The U.S. Market for Sweet Baked Goods

Table of Contents

Chapter 1 Executive Summary

• Scope and Methodology
• Methodology
• The Market
  • Retail Sales at $12 Billion in 2005
  • Table 2-1 U.S. Retail Sales of Sweet Baked Goods, 2000-2005(E) (in billion $)
  • Measured Mass Market Sales at $9.1 Billion
• Factors to Market Growth
  • Impact of Low-carb Trend
  • Consumer Health Considerations
  • Indulgence
  • Competition from In-Store Bakeries and Freestanding Chains
  • Snack Appeal
  • Boomers Driving Healthier Products
• The Marketers
• Marketing and Retail Trends
  • New Product Trends
  • On the Go!
  • Natural's a Big Hit
  • Emphasis on Indulgence
  • Gourmet Does Well
  • Comfort Foods
  • Kids Increasingly Targeted
  • Roping in Adults
  • Kosher Quality
  • Brand Extensions Rule
  • Kellogg's Rolls Out Most New Products
  • Convenience, Health Dominate New Product Claims
  • Chocolate and Blended Flavors Dominate
  • Advertising and Promotion
  • Nabisco Leads with Ad Spend at $59 million
  • Kraft Foods to Stop Advertising to Kids
  • Kraft Focuses on Ethnic Consumer
  • Kellogg's Revamps Keebler
  • Pillsbury's New Marketing Effort Targets Baby Boomers
  • Distribution and Retail
  • Distribution Pattern of Select Marketers
  • At the Retail Level
  • Cross-Shelving Opportunities
  • Limited Shelf Space a Major Challenge
  • 'Fresh' Threat
  • Banking on Theme-Based Occasions
• The Consumer
  • A Cookie-Loving Population
  • 65% of Households Consume Doughnuts
  • One in Two Households Consume Snack Cakes
  • Refrigerated Dough More Popular
  • African Americans Skew High for Breakfast Pastry
  • Frozen Pies Used by One-Third of the Population
  • Households With Children, Prime Consumers

Chapter 2 The Market

• Scope of Report
• Methodology
• Product Categories
• Cookies
• Pastries
• Snack Cakes
• Cakes
• Doughnuts
• Pies
• Muffins
• Seasonal and Promotional Products
• Healthier and Special Diet Products
• Units of Sale: Multiple Versus Single Serving
• Sizes Suited for Channel Surfing
• Product Packaging
• Package Graphics
• Regulatory Environment
• Federal Oversight
• The NLEA Nutrition Label
• Labeling Requirements for Trans Fat
• Obesity Working Group Recommendations on Calorie Labeling
• American Bakers Association Opposes Calorie
• Labeling Modifications
• Figure 2-1 U.S. Retail Sales of Sweet Baked Goods, 2000-2005 (in billion $)

Market Size and Growth

• Overall Retail Sales to Approach $12 Billion in 2005
• Table 2-1 U.S. Retail Sales of Sweet Baked Goods, 2000-2005(E) (in billion $)
• Measured Mass Market Sales at $9.1 Billion
• Table 2-2 IRI-Tracked Sales of Sweet Baked Goods, 2000-2005(E) (in billion $)
• Cookie Sales Set to Grow to $4.3 billion
• Table 2-3 IRI-Tracked Sales of Cookies, 2000-2005 (E) (in million $)
• Pastry Sales on a Decline
• Table 2-4 IRI-Tracked Sales of Pastries, 2000-2005 (E) (in million $)
• Stagnant Snack Cake Sales to Decline Further
• Table 2-5 IRI-Tracked Sales of Snack Cakes, 2000-2005(E) (in million $)
• Cake Sales Set to Grow in 2005
• Table 2-6 IRI-Tracked Sales of Cakes, 2000-2005 (E) (in million $)
• Doughnut Sales at $760 million
• Table 2-7 IRI-Tracked Sales of Doughnuts, 2000-2005 (E) (in million $)
• Pie Sales Go Stale
• Table 2-8 IRI-Tracked Sales of Pies, 2000-2005 (E) (in million $)
• Muffin Sales to Exceed $240 Million
• Table 2-9 IRI-Tracked Sales of Muffins, 2000-2005 (E) (in million $)

