Scope and Methodology

Scope of Report
In-Store and Freestanding Bakery Sales Excluded
Report Methodology

The Products

Seven Product Categories
Excluded Products

The Market

Market Size and Growth
Table 1-1: U.S. Retail Dollar Sales of Packaged Sweet Baked Goods, by
Category, 1995-2004 (dollars): Cookies, Pastries, Snack Cakes,
Doughnuts, Cakes, Pies, Muffins
Factors in Future Growth
Seduced by Sweets
Will the New Sense of Moderation Last?
"Convenient Fuel"
Fresh Baked Goods Hold Greater Threat to Packaged Versions
Sweet Baked Goods Sales Will Exceed $12.2 Billion in 2004
Market Composition by Product
Figure 1-1: Share of U.S. Retail Sales of Sweet Baked Goods, by
Category, 1999 (percent): Cookies, Pastries, Snack Cakes,
Doughnuts, Cakes, Pies, Muffins
Market Composition by Outlet
Figure 1-2: Supermarket Share of Packaged Sweet Baked Goods U.S.
Retail Dollar Sales, 1999 (percent)

The Marketers

Of Hundreds of Marketers, Fewer Than 70 Deemed Significant
An Extremely Crowded Marketplace
Largely a Regional Competitive Scene
A Multitude of New Products
Media Dollars Roughly Stable in 1998 at $138.5 Million
A Limited Range of Ad Themes

Distribution and Retail

Two Traditional Paths: Direct Sales Forces, Four-Step Distribution
Types of DSD
Margins Are Relatively High
Vast Assortment

The Consumer

General Observations about Sweet Baked Goods Consumers
Gender
Age
Education
Employment Status
Occupation
Marital Status
Race/Hispanic Origin
Household Income
Persons in Household
Children in Household
Residence
At Least 84 Million Cookie Users
Over 62 Million Eat Snack Cakes
Nearly 39 Million Users of Frozen Sweet Baked Goods
Close to 53 Million Use Toaster Pastries
Over 59 Million Breakfast Pastry Users
More Than 71 Million People Are Doughnut Users
Almost 30 Million Muffin Eaters

Introduction

Parameters of This Report
Seven Product Categories
In-Store and Freestanding Bakery Sales Excluded
Clarification of Terms

The Products

Seven Sweet Baked Goods Product Categories
Cookies
Pastries
Snack Cakes
Doughnuts
Cakes
Pies
Muffins
Shelf-Stable, Refrigerated, and Frozen Forms
Seasonal and Promotional Products
Fat-Free, Low-Fat, and Sugar-Free Sweet Baked Goods
Units of Sale: Multiple versus Single Servings
Packaging
Package Graphics

Regulation

Federal Oversight
The NLEA Nutrition Label
Industry Advocacy
ISO 9000 Certification

Market Size and Growth

Renewed Momentum in 1999 Built Market to $10.5 Billion
Table 3-1: U.S. Retail Dollar Sales of Packaged Sweet Baked Goods, by
Product Category: 1995-1999 (dollars): Cookies, Pastries, Snack
Cakes, Doughnuts, Cakes, Pies, Muffins
A Mature Market Spurred by Less Strict Eating Habits
National Economy, In-Store Bakeries Have Also Been Influential
Cookies in Strong Push to $5.1 Billion
Pastries Gain Steam, Approach $1.6 Billion
Snack Cakes, at $1.5 Billion, Cool Off
Doughnuts Recover to $781 Million
Cakes Have Market's Strongest Growth Pattern, Reach $740 Million
Pies Climb at Moderate Rate to $551 Million
Muffins Rally Well, Hit $271 Million

Factors in Future Growth

Seduced by Sweets
Sugar and Adults versus Sugar and Kids
Will the New Sense of Moderation Last?
"Convenient Fuel"
Generation Y's Spending Power
Table 3-2: Projection of U.S. Population by Age, 2000-2010 (number): 6
age brackets
X-ers Are the Snack Generation
Boomers Are the Ones with Conflicting Urges
The Greying of America
Fresh Baked Goods Hold Greater Threat to Packaged Versions
The Healthy U.S. Economy
Outlook by Category
Cookies
Pastries.
Snack Cakes
Doughnuts
Cakes
Pies
Muffins

