Routine Shopper

Routine Shoppers are “Auto pilot” shoppers who prefer the tried and true, and whose priority is to get in and out of the store quickly. Representing 27% of Bakery Buyers, their limited appreciation for Fresh Bakery drives limited upside potential.

Manta: "Good enough is enough."

Getting to Know Routine Shoppers

Motivations

Coupons available; Brand familiarity; Store's brand.

Key Occasions

At-home everyday meals for one or two.

Most-Loved Categories

Dinner Rolls; French/Italian Bread; Cookies; Muffins; Brownies and Snack Cakes

To Grow with Them, Focus On

Pricing comparable to packaged bakery products; Coupons to drive them to the Bakery.

Key Habits & Attitudes

ONLY VISIT FRESH BAKERY FOR SPECIFIC ITEMS; MORE LIKELY TO BUY FROM CENTER OF STORE; MISSION-ORIENTED

  • Most likely to not purchase anything, if the specific fresh bakery product they seek isn't available
  • Under indexes for seeking new, on-trend items and viewing brands as trusted partners
  • Most likely to plan their purchases

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

Solutions for Routine Shoppers

High-frequency items that make it on the shopping list almost every week, with relevant examples being:

How to Win with Routine Shoppers

Focus on freshness, pricing comparable to packaged bakery products, and availability of special deals/promotions.
Contact Us to Review the Research

 

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