IDDA OFFERS REPORT ON BAKERY CONSUMERS

MADISON, Wis. -- The International Dairy-Deli-Bakery Association here has published the full report on a bakery study it previewed earlier this year.for IDDA by Gallup Organization, Princeton, N.J.The IDDA-commissioned study was previewed by Gallup research consultant Rosita Thomas at IDDA's convention and exhibition last June in San Jose, Calif.One section of the report focuses on consumers' dietary

MADISON, Wis. -- The International Dairy-Deli-Bakery Association here has published the full report on a bakery study it previewed earlier this year.

for IDDA by Gallup Organization, Princeton, N.J.

The IDDA-commissioned study was previewed by Gallup research consultant Rosita Thomas at IDDA's convention and exhibition last June in San Jose, Calif.

One section of the report focuses on consumers' dietary habits and concerns. The study found that in 1995, 29% of consumers said they made dietary trade-offs, compared with 26% in 1990. The research also showed that 78% said they read nutrition labels. IDDA's report further analyzes the influence of those labels on purchasing decisions.

Consumers who participated in the study revealed their acceptance of, and use of, fat-free, low-fat, sugar-free and reduced-sugar products.

The study also includes the results of a focus group that discussed sweet goods and favorite desserts. The most popular desserts were fruit pies for men and cheesecake for women, the study showed.

The report shows that 78% of consumers shop at in-store bakeries, and provides demographic information on those shoppers. It discusses the frequency with which they shop supermarket bakeries compared with specialized bakeries and mass merchandisers.

Another section of the report addresses factors that drive bakery purchases. For example, it was found that 40% of in-store bakery users would be "much more likely" to purchase items if they had a coupon for them.