Homemade Prioritizers

Homemade Prioritizers are confident cooks/bakers who are immersed in the experience of food and prefer to make their own baked goods. Representing 27% of Bakery Buyers, Homemade Prioritizers are focused on the Breads & Rolls categories since other bakery items tend to be made at home.

Manta: "Nothing is quite as special as home-made."

Getting to Know Home-made Prioritizers

Motivations

Special ‘seasonal’ flavors available; Varieties/flavors that are globally inspired; Uses natural sugars

Key Occasions

Family gatherings, special occasions and holidays.

Most-Loved Categories

Bakery favorites that are difficult to make at home like donuts and specialty breads.

To Grow with Them, Focus On

Inspiration for ways to uplevel their meals by using Fresh Breads & Rolls.​

Key Habits & Attitudes

LESS LIKELY TO VISIT FRESH BAKERY; PREFER TO BAKE THEIR OWN FOR SPECIAL OCCASIONS/HOLIDAYS

  • More likely to visit just the store aisles they need to save need, in order to save time
  • Buy planned and impulsively equal amount of times
  • More likely to shop before 10am

 Source: Rich’s shopper segment survey, Circana Integrated Fresh Scan Panel, August 2023, n=1,766

Solutions for Home-made Prioritizers

Flavor-forward, globally-inspired twists on classics to uplevel meals, with relevant examples being:

How to Win with Home-made Prioritizers

Focus on seasonal flavor availability and items that are globally inspired that can accompany their meals.
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