Executive Summary
The Products

• Scope of Report
• Three Product Categories

• Total Dollar Sales at About $8.15 Billion
• Factors in Future Growth
• Total Market Size to Pass $8.6 Billion Mark by 2000
• Table 1-1: Size and Growth of the U.S. Home Baking Market: By Category, 1991-2000 (dollars); Categories: Baking Ingredients, Convenience Baking Products, and Frozen/Refrigerated Dough Products
• Growing Role for Dough Products
• Figure 1-1: Past, Current, and Projected Shares of U.S. Home Baking Market Dollar Sales: By Category, 1991 vs. 1995 vs. 2000 (percent); Categories: Ingredients, Convenience Products, and Frozen/Refrigerated Dough

• Food Conglomerates Dominate
• Private-Label Marketers
• Baking Ingredients: No Overall Leader
• Convenience Baking Products: The Big Three
• Frozen and Refrigerated Dough: Pillsbury Co. Reigns Supreme
• New Product Trends
• Overall Advertising Expenditures on the Rise

• Standard Distribution
• Supermarkets Dominate Home Baking Product Sales
• Retail Margins: Low for Commodities, High for Specialty Items

• Use of Home Baking Products Widespread
• Heavy Users Account for Bulk of Consumption
• Presence of Children Important to Heavy Use
• Most Popular Preparation Methods

• Overall Methodology
• Basis for Market Size and Growth Estimates
• Assumptions for Forecasts

1. The Products
   The Products
   • Scope of Report
   • Key Characteristics of the Home Baking Market
   • Three Product Categories
   • Baking Ingredients—"From Scratch"
   • Shelf-Stable Convenience Baking Products
   • Frozen and Refrigerated Dough Products
   • Table 2-1: Home Baking Market: Product Coverage and Division (Listing); Listing of Product Segments in Baking Ingredients, Shelf Stable Convenience Baking Products, and Frozen/Refrigerated Dough Products
   • How the Products Compare: More than One Way to Bake Bread
   • Table 2-2: Preparation of a Loaf of Bread: By Method of Preparation; Methods: Scratch, Bread Mix (Conventional), Bread Mix (Quick), Frozen dough, and Refrigerated Dough; Input: Ingredients, Dishes/Utensils, Skills, Preparation Time, and Baking Time
   
   Government Regulations
   • FDA Tightens Regulations on Health Claims
   • More Detailed Nutritional Labels
   • New Labels Give Added Impetus to Fat Reduction Efforts
2. The Market
   Market Size and Growth
   • Total Dollar Sales at About $8.15 Billion
   • Table 2-3: Size and Growth of the U.S. Market for Home Baking Products: By Category, 1991-1995 (retail dollars); Categories: Baking Ingredients, Shelf Stable Convenience Baking Products, and Frozen/Refrigerated Dough Products
   • Baking Ingredients Sales Dip Below $4.3 Billion
   • Convenience Baking Products: Stuck in Low Gear
   • Frozen and Refrigerated Dough Sales Approach $1.6 Billion
   • Gains in Dough Products Offset by Losses Elsewhere
   • Figure 2-1: Change in Dollar Sales: By Product Category, 1991-1995 (retail dollars); Categories: Ingredients, Convenience Products, and Refrigerated or Frozen Dough
   
   Factors in Future Growth
   • Fewer Consumers Are Baking
   • Younger People Baking Less
   • Loss of Knowledge About Baking
   • Women Spending Less Time in the Kitchen
   • In-Store Bakeries Ring Up Higher Sales
   • Figure 2-2: In-Store Bakeries vs. Baking Needs: Growth in Dollar Sales, 1991-1994 (percent) Healthy Eating and Its Effect on Baking Activity Demographic Factors Are Mixed
   • Figure 2-3: Projected U.S. Population Growth: By Age Group, 1995-2000 (number and percent); Age Groups: Under 5, 5-13, 14-17, 18-24, 25-34, 35-44, 45-64, and 65+ Bread Machines May Result in Isolated Growth
   
   Projected Sales
   • Dollar Sales to Exceed $8.6 Billion by 2000
   • Frozen and Refrigerated Dough Category to Drive Growth
   • Table 2-4: Projected Size and Growth of the U.S. Market for Home Baking Products: By Category, 1995-2000 (retail dollars); Categories: Baking Ingredients, Shelf Stable Convenience Baking Products, and Frozen/ Refrigerated Dough Products
   
   Market Composition
   • Baking Ingredients Sales Still Account for Over Half of Market
   • Figure 2-4: Past, Current, and Projected Share of Home Baking Market Dollar Sales: By Category, 1991 vs. 1995 vs. 2000 (percent); Categories: Ingredients, Convenience Products, and Frozen and Refrigerated Dough
3. The Marketers
   The Marketers
   • Hundreds of Marketers Compete
   • Food Conglomerates Dominate
   • Baking Product Specialists Prominent in Some Areas
   • Private-Label Marketers
   
   Marketer Shares
   • Baking Ingredients: Different Leader in Almost Every Segment
   • Convenience Baking Products: A Triumvirate
   • Frozen and Refrigerated Dough: Pillsbury Co. Dominates
   • Major Marketers and Areas of Activity
   • Table 2-5: Involvement of Major Home Baking Marketers By Product Category, 1995; Marketers: Borden, Chelsea, Comstock, Domino, General Mills, Hershey, Kraft Foods, Inc., Nestle, Pillsbury, Procter & Gamble, Rhodes Bake-N- Serv, and Specialty Brands
   
   New Product Activity
   • New Product Introductions on the Rise
   • Figure 2-5: New Baking Ingredient Product Introductions, 1988-1995 (number)
   
   Advertising Expenditures Summary
   • Overall Expenditures Rise Nearly 25% in 1995
   • Spending Highest in Convenience Baking Products
4. Distribution And Retail
   Distribution and Retail
   • Standard Distribution
   • Wholesalers, Food Brokers May Also Be Involved
   • Supermarkets Dominate Home Baking Product Sales
   
   At the Retail Level
   • Most Shelf-Stable Baking Products in Same Aisle
   • Shelf Placement
   • Retail Margins: Low for Commodities, High for Specialty Items
5. The Consumer
   Consumer Use
   • Use of Home Baking Products Widespread
   • Figure 2-6: Home Baking Products and Activities: Princi- pal Shopper Participation Rates, 1994 (percent); Product/ Activity: Flour, Cake Mix, Bake From Scratch, Cornstarch, Baking Chips, Frosting, Brownie Mix, Pie Crusts, Other Baking Mix, Pie Crusts, Other Baking Mix, Refrigerated Dough, Frozen Dough, and Pie Filling
   • Heavy Users Account for Bulk of Consumption
   • Figure 2-7: Analysis of Heavy Users of Selected Baking Products, 1994 (percent); Share of Shoppers, Users, and Usage; Products: Frozen/Refrigerated Dough, Other Mixes, Cake Mixes, and Scratch Baking Ingredients Presence of Children Important to Heavy Use User Profile Consistent Across Categories
   • Table 2-6: Demographic Characteristics Favoring Frequent Scratch Baking and Heavy Use of Selected Home Baking Products, 1994 (description); Products: Cake Mixes, Other Mixes, and Refrigerated Dough; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, Children in Household
   • Most Popular Preparation Methods Vary
   • Figure 2-8: Number of Bakers Using Each Preparation Method for Selected Baked Goods, 1994 (principal shoppers); Preparation Methods: Scratch Baking, Convenience Products, and Frozen/Refrigerated Dough; Goods: Rolls/Muffins, Pies, Cookies, Cake, Brownies, Bread, And Biscuits