Market Composition

• Cookies Dominate Sweet Baked Goods Sales
• Table 2-10 Market Composition by Category Share of Sweet Baked Goods, 2000- 2005 (E) (in %)
• Nearly All Cookies Sold in Shelf-Stable Form
• Toaster Pastries' Share of Pastry Sales Declining
• Snack Cakes and Doughnuts, Mostly Shelf-Stable
• Refrigerated Cakes Building Momentum
• Frozen Pie Sales Exceed Shelf-Stable
• Muffins, Typically Shelf-Stable
• Holidays, Weather, Super Bowl Affect Seasonality
• Gender Equity in Household Usage
• Table 2-11 Usage Indices for Selected Sweet Baked Goods, by Gender, 2002 versus 2005
• South Posts Above Average Usage in Four Categories
• Table 2-12 Usage Indices for Selected Sweet Baked Goods, by Region, 2002 versus 2005
• African-Americans Above Average Users; Asians Resist
• Table 2-13 Usage Indices for Selected Sweet Baked Goods, by Race/Ethnicity, 2002 versus 2005
• Older Adults More Likely to Resist Some Products
• Table 2-14a Usage Indices for Selected Sweet Baked Goods, by Age Bracket, 2002 versus 2005
• Table 2-14b Usage Indices for Selected Sweet Baked Goods, by Age Bracket, 2002 versus 2005
• Single-Family Homes Below Average
• Table 2-15 Usage Indices for Selected Sweet Baked Goods, by Household Size, 2002 versus 2005
• Income Bracket Less Indicative of Tendency to Purchase
• Table 2-16a Usage Indices for Selected Sweet Baked Goods, by Household Income Bracket, 2002 versus 2005
• Table 2-16b Usage Indices for Selected Sweet Baked Goods, by Household Income Bracket, 2002 versus 2005
• Users with Higher Education Less Likely to Purchase
• Table 2-17 Usage Indices for Selected Sweet Baked Goods, by Highest Educational Degree Attained, 2002 versus 2005

Factors to Market Growth

• The Low-carb Effect
• 2005 Low-carb Slow Down
• ...Cookie Sales Look Up in 2005
• Figure 2-2 Cookie Sales Growth Trend, 2000-2005 (Q2) (in %)
• A Mature Market
• Table 2-18 Percentage of American Adults Consuming Sweet Baked Goods, 2002 versus 2004
• Consumer Indulgence
• FDA's Whole Grain Recommendation to Boost Market
• Trans Fat Labeling
• Competition from In-Store Bakeries and Freestanding Chains
• Snack Appeal
• Figure 2-3 Rising Obesity Among Children in the U.S., 1976-2000
• Convenient Fuel
• Tastes Like Homemade
• Targeting Teens/Tweens
• Gen X-ers and The Love of Snack
• Boomers, Driving Force for Healthier Products
• Table 2-19 Baby Boomers' Attitudes Towards Health, 2004
• Growth in Cookies Holds The Key
• Figure 2-4 Projected U.S. Retail Sales of Sweet Baked Goods, 2005-2010, (in billion $)

Projected Market Growth

• Sales to Inch up to $12.2 Billion in 2010
• Table 2-20 Projected U.S. Retail Sales of Sweet Baked Goods, 2005-2010, (in billion $)

