Special Treat Seekers are Baked Good cravers with an eye on value and an appreciation for the specialness & fun of the Fresh Bakery department. Representing 28% of Bakery Buyers, Special Treat Seekers are a key segment with the biggest opportunity for growth.
Special Treat Seekers
Featured Shopper Segment
Special Treat Seekers
Manta: "A balanced diet means having a cookie in each hand."
Dive into the values of our Special Treat Seekers while learning how to drive frequency for these shoppers.
Getting to Know Special Treat Seekers
Motivations
Cravings, value, promotions and smaller portions
Key Occasions
Sharing the love;
Treatable, sweet moments for themselves and loved ones
Treatable, sweet moments for themselves and loved ones
Most-Loved Categories
Grab 'n go desserts, cookies, brownies, mini donuts & muffins, cake slices
To Grow with Them, Focus On
Driving impulse purchase with strategic placement and cross-merchandising
Key Habits & Attitudes
PRACTICAL; FIND CENTER OF STORE PRODUCTS TO BE AFFORDABLE AND CONVENIENT
- Looking for sweet and craveable, but less likely to browse the ISB frequently
- More likely to visit stores with a reliable everyday assortment
- Most likely to judge product freshness with a "best by" date
- More likely to prioritize familiar flavors, brands and "great taste"
- Value having fresh bakery staff available
Source: Rich’s shopper segment survey, Circana Integrated Fresh Scan Panel, August 2023, n=1,766
Solutions for Special Treat Seekers
Smaller-sized, classic, indulgent and co-branded options to drive impulse "treatable moments."
