Engaged Explorers are Fresh Bakery devotees with a love of exploration and variety, and a desire to personalize their choices. Representing 15% of Bakery Buyers, Engaged Explorers are a key segment with the biggest opportunity for growth.
Engaged Explorers
Featured Shopper Segment
Engaged Explorers
Manta: "I don't want to look back on my life and think, 'I could have tried that."
Dive into the values of our Engaged Explorers while learning how to drive frequency for these shoppers.
Getting to Know Engaged Explorers
Motivations
Discovery, from flavor variety to seasonal finds and pairings.
Key Occasions
Entertaining (pairings)
Connecting over food
Discovery & Sharing
Connecting over food
Discovery & Sharing
Most-Loved Categories
Just about all of them but especially cakes, specialty breads and rolls, grab n' go.
To Grow with Them, Focus On
Innovation;
All things trendy, fun and seasonal
All things trendy, fun and seasonal
Key Habits & Attitudes
EXPERIENTIAL, CURIOUS, ENJOY VARIOUS ASPECTS OF FRESH BAKERY, NOVELTY SEEKERS
- Likely to browse the fresh bakery department during most shopping trips
- More likely to buy on impulsive if they see something new
- Most likely to say the fresh bakery products they buy keep them visiting that store and that the products are available in sizes they need
- Highest satisfaction and repurchase intent levels
Source: Rich’s shopper segment survey, Circana Integrated Fresh Scan Panel, August 2023, n=1,766
Solutions for Engaged Explorers
Innovative flavors and varieties with a prioritization of seasonal with relevant examples being:
