Health conscious population and the potential market opportunities with females:
There are more and more number of people who pay enough attention towards the food safety and health issues. When people make the decisions regarding the purchase of food products, they check the ingredients weather they are natural or not, and are there any additives. Some people will consider the quality first, they rather choose expensive but harmless for body and beneficial to health. Sonoma supply quality bread not huge quantity products; people who pay more attention on the ingredients, and pursue high quality food might the new target for Sonoma. According to the ‘average Australian’ profile, the Generation ‘Y’ women (25-34) are strongly concerned towards their weight and health. They have been passionate on their works and life and are keen to upgrade their fitness levels. In order to maintain their fitness levels, these women are highly motivated for the exercise and help to pursue health and natural food. These female also have stable economic capacity and they are concerned towards buying the good quality products, and not just the cheap products. Furthermore, even Sonoma cannot decrease their producing cost; Sonoma still can develop their new targets with their high quality and high popularity on bakery products.
In Australia, the two main supermarkets are Woolworths and Coles; they supply daily essentials and food- includes bread. Australian lives are taken over by these two supermarkets (News.com.au, 2014). Woolworths and Coles already operate their business in Australia for many years, until December 2013, Woolworths and Coles owned over 70 percent market share (Roy Morgan research, 2014). These two supermarkets have higher market share and also developed more than one thousand stores in Australia (Coles, n.d.) (Woolworths, n.d.) . They are not only supplying perfect essentials and food, the stores’ location is also nearby the Australian living perimeters; it’s convenience for consumer purchasing products (News.com.au, 2014).