Projected Sales

Sweet Baked Goods Sales Will Exceed $12.2 Billion in 2004
Table 3-3: Projected U.S. Retail Dollar Sales of Sweet Baked Goods, by
Product Category: 1999-2004 (dollars): Cookies, Pastries, Snack
Cakes, Doughnuts, Cakes Pies, and Muffins
Cookies in Bullish Progress to $5.9 Billion
Pastries Will Climb to $1.8 Billion
Snack Cakes to Swell to $1.6 Billion
Doughnuts Will Push to $914 Million
Cakes to Rise to $927 Million
Pies to Reach $626 Million
Muffins to Attain $319 Million

Market Composition: By Product

Cookies Still Account for Half of Sweet Baked Goods Sales
Table 3-4: Share of U.S. Retail Dollar Sales of Sweet Baked Good, by
Product Category, 1995-1999 (percent): Cookies, Pastries, Snack
Cakes, Doughnuts, Cakes, Pies, Muffins
Virtually All Cookies Sold in Shelf-Stable Form
Toaster Tarts Account for Half of Pastry Sales
Shelf-Stable SKUs Dominate Cake Category
Frozen/Refrigerated Cheesecake Bullish, Builds Share of Cake Category
Frozen SKUs Account for Half of Pie Sales
Shelf-Stable Is Usual Muffin Form

Market Composition: By Outlet

Supermarkets Hold More Than Two-Thirds Share of Sales
Table 3-5: Share of Packaged Sweet Baked Goods U.S. Retail Dollar
Sales, by Outlet, 1999 (percent): Supermarkets, Drugstores, Mass
Merchandisers, All Other Outlets

Market Composition: Seasonality

Holidays, Super Bowl, Weather All Affect Seasonality

Market Composition: Regionality

Special Note on Use of Simmons Data on Regional Purchasing
Table 3-6: Sweet Baked Goods Purchasing, by Region and Product
Type, 1998 (principal shoppers) ( percent and index) Northeast,
Midwest, South, and West; Cookies, Toaster Pastries, Breakfast
Pastries, Doughnuts, Snack Cakes, Muffins, Frozen Muffins,
Frozen Pies/Cakes/Pastries
South Has Most Sweet Baked Goods Purchasers
A Few Standout Tendencies to Purchase
Some Pockets of Resistance, Too

The Marketers

Of Hundreds of Marketers, Fewer Than 70 Deemed Significant
Leading Marketers Are Publicly Held
Bread Makers Are Important—But So Are Sweet Baked Goods
Specialists
A Huge Sector Are Regionalists and Locals
Many Marketers Also Active in Private Label
Table 4-1: Leading Marketers of Sweet Baked Goods, and Their Brands
and Products, 2000