Chapter 3 The Marketers

• Marketer Overview
• Hundreds of Marketers, But Less Than 75 Major Players
• Top Ten Marketers Account For 60% Of The Market
• Some, Not All, Make Bread
• Many Marketers Are Regionalists and Locals
• Large Players Also Active in Private Label
• Multi-Segment Marketers
• Premium Versus Price-Positioned Marketers/Brands
• Natural and Organic Product Marketers
• Gourmet Marketers Hold Their Niche
• Table 3-1 Sweet Baked Goods ? Select Marketers by Brand Line and Product Type
• Marketers and Brand Shares
  • Methodology
  • No Single Marketer Dominates Across Categories
  • Kraft/Nabisco Controls Mass-Market Cookie Sales
  • General Mills/Pillsbury Controls the Frozen and Refrigerated Cookie Dough Category
  • Krispy Kreme Sales Set to Decline Heavily
  • Interstate Continues to Trail Private Label in Shelf-Stable Muffin
  • Heinz/Weight Watchers Owns Frozen Muffin Category
  • Private Label Leads in Shelf-Stable Pies
  • Schwan Food's Commands 60% of Frozen Pie Sales
  • McKee Foods Overtakes Interstate in Snack Cake Category
  • Private Label Domination Continues in Shelf-Stable Cakes
  • Polzella Foods Gains on Kraft in Refrigerated Cheesecake Share
  • Sara Lee Reigns Supreme in Frozen Cheesecake
  • George Weston and Private Label Lead Shelf-Stable
  • Pastry Category
  • Kellogg Dominates Shelf-Stable Toaster Pastries
  • Pillsbury Tops Frozen/Refrigerated Pastry Sales
  • Figure 3-1 Market Composition by Category Share of Major Sweet Baked Goods Marketers, 2005 (E) (%)
  • Table 3-2 IRI-Tracked Sales of Sweet Baked Goods Marketers, 2000, 2004, 2005 (E) (in $ million)
  • Table 3-3 IRI-Tracked Marketer and Brand Shares of Shelf-Stable Cookies, 2000, 2004, 2005 (E) (%)
  • Table 3-4 IRI-Tracked Marketer and Brand Sales of Shelf-Stable Cookies, 2000, 2004, 2005 (E) (In million $)
  • Table 3-5 IRI-Tracked Marketer and Brand Shares of Cookie Dough, 2000, 2004, 2005 (E), (%)
  • Table 3-6 IRI-Tracked Marketer and Brand Sales of Cookie Dough, 2000, 2004, 2005 (In million $)
  • Table 3-7 IRI-Tracked Marketer and Brand Share of Doughnuts, 2000, 2004, 2005 (%)
  • Table 3-8 IRI-Tracked Marketer and Brand Sales of Doughnuts, 2000, 2004, 2005 (In million $)
  • Table 3-9 IRI-Tracked Marketer and Brand Share of Shelf-Stable Muffins, 2000, 2004, 2005 (%)
  • Table 3-10 IRI-Tracked Marketer and Brand Sales of Shelf Stable Muffins, 2000, 2004, 2005 (In million $)
  • Table 3-11 IRI-Tracked Marketer and Brand Shares of Frozen Muffins, 2000, 2004, 2005 (%)
  • Table 3-12 IRI-Tracked Marketer and Brand Sales of Frozen Muffins, 2000, 2004, 2005 (In million $)
  • Table 3-13 IRI-Tracked Marketer and Brand Shares of Shelf Stable Pies, 2000, 2004, 2005 (%)
  • Table 3-14 IRI-Tracked Marketer and Brand Sales of Shelf Stable Pies, 2000, 2004, 2005 (In million $)
  • Table 3-15 IRI-Tracked Marketer and Brand Shares of Frozen Pies, 2000, 2004, 2005 (%)
  • Table 3-16 IRI-Tracked Marketer and Brand Sales of Frozen Pies, 2000, 2004, 2005 (In million $)
  • Table 3-17 IRI-Tracked Marketer and Brand Shares of Snack Cakes, 2000, 2004, 2005 (%)
  • Table 3-18 IRI-Tracked Marketer and Brand Sales of Snack cakes, 2000, 2004, 2005 (In million $)
  • Table 3-19 IRI-Tracked Marketer and Brand Shares of Shelf Stable Cakes, 2000, 2004, 2005 (%)
  • Table 3-20 IRI-Tracked Marketer and Brand Sales of Shelf Stable cakes, 2000, 2004, 2005 (In million $)
  • Table 3-21 IRI-Tracked Marketer and Brand Shares of Refrigerated Cheesecakes, 2000, 2004, 2005 (%)
  • Table 3-22 IRI-Tracked Marketer and Brand Sales of Refrigerated Cheesecakes, 2000, 2004, 2005 (In million $)
  • Table 3-23 IRI-Tracked Marketer and Brand Shares of Frozen Cheesecakes, 2000, 2004, 2005 (%)
  • Table 3-24 IRI-Tracked Marketer and Brand Sales of Frozen Cheesecakes, 2000, 2004, 2005 (In million $)
  • Table 3-25 IRI-Tracked Marketer and Brand Shares of Shelf Stable Pastries, 2000, 2004, 2005 (%)
  • Table 3-26 IRI-Tracked Marketer and Brand Sales of Shelf Stable Pastries, 2000, 2004, 2005 (In million $)
  • Table 3-27 IRI-Tracked Marketer and Brand Shares of Toaster Pastries, 2000, 2004, 2005 (%)
  • Table 3-28 IRI-Tracked Marketer and Brand Sales of Toaster Pastries, 2000, 2004, 2005 (In million $)
  • Table 3-29 IRI-Tracked Marketer and Brand Shares of Pastry Dough, 2000, 2004, 2005 (%)
  • Table 3-30 IRI-Tracked Marketer and Brand Sales of Pastry Dough, 2000, 2004, 2005 (In million $)

Chapter 4 Competitive Overview

• A Demanding Marketplace
• M&A Activity Slows Down
• Bankruptcies on The Rise
• Still Largely a Regional Business
• Table 4-1 Brands with High Regional Preferences, 2004
• Private Label Competition Intensifies
• Table 4-2 Private Label Penetration by Sweet Baked Good Product Category, 2000-2005 (E)
• The Internal Competition: In-Store Bakeries
• In-Store Bakery Sales Cross $9 Billion
• Cakes, Largest and Fastest Growing in ISB Category
• Factors Affecting ISB Sales
• To Bake or Not to Bake
• The ISB Mission
• ISBs and Packaged Products - Who's Gaining?
• Focus on Value-Added Products
• Ten Leading ISB Players
• Competitive Focus: Albertsons, Inc.
• Competitive Focus: The Kroger Co.
• Competitive Focus: Meijer
• Competitive Focus: Safeway, Inc.
• Competitive Focus: Wal-Mart Stores, Inc.
• Competitive Focus: Whole Foods Market, Inc.
• Competitive Focus: Winn-Dixie Stores, Inc.

• The External Competition: The Doughnut Warriors
  • External Outlets Vie for Sales of Sweet Baked Goods
  • Doughnut Shops Post Healthy Gains
  • Major Multi-Unit Retailers

• Competitive Focus: Retail Bakeries and Doughnut Chains
  • The Cheesecake Factory, Inc.
  • Cinnabon
  • Dunkin' Donuts (Allied Domecq Quick Service)
  • Krispy Kreme Doughnuts, Inc.
  • La Madeleine French Bakery & Cafe
  • Mrs. Fields Original Cookies, Inc.
  • New World Restaurant Group, Inc.
  • Panera Bread
  • Starbucks Corp.
  • Tim Hortons

• Competitive Profiles Kraft Foods, Inc./Nabisco (Altria Group, Inc.)
  • Overview
  • Company History
  • Performance
  • Figure 4-1 U.S. Mass-market Sweet Baked Goods Sales of Kraft Foods, 2000-2005 (E) (in million $)
  • Focus on Health and Wellness

• Kellogg Company/Keebler
  • Overview
  • Company History
  • Performance
  • Figure 4-2 U.S. Mass-market Sweet Baked Goods Sales of Kellogg Co., 2000-2005 (E) (in million $)
  • Initiatives

