Novozymes Study Identifies ‘Softness And Springiness’ as The #1 Driver for Consumer Bread Brand Choice

Building on the groundbreaking 2010 study of consumer bread purchasing behavior, Novozymes has expanded the field of investigation to see how the trends found in the UK, Sweden, Germany and France are reflected across Europe. Novozymes has also released the results of the 2011 European Baking Industry Survey to provide industry context to the study findings.

Nov 28 2011 --- Building on the groundbreaking 2010 study of consumer bread purchasing behavior, Novozymes has expanded the field of investigation to see how the trends found in the UK, Sweden, Germany and France are reflected across Europe. Novozymes has also released the results of the 2011 European Baking Industry Survey to provide industry context to the study findings.

Surveys of 2274 consumers and 128 baking industry leaders confirm 3 pan-European trends:
•    Consumers identify consistent quality as the key driver for their choice of bread brand, and this           parameter is significantly more important than all others
•    The ability to deliver consistent quality has become the #1 concern for Europe’s industrial bakeries
•    Emphasizing the 2010 findings, consumers are looking for ‘softness and springiness’ when making their purchasing decisions, and this need is common across Europe

The attached press pack contains key findings from the 2011 Bread Purchasing Behavior Study. This year’s study builds on a knowledge base of consumer bread-buying trends established in 2010, covering four additional countries – Russia, Denmark, Netherlands and Spain – gathering more critical insights to inform decision making across the baking industry.

The pack also presents results from the 2011 European Baking Industry Survey, offering key insights into the industry’s response to shifting patterns of consumer bread-buying behavior.