bakery buyers purchase at least half of their total bakery from high street establishments. White bread and rolls are the most popular purchases, closely followed by wholemeal products. Furthermore, 48% of buyers go to high street bakers for sandwiches and grab-and-go items at least once a week, while 46% purchase pastries and individual cakes and biscuits with the same frequency.
Quality and Service Satisfaction
Local bakers score well with customers across various aspects, including quality, choice, craftsmanship, personal service, and sustainability. The survey reveals that 77% of customers visit for the quality and choice, while 81% believe high street bakers are highly trained. Additionally, 55% believe that high street bread and bakery products are baked by hand, and 63% believe they are made from scratch. Personal service and sustainability are also factors that attract customers to local bakers.
## Engaging Customers and Addressing Concerns
The survey highlights that high street bakers have room for improvement in engaging consumers. Price remains a significant consideration for shoppers, with 42% believing that high street bakers’ bread is too expensive. It is crucial for bakers to prioritize value, including discounts and promotions, and focus on cross-channel marketing strategies. Additionally, 47% of respondents indicated that they would only buy from local bakers if free parking is available. As for online presence, fewer than 30% of shoppers expect their local baker to offer an online ordering facility.
Futureproofing High Street Bakers
Karen Dear emphasizes the importance of this survey’s insights for high street bakers to ensure the longevity of their businesses. Understanding customers’ buying habits, addressing their priorities, and highlighting skills and commitment to sustainability are crucial. The positive news is that younger shoppers, specifically those belonging to the 18-24 age group, appreciate bakers’ work and are committed to supporting them. With plenty of goodwill and numerous opportunities, high street bakers can build upon their success.