Bakery shops are the most popular of the specialist food retailers on the high street, according to new shopper research data from Harris International Marketing (HIM).
The data, gathered in September 2006, suggests that eight million UK adults (or 17% of the UK adult population) visited a bakery in the past week, compared to seven million (15%) who visited a butcher’s and six million (13%) who visited a greengrocer.
The data was gathered by market research company NOP on behalf of HIM. It also asked shoppers how often they visited market stalls and farmers’ markets, and its figures suggested that farmers’ markets are now used weekly by one in 10 adults.
Fishmongers had been used by 5% of adults and delicatessens 3% in one week, when the data was gathered in September.
HIM predicted that from now until 2010, the number of weekly visits made to specialist retailers will continue to grow, based on a growing focus on local sourcing and perceived quality advantages.
According to HIM director Peter Segal, bakers should take advantage of this trend by building a marketing campaign on local issues. They should also seek to build a reputation of offering the best quality and service in the local area. And they should make sure they offer a full range of food-to-go including sandwiches, crisps and drinks, he told British Baker.
HIM also advised that tastings and product samplings should be introduced. And ranges should be developed that embrace customer demand for both quality and convenience.