The U.S. Market for Sweet Baked Goods

May 1, 2000
274 Pages - Pub ID: LA578
Attention: There is an updated edition available for this report.
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  1. Executive Summary

    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
  2. The Products

    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
  3. The Market

    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
  4. The Marketers

    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
  5. Distribution And Retail

    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
  6. The Consumer

    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
  7. Appendix I: Examples Of Consumer And Trade And Advertising And Promotions
  8. Appendix II: Addresses Of Selected Marketers
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