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The Impact Of Changing Shopping Behaviour On Convenience


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25 April 2015
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25 April 2015
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Consumers across Europe are looking for quicker, easier and more flexible food than ever before. This is particularly important in bakery where the continued rise of food on-the-go across meal occasions and snacking have helped drive the category.

Changing retail shopping behaviour across Europe is also helping to underpin this. A recent analysis of shopping baskets across the world (The Convenience Experience by research company Dunnhumby) shows that ‚small‚ baskets (of 3 or fewer items) are now more common than ‚large‚ baskets (of 18+ items) across every retail store format. ‚Small‚ baskets represent a much higher proportion in Convenience stores where they account for 47% of all baskets, but they also now make up a significant proportion of baskets in Supermarkets (31%) and Hypermarkets (28%).

As well as this increase in smaller basket sizes over the last five years, shoppers are also making more frequent shopping trips. The same survey shows that the average number of shopping trips per week has increased from 0.94 times to around 1.1 times per week over the last five years.

These shopping behaviour shifts towards smaller basket sizes and more frequent shopping trips are combining with the ongoing rise in eating on the go to help drive the opportunity in the bakery category – both at retail and in foodservice.

There has been an increase in new product development of bakery items delivering elements of convenience, whether that be single-serve portion sizes, items in easy to open packaging, or products which are easy to hold and handle. There is also clear evidence that convenient products need to be physically well located within store and made clearly visible to shoppers, in order to maximise their impact.

With recent innovations in, for example, new hand held pizza snacks and in filled savoury strudels, ARYZTA remains at the forefront of developing convenient food across all of its ranges.

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