1. The Products
   The Products
   • Category Parameters
   • Defining Characteristics of Baking Ingredients
   • Flour
   • Flour Types: A Primer
   • Sugar
   • Baking Chocolate and Cocoa
   • Chips, Morsels, and Bits
   • Baking Nuts
   • Evaporated and Condensed Milk
   • Edible Cake Decorations
   • Baking Soda
   • Baking Powder
   • Dry and Refrigerated Yeast
   • Baking Coconut
   • Maraschino Cherries
   • Cornstarch
   • Graham Cracker Crumbs
2. The Market
   Market Size and Growth
   • Total Dollar Sales Approach $4.3 Billion
   • Pound Sales Indicate a Declining Market
   • Table 3-1: Size and Growth of U.S. Market for Baking Ingredients, 1991-1995 (retail dollars and pounds)
   • Declining Product Types Overwhelm Gainers
   • Table 3-2: Growing vs. Declining Product Categories in Baking Ingredients, 1991-1995 (number)
   • Granulated Sugar Market Not So Sweet
   • Table 3-3: Size and Growth of U.S. Market for White Granulated Sugar, 1991-1995 (retail dollars and pounds) Flour Falls Flat
   • Table 3-4: Size and Growth of U.S. Market for Flour, 1991-1995 (retail dollars and pounds)
   • Flour: Bellwether of Baking Ingredients Market
   • Figure 3-1: Volume Sales Trends: Flour vs. All Baking Ingredients, 1992-1995 (percent)
   • Meltdown in Baking Chocolate, Chips, and Cocoa
   • Table 3-5: Size and Growth of U.S. Market for Baking Chocolate, Chips, and Cocoa, 1991-1995 (retail dollars and pounds)
   • Baking Nuts Market Falls to Pieces
   • Table 3-6: Size and Growth of U.S. Market for Baking Nuts, 1991-1995 (retail dollars and pounds) Evaporated and Condensed Milk Sales Evaporate
   • Table 3-7: Size and Growth of U.S. Market for Evaporated and Condensed Milk, 1991-1995 (retail dollars and pounds) Brown, Powdered, and Flavored Sugar Market Continues to Slide
   • Table 3-8: Size and Growth of U.S. Market for Brown, Powdered, and Flavored Sugar, 1991-1995 (retail dollars and pounds)
   • Cake Decorations Take the Cake
   • Table 3-9: Size and Growth of U.S. Market for Edible Cake Decorations, 1991-1995 (retail dollars and pounds) No Rise from Baking Soda and Baking Powder
   • Table 3-10: Size and Growth of U.S. Market for Baking Soda and Baking Powder, 1991-1995 (retail dollars and pounds) Price Increases Drive Growth in Yeast Market
   • Table 3-11: Size and Growth of U.S. Market for Dry and Refrigerated Yeast, 1991-1995 (retail dollars and pounds) Baking Coconut Sales Off Slightly
   • Table 3-12: Size and Growth of U.S. Market for Shredded Coconut, 1991-1995 (retail dollars and pounds) Maraschino Cherries: Not Much to Celebrate
   • Table 3-13: Size and Growth of U.S. Market for Maraschino Cherries, 1991-1995 (retail dollars and pounds) No Starch in the Starch Market
   • Table 3-14: Size and Growth of U.S. Market for Cooking Starches, 1991-1995 (retail dollars and pounds) Graham Cracker Crumbs Crumble
   • Table 3-15: Size and Growth of U.S. Market for Graham Cracker Crumbs, 1991-1995 (retail dollars and pounds)
   
   Factors in Future Growth
   • Overall Flour Consumption Increasing, but Not at Home
   • Figure 3-2: U.S. Per Capita Consumption of Flour, 1960-1994 (pounds)
   • Figure 3-3: Retail Pound Sales of Flour as Percentage of Total Consumption, 1991-1994 (percent)
   • Demographic Trends Unfavorable over Near Term
   • Fewer Consumers Know How to Bake from Scratch
   • Baking Declines as a Hobby
   • Figure 3-4: Number of Leisure Bakers, 1988-2003 (number) Schools Phasing Home Baking Out of Curriculum More Mixes, Doughs Could Diminish Scratch Baking In-Store Bakeries: Threat Probably Minimal Proliferation of Bread Machines Might Result in Pockets of Growth
   • Retirement of Baby Boomers: Glimmer on the Horizon
   • Rise of Family Values: Consistent with Scratch Baking?
   
   Projected Sales
   • Sales to Fall Below $4.1 Billion Mark by 2000
   • Table 3-16: Projected Growth of U.S. Market for Baking Ingredients, 1995-2000 (retail dollars and pounds) Gains in Yeast, Bread Flour Not Enough to Offset Declines
   
   Market Composition
   • Granulated Sugar Dominates Category
   • Figure 3-5: Relative Size of Product Types in Baking Ingredients Category, 1995 (retail dollars); Products: Granulated Sugar, Flour, Chocolate/Cocoa, Baking Nuts, Evaporated/Powdered Sugar, Cake Decorations, Baking Soda/Powder, Yeast, Coconut, Maraschino Cherries, Cooking Starch, Graham Crumbs
   • Cookies: Most Popular Item Baked from Scratch
   • Figure 3-6: Principal Shoppers Reporting Having Baked from Scratch: By Item, 1994 (percent); Items: Cookies, Biscuits, Cake, Pies, Bread, Brownies, Rolls/Muffins, Cupcakes, Cheesecake, Pastries
   • Midwesterners Most Avid Scratch Bakers
   • Table 3-17: Scratch Baking by Region, 1994 (percent and index); Regions: Midwest, South, West, and Northeast Scratch Baking Peaks at Thanksgiving and Christmas Supermarkets Move Bulk of Volume
   • Figure 3-7: Supermarket Share of Dollar Sales of Selected Baking Ingredients, 1994 (percent); Ingredients: Yeast, Chocolate, Evaporated/Condensed Milk, Sugar, Baking Powder/Soda, Flour, Baking Nuts
3. The Marketers
   The Marketers
   • Few Major Players Dominate Each Product Segment
   • Figure 3-8: Market Importance of Top Three Marketers, 1995 (Number of Product Segments)
   • Little Crossover Among Products Within Category
   • More Crossover to Other Market Categories
   • Conglomerates
   • Specialty Producers
   • Private Label
   • Table 3-18: Leading Baking Ingredient Marketers and Brands, 1995; Marketers: Best Foods, Borden, Church & Dwight, Domino Sugar Corp., General Mills Corp., Hershey Foods, Kraft Foods, McCormick Schilling & Co., Nestle USA, Pillsbury Co., RJR Nabisco, Signature Brands, Specialty Brands, Sun Diamond Growers
   