Marketer and Brand Shares

In Cookies, Keebler Gains on Nabisco
Table 4-2: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Cookies, in All Outlets, 1997-1999 (percent): 10
marketers; 40 brands
Bestfoods' Command of Pastries Is Eroded by Private Label
Table 4-3: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Pastries (Excluding Toaster Pastries) in Supermarkets,
1997-1999 (percent): 13 marketers; 20 brands
Kellogg Is Toaster Pastry Dominator
Table 4-4: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged, Shelf-Stable Toaster Pastries, in All Outlets, 1997-1999
(percent): 4 marketers; 9 brands
Diageo Is Only Prominent Refrigerated Pastry Marketer
Table 4-5: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Refrigerated Pastries in Supermarkets, 1997-1999
(percent): 5 marketers; 6 brands
Interstate Overtakes McKee in Snack Cake Category
Table 4-6: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Snack Cakes in All Outlets, 1997-1999
Interstate, Bestfoods Are Doughnut Mavens
Table 4-7: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Doughnuts in Supermarkets, 1997-1999 (percent)
Bestfoods Monopolizes Refrigerated Snack Cakes/Doughnuts
Table 4-8: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Refrigerated Snack Cakes and Doughnuts in
Supermarkets, 1997-1999 (percent): 3 marketers; 3 brands
Bestfoods Is Cake King
Table 4-9: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Shelf-Stable Cakes (Excluding Snack or Coffee Cakes)
in Supermarkets, 1997-1999 (percent): 9 marketers
Bestfoods, Private Label Stand Out in Refrigerated Cakes
Table 4-10: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Refrigerated Cakes (Excluding Snack or Coffee Cakes)
in Supermarkets, 1997-1999 (percent): 5 marketers; 5 brands
No Surprise: Sara Lee Dominates Frozen Cheesecake
Table 4-11: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Frozen Cheesecakes in Supermarkets, 1997-1999
(percent): 10 marketers; 11 brands
Bestfoods, Flowers Lead Shelf-Stable Pie Marketers
Table 4-12: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Shelf-Stable Pies (Excluding Snack Pies) in
Supermarkets, 1997-1999 (percent): 12 marketers; 20 brands
Flowers Commands Half of Frozen Pie Sales
Table 4-13: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Frozen Pies in Supermarkets, 1997-1999 (percent): 7
marketers; 7 brands
A Trio of Marketers Top Refrigerated Pies
Table 4-14: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Refrigerated Pies (Excluding Snack Pies) in
Supermarkets, 1997-1999 (percent): 6 marketers; 6 brands
Interstate and Otis Spunkmeyer Alternate as Muffin Leaders
Table 4-15: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Muffins in Supermarkets, 1997-1999 (percent): 10
marketers; 14 brands
Heinz/Weight Watchers Dominates Frozen Muffins
Table 4-16: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Frozen Muffins in Supermarkets, 1997-1999 (percent):
3 marketers; 5 brands
In Refrigerated Muffins, General Mills Is Sole Challenger to Private
Label
Table 4-17: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Packaged Refrigerated Muffins in Supermarkets, 1997-1999
(percent): 2 marketers, 2 brands
Other Frozen Sweet Baked Goods
Table 4-18: Marketer and Brand Shares of U.S. Retail Dollar Sales of
Other Packaged Frozen Sweet Goods (Excluding Cheescakes) in
Supermarkets, 1997-1999 (percent): 9 marketers; 14 brands

The Competitive Situation

An Extremely Crowded Marketplace
An Ongoing Wave of Acquisitions
Largely a Regional Competitive Scene
Lots of Opportunities for Smaller Marketers
Competition Heightening among Private Labelers

Competitive Focus: Bestfoods

An $8.6 Billion Company
Bestfoods Classes Activities by Eight Product Categories
A Globalist Builds the Regional Entenmann's Brand
Other Bestfoods Labels

Competitive Focus: Campbell Soup Company

Net Sales of $6.4 Billion
Four Principal Business Segments
Riding the High End with Pepperidge Farm
Other Famous Campbell Brands

Competitive Focus: Delicious Brands, Inc

During First Three Quarters of 1999 Sales Dip 17%
Carl Icahn Takes a Bite
An Exploiter of Dietary Concerns Broadens Its Stance
Delicious an Outsourcer of All Manufacture

Competitive Focus: Interstate Bakeries Corporation

A $3.5 Billion Company
Interstate a Powerful, Broad-Based Marketer
Unique Brand Personalities
The Drake Bakeries Acquisition
Interstate Spends $100 Million on Capital Improvements

Competitive Focus: Keebler Foods Company

A Complicated History
Keebler Pushes to $2.7 Billion in 1999
An Aggressive Positioner to Both Adults and Kids
Keebler an Avid Acquirer
Keebler's Increased Efficiences
A Note about Flowers Industries

Competitive Focus: McKee Foods Corporation

Sales Estimated at Over $800 Million
McKee Positions on Variety and Unbeatable Price

Competitive Focus: Nabisco Group Holdings Corp.