• McKee Foods Corp.
  • Overview
  • Company History
  • Performance
  • Figure 4-3 U.S. Mass-market Sweet Baked Goods Sales, McKee Foods, 2000-2005 (E) (in million $)

• George Weston Bakeries, Inc.
  • Overview
  • Company History
  • Performance
  • Figure 4-4 U.S. Mass-market Sweet Baked Goods Sales of George Weston Inc., 2000-2005 (E) (in million $)
  • Initiatives

• Interstate Bakery Corp.
  • Overview
  • Company History
  • Performance
  • Figure 4-5 U.S. Mass-market Sweet Baked Goods Sales of Interstate Bakeries Corp., 2000-2005 (E) (in million $)
  • Bankruptcy
  • Post Bankruptcy

• General Mills Inc./Pillsbury
  • Overview
  • Company History
  • Performance
  • Figure 4-6 U.S. Mass-market Sweet Baked Goods Sales of General Mills Inc., 2000-2005 (E) (in million $)
  • Initiatives

• Campbell Soup Co./Pepperidge Farm
  • Overview
  • Company History
  • Performance
  • Figure 4-7 U.S. Mass-market Sweet Baked Goods Sales of Campbell Soup Co./Pepperidge Farm , 2000-2005 (E) (in million $)
  • Initiatives

• Krispy Kreme Doughnuts, Inc
  • Overview
  • Company History
  • Performance
  • Figure 4-8 U.S. Mass-market Sweet Baked Goods Sales of Krispy Kreme Doughnuts, Inc., 2000-2005 (E) (in million $)

• The Schwan Food Co./Mrs. Smith's Frozen Foods
  • Overview
  • Company History
  • Performance
  • Figure 4-9 U.S. Mass-market Sweet Baked Goods Sales of The Schwan Food Co., 2000-2005 (E) (in million $)
  • Initiatives

• Nestle USA, Inc.
  • Overview
  • Initiatives
  • Performance
  • Figure 4-10 U.S. Mass-market Sweet Baked Goods Sales of Nestle U.S.A Inc., 2000-2005 (E) (in million $)

• Tasty Baking Co.
  • Overview
  • Performance
  • Figure 4-11 Tasty Baking Co. ? U.S. Mass-market Sweet Baked Goods Sales, 2000-2005 (E) (in million $)
  • Initiatives

Chapter 5 Marketing and Retail Trends

• New Product Trends
• On the Go!
• Natural's a Big Hit
• Emphasis on Indulgence
• Gourmet Does Well
• Comfort Foods
• Kids Increasingly Targeted
• Roping in Adults
• Kosher Quality
• New Product Introductions
• Brand Extensions Rule
• Kellogg's Rolls Out Most New Products
• Convenience, Health Dominate New Product Claims
• Table 5-1 Top Marketers, Based on Number of New Sweet Baked Goods SKUs Introduced
• Table 5-2 Sweet Baked Goods' New Product Selling Points, By Select Package Tags
• Table 5-3 New Sweet Baked Goods Brand Introductions with "Single Serving" Package Tag
• Table 5-3 Cont. New Sweet Baked Goods Brand Introductions with "Single Serving" Package Tag, January 2004 - May 2005
• Table 5-4 New Sweet Baked Goods Brand Introductions with "Natural" Package Tag
• Table 5-5 New Sweet Baked Goods Brand Introductions with "Upscale" Package Tag
• Table 5-6 New Low-carb Sweet Baked Goods Brand Introductions
• Table 5-7 New Sweet Baked Goods Brand Introductions with No Preservatives
• Table 5-8 New Gourmet Sweet Baked Goods Brand Introductions
• New Product Introductions by Flavors
  • Chocolate and Blended Flavors Dominate
  • Table 5-9 Sweet Baked Goods New Product Selling Points by Select Flavors
  • Table 5-10 New Sweet Baked Goods Brand Introductions with "Blended-Flavors"
  • Table 5-11 New Sweet Baked Goods Brand Introductions with "Chocolate" Flavor
  • Table 5-12 New Sweet Baked Goods Brand Introductions with "Chocolate Chip" Flavor
  • Table 5-13 New Sweet Baked Goods Brand Introductions with "Vanilla" Flavor
  • Table 5-14 New Sweet Baked Goods Brand Introductions with "Lemon" Flavor
  • Table 5-15 New Sweet Baked Goods Brand Introductions with "Peanut Butter" Flavor
  • Table 5-16 New Sweet Baked Goods Brand Introductions with "Almond" Flavor
  • Table 5-17 U.S. Market for Sweet Baked Goods: Selected New Product Introductions, by Marketer and Brand, January 2004 - May 2005