   Marketer and Brand Shares
   • Granulated Sugar: Private Label Dominates
   • Table 3-19: Marketer and Brand Shares: White Granulated Sugar, 1994-1995 (percent); Marketers: Domino Sugar, California & Hawaiian, Savannah Foods, and Imperial Holly General Mills Dominates Flour
   • Table 3-20: Marketer and Brand Shares: Flour, 1994-1995 (percent); Marketers: General Mills, Pillsbury, White Lily Foods, Quaker Oats, Sands Taylor & Wood, Pioneer Flour Mills, Kraft Foods
   • Nestle Tightens Stranglehold on Baking Chocolate Segment
   • Table 3-21: Marketer and Brand Shares: Baking Chocolate, Chips, and Cocoa, 1994-1995 (percent); Marketers: Nestle USA, Hershey Foods, Kraft Foods, Mars, Ghirardelli, Guittard Chocolate
   • Baking Nuts Market Relatively Fragmented
   • Table 3-22: Marketer and Brand Shares: Cooking and Baking Nuts, 1994-1995 (percent); Marketers: Sun Diamond Growers, Planters/Lifesavers, Azar Nut
   • Evaporated/Condensed Milk: Few Players
   • Table 3-23: Marketer and Brand Shares: Evaporated/ Condensed Milk, 1994-1995 (percent); Marketers: Nestle USA, Borden, Pet/Pillsbury
   • Brown, Powdered, and Flavored Sugar: Domino Leads
   • Table 3-24: Marketer and Brand Shares: Brown, Powdered, and Flavored Sugar, 1994-1995 (percent); Marketers: Domino Sugar, California & Hawaiian Sugar, Savannah Foods & Industries, Imperial Holly, American Crystal Sugar
   • Cake Decorations: Top Three Marketers Dominate
   • Table 3-25: Marketer and Brand Shares: Edible Cake Decorations, 1994-1995 (percent); Marketers: McCormick Schilling, Pioneer Products, Specialty Brands Baking Powder/Soda: Arm & Hammer Dominates
   • Table 3-26: Marketer and Brand Shares: Baking Powder/Soda, 1994-1995 (percent); Marketers: Church & Dwight, Kraft Foods, Hulman, Nabisco, Rumford Fleischmann's: Top Brand in Yeast
   • Table 3-27: Marketer and Brand Shares: Dry/ Refrigerated Yeast, 1994-1995 (percent); Marketers: Specialty Brands, Universal
   • Coconut: Kraft Controls Bulk of Market
   • Table 3-28: Marketer and Brand Shares: Baking Coconut, 1994-1995 (percent); Marketers: Kraft Foods, Hershey Foods, Specialty Brands
   • Private Label Outshines Brands in Maraschino Cherry Segment
   • Table 3-29: Marketer and Brand Shares: Maraschino Cherries, 1994-1995 (percent); Marketers: Gray & Co., Oregon Cherry Growers, Royal Willamette, Pinnacle, Vlasic Foods, Aunt Nellie's, Paradise Fruit
   • Best Foods Leads in Cooking Starches
   • Table 3-30: Marketer and Brand Shares: Cooking Starches/Rennet, 1994-1995 (percent); Marketers: Best Foods, The Dial Corp., Manischewitz, Hodgson Mill Enterprises
   • Graham Cracker Crumbs: Nabisco, Sunshine Divvy Up Market
   • Table 3-31: Marketer and Brand Shares: Graham Cracker Crumbs, 1994-1995 (percent); Marketers: Nabisco, Sunshine Biscuit
   
   The Competitive Situation
   • New Entrants Challenge Nestle in Baking Chips
   • Nestle Fights Back with Crunch Morsels
   • Nestle Challenges Hershey, Kraft
   • Pillsbury Acquires Pet, Gains Foothold in Evaporated Milk
   • Bake-Off Helps Pillsbury Raise Interest in Scratch Baking
   • Domino Sugar Corp. Seeks Differentiation Through Flavor
   • Pioneer Products and McCormick Schilling Team Up
   • to Dominate Cake Decoration Segment
   • Hershey Makes Its Move in Coconut
   
   Marketing and New Product Trends
   • Little New Product Activity in Most Product Segments
   • Positioning Products for Bread Machines
   • Fat Reduction the Watchword in Ingredients
   • Cross-Branding Helps Hatch New Products
   • Table 3-32: Selected New Baking Ingredient Introductions, 1994-1995, Marketers: Borden, California & Hawaiian Sugar, ConAgra Grocery Products, Domino Sugar, General Mills, Hershey Foods, Kraft Foods, Mars, Milnot, Nestle, Pioneer Products, SAF Products, See's, Specialty Brands, Xcell International
   
   Estimated Advertising Expenditures
   • Total Expenditures Dip to $21 Million
   • Nestle USA Leads in Expenditures, with Kraft, Church
   • & Dwight and Domino Also Major Spenders
   • Other Advertisers
   
   Advertising Positioning
   • Baking from Scratch: Not as Hard as You Think
   • Something Special for the Holidays
   • New Uses for Old Staples
   • Eat Dessert and Stay Slender
   • Examples of Advertising
   
   Consumer Promotions
   • Coupons
   • Free Recipes
   • Free Ingredients
   • Discounts on Merchandise
   • Examples of Consumer Promotions
4. Distribution And Retail
   Distribution
   • Standard Distribution Through Marketers
   • Distributors and Wholesalers
   • Food Brokers
   • Gourmet and Specialty Distributors
   
   Retail
   • Retail Outlet Definitions
   • Supermarkets
   • Small Grocery Stores
   • Convenience Stores
   • Warehouse Clubs
   • Gourmet and Specialty Shops
   • Mass Merchants
   • Supermarkets Dominate Baking Ingredient Sales
   • Table 3-33: Share of Unit Sales of Selected Baking Ingredients: By Outlet, 1994 (percent); Item: Baking Chips, Baking Chocolate/Bar, Baking Coconut, Evaporated/Condensed Milk, Flour, Sugar, Dry Yeast; Outlet: Supermarkets, Other Grocery Stores, Mass Merchants, and Other
   
