The U.S. Market for Sweet Baked Goods - 5th Edition

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Published Jul 1, 2003 | 342 Pages | Pub ID: LA867422

Special Offer. Now 25% off the original price of $3000.
Packaged Facts’ 2003 edition of The U.S. Market for Sweet Baked Goods analyzes the dynamic $13 billion market for packaged products sold at retail. The report divides the market into seven principal categories—Cookies, Pastries, Snack Cakes, Cakes, Doughnuts, Pies, and Muffins—with quantitative mass-market retail sales analyses based on Information Resources, Inc.’s InfoScan data substantiated by extensive qualitative analysis. The report also documents market size and composition, major marketers and brand shares, and distribution and retail trends, providing market projections through 2007, along with Simmons Market Research Bureau consumer survey-based demographic profiles of sweet baked good consumers across the categories. A special feature is the extension of coverage to include the growing competition to this market in the form of in-store bakeries and external sweet bakers, such as Krispy Kreme Doughnuts.

Report Methodology
The information in The U.S. Market for Sweet Baked Goods is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the baked goods market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2002) compiled by TNS Media Intelligence/CMR, the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

The U.S. Market for Sweet Baked Goods makes important predictions and recommendations regarding the future of this market and ways current and prospective marketers can ride trends for success. Consumers are increasingly willing to indulge in comfort foods such as sweet baked goods, and many marketers are giving them what they want in the form of tasteful and often chocolate-laden new product offerings and line extensions. Quick, convenient, yet tastes-like-homemade products such as refrigerated cookie dough and cheesecakes are experiencing strong growth in the market, while other categories continue to expand despite the encroaching internal and external competition. Industry consolidation and the recent economic squeeze have hampered sales for this mature market, yet some companies are using acquisition activity to improve product distribution and bolster sales, as is the case with Kellogg’s 2001 acquisition of Keebler. Future market growth, albeit relatively modest, looks promising and will come from a new wave of sophisticated, tasteful, and convenience-oriented products.

What You’ll Get in this Report
The U.S. Market for Sweet Baked Goods is a brand-new report that offers a unique perspective on the changing market for packaged and fresh baked goods. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Sweet Baked Goods offers. The report addresses the following segments:

  • The Market(including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the sweet baked goods market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for sweet baked goods, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for sweet baked goods based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for Sweet Baked Goods
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the packaged and fresh baked goods arenas.
  • Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

The Products
    Introduction
    Scope Of Report
    Seven Product Categories
    In-Store And Freestanding Bakery/Doughnut Chain Coverage
    Clarification Of Terms
    Classification Of Products
    Seven Sweet Baked Goods Product Categories
    • Cookies
    • Pastries
    • Snack Cakes
    • Cakes
    • Doughnuts
    • 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
    Product Packaging
    Package Graphics
    Regulatory Environment
    Federal Oversight
    The Nlea Nutrition Label
    Industry Advocacy
    Iso 9000 Certification
    New Legislation In The Works

The Market

    Market Size And Growth
    Overall Sales Near $13 Billion In 2002
    Table: U.S. Retail Sales Of Sweet Baked Goods, 1998-2002 (Dollars)
    Measured Mass-Market Sales At $9.4 Billion
    Mass-Market Cookie Sales At $4.6 Billion
    Table: U.S. Mass-Market Sales Of Cookies, 1998-2002
    Mass-Market Pastry Sales At $1.7 Billion
    Table: U.S. Mass-Market Sales Of Pastries, 1998-2002
    Mass-Market Snack Cake Sales At $870 Million
    Table: U.S. Mass-Market Sales Of Snack Cakes, 1998-2002
    Cake Sales At $740 Million
    Table: U.S. Mass-Market Sales Of Cakes, 1998-2002
    Doughnut Sales At $680 Million
    Table: U.S. Mass-Market Sales Of Doughnuts, 1998-2002
    Pie Sales At $540 Million
    Table: U.S. Mass-Market Sales Of Pies, 1998-2002
    Muffin Sales At $230 Million
    Table: U.S. Mass-Market Sales Of Muffins, 1998-2002
    Market Composition
    Cookies Claim Nearly Half Of Sweet Baked Good Sales
    Table: Share Of U.S. Retail Sales Of Sweet Baked Goods
    • By Product Category, 1999 Vs. 2002


    Nearly All Cookies Sold In Shelf-Stable Form
    Toaster Pastries Account For Half Of Pastry Sales
    Majority Of Snack Cakes Are Shelf Stable
    Frozen And Refrigerated Cakes Building Momentum
    Frozen Pie Sales Exceed Shelf Stable
    Muffins Typically Shelf Stable
    Market Share By Retailer Types
    • Supermarkets Hold More Than Two-Thirds Share Of Sales
    • Other Retail Outlets Capture Remaining Sales