• Advertising and Promotion
  • Nabisco Leads Advertising Spend at $59 million
  • Pillsbury's Ad Spend at $21.9 million
  • Pepperidge Farm Third at $19.8 million
  • Nestle Spends $16.3 Million on Toll House
  • Other Notable Spenders
  • Table 5-18 Major Brands by Ad Spends, 2004, (in thousand $)

• Advertising and Promotional Initiatives
  • Kraft Foods to Stop Advertising to Kids
  • Kraft Focuses on Ethnic Consumer
  • Kellogg's Revamps Keebler
  • Pillsbury's New Marketing Effort Targets Baby Boomers
  • Bankrupt Interstate Bakeries Relies on Publicity
  • Sweepstakes

• Distribution and Retail
  • Distribution ? Two Traditional Distribution Paths
  • Distribution Pattern of Select Marketers
  • Retail
  • In-Store Merchandising
  • Cross-Shelving Opportunities
  • Limited Shelf Space a Major Challenge
  • 'Fresh' Threat
  • Banking on Theme-Based Occasions

Chapter 6 The Consumer

• The Simmons Survey System
• A Cookie-Loving Population
• Kids, a Major Factor
• African Americans, Prime Consumers
• Table 6-1 Usage Overview for Selected Sweet Baked Goods Classifications, 2004-2005 (in million $) (%)
• Table 6-1 Usage Overview for Selected Sweet Baked Goods Classifications, 2004-2005 (in million $) (%)
• Table 6-2 Selected Sweet Baked Goods Classifications: Consumer Indices for Households of 5 or More Persons, 2004-2005
• Table 6-3 Selected Sweet Baked Goods Classifications: Consumer Indices for African Americans, 2004-2005
• Consumer Focus: RTE Cookies
  • Kids are Core Consumers
  • Sandwich Cookies the Most Popular
  • Nabisco Rules
  • Table 6-4 Demographic Characteristics Favoring Use of RTE Cookies, 2004-2005
  • Figure 6-1 Usage Rates for Cookies: By Monthly Consumption Level, 2004-2005
  • Table 6-5 Demographic Characteristics Favoring Heavy (16 or more) Consumption of Cookies, 2004-2005
  • Figure 6-2 Usage Rates for RTE Cookies by Type, 2004-2005
  • Table 6-6 Demographic Characteristics Favoring Use of Sandwich Cookies, 2004-2005
  • Table 6-7 Demographic Characteristics Favoring Use of Soft Chocolate Chip Cookies, 2004-2005
  • Table 6-8 Demographic Characteristics Favoring Use of Regular (Crunchy) Chocolate Chip Cookies, 2004-2005
  • Table 6-9 Demographic Characteristics Favoring Use of Bite-Sized Cookies, 2004-2005
  • Table 6-10 Demographic Characteristics Favoring Use of Soft Cookies (Not Chocolate Chip), 2004- 2005
  • Table 6-11 Demographic Characteristics Favoring Use of Fudge-Covered Cookies, 2004-2005
  • Table 6-12 Demographic Characteristics Favoring Use of Fruit-Filled Cookies, 2004-2005
  • Table 6-13 Demographic Characteristics Favoring Use of Nut Cookies, 2004-2005
  • Table 6-14 Demographic Characteristics Favoring Use of Chocolate (Not Chip) Cookies, 2004-2005
  • Table 6-15 Usage Rates for Cookies by Brand, 2004-2005
  • Table 6-16 Demographic Characteristics Favoring Use of Nabisco Oreo (Original) Cookies, 2004-2005
  • Table 6-17 Demographic Characteristics Favoring Use of Nabisco Chips Ahoy (original) Cookies, 2004-2005
  • Table 6-18 Demographic Characteristics Favoring Use of Store Brand Cookies, 2004-2005
  • Table 6-19 Demographic Characteristics Favoring Use of Little Debbie Cookies, 2004-2005
  • Table 6-20 Demographic Characteristics Favoring Use of Nabisco Nilla Wafers Cookies, 2004-2005
  • Table 6-21 Demographic Characteristics Favoring Use of Nabisco Chips Ahoy Chewy Cookies, 2004-2005
  • Table 6-22 Demographic Characteristics Favoring Use of Keebler Chips Deluxe Cookies, 2004-2005

