Baking and Dessert Mixes - US - March 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Innovation largely drives market sales
• Competition and children also shape the market
• Market sales grow slightly but inflation brings market back to near flat level
• Sales of brownie mixes fuelled the most growth among market segments
• Five suppliers command more than three quarters of FDM sales
• Supermarkets account for majority of baking and dessert mix sales
• Purchase behavior of the baking and dessert mix consumer
• Attitudes and actions of the baking and dessert mix consumer
• The future of the baking and dessert mixes market
• Market Drivers
• Innovation drives growth in the market
  • Figure 1: New baking and dessert mix products, 2001-06
• A "treat yourself" society helps drive indulgent offerings...
• ...despite diet and health trends
• In-store bakeries continue to pose competition
  • Figure 2: Sales of in-store bakery items, segmented by product, 2003 and 2005
• Alternative markets mean more competition for baking/dessert mixes
• The influence of children in the household
  • Figure 3: Household use of baking mixes, by presence of children in household, May 2005-June 2006
  • Figure 4: Households with children under age 18 present, 2001-05
• Market Size and Trends
• Market size
  • Figure 5: Total U.S. retail sales of baking and dessert mixes, at current and constant prices, 2001-06
• Wal-Mart estimate
• Market trends
  • Figure 6: U.S. natural food store sales of baking and dessert mixes, at current and constant prices, 2001-06
• Market Segmentation
• Introduction
• Overview
  • Figure 7: Sales of baking and dessert mixes, segmented by type, 2004 and 2006
• Cake/cupcake/pie mixes
  • Figure 8: Sales of cake/cupcake/pie mixes, at current and constant prices, 2001-06
• Gelatin/pudding mixes
  • Figure 9: Sales of gelatin/pudding mixes, at current and constant prices, 2001-06
• Brownie mixes
  • Figure 10: Sales of brownie mixes, at current and constant prices, 2001-06
• Pancake/waffle mixes
  • Figure 11: Sales of pancake/waffle mixes, at current and constant prices, 2001-06
• Muffin mixes
  • Figure 12: Sales of muffin mixes, at current and constant prices, 2001-06
• All other mixes
  • Figure 13: Sales of all other mixes, at current and constant prices, 2001-06
• Cookie/cookie bar mixes
  • Figure 14: Sales of cookie/cookie bar mixes, at current and constant prices, 2001-06
• Coffeecake/gingerbread/pastry mixes
  • Figure 15: Sales of coffeecake/gingerbread/pastry mixes, at current and constant prices, 2001-06
• Supply Structure
• Companies and brands
  • Figure 16: Manufacturer sales of baking and dessert mixes at FDM in the U.S., 2004 and 2006
• Cake/cupcake/pie mixes
  • Figure 17: Manufacturer brand sales of cake/cupcake/pie mixes at FDM in the U.S., 2004 and 2006
• Gelatin/pudding mixes
  • Figure 18: Manufacturer brand sales of gelatin/pudding mixes at FDM in the U.S., 2004 and 2006
• Pancake/waffle mixes
  • Figure 19: Manufacturer brand sales of gelatin/pudding mixes at FDM in the U.S., 2004 and 2006
• Brownie mixes
  • Figure 20: Manufacturer brand sales of brownie mixes at FDM in the U.S., 2004 and 2006
• Muffin mixes
  • Figure 21: Manufacturer brand sales of muffin mixes at FDM in the U.S., 2004 and 2006
• Other baking mixes
  • Figure 22: Manufacturer brand sales of other baking mixes at FDM in the U.S., 2004 and 2006
• Cookie/cookie bar mixes
  • Figure 23: Manufacturer brand sales of cookie/cookie bar mixes at FDM in the U.S., 2004 and 2006
• Coffeecake/gingerbread/pastry mixes
  • Figure 24: Manufacturer brand sales of coffeecake/gingerbread/pastry mixes at FDM in the U.S., 2004 and 2006
• Company profiles
• General Mills
• Kraft Foods
• Pinnacle Foods
• JM Smucker
• Continental Mills
• Private label
  • Figure 25: Private label sales of baking and dessert mixes at FDM, at current and constant prices, 2001-06
  • Figure 26: Private label sales of baking and dessert mixes at FDM, segmented by type, 2004 and 2006
• Advertising and Promotion
• General Mills
  • Figure 27: Betty Crocker Bake up a Batch TV ad
  • Figure 28: Bisquick Shake N Pour TV ad
• Kraft Foods
  • Figure 29: Jell-O Wiggle Room TV ad
• Pinnacle Foods
  • Figure 30: Duncan Hines Moist Deluxe TV ad
• Retail Distribution
• Introduction
  • Figure 31: U.S. retail sales of baking and dessert mixes, by channel, 2004 and 2006
• Supermarkets
  • Figure 32: U.S. supermarket sales of baking and dessert mixes, at current and constant prices, 2001-06