Nabisco an $8.4 Billion Company in 1998— But a Drop Apparent for
Full Year 1999
Shaking Up the Lumbering Giant—Again and Again
An Advertising and Promotional Powerhouse
The Fat Is Back in Some SnackWell's
Famous Nabisco Brands

Competitive Focus: Sara Lee Corporation

Net Sales of $20 Billion
New Cheesecakes Revitalize Core Sara Lee Line
Global Streamlining Frees up Cash for Marketing
About $500 Million in Capital Expenditures Every Year

Competitive Focus: Specialty Foods Corporation

Sales of At Least $742 Million in 1998
Putting the "Specialty" Back into Specialty

Marketing Trends

An Emphasis on Indulgence and Convenience
Compared to the 1980s, Lots More Marketing
Kids Increasingly Targeted
New Life in the Premium Price Tiers
More Private Label

New Product Trends

A Multitude of New Products
Chocolate an Even Bigger Draw Lately
SKUs for Kids
More Single-Serving and Bite-Sized Eats
Table 4-19: Selected New Product Introductions, 1998-1999
Nutraceutical Sweet Baked Goods

Consumer Advertising Expenditures

Media Dollars Roughly Stable in 1998 at $138.5 Million
Nabisco and Kellogg Each Spend in Neighborhood of $25 Million
Keebler Ups Spending to $20.5 Million
Campbell Pumps Pepperidge Farm Budget to $17 Million
Diageo/Pillsbury Increases Spending to $15 Million
McKee Trims Budget to $11 Million
Interstate Spending Reaches $10 Million
Sara Lee Quadruples Spending to $8.5 Million
Bestfoods Increases Media Monies to $5 Million
Specialty Foods Spends $1 Million
Other Notable Spenders

Consumer Advertising Positioning

A Limited Range of Themes
Indulgence
Exciting, Irresistible Taste
Low Fat a Secondary Positioning
A Long Time Eating
Humor
Convenience.
Soul
Examples of Consumer Ads

Consumer Promotions

Sweet Baked Goods Are Heavily Promoted
Couponing
Bonus Amounts of Product
Tie-Ins
Sweepstakes
One Company's Emphasis on Premiums
Trade Deals Translate into Store Specials

Trade Advertising

Calling Attention to Sales Potential
Examples of Trade Ads

Distribution

Two Traditional Paths: Direct Sales Forces, Four-Step Distribution
Types of DSD
DSD Enhances Category Management
DSD Becomes More Necessary as Retailers Consolidate
Table 5-1: Leading U.S. Grocery Retailers (dollars and percent):
Kroger, Wal-Mart, Albertson's, Safeway, Ahold USA
Preservatives Use Can Determine Distribution Choice
Distribution Schedules Shift to Accommodate Weekend Shopping Trips

At the Retail Level

Margins Are Relatively High
Table 5-2: Supermarket Retailers' Average Gross Profit Margins on
Packaged Sweet Baked Goods, by Type, 1997 vs. 1998 (percent):
Frozen Cakes/Pastries, Cakes/Pastries/Doughnuts/Pies,
Cookies/Crackers/Biscuits, Frozen Pies, Toaster Pastries
Vast Assortment
Assortments Pumped Up with Specialty Items
Organization of Sweet Baked Goods Shelving
Ideal for Cross-Shelving
Fresh Sweet Baked Goods—Threat or Not?
Table 5-3: Share of In-Store Fresh Bakery Sales, by Product Type, 1998
(percent) 11 product types

Data Overview

SMRB Data

The Consumer

Some General Observations
Gender
Age
Education
Employment Status
Occupation
Marital Status
Race/Hispanic Origin
Household Income
Persons in Household
Children in Household
Residence

