Nearly two-fifths (38%) of Irish consumers eat biscuits, cake or pastries at least once per day, according to the latest Consumer Insights survey by Empathy Research. Of 992 participants however, a further 44% eat them at least once per week.
When asked if participants would buy the sweet treats as part of their main grocery shop, 61% said they would, although this was more likely amongst the middle age groups, 35-44 (71%) and 45-54 (65%) compared to under 35s (52%) and over 55s. Unsurprisingly, three-quarters (75%) of those surveyed with children buy biscuits and cakes at least once a week, which was much higher than those without children (54%).
The survey also questioned participants about impulse purchases of baked goods, and a third (35%) admitted to purchasing impulse products about once a week. Again, respondents with children were more likely (43%) to buy treats on impulse than those without children (31%). Repondents aged under 55 were also more likely to impulse buy sweet treats that those over 55; 18-35 (36%), 35-44 (37%), 45-54 (38%) and 55+ (31%).
The most popular location for buying weekly and monthly treats in a grocery shop is at the supermarket (82%), closely followed by discounters (42%). However, 21% of Irish shoppers said they would usually buy their treats from a bakery. Female shoppers were far more likely (25%) to buy from a bakery than males (16%), as were those from Dublin (26%) compared to other regions; Rest of Leinster (19%), Munster (22%) and Connacht/Ulster (17%).
The survey showed that the most important factor considered by consumers when buying baked goods is taste, with over half (54%) citing it as an influencing factor. Taste was particularly important to participants who have children (58%) than to those without (52%).
Price was cited as the second most important factor by over a quarter (26%) of shoppers, while 9% of shoppers cited brand as the most important factor influencing purchase. This was more important among older respondents; 18-34 (4%), 35-44 (7%), 45-54 (10%) and 55+ (14%).
© 2014 - Checkout Magazine by Genna Patterson