   At the Retail Level
   • Most Baking Needs in Same Aisle
   • Shelf Placement
   • Retail Margins: Low for Commodities, High for Specialty Items
   • Figure 3-9: Supermarket Profit Margins on Baking Ingredients, 1995 (percent); Ingredients: Coconut, Yeast, Baking Chips, Baking Nuts, Cornstarch, Baking Soda, Sugar, Flour, Baking Powder, and Canned Milk
   • In-Store Promotions
5. The Consumer
   Consumer Participation
   • More than Half of Principal Shoppers Bake from Scratch
   • Frequency of Scratch Baking
   • Table 3-34: Frequency of Scratch Baking vs. Use of Baking Ingredients, 1994 (percent); Percent of Shoppers, Users, and Usage by Frequent, Medium, and Infrequent Use Levels
   • Demographic Characteristics Affecting Scratch Baking
   • Table 3-35: Demographic Characteristics Favoring Baking from Scratch, All Bakers vs. Heavy Bakers, 1994; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, and Children in Household
   • Presence of Children Important to Frequent Baking
   • Presence of Children
   • Table 3-36: Frequent Bakers from Scratch: By Presence of Children, 1994 (percent and index); No Child, Any Child, Under 2 Years, 2-5 Years, 6-11 Years, and 12-17 Years
   • Table 3-37: Frequent Bakers from Scratch: By Household Size, 1994 (percent and index); One Person, Two People, Three or Four People, and Five or More People
   • Table 3-38: Frequent Bakers from Scratch: By Marital Status, 1994 (percent and index); Status: Single, Married, Divorced/Separated/Widowed, and Parents Frequent Scratch Baking More Likely in Midwest, South
   • Table 3-39: Frequent Bakers from Scratch: By Region, 1994 (percent and index); Region: Midwest, South, Northeast, and West
   • Rural Residents Are Busiest Bakers
   • Table 3-40: Frequent Bakers from Scratch: By Locality, 1994 (percent and index); Locality: Rural, Suburban, and Urban Age Also a Factor
   • Table 3-41: Frequent Bakers from Scratch: By Age, 1994 (percent and index); Ages: 18-24, 25-34, 35-44, 45-54, 55-64, and 65 and older
   • Cookies: Most Widely Baked Good from Scratch
   • Figure 3-10: Items Baked from Scratch, as % of Principal Shoppers, 1994 (percent); Items: Cookies, Biscuits, Cake, Pies, Bread, Brownies, Rolls/Muffins, Cupcakes, Cheesecake, and Pastries
   • Type of Goods Baked: By Age of Shopper
   • Type of Goods Baked: By Education
   • Type of Goods Baked: By Race, Region, and Locality
   • Type of Goods Baked: By Household Size
   • Type of Goods Baked: By Age of Children in Household
   • Table 3-42: Demographic Characteristics Favoring Scratch
   • Baking: By Goods Baked, 1994 (description); Factors:
   • Age, Education, Employment, Occupation, Family Status,
   • Race, Region, Household Income, Household Size, and
   • Children in Household; Type: Biscuits, Bread, Brownies,
   • Cheesecake, Other Cake
   
   Use by Product Type
   • Usage Data for Some Ingredients
   • Nearly Half of Households Use Baking Chips and Pieces
   • Heavy Users Account for Bulk of Consumption
   • Table 3-43: Baking Chips and Pieces: Frequency of Use, 1994 (percent); Percent of Shoppers, Users, and Usage by Light, Medium, and Heavy Use Levels
   • Heavy User, Overall User Profiles Similar
   • Table 3-44: Demographic Characteristics Favoring Use of Baking Chips and Pieces, All vs. Heavy Users, 1994; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, and Children in Household Semisweet Chocolate Most Popular Flavor
   • Table 3-45: Baking Chip Use: By Product Type, 1994 (percent and number); Product Type: Semi-Sweet Chocolate, Milk Chocolate, Peanut Butter, Butterscotch, Vanilla, Mint Chocolate, and Any Baking Chip Selection: By Education Baking Chip Selection: By Race, Region, Locality
   • Table 3-46: Demographic Characteristics Favoring Use of Baking Chips/Pieces: By Type, 1994; Factors: Age, Education, Employment, Occupation, Family Status, Race, Region, Household Income, Household Size, and Children in Household; Type: Semi-Sweet Chocolate, Milk Chocolate, Mint Chocolate, Butter Scotch, Peanut Butter, Vanilla
   • Nearly Four-Fifths of Shoppers Buy Flour
   • All-Purpose White Flour Most Popular
   • Table 3-47: Flour Use: By Product Type, 1994 (percent and number); Product Type: All-Purpose White, Self- Rising, Unbleached, Whole Wheat, and Any Demographic Analysis of Flour Type Selection About Half of Households Use Cornstarch Profile of Cornstarch User
   • Table 3-48: Demographic Characteristics Favoring Use of Cornstarch and Flour: By Type, 1994; Factors: Age, Education, Employment, Occupation, Family Status, Race, Region, Household Income, Household Size, and Children in Household; Type: Cornstarch, Any Flour, All-Purpose, Self-Rising, Unbleached, Whole Wheat
   
   Brand Preference
   • Baking Chips/Pieces: Nestle the Leader
   • Table 3-49: Baking Chip Use: Most Popular Brands, 1994 (percent and number); Brand: Nestle Toll House Morsels, Hershey Chips, Baker's, Reese's, and Nestle Mini Morsels
   • Gold Medal Wins First Place Ribbon in Flour
   • Table 3-50: Flour Use: Most Popular Brands, 1994 (percent and number); Brand: Gold Medal, Pillsbury, Martha White, Robin Hood, White Lily
   • Argo King of Cornstarch
   • Table 3-51: Cornstarch Use: Most Popular Brands, 1994 (percent and number); Brand: Argo, Kingsford's, Other

1. The Products
   The Products
   • Category Parameters
   • Defining Characteristics
   • Four Segments: Mixes, Crusts, Frostings, and Fillings
   • A Brief History
   • Six Types of Baking Mixes
   • Cake, Cupcake, and Pie Mixes
   • Muffin Mixes
   • Brownie Mixes
   • Cookie and Bar Mixes
   • Pie Crust Mixes
   • All Other Mixes
   • Ready-to-Use Frosting
   • Ready-to-Use Fruit Fillings
   • Ready-to-Use Pie Crusts
   • Reduced-Fat Versions
2. The Market
   Market Size and Growth
   • Dollar Sales Dip Below $2.3 Billion Mark
   • Pound Sales Post Steady Declines
   • Table 4-1: Size and Growth of U.S. Market for Convenience Baking Products, 1991-1995 (retail dollars and pounds)
   • Declining Product Sales Across the Board
   • Table 4-2: Growing vs. Declining Product Categories in Baking Ingredients, 1991-1995 (number) Baking Mixes Turn in Poor Performance
   • Table 4-3: Size and Growth of U.S. Market for All Baking Mixes, 1991-1995 (retail dollars and pounds) Cake, Cupcake, and Pie Mixes in a Slump
   • Table 4-4: Size and Growth of U.S. Market for Cake, Cupcake, and Pie Mixes, 1991-1995 (retail dollars and pounds)
   • Muffin Mixes Struggle
   • Table 4-5: Size and Growth of U.S. Market for Muffin Mixes, 1991-1995 (retail dollars and pounds) Not Much Stirring in Brownie Mixes
   • Table 4-6: Size and Growth of U.S. Market for Brownie Mixes, 1991-1995 (retail dollars and pounds) Cookie and Bar Mixes Rise Spectacularly, Then Plateau
   • Table 4-7: Size and Growth of U.S. Market for Cookie and Bar Mixes, 1991-1995 (retail dollars and pounds)
   • Pie Crust Mix Market Sags
   • Table 4-8: Size and Growth of U.S. Market for Pie Crust Mixes, 1991-1995 (retail dollars and pounds) Glimmers of Hope in "All Other Mixes" Group
   • Table 4-9: Size and Growth of U.S. Market for All Other Mixes, 1991-1995 (retail dollars and pounds) Slow Times for Ready-to-Use Frostings
   • Table 4-10: Size and Growth of U.S. Market for Ready-to-Use Frostings, 1991-1995 (retail dollars and pounds) Ready-to-Use Pie/Pastry Fillings Stay on the Shelf
   • Table 4-11: Size and Growth of U.S. Market for Ready-to-Use Pie/Pastry Fillings, 1991-1995 (retail dollars and pounds)
   • Ready-to-Use Shells Experience Ups and Downs
   • Table 4-12: Size and Growth of U.S. Market for Ready-to-Use Pie Shells, 1991-1995 (retail dollars and pounds)
   