The Consumer: Cookies

At Least 84 Million Cookie Users
Cookies Have Very Broad Cross-Section of Use
Table 6-1: Demographic Characteristics Favoring Household Use of Cookies, 1998
Sandwich and Chocolate Chip Are Most Favored Cookie Types
Table 6-2: Household Use of Cookies, by Cookie Type, 1998 (number and percent): 10 types
Use of Cookie Types Pivots Primarily on Age and Income
Table 6-3: Demographic Factors Favoring Most Often Household Use of Bite Size, Sandwich, Soft Chocolate Chip, and Other Soft Cookie Types, 1998
Table 6-4: Demographic Factors Favoring Most Often Household Use of Chocolate Chip, Fudge Covered, Chocolate (no chips), and Fruit-Filled Cookie Types, 1998
Table 6-5: Demographic Factors Favoring Most Often Household Use of Nut, Vanilla (no chips), and Other Cookie Types, 1998
Moderate Use of Cookies Is Prevalent
Table 6-6: Household Use of Cookies, by Frequency of Use (number and percent): heavy, moderate, light
"Family Factors" Most Influence Frequency of Cookie Use
Table 6-7: Demographic Factors Favoring Household Use of Cookies, by Frequency of Use, 1998
Oreo, Chips Ahoy!, Little Debbie, Fig Newtons Are Most Popular Brands
Table 6-8: Household Use of Cookies, by Brand, 1998 (number and percent): 33 brands
Patterns in Use of Selected Cookie Brands
In Use of Cookie Brands, Women Stand Out, Men Do Not
Table 6-9: Demographic Factors Favoring Most Often Household Use of Archway, Duncan Hines, and Entenmann's Cookies, 1998
Table 6-10: Demographic Factors Favoring Most Often Household Use of Any Keebler, Keebler E.L. Fudge Sandwich, and Keebler Chips Deluxe Cookies, 1998
Table 6-11: Demographic Factors Favoring Most Often Household Use of Keebler Fudge Shoppe, Keebler Pecan Sandies, and Keebler Soft Batch Cookies, 1998
Table 6-12: Demographic Factors Favoring Most Often Household Use of Little Debbie and Mother's Cookies, 1998
Table 6-13: Demographic Factors Favoring Most Often Household Use of Any Nabisco, Nabisco Chips Ahoy!, Nabisco Chips Ahoy! Chewy, and Nabisco Chips Ahoy! Chunky Cookies, 1998
Table 6-14: Demographic Factors Favoring Most Often Household Use of Nabisco Fat Free Newtons, Nabisco Fig Newtons, and Nabisco Fruit Newtons, 1998
Table 6-15: Demographic Factors Favoring Most Often Household Use of Nabisco Nilla, Nabisco Oreo, and Nabisco SnackWell's, 1998
Table 6-16: Demographic Factors Favoring Most Often Household Use of Any Pepperidge Farm, Any Sunshine, Sunshine Hydrox, and Sunshine Vienna Fingers, 1998
Table 6-17: Demographic Factors Favoring Most Often Household Use of Private Label Cookies, 1998

The Consumer: Snack Cakes

Over 62 Million Eat Snack Cakes
For Snack Cakes, Presence of Children and Household Size Are Most
Influential
Table 6-18: Demographic Factors Favoring Household Use of Any
Snack Cakes, 1998
Heavy Use of Snack Cakes Is Most Common
Table 6-19: Household Use of Snack Cakes, by Frequency of Use, 1998
(number and percent): heavy, moderate, light
Factors in Frequency of Snack Cake Use
Heavy
Moderate
Light
Table 6-20: Demographic Factors Favoring Household Use of Snack
Cakes, by Frequency of Use, 1998
Little Debbie Dominates Snack Cake Brand Use
Table 6-21: Household Use of Snack Cakes, by Brand, 1998 (number and percent): 13 brands
Socioeconomic Condition Separates Brands
Table 6-22: Demographic Factors Favoring Most Often Household Use of Dolly Madison, Drake's, and Entenmann's Snack Cakes, 1998
Table 6-23: Demographic Factors Favoring Most Often Household Use
of Any Hostess, Hostess Twinkies, and Hostess Cupcakes Snack Cakes, 1998
Table 6-24: Demographic Factors Favoring Most Often Household Use of Little Debbie, Sara Lee, and TastyKake Snack Cakes, 1998

