BRIEFLY | Find your superconsumers; a new way to lease equipment; consumers look to corporate for health responsibility | for more news in the baking world, check out our website, www.bakersjournal.com New research on superconsumers The International Dairy Deli Bakery Association (IDDBA) released Superconsumer Phase 1: Setting the Stage, which details the importance of these profitable consumers. Superconsumers are those who are both heavy users of a particular product and highly passionate about that product. Some of the key findings in the bakery department include: • Bakery superconsumers make up 10 per cent of households • Account for 24 per cent of the bakery spend • Spend 2.4 times more annually • Stage 1 results suggest that 20 per cent of households are potential superconsumers The reports are available exclusively to IDDBA members online. Non-members may download one-page research briefs. EquipmentWallet rolls out EquipmentWallet launched a website designed to connect small businesses seeking equipment financing and leasing with the best equipment finance companies suited to their needs. EquipmentWallet is striving to make it simple for business owners to apply for equipment financing through a bid-and-quote process. EquipmentWallet matches a business owner’s company profile with finance companies that are able to offer financing terms specific to the business. In turn, lenders compete to provide the most reasonable equipment financing options to the customer by submitting their quotes for consideration. There is no cost for business owners to use EquipmentWallet to connect with a lender. The website generates revenue by receiving two to five per cent from the finance company as a marketing and origination fee once the deal is completed. Health and responsibility Nine out of 10 consumers believe food companies have a responsibility to make sure their diet is healthy, new research shows. More than 1,000 consumers worldwide were polled in an online survey conducted by Survey Goo on behalf of specialist PR agency Ingredient Communications*. When asked how much responsibility they believed food and drink companies have for ensuring they eat a healthy diet, 52 per cent said they had a lot and a further 37 per cent said they had some. Only nine per cent of consumers thought food and drink companies had no responsibility at all. However, the survey also revealed that levels of trust in the food industry are relatively low compared with other sources of information about health and nutrition. Respondents were presented with seven different sources of information about health and nutrition and asked to list them in order of trustworthiness. Globally, doctors and other healthcare professionals were the most trusted, with 72 per cent of consumers ranking them either highest or second highest. After doctors, respondents put the most trust in government and health authorities (ranked top by 23 per cent) and friends and family (15 per cent). Food and drink companies came low on the list. Four in 10 respondents (41 per cent) placed them in either last or in second-to-last place, and only five per cent put them top. The list also included celebrity chefs, celebrities (non-chefs), journalists and bloggers. *Survey of 1300 consumers (50 in Australia; 50 in Canada; 200 in India; 100 in Malaysia; 50 in New Zealand; 200 in the Philippines; 100 in Singapore; 500 in the U.K. and 50 in the U.S.) conducted between 19 and 26 October 2016. For more industry news, visit www.bakersjournal.com.
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