   Factors in Future Growth
   • "Speed Scratch" Appeals to Busy Consumers
   • More Bread Machines May Spur Demand for Mixes
   • Overall Mix Use Looks Set to Decline, However
   • Figure 4-1: Number of Baking Mix Users, 1993-2003 Busiest Bakers May Switch to Prepared Doughs In-Store Bakeries Could Steal Customers
   • Healthier Eating Styles Could Alter Category Balance
   
   Sales Projections
   • Dollar Sales to Reach $2.4 Billion by 2000
   • Table 4-13: Projected Growth of U.S. Market for Convenience Baking Products, 1995-2000 (retail dollars and pounds)
   • Mixes Help Drive Dollar Growth
   • Table 4-14: Projected Dollar Growth of U.S. Market for Convenience Baking Products: By Product Type, 1995-2000 (retail dollars); Type: Mixes, Frostings, Pie Fillings, Shelf-Stable Pie Shell
   • Volume Sales Should Decline for Most Categories
   • Table 4-15: Projected Volume Growth of U.S. Market for Convenience Baking Products: By Product Type, 1995-2000 (retail pounds); Type: Mixes, Frostings, Pie Fillings, Shelf-Stable Pie Shells
   
   Market Composition
   • Mixes Comprise Two-Thirds of Market
   • Figure 4-2: Convenience Baking Dollar Sales Share: By Product Type, 1995; Products: Mixes, Frosting, Pie Fillings, Shelf-Stable Pie Shells Best-Selling Mix: Cake, Cupcake, and Pie
   • Figure 4-3: Composition of Baking Mix Segment: By Product Type, 1995 (percent); Products: Cake/ Cupcake/Pie, Muffin, Brownie, Cookie/Bar, Pie Crust, and All Other
   • South, Midwest Best Markets for Mixes
   • Table 4-16: Use of Selected Baking Mixes: By Region, 1994 (index); Regions: Northeast, Midwest, South, and West; Mix Types: Brownie, Cake, Biscuit, Bread, Cookie, Muffin, and Crust
   • Midwest Key Market for Ready-to-Spread Frosting
   • Table 4-17: Ready-to-Spread Frosting Use: By Region, 1994 (percent and index); Regions: Midwest, South, West, and Northeast
   • Midwest, South Best Markets for Pie Shells
   • Table 4-18: Shelf-Stable Pie Shell Users: By Region, 1994 (percent and index); Regions: Midwest, South, West, and Northeast
   • Midwesterners Snap Up RTU Pie Fillings
   • Table 4-19: Precooked Pie Filling Users: By Region, 1994 (percent and index); Regions: Midwest, South, West, and Northeast
   • Supermarkets Dominate Retail Sales
3. The Marketers
   The Marketers
   • Approximate Number of Marketers
   • High Degree of Market Share Concentration
   • Conglomerates Dominate
   • A Few Specialized Marketers
   • Gourmet and Niche Players
   • Cross-Segment Participation High in Mixes, Frostings
   • Table 4-20: Leading Convenience Baking Product Marketers and Brands, 1996 (listing); Marketers: Chelsea Milling, Comstock, Continental Mills, General Mills, Keebler, Nabisco, Nestle, Philip Morris, Pillsbury, Procter & Gamble, and Specialty Brands
   
   Marketer and Brand Shares
   • General Mills King in Baking Mixes
   • Table 4-21: Marketer Shares: Baking Mixes, 1994-1995 (percent); Marketers: General Mills, Pillsbury, Procter & Gamble, Chelsea Milling, Kraft Foods, Inc., and Continental Mills
   • Private Label Share Low
   • Cake, Cupcake, and Pie Mixes: General Mills Dominates
   • Table 4-22: Marketer and Brand Shares: Cake, Cupcake, and Pie Mixes, 1994-1995 (percent); Marketers: General Mills, Procter & Gamble, Pillsbury, Kraft Foods Muffin Mixes: Chelsea Milling, General Mills Run Neck and Neck
   • Table 4-23: Marketer and Brand Shares: Muffin Mixes, 1994-1995 (percent); Marketers: Chelsea Milling, General Mills, Pillsbury, Procter & Gamble, and Continental Mills Three Majors Control Brownie Mix Sales
   • Table 4-24: Marketer and Brand Shares: Brownie Mix, 1994-1995 (percent); Marketers: General Mills, Procter & Gamble, Pillsbury
   • General Mills, Procter & Gamble Divvy Up Cookie/Bar Mixes
   • Table 4-25: Marketer and Brand Shares: Cookie and Cookie Bar Mix, 1994-1995 (percent); Marketers: General Mills, Procter & Gamble, Pillsbury
   • General Mills: Pie Crust Mix Titan
   • Table 4-26: Marketer and Brand Shares: Pie Crust Mix, 1994-1995 (percent); Marketers: General Mills, Chelsea Milling, Nabisco, Pillsbury, Quaker Oats, Continental Mills All Other Baking Mixes: General Mills Again the Leader
   • Table 4-27: Marketer and Brand Shares: All Other Baking Mixes, 1994-1995 (percent); Marketers: General Mills, Pillsbury, Chelsea Milling, Continental Mills, Pioneer Flour Mills, Specialty Brands
   • Frosting: Top Three Control Market
   • Table 4-28: Marketer and Brand Shares: Frosting, 1994-1995 (percent); Marketers: General Mills, Pillsbury, Procter & Gamble
   • Pie Fillings: Comstock Michigan Fruit the Leader
   • Table 4-29: Marketer and Brand Shares: Pie Fillings, 1994-1995 (percent); Marketers: Comstock, Nestle, Knouse Foods, Borden, and Sokol
   • Oroweat Dominates Shelf-Stable Pie Shells
   • Table 4-30: Marketer and Brand Shares: Shelf-Stable Pie Crusts, 1994-1995 (percent); Marketers: Oroweat Baking, Keebler, Nabisco
   
   The Competitive Situation
   • Pillsbury Acquires Martha White
   • General Mills Targets Reduced-Fat Market
   • Pillsbury Counters with SnackWell's Licensing Deal
   • Procter & Gamble Enters Dessert Bar Market
   • Major Players Jump into Bread Mixes
   • Betty Crocker Gets a PC Make-Over
   • No Big Changes in Frosting
   • Comstock Michigan Introduces New Fruit Filling Container
   
   Marketing and New Product Trends
   • Making Mixes Easier to Use
   • Cross-Branding
   • Reduced-Fat and Healthier Products
   • Cross-Marketing Bread Machines with Mixes
   • Table 4-31: Selected New Convenience Baking Product Introductions, 1994-1995 (descriptions); Marketers: Biringer Farm, C&L rise, Chelsea Milling, Comstock, ConAgra, Continental Mills, Daily Bread, General Mills, Keebler, Lollipop Tree, McSteven's, Mrs. Crutchfield's, Nature's Farm Foods, Old World Specialties, Pillsbury, Procter & Gamble, Spent Grain Baking, Vermont Country Maple, and White Lily
   
