<div class="mg-image–circular" style="float:right;margin:10px;"><img src="https://www.fmi.org/images/default-source/blog-images/cookie-basket.jpg?sfvrsn=d825facc_1" sf-constrain-proportions="true" sf-custom-thumbnail="true" width="600" alt="Cookie basket" sf-size="100" /></div><p>By: Allison Febrey, Manager, Research & Insights, FMI</p><p>When I was a teenager, the quickest way to make friends was through baked goods, especially homemade. While cupcakes were highly coveted, I opted to make cookies my specialty. Needless to say, we all got by with little sleep and lots of sugar. While I still love to bake cookies, nowadays I find myself relying on my grocery store’s in-store bakery to provide my favorite baked goods. </p><p>I’m in good company when shopping my store’s in-store bakery. Over half of shoppers buy bakery items at their primary grocery store, and almost 70% of shoppers consider it at least somewhat important for their primary store to have an in-store bakery. </p><p>Walking through my store’s bakery is an incredible, sensory experience. The smell of fresh cookies, the perfectly frosted donuts and the enticing single-serve desserts create an experience that’s impossible to resist. It is no surprise that these treats top the list of impulse purchases for shoppers. </p><div style="width:75%;margin:0 auto;">[mg-blogcharts ids="1"]</div><p>Besides having a sweet tooth like me, shoppers point to a few different reasons that inspire them to purchase an unplanned bakery item. Being “just in the mood” (55%) and eye-catching displays (36%) topped the list of influencers.</p><p>Sale specials or promotions can also prompt purchases of indulgent items. Shoppers report that a sale special can prompt them to:</p><ul><li>purchase a different brand (58%)</li><li>buy something you had not planned on buying (66%)</li><li>purchase a different type (57%)</li><li>buy something you never bought before (57%) </li><li>stock up/buy more than you normally would (39%)</li></ul><p>Regardless of my sweet tooth, the in-store bakery is home to breads, rolls and other more savory items. To learn about shoppers’ attitudes towards these items, and much more about their behaviors in the in-store bakery, download the <em><a href="https://www.fmi.org/forms/store/ProductFormPublic/power-of-in-store-bakery-2024">Power of In-Store Bakery 2024</a>. </em></p><p><a href="https://www.fmi.org/forms/store/ProductFormPublic/power-of-in-store-bakery-2024" class="button">The Power of In-Store Bakery</a></p>
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