Sweet Baked Goods: U.S. Market Trends

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Published Dec 11, 2015 | 173 Pages | Pub ID: LA5654968

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Sweet Baked Goods: U.S. Market Trends

Americans love their baked goods, such as cookies, snack cakes, doughnuts and other baked treats, with consumers spending $20 billion on them in 2014 according to the new Packaged Facts report, Sweet Baked Goods: U.S. Market Trends. Despite consumers’ love of baked goods, the market is mature with growth challenged by health and diet concerns, changing snacking choices and an increasing desire for fresh rather than packaged foods. Dollar sales grew by a CAGR of over 4% since 2010, however higher pricing drove much of the market's gains. Smaller baked products and packaging designed for snacking on the go have been extremely popular, and have at relatively high price points helped drive the sweet baked goods' market dollar sales higher.

Sweet Baked Goods Companies & Market Trends

The sweet baked goods market is controlled by a handful of companies, and Sweet Baked Goods: U.S. Market Trends discusses strategies of leading marketer Mondelēz as well as other major players in the baked goods industry such as McKee Foods, Kellogg, Bimbo and Hostess Brands. Smaller manufacturers such as Muffin Revolution, Lenny & Larry’s, Wooden Table Baking, Cake Love and others are noted for their innovative product introductions.  Packaged Facts analyzes in depth the private label baked products marketed by these retailers, especially because they account for 25% of all dollar sales with growth outpacing the overall market.

Sweet Baked Goods: U.S. Market Trends additionally addresses how consumers generally eat sweet baked goods to indulge in a treat, with younger people in particular continually seeking out new exciting tastes and indulgent experiences through different types of sweet baked goods. Increasingly, however, other consumers are looking for healthier more nutritious indulgences, or “better for you” treats that taste good. Convenience continues to be a significant trend as busy consumers seek out “minis”, single packs and other types of sweet baked products packaged for on-the-go snacking. Smaller-size products like these also address the needs of the growing single or dual household segment, older people, and consumers watching their weight or overall health.

Packaged Facts projects the packaged sweet baked goods market will continue to be challenged in the near future by retail dollar sales, which are projected to grow by a CAGR of 2.8% to reach $23 billion in 2019. Overall volume will likely remain flat as consumers stay concerned about health and diet, and increasingly seek out healthier snacks, or when they want to indulge, fresher bakery products from in-store and independent bakeries. Lower-priced private label baked products will put pressure on national brand marketers that, as Packaged Facts' report notes, will have to continue innovating with product, marketing and retail strategies.

Scope of Report

Sweet Baked Goods: U.S. Market Trends presents a detailed analysis of the U.S. consumer market for packaged sweet baked goods sold in retail outlets, excluding independent and in-store bakeries. Packaged Facts outlines in this report the key issues and trends affecting the overall sweet baked goods market and analyzes all product categories including: shelf-stable, refrigerated, and frozen baked products as well as segments that include cookies, cakes, pies, bakery snacks, doughnuts, muffins, pastry/Danish/coffee cake, cheesecakes and toaster pastries/tarts. Sweet Baked Goods: U.S. Market Trends combines Packaged Facts’ report Packaged Sweet Baked Snacks and Desserts: U.S. Market Trends published in December 2013 with sweet goods (doughnuts, muffins, pastry/Danish/coffee cake, and toaster pastries/tarts) previously covered in our report, Packaged Breakfast Baked Goods: U.S. Market Trends, also published in December 2013.


The information in Sweet Baked Goods: U.S. Market Trends was obtained from both primary and secondary research. Primary research included proprietary Packaged Facts online consumer surveys as well as consultation with industry sources and on-site examinations of the retail sector. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.

Our estimates of market size and company performance are based on various sources including reported revenues of product manufacturers and retailers, publications and other market research sources. Our analysis of consumer trends relies on data from various sources including national online consumer usage surveys conducted in November 2015 by Packaged Facts, and Simmons National Consumer Surveys for Spring 2005 through Spring 2015 from Experian Marketing Services. The Packaged Facts national online consumer surveys reflect a panel of 2,000 U.S. adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence or absence of children in the household, and household income. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.

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