   Estimated Advertising Expenditures
   • Total Expenditures Up Sharply
   • Leading Advertiser Is Procter & Gamble
   • General Mills Ranks Second
   • Pillsbury Boosts Expenditures to $7 Million
   • Continental Mills Holds Spending Steady
   
   Advertising Positioning
   • Baking Made Easy
   • Add Color to Your Day
   • A Way to Show Someone You Care
   • Indulgence
   • Indulgence Without the Guilt
   • Tasty Party Treats
   • Holiday Treats
   • Mixes for Bread Machines
   • Homemade Taste
   • Baking for Kids
   • Examples of Advertising
   
   Consumer Promotions
   • Coupons
   • Buy Something, Get Something Free
   • Discounts on Merchandise
   • Examples of Consumer Promotions
4. Distribution And Retail
   Distribution
   • Standard Distribution Patterns
   • Specialty Baking Mix Distribution
   
   Retail
   • Supermarkets Handle Bulk of Convenience Baking Products
   • Table 4-32: Share of Unit Sales of Selected Convenience Baking Products: By Outlet Type, 1994 (percent); Item: Baking Mixes, Brownie/Cookie Mix, Cake Mix, Frosting/ Frosting Mix, and Pie Fillings; Outlets: Supermarkets, Other Grocery, Mass Merchants, and Other
   
   At the Retail Level
   • Most Convenience Baking Products in Same Aisle
   • Shelf Placement Is Prominent
   • Margins Relatively High
   • Figure 4-4: Supermarket Profit Margins on Convenience Baking Products, 1995 (percent); Items: Brownie Mix, Cookie Mix, Ready-to-Use Pie Crusts, Bread/Biscuit/ Muffin Mix, Ready-to-Serve Frosting, Cake Mixes, and All-Purpose Baking Mix
5. The Consumer
   Consumer Use of Convenience Baking Products
   • Millions Use Convenience Baking Products
   • Figure 4-5: Users of Convenience Baking Products, 1994 (number); Products: Cake Mix, Frosting, Brownie Mix, Muffin Mix, Biscuit Mix, Graham Shells, Pie Filling, Cookie Mix, Bread Mix, and Pie Crust Mix
   
   Users of Brownie Mixes
   • A Third of Users Account for Two-Thirds of Usage
   • Table 4-33: Frequency of Use of Brownie Mixes, 1994 (percent); Percent of Shoppers, Users, and Usage by Light, Medium and Heavy Use Levels A Fairly Distinct Profile
   • Presence of Children Most Important to Heavy Use
   • Table 4-34: Demographic Characteristics Affecting Purchase of Brownie Mixes, 1994 (description); All vs. Heavy Users; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, and Children in Household
   • Duncan Hines Brands Out in Front
   • Table 4-35: Brownie Mix Use: Most Popular Brands, 1994 (percent and number); Brands: Duncan Hines Premium, Other Duncan Hines, Betty Crocker Premium, Pillsbury, and Betty Crocker Supreme Dessert Bars
   
   Users of Cake Mixes
   • Heavy Users Account for Nearly Half of Usage
   • Table 4-36: Frequency of Use of Cake Mixes, 1994 (percent); Percent of Shoppers, Users, and Usage by Light, Medium and Heavy Use Levels Cake Mix Users Resemble Average American
   • Heavy Users of Cake Mix Resemble Overall User Group
   • Table 4-37: Demographic Characteristics Affecting Purchase of Cake Mixes, 1994 (description); All vs. Heavy Users; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, and Children in Household
   • Duncan Hines, Betty Crocker Are Favored Cake Mix Brands
   • Table 4-38: Cake Mix Use: Most Popular Brands, 1994 (percent and number); Brands: Duncan Hines Layer Cake, Betty Crocker Light Supermoist, Betty Crocker Angel Food Cake, Pillsbury Plus Layer Cake, and Other Duncan Hines
   
   Users of All Other Baking Mixes
   • Frequency of Use: All Other Baking Mixes
   • Table 4-39: Frequency of Use of All Other Baking Mixes, 1994 (percent); Percent of Shoppers, Users, and Usage by Light, Medium and Heavy Use Levels Children an Important Factor
   • Table 4-40: Demographic Characteristics Affecting Purchase of Other Baking Mixes, 1994 (description); All vs. Heavy Users; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, and Children in Household
   • Heavy Users Stand Apart from Others
   • Muffins Lead "Other Baking Mixes" Category
   • Table 4-41: Use of Other Baking Mixes, 1994 (percent and number); Items Baked: Muffins, Biscuits, Cookies, Breads, and Any Item
   • User Profile: Biscuit Mix
   • User Profile: Bread Mix
   • User Profile: Cookie Mix
   • User Profile: Muffin Mix
   • Table 4-42: Demographic Characteristics Favoring Purchase of Other Baking Mixes: By Items Baked, 1994; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race,
   • Household Income, Household Size, and Children in Household Jiffy Leads in Other Baking Mixes
   • Table 4-43: Other Baking Mix Use: Most Popular Brands, 1994 (percent and number); Brands: Jiffy, Bisquick, Pillsbury, Betty Crocker, Duncan Hines, and Martha White
   
   Users of Frosting/Frosting Mixes
   • Frequency of Use: Frosting/Frosting Mixes
   • Table 4-44: Frequency of Use of Frosting/Frosting Mixes, 1994 (percent); Percent of Shoppers, Users, and Usage by Light and Heavy Use Levels
   • Ready-to-Spread Dominates Frosting
   • Table 4-45: Use of Frosting/Frosting Mixes: By Product Type, 1994 (percent and number); Types: Ready-to-Spread, Frosting Mix, and Any Type Ready-to-Spread Frosting User Profile Matches That of Cake Mix Users
   • Heavy Users Resemble Overall User Group
   • Table 4-46: Demographic Characteristics Affecting Purchase of Ready-to-Spread Frosting, 1994 (descrip- tion); All vs. Heavy Users; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, and Children in Household
   • Frosting: Betty Crocker Creamy Deluxe Tops the Cake
   • Table 4-47: Frosting Use: Most Popular Brands, 1994 (percent and number); Brands: Betty Crocker Creamy Deluxe, and Betty Crocker Party Frosting
   
   Users of Pie Crusts
   • Packaged Pie Crusts: A Fifth of Users Account for
   • Almost Half of Usage
   • Table 4-48: Frequency of Use of Packaged Pie Crusts, 1994 (percent); Percent of Shoppers, Users, and Usage by Light, Medium, and Heavy Use Levels
   • Use of Pie Shells by Type
   • Table 4-49: Use of Pie Crusts/Shells: By Product Type, 1994 (percent and number); Types: Frozen Pie Shells, Graham Cracker Shells, Refrigerated Pie Crusts, Dry Crust Mix, and Any Type
   • Presence of Older Children Increases Use of Pie Crusts
   • Few Characteristics Distinguish Heavy Pie Crust Users
   • Table 4-50: Demographic Characteristics Affecting Purchase of Pie Crusts, 1994 (description); All vs. Heavy Users; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, and Children in Household Graham Cracker Crust Users Resemble Overall User Group Pie Crust Mix Users Skew Downscale
   • Table 4-51: Demographic Characteristics Favoring Purchase of Pie Crusts/Shells: By Product Type, 1994; Products: Crust Mix, Frozen Shells, Graham Cracker, Refrigerated Crust; Factors: Age, Education, Employ- ment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, and Children in Household Pie Crust: Leading Brands Not in Shelf-Stable
   • Table 4-52: Pie Crust/Shell Use: Most Popular Brands, 1994 (percent and number); Brands: Pet Ritz, Pillsbury, Keebler, and Other
   
   Users of Pie Fillings
   • Precooked Pie Fillings User Profile Parallels That of Pie Crust User
   • Table 4-53: Demographic Characteristics Affecting Purchase of Precooked Pie Fillings, 1994; Users vs. Non-Users; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, and Children in Household Comstock, Thank-You Leading Brands of Pie Filling
   • Table 4-54: Precooked Pie Filling Use: Most Popular Brands, 1994 (percent and number); Brands: Comstock, Thank-You, Libby's

1. The Products
   The Products
   • Category Parameters
   • A Brief History
   • The Ultimate in Convenience
   • Frozen versus Refrigerated
   • Five Key Segments
   • Biscuit Dough
   • Bread, Roll, and Bun Dough
   • Cookie and Brownie Dough
   • Packaging: Tubes vs. Tubs
   • Pastry and Dumpling Doughs
   • Pie Crusts
2. The Market
   Market Size and Growth
   • Market Size Approaches $1.6 Billion
   • Pound Sales Also Rise, but More Slowly
   • Table 5-1: Size and Growth of U.S. Market for Frozen and Refrigerated and Dough Products, 1991-1995 (retail dollars and pounds)
   • Dough Benefits from Consumer Desire for Maximum Convenience
   • Growth in Market Uneven
   • Table 5-2: Growing vs. Declining Product Categories in Frozen and Refrigerated Dough Products, 1991-1995 (number)
   • Refrigerated Dough Sales Driving Growth
   • Table 5-3: Size and Growth of U.S. Market for All Refrigerated Doughs, 1991-1995 (retail dollars and pounds) Frozen Dough Lagging Behind
   • Table 5-4: Size and Growth of U.S. Market for All Frozen Doughs, 1991-1995 (retail dollars and pounds) Price Increases Drive Growth in Refrigerated Biscuit Dough
   • Table 5-5: Size and Growth of U.S. Market for Refrigerated Biscuit Dough, 1991-1995 (retail dollars and pounds) Refrigerated Cookie and Brownie Dough Sales: Pipin' Hot
   • Table 5-6: Size and Growth of U.S. Market for Refrigerated Cookie/Brownie Dough, 1991-1995 (retail dollars and pounds)
   • Refrigerated Pastry and Dumpling Dough Rising Faster
   • Table 5-7: Size and Growth of U.S. Market for Refrigerated Pastry and Dumpling Dough, 1991-1995 (retail dollars and pounds)
   • Refrigerated Bread, Roll, and Bun Dough Falls Flat
   • Table 5-8: Size and Growth of U.S. Market for Refrigerated Bread, Roll, and Bun Dough, 1991-1995 (retail dollars and pounds)
   • Little Action in Frozen Pie Shells
   • Table 5-9: Size and Growth of U.S. Market for Frozen Pie Shells, 1991-1995 (retail dollars and pounds) Sales of Frozen Bread, Roll, and Pastry Dough in Deep Freeze
   • Table 5-10: Size and Growth of U.S. Market for Frozen Bread/Roll/Pastry Dough, 1991-1995 (retail dollars and pounds)
   • Frozen Cookie Dough Market Thaws Out
   • Table 5-11: Size and Growth of U.S. Market for Frozen Cookie Dough, 1991-1995 (retail dollars and pounds)
   
   Factors in Future Growth
   • Convenience is Attractive
   • In-Store Bakeries: A Minor Challenge
   • Key Players Stimulate Growth Through Marketing
   • Overall Frozen Foods Category Trending Lower
   • Figure 5-1: Change in Frozen Food Unit Sales, 1990-1995 (percent) Limited Display Space Constrains Growth
   
   Projected Sales
   • Overall Market to Pass $2.1 Billion Mark by 2000
   • Table 5-12: Size and Growth of U.S. Market for Frozen/Refrigerated Dough Products, 1991-1995 (retail dollars and pounds)
   • Refrigerated Dough Sales Will Drive Growth
   • Table 5-13: Projected Growth of the U.S. Market for Frozen and Refrigerated Dough Products: By Category, 1995-2000 (retail dollars and pounds)
   
   Market Composition
   • Refrigerated Products Comprise Bulk of Category
   • Figure 5-2: Share of U.S. Retail Dollar Sales: Frozen vs. Refrigerated Dough, 1995 (percent) Biscuit Dough Best-Selling Refrigerated Dough
   • Figure 5-3: Refrigerated Dough Dollar Sales: Share by Product Type, 1995 (percent) Pie Shells Dominate Frozen Segment
   • Figure 5-4: Frozen Dough Dollar Sales Share: By Product Type, 1995 (percent) South Home to Two-Fifths of Refrigerated Dough Users
   • Table 5-14: Refrigerated Dough Users: By Region, 1994 (percent and index); Regions: South, Midwest, West, and Northeast
   • Midwest Best Market for Frozen Dough
   • Table 5-15: Frozen Dough Users: By Region, 1994 (percent and index); Regions: Midwest, South, West, and Northeast
   • Frozen Pie Shells Popular in South
   • Table 5-16: Frozen Pastry/Pie Shell Users: By Region, 1994 (percent and index); Regions: South, Midwest, West, and Northeast
   • Demand for Many Dough Products Varies by Season
   • Supermarkets Dominate Sales
3. The Marketers
   The Marketers
   • Few Marketers Compete
   • Little Crossover Between Frozen and Refrigerated
   • Extensive Crossover Between Refrigerated Dough Types
   • Large Role for Conglomerates
   • Specialist Marketers Strongest in Frozen Dough
   • Private Label: A Modest Presence
   • Table 5-17: Leading Frozen and Refrigerated Dough Product Marketers and Brands, 1995; Marketers: Legacy Brands, Athens Pastries, Bridgford Foods, Merico, Mrs. Smith's, Nestle, Otis Spunkmeyer, Pepperidge Farm, Pillsbury, Rhodes Bake-N-Serv, Rich Products, and Van de Kamp's
   
   Marketer and Brand Shares
   • Pillsbury Dominates Refrigerated Dough
   • Table 5-18: Marketer Shares: Refrigerated Dough, 1994-1995 (percent); Marketers: Pillsbury, Nestle, Merico Refrigerated Biscuit Dough: Pillsbury Dominates
   • Table 5-19: Marketer and Brand Shares: Refrigerated Biscuit Dough, 1994-1995 (percent); Marketers: Pillsbury and Merico
   • Refrigerated Cookie/Brownie Dough: Nestle Challenges Pillsbury
   • Table 5-20: Marketer and Brand Shares: Refrigerated Cookie and Brownie Dough, 1994-1995 (percent); Marketers: Pillsbury, Nestle, and Merico Refrigerated Pastry and Dumpling Dough: Pillsbury King
   • Table 5-21: Marketer and Brand Shares: Refrigerated Pastry and Dumpling Dough, 1994-1995 (percent); Marketers: Pillsbury and Merico
   • Refrigerated Bread, Roll, and Bun Dough: Pillsbury Stays on Top
   • Table 5-22: Marketer and Brand Shares: Refrigerated Bread, Roll, and Bun Dough, 1994-1995 (percent); Marketers: Pillsbury and Merico
   • Frozen Dough: Acquisition Gives Pillsbury Top Spot
   • Table 5-23: Marketer Shares: Frozen Dough, 1994-1995 (percent); Marketers: Pillsbury, Rhodes Bake-N-Serv, Pepperidge Farm, Athens Pastries. Bridgford Foods, Rich Products, Mrs. Smith's, Van de Kamp's Frozen Pie Shells: Pillsbury Acquires Two-Fifths Share
   • Table 5-24: Marketer and Brand Shares: Frozen Pie Shells, 1994-1995 (percent); Marketers: Pillsbury, Pepperidge Farm, Mrs. Smith's Pie, Van de Kamp's Frozen Bread, Roll, and Pastry Dough: Rhodes the Leader
   • Table 5-25: Marketer and Brand Shares: Frozen Bread, Roll, and Pastry Dough, 1994-1995 (percent); Marketers: Rhodes Bake-N-Serv, Bridgford Foods, Rich Products, Athens Pastries, Outlaw Baking, Aldons Frozen Cookie Dough: Legacy Brands Seizes Spotlight
   • Table 5-26: Marketer and Brand Shares: Frozen Cookie Dough, 1994-1995 (percent); Marketers: Legacy Brands, Otis Spunkmeyer, Incredible Edibles
   
   The Competitive Situation
   • Pillsbury Steps Up New Product Intros to Stay Ahead
   • New Break-Out Plant Facilitates New Product Development
   • Pillsbury Develops Shaped Cookie Dough
   • Doughboy Helps Market Pillsbury Products
   • Nestle Looks to Break Pillsbury Hammerlock on Cookie Dough
   • Pillsbury Teams Up with Candy Brands
   • Frozen Pie Shells: Pillsbury Acquires Pet-Ritz Brand
   
   Marketing and New Product Trends
   • Reduced-Fat Products
   • Indulgence Recipes
   • Cross-Branding
   • Table 5-27: Selected New Dough Product Introductions, 1994-1995 (descriptions); Marketers: Legacy Brands, Connor Foods, Judy & Joel's Kitchen, Nestle, Pillsbury, Rhodes Bake-N-Serv, and Rich Products
   
   Estimated Advertising Expenditures
   • Total Expenditures Approach $40 Million in 1995
   • Pillsbury Leads Advertisers
   • Nestle USA Accounts for Remainder of Spending
   
   Advertising Positioning
   • Ready in Minutes
   • Hot, Fresh, Flaky—Without the Work
   • Easier Baking for the Holidays
   • Four Holidays, One Dough
   • Frozen and Refrigerated Pie Crusts: Homemade
   • Taste Made Easier
   
   Consumer Promotions
   • Coupons
   • Buy Something, Receive Bonus
   • Sweepstakes
4. Distribution And Retail
   Distribution
   • Two Delivery Methods
   • Advantages of Direct Store Delivery
   • Disadvantages of Direct Store Delivery
   
   Retail
   • Supermarkets Dominate Dough Sales
   
   At the Retail Level
   • Refrigerated Dough Sold in Dairy Case
   • Frozen Dough Sold in Freezer Section
   • Margins Relatively High
5. The Consumer
   Consumer Use
   • One-Third of Principal Shoppers Use Frozen or Refrigerated Dough
   • Refrigerated versus Frozen Use
   • Frequency of Use: Refrigerated Dough
   • Table 5-28: Frequency of Use of Refrigerated Dough, 1994 (percent); Percent of Shoppers, Users, and Usage by Light, Medium and Heavy Use Levels Demographic Characteristics Affecting Use of Refrigerated Dough
   • Heavy Users Resemble Overall User Group
   • Table 5-29: Demographic Characteristics Affecting All and Heavy Use of Refrigerated Dough, 1994 (description); All vs. Heavy Users; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, and Children in Household
   • Frequency of Use: Frozen Dough
   • Table 5-30: Frequency of Use of Frozen Dough, 1994 (percent); Percent of Shoppers, Users, and Usage by Light, Medium and Heavy Use Levels
   • Demographic Characteristics Affecting Frozen Dough Use
   • Characteristics of Heavy Users of Frozen Dough
   • Table 5-31: Demographic Characteristics Affecting Purchase of Frozen Dough, 1994 (description); All vs. Heavy Users; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, and Children in Household
   
   Use by Product Type
   • Biscuit Dough Most Widely Used
   • Table 5-32: Use of Frozen and Refrigerated Dough: By Type, 1994 (percent and number); Dough Type: Biscuits, Dinner Rolls, Bread, Cookies, Pie Crust, Bread Sticks, Sweet Rolls, Pizza Crust, and Brownies
   • Dough Type Selection by Age
   • Dough Type Selection by Education
   • Dough Type Selection by Region and Locality
   • Dough Type Selection by Presence of Children
   • Table 5-33: Demographic Characteristics Favoring Purchase of Frozen/Refrigerated Dough: By Type, 1994 (description); Dough Types: Biscuits, Bread Loaf, Bread Sticks, Cookies, Dinner Rolls, Sweet Rolls, Pie Crust, Pizza Crust
   
   Appendix I: Company Profiles
   General Mills, Inc.
   • Sales of $5 Billion
   • Broad Portfolio of Products and Brands
   • No Longer in Restaurant Business
   • Ready-to-Eat Cereals Represent Bulk of Revenue
   • A Number of Important Subsidiaries
   
   Kraft Foods, Inc. (Philip Morris Cos., Inc.)
   • Sales of $29 Billion in 1995
   • Parent Company: Three Main Areas of Activity
   • Kraft Foods Offers a Broad Portfolio of Brands
   • International Activities
   
   Nestle S.A.
   • U.S. Sales of $7 Billion
   • Sales by Product Group
   • U.S. Business Holdings
   • Nestle Possesses a Long List of Well-Known Brands
   
   Pillsbury Co. (Grand Metropolitan plc)
   • Sales of $2.9 Billion in 1995
   • Parent Company Produces Food and Alcoholic Beverages
   • Pillsbury Co. Involved in Broad Range of Food Products
   • Other than Food Products
   • International Operations
   
   Procter & Gamble
   • Sales Pass $33 Billion Mark
   • Food Products Just a Fraction of Business
   • Beauty Care Products Contributed a Fifth of Sales
   • Paper Products Responsible for 28% of Corporate
   • Sales in Fiscal 1995
   • Health Care Products: Less than 10% of Sales
   • Laundry and Cleaning Are Company's Major Product Areas
   • International Activities
   
   Appendix II: Examples Of Advertising
   • Baking Ingredients
   • Convenience Baking Products
   • Frozen/Refrigerated Dough
   
   Appendix III: Addresses Of Selected Marketers