• Mass merchandisers and other
  • Figure 33: U.S. mass merchandiser and "other" sales of dessert and baking mixes, at current and constant prices, 2001-06
• The Consumer--Purchase Behavior
• Introduction
• Summary of consumer survey highlights
• Household usage of baking mixes--cake, muffins, brownies, cookies, and bread
  • Figure 34: Household usage of baking and dessert mixes, by demographics, May 2005-June 2006
• Brand usage of cake and brownie mixes
  • Figure 35: Brands of cake mixes used, May 2005-June 2006
  • Figure 36: Brands of brownie mixes used, May 2005-June 2006
• Household usage of baking mixes--pancakes/waffles, pudding, gelatin, and biscuits
  • Figure 37: Household usage of baking and dessert mixes, by demographics, May 2005-June 2006
• Brand usage of pancake/waffle, pudding, and gelatin mixes
  • Figure 38: Brands of pancake/waffle mix used, May 2005-June 2006
  • Figure 39: Brands of pudding desserts used, May 2005-June 2006
  • Figure 40: Brands of flavored gelatin desserts used, May 2005-June 2006
• Special section--household usage by race/ethnicity
  • Figure 41: Household usage of baking and dessert mixes, by race/ethnicity, May 2005-June 2006
  • Figure 42: Household usage of baking and dessert mixes by Hispanics and blacks, by age, May 2005-June 2006
  • Figure 43: Household usage of baking and dessert mixes by Hispanics and blacks, by income, May 2005-June 2006
  • Figure 44: Household usage of baking and dessert mixes by Hispanics and blacks, by presence of children, May 2005-June 2006
  • Figure 45: Household usage of baking and dessert mixes by Hispanics*, by language spoken in the home, May 2005-June 2006
• The Consumer--Attitudes and Actions
• Summary of consumer survey highlights
• Purchase of mixes in last six months
  • Figure 46: Baking mixes and pudding/gelatin mixes purchased in the last six months, by demographics, February 2007
• If you take a dessert to a social occasion, what type is it?
  • Figure 47: Type of dessert usually taken to a social occasion, by gender, February 2006
• Important product claims in baked goods
  • Figure 48: Importance of various product claims in baked goods, by gender, February 2006
  • Figure 49: Importance of various product claims in baked goods, by age, February 2006
  • Figure 50: Importance of various product claims in baked goods, by race/ethnicity, February 2006
• Frequency of purchase of baked goods and dessert
  • Figure 51: Frequency of purchase of various types of baked goods and dessert, February 2006
• Attitudes towards baked goods and dessert mixes
  • Figure 52: Attitudes towards baking and dessert mixes, by gender, February 2006
  • Figure 53: Attitudes towards baking and dessert mixes, by age, February 2006
  • Figure 54: Attitudes towards baking and dessert mixes, by income, February 2006
  • Figure 55: Attitudes towards baking and dessert mixes, by race/ethnicity, February 2006
• Attitudes towards pudding and gelatin mixes
  • Figure 56: Attitudes towards pudding and gelatin mixes, by gender, February 2006
  • Figure 57: Attitudes towards pudding and gelatin mixes, by age, February 2006
  • Figure 58: Attitudes towards pudding and gelatin mixes, by income, February 2006
  • Figure 59: Attitudes towards pudding and gelatin mixes, by race/ethnicity, February 2006
• Future and Forecast
  • Future trends
• An increasingly "health-aware" society demands product innovation
• Whole grains drive the future of baking and dessert mixes market
  • Figure 60: U.S. wholegrain bakery product introductions, 2001-06
• Increased need for gluten-free and low/no/reduced allergen products
  • Figure 61: U.S. gluten-free and low/no/reduced allergen bakery product introductions, 2001-06
• Popularity of organic and all-natural products
• Diets may be trendy but decadent treats remain popular
• Market forecast
• Baking and dessert mixes
  • Figure 62: Forecast of total U.S. sales of baking and dessert mixes, at current and constant prices, 2006-11
• Cake, cupcake, and pie mixes
  • Figure 63: Forecast of U.S. sales of cake, cupcake, and pie mixes, at current and constant prices, 2006-11
• Gelatin and pudding mixes
  • Figure 64: Forecast of U.S. sales of gelatin and pudding mixes, at current and constant prices, 2006-11
• Brownie mixes
  • Figure 65: Forecast of U.S. sales of brownie mixes, at current and constant prices, 2006-11
• Forecast Factors
• Appendix: Trade Associations
• Appendix: New Product Briefs