The Consumer: Frozen Cakes, Muffins, Pastries, and Pies

Nearly 39 Million Users of Frozen Sweet Baked Goods
For Frozen Sweet Baked Goods, an Older, Less Affluent Skew
Table 6-25: Demographic Factors Favoring Household Use of Frozen Cakes, Muffins, Pastries, Pies 1998
Pies, Pastries, Cakes Are Most Used Frozen Sweet Baked Goods
Table 6-26: Household Use of Frozen Cakes, Muffins, Pastries, Pies (number and percent): Pies, Pastries, Cakes, Muffins
Similar Patterns of Use for Frozen Sweet Baked Goods by Type
Table 6-27: Demographic Factors Favoring Household Use of Frozen Cakes, Muffins, Pastries, Pies, by Type, 1998
Majority of Frozen Sweet Baked Goods Consumers Use at Moderate or Light Frequencies
Table 6-28: Household Use of Frozen Cakes, Muffins, Pastries, Pies, by Frequency, 1998 Frozen Sweet Baked Goods: Factors in Frequency of Use
Table 6-29: Demographic Factors Favoring Household Use of Frozen Cakes, Muffins, Pastries, Pies, by Frequency, 1998
Mrs. Smith's and Sara Lee Are Dominant Brands of Frozen Sweet Baked Goods
Table 6-30: Household Brand Use of Frozen Cakes, Muffins, Pastries, Pies (number and percent) 4 brands
Brands of Frozen Sweet Baked Goods Also Show Older Skew—But Greater Affluence
Table 6-31: Demographic Factors Favoring Household Use of Mrs. Smith's, Pepperidge Farm, and Sara Lee Brands of Frozen Cakes, Muffins, Pastries, Pies, Most Often, 1998

The Consumer: Toaster Pastries

Close to 53 Million Use Toaster Pastries
Younger to Middle Aged, Middle Income Shoppers Choose Toaster Pastries
Table 6-32: Demographic Factors Favoring Household Use of Toaster Pastries, 1998
Pop Tarts Clearly Most Favored Brand of Toaster Pastries
Table 6-33: Household Use of Toaster Pastries, by Brand, 1998 (number and percent): 4 brands
Socioeconomic Standing and Age Distinguish Use of Major Brands
Table 6-34: Demographic Factors in Household Use of Toaster Pastries, by Brand

The Consumer: Breakfast Pastries

Over 59 Million Breakfast Pastry Users
Very Few Key Factors in Overall Breakfast Pastry Use
Table 6-35: Demographic Factors in Household Use of Breakfast Pastries, 1998
Cinnamon Rolls By Far the Most Widely Used Breakfast Pastry
Table 6-36: Household Use of Breakfast Pastries, by Type, 1998 (number and percent): 6 types
No Surprises in Breakfast Pastry Use by Type
Table 6-37: Demographic Factors Favoring Household Use of Cinnamon Rolls, Coffee Cake, Danish, and Honey Buns Breakfast Pastries, 1998
Table 6-38: Demographic Factors Favoring Most Often Household Use of Sweet Rolls, Turnovers, and Other Breakfast Pastries, 1998
Little Debbie Leads the Pack in Breakfast Pastry Brand Use
Table 6-39: Household Use of Breakfast Pastries, by Brand (number and percent): 9 brands
Breakfast Pastry Brand Profiles Vary on Points of Income, Occupation, Age
Table 6-40: Demographic Factors Favoring Most Often Household Use of Dolly Madison and Entenmann's Breakfast Pastries Most Often, 1998
Table 6-41: Demographic Factors Favoring Most Often Household Use of Hostess, Little Debbie, and Private Label Breakfast Pastries, 1998

The Consumer: Doughnuts

More Than 71 Million People Are Doughnut Users
For Doughnuts, a Typical Sweet Baked Goods Audience
Table 6-42: Demographic Factors Favoring Household Use of Doughnuts, 1998
Hostess Has Commanding Lead in Brand Popularity
Table 6-43: Household Use of Doughnuts, by Brand, 1998 (number and percent): 5 brands
In Doughnut Brand Use, Few Exceptions to General Market Pattern
Table 6-44: Demographic Factors Favoring Most Often Household Use of Dolly Madison, Entenmann's, Hostess, and Little Debbie
Doughnuts, 1998

The Consumer: Muffins

Almost 30 Million Muffin Eaters
Yet Again, a Typical Sweet Baked Goods Consumer Profile
Table 6-45: Demographic Factors Favoring Household Use of Muffins, 1998
In Terms of Use, Private Label and Hostess Are Strongest Muffin Brands
Table 6-46: Household Use of Muffins, by Brand, 1998 (number and percent): 4 brands
Brand Use of Muffins Exhibits Few Novel Skews
Table 6-47: Demographic Factors Favoring Household Use of
Entenmann's, Hostess, Sara Lee, and Private Label Muffins, 1998