• Consumer Focus: Doughnuts
  • 65% of Households Consume Doughnuts
  • Krispy Kreme a Favorite
  • Table 6-23 Demographic Characteristics Favoring Use of Doughnuts, 2004-2005
  • Figure 6-3 Usage Rates for Doughnuts by Brand, 2004-2005
  • Table 6-24 Demographic Characteristics Favoring Use of Krispy Kreme Doughnuts, 2004-2005
  • Table 6-25 Demographic Characteristics Favoring Use of Dunkin Doughnuts, 2004-2005
  • Table 6-26 Demographic Characteristics Favoring Use of Hostess Doughnuts, 2004-2005
  • Table 6-27 Demographic Characteristics Favoring Use of Entenmann's Doughnuts, 2004-2005
  • Table 6-28 Demographic Characteristics Favoring Use of Little Debbie Doughnuts, 2004-2005
  • Table 6-29 Demographic Characteristics Favoring Use of Dolly Madison Doughnuts, 2004-2005
  • Table 6-30 Demographic Characteristics Favoring Use of Tastykake Doughnuts, 2004-2005

Consumer Focus: Snack Cakes One in Two Households Consume Snack Cakes Regular Beats Fat-free and Light Little Debbie Tops Table 6-31 Demographic Characteristics Favoring Use of Snack Cakes, 2004-2005 Figure 6-4 Usage Rates for Snack Cakes: By Monthly Consumption Level, 2004-2005 Table 6-32 Demographic Characteristics Favoring Heavy Consumption (16 or more individual servings) of Snack Cakes, 2004-2005 Figure 6-5 Usage Rates for Snack Cakes by Type, 2004-2005 Table 6-33 Demographic Characteristics Favoring Use of Regular Snack Cakes, 2004-2005 Table 6-34 Demographic Characteristics Favoring Use of Fat Free/Non Fat Snack Cakes, 2004-2005 Table 6-35 Demographic Characteristics Favoring Use of Light/Low-Fat Snack Cakes, 2004-2005 Brands Figure 6-6 Usage Rates for Snack Cakes by Brand, 2004-2005 Table 6-36 Demographic Characteristics Favoring Use of Little Debbie Snack Cakes, 2004-2005 Table 6-37 Demographic Characteristics Favoring Use of Hostess Cupcakes, 2004-2005 Table 6-38 Demographic Characteristics Favoring Use of Hostess Twinkies, 2004-2005 Table 6-39 Demographic Characteristics Favoring Use of Entenmann's Snack Cakes, 2004-2005 Table 6-40 Demographic Characteristics Favoring Use of Dolly Madison Snack Cakes, 2004-2005 Table 6-41 Demographic Characteristics Favoring Use of Other Hostess Snack Cakes, 2004-2005 Table 6-42 Demographic Characteristics Favoring Use of Sara Lee Snack Cakes, 2004-2005 Table 6-43 Demographic Characteristics Favoring Use of Tastykake Snack Cakes, 2004-2005 Table 6-44 Demographic Characteristics Favoring Use of Drake's Snack Cakes, 2004-2005 Table 6-45 Demographic Characteristics Favoring Use of Marinela Gansito Snack Cakes, 2004-2005 Table 6-46 Demographic Characteristics Favoring Use of Break Cake Snack Cakes, 2004-2005

• Consumer Focus: Refrigerated/Frozen Dough
  • Refrigerated Dough More Popular
  • Moms Opt for Refrigerated Dough
  • Figure 6-7 Usage Overview for Refrigerated/Frozen Dough, 2004-2005
  • Table 6-47 Demographic Characteristics Favoring Use of Refrigerated Dough, 2004-2005
  • Table 6-48 Demographic Characteristics Favoring Use of Frozen Dough, 2004-2005
  • Figure 6-8 Usage Rates for Refrigerated/Frozen Dough: By Monthly Consumption Level, 2004-2005
  • Table 6-49 Demographic Characteristics Favoring Heavy Consumption (7 or more packages monthly) of Refrigerated/Frozen Dough, 2004-2005
  • Figure 6-9 Usage Rates for Refrigerated/Frozen Dough by Type, 2004-2005
  • Table 6-50 Demographic Characteristics Favoring Use of Refrigerated/Frozen Biscuit Dough, 2004-2005
  • Table 6-51 Demographic Characteristics Favoring Use of Refrigerated/Frozen Cookie Dough, 2004-2005
  • Table 6-52 Demographic Characteristics Favoring Use of Refrigerated/Frozen Sweet Roll Dough, 2004-2005
  • Table 6-53 Demographic Characteristics Favoring Use of Refrigerated/Frozen Brownie Dough, 2004-2005
  • Figure 6-10 Usage Rates for Refrigerated/Frozen Dough by Brand, 2004-2005
  • Table 6-54 Demographic Characteristics Favoring Use of Pillsbury/Hungry Jack Refrigerated/Frozen Dough Products, 2004-2005
  • Table 6-55 Demographic Characteristics Favoring Use of Store-Brand Refrigerated/Frozen Dough Products, 2004-2005
  • Table 6-56 Demographic Characteristics Favoring Use of Nestle Refrigerated/Frozen Dough Products, 2004-2005
  • Table 6-57 Demographic Characteristics Favoring Use of Rhode Refrigerated/Frozen Dough Products, 2004-2005

• Consumer Focus: Breakfast Pastries
  • An African American Favorite
  • Cinnamon Rolls Most Popular
  • Table 6-58 Demographic Characteristics Favoring Use of Breakfast Pastries, 2004-2005
  • Figure 6-11 Usage Rates for Breakfast Pastries by Type, 2004-2005
  • Table 6-59 Demographic Characteristics Favoring Use of Cinnamon Rolls, 2004-2005
  • Table 6-60 Demographic Characteristics Favoring Use of Honey Buns, 2004-2005
  • Table 6-61 Demographic Characteristics Favoring Use of Coffee Cake, 2004-2005
  • Table 6-62 Demographic Characteristics Favoring Use of Sweet Rolls, 2004-2005
  • Table 6-63 Demographic Characteristics Favoring Use of Danishes, 2004-2005
  • Table 6-64 Demographic Characteristics Favoring Use of Turnovers, 2004-2005
  • Table 6-65 Demographic Characteristics Favoring Use of Pies, 2004-2005
  • Figure 6-12 Usage Rates for Breakfast Pastries by Brand, 2004-2005
  • Table 6-66 Demographic Characteristics Favoring Use of Hostess Breakfast Pastries, 2004-2005
  • Table 6-67 Demographic Characteristics Favoring Use of Little Debbie Breakfast Pastries, 2004-2005
  • Table 6-68 Demographic Characteristics Favoring Use of Store Brand Breakfast Pastries, 2004-2005
  