    Figure: Share Of U.S. Sweet Baked Goods Sales By Retailer Type, 1999 Vs. 2002
    Holidays, Weather, Super Bowl All Affect Seasonality
    Sales By Region
    Table: Purchasing Indices For Selected Sweet Baked Goods Classifications: By Region, 2002
    Sales By Race/Ethnicity
    Table: Purchasing Indices For Selected Sweet Baked Goods Classifications: By Race/Ethnicity, 2002
    Sales By Adult Age Bracket
    Table: Purchasing Indices For Selected Sweet Baked Goods Classifications: By Adult Age Bracket, 2002
    Sales By Household Size
    Table: Purchasing Indices For Selected Sweet Baked Goods Classifications: By Household Size, 2002
    Sales By Household Income Bracket
    Table: Purchasing Indices For Selected Sweet Baked Goods Classifications: By Household Income Bracket, 2002
    Factors To Market Growth

    A Mature Market Spurred By Less Strict Eating Habits; Uncertain Times Bring Impulse To Indulge In Sweets
    Competition From In-Store And Freestanding Bakery/Doughnut Chains
    Economic Squeeze/Industry Consolidation Softens New Product Intros
    Gains Will Be Marketer/Retailer Driven
    Limited Shelf Space: A New Threat?
    Extended Shelf Life Options
    Promotional Efforts Take Center Stage
    The Two Qs: Quickness And Quality
    Convenient Fuel
    Tastes Like Homemade
    The Power Of Teen Spending
    Gen Xers And The Love Of Snack
    The Graying Of America
    New Health Considerations Could Help/Hinder Sales
    Private Label Quality Up: Private Label Sales Down
    Projected Market Growth


    Sales To Approach $15 Billion In 2007
    Table: Projected U.S. Retail Sales Of Sweet Baked Goods, 2002-2007 (Dollars)

The Marketers

    Marketer Overview
    Hundreds Of Marketers, But Less Than 70 Significant
    Leading Marketers Are Publicly Held
    Many Marketers Are Regionalists And Locals
    Large Sector Also Active In Private Label
    Multi-Segment Marketers
    Cookie Giants
    Pastry Leaders
    Snack Cake Marketers
    Competing Cake Marketers
    The Doughnut Leaders
    Many Have A Slice Of The Pie Market
    Major Muffin Marketers
    Table: U.S. Market For Sweet Baked Goods: Selected Marketers By Brand Line And Product Type, 2002
    Marketer And Brand Shares
    Methodology For Estimates
    No Single Marketer Dominates Across Categories
    Kraft/Nabisco Control Mass-Market Cookie Sales
    Table: Marketer And Brand Shares Of U.S. Mass-Market Sales Of Shelf-Stable Cookies, 2000-2002 (Percent)
    Frozen And Refrigerated Cookie Dough Claimed By General Mills’ Pillsbury
    Table: Marketer And Brand Shares Of U.S. Mass-Market Sales Of Frozen And Refrigerated Cookie Dough, 2000-2002 (Percent)
    Bestfoods’ Command Of Pastries Eroded By Private Label
    Table: Marketer And Brand Shares Of U.S. Mass-Market Pastry Sales (Excluding Toaster Pastries), 2000-2002 (Percent)
    Kellogg Dominates Shelf-Stable Toaster Pastry; Pillsbury Leads In Frozen
    Table: Marketer And Brand Shares Of U.S. Mass-Market Toaster Pastry Sales, 2000-2002 (Percent)
    Interstate And Mckee Foods Battle For Snack Cake Category
    Table: Marketer And Brand Shares Of U.S. Mass-Market Sales Of Shelf-Stable Snack Cakes, 2000-2002 (Percent)
    Private Label Bests Bestfoods In Shelf-Stable Cakes
    Table: Marketer And Brand Shares Of U.S. Mass-Market Sales Of Shelf-Stable Cakes, 2000-2002 (Percent)
    Kraft Foods Outperforms In Refrigerated Cheesecakes
    Table: Marketer And Brand Shares Of U.S. Mass-Market Sales Of Refrigerated Cheesecake, 2000-2002 (Percent)
    Sara Lee Reigns Supreme In Frozen Cheesecake
    Table: Marketer And Brand Shares Of U.S. Mass-Market Sales Of Frozen Cheesecake, 2000-2002 (Percent)
    Bestfoods, Interstate, And Krispy Kreme Vie For Doughnut Share
    Table: Marketer And Brand Shares Of U.S. Mass-Market Sales Of Doughnuts, 2000-2002 (Percent)
    Private Label Leads Sales Of Shelf-Stable Pies
    Table: Marketer And Brand Shares Of U.S. Mass-Market Sales Of Shelf-Stable Pies, 2000-2002 (Percent)
    Schwan Food’s Mrs. Smith’s Commands Half Of Frozen Pie Sales
    Table: Marketer And Brand Shares Of U.S. Mass-Market Sales Of Frozen Pies, 2000-2002 (Percent)
    Interstate Trails Private Label In Shelf-Stable Muffin Sales
    Table: Marketer And Brand Shares Of U.S. Mass-Market Sales Of Shelf-Stable Muffins, 2000-2002 (Percent)
    Heinz/Weight Watchers Owns Frozen Muffin Category
    Table: Marketer And Brand Shares Of U.S. Mass-Market Sales Of Frozen Muffins, 2000-2002 (Percent)
    Competitive Overview

    Marketplace Crowded
    Ongoing Wave Of M&A Activity
    Largely A Regional Competitive Scene
    Opportunities Abound For Smaller, Niche Marketers
    Competition Continues To Mount From Private Labelers
    The Internal Competition: In-Store Bakeries

    The External Competition: Doughnut Warriors

    Competitive Profile: Bestfoods Baking Co.

    Competitive Profile: General Mills, Inc./Pillsbury

    Competitive Profile: H. J. Heinz Co./Weight Watchers

    Competitive Profile: Interstate Bakeries Corp.

    Competitive Profile: The Kellogg Co./Keebler

    Competitive Profile: Kraft/Nabisco

    Competitive Profile: Mckee Foods Corp.

    Competitive Profile: Sara Lee Corp.

    Competitive Profile: The Schwan Food Co. (Flowers Foods, Inc./Mrs. Smith’s Bakeries, Inc.)

Marketing And Retail Trends

    Marketing And New Product Trends
    An Emphasis On Indulgence
    Tastes Like Mom’s
    Convenience The Focus Of Product Size/Packaging
    Kids Increasingly Targeted
    Companies Concentrate On Promoting Major Brands
    Bring On The Chocolate
    Ethnic/Premium Products Driven By Maturing Tastes
    Health Conscious Look For Natural Products
    Many New Products; Even More Line Extensions
    Table: U.S. Market For Sweet Baked Goods: Selected New Product Introductions, January 2002-March 2003
    Advertising And Promotion

    Annual Expenditures On National Consumer Advertising
    Leading National Advertisers
    Consumer Advertising Positioning
    Consumer Promotion And Education
    Trade Ads, Shows, And Incentives
    At The Retail Level

    Two Traditional Paths: Direct Sales Force, Four-Step Distribution
    Types Of Dsd
    Dsd Enhances Category Management
    Dsd Becomes Increasingly Necessary As Retailers Consolidate
    Kellogg/Keebler’s Dsd Lessons
    Esl Options Can Determine Distribution Choice
    Schedules Shift As Weekend Approaches
    Retail Margins Relatively High
    Vast Assortments Pumped Up With Specialty Items
    Organization Of Sweet Baked Goods Shelves…
    …Lends Itself To Cross-Shelving Opportunities
    The Threat Of Fresh Sweet Baked Goods

The Consumer

    Consumer Overview
    The Simmons Survey System
    79% Buy Rte Cookies
    65% Buy Donuts
    53% Buy Snack Cakes
    50% Buy Refrigerated/Frozen Dough Products
    43% Buy Breakfast Pastries
    38% Buy Frozen Pies/Cakes/Pastries
    37% Buy Toaster Pastries
    Consumer Focus: Cookies

    Demographic Analysis And Tables:
    By Type
    By Brand
    By Boxes Used In Last Month
    Consumer Focus: Donuts

    Demographic Analysis And Tables:
    By Brand
    Consumer Focus: Snack Cakes

    Demographic Analysis And Tables:
    By Type
    By Brand
    By Use In Last Week
    Consumer Focus: Refrigerated/Frozen Dough Products

    Demographic Analysis And Tables:
    By Type (Brownies, Cookies, And Sweet Rolls)
    By Brand
    Refrigerated Products By Packages Used In Last 30 Days
    Frozen Products By Packages Used In Last 30 Days
    Consumer Focus: Breakfast Pastries

    Demographic Analysis And Tables:
    By Type
    By Brand
    Consumer Focus: Frozen Pies/Cakes/Pastries

    Demographic Analysis And Tables:
    By Type
    By Brand
    By Use In Last Month
    Consumer Focus: Toaster Pastries

    Demographic Analysis And Tables:
    By Brand
    By Use In Last Month
    Looking Ahead

    Trends And Opportunities

    Convenience Out Front
    Bigger, Bolder Tastes
    Appealing Across The Generations
    The Comfort Food Angle
    Technological Inroads Extend Shelf Life
    Major Packaged Brands Hit The Streets

Appendix: Addresses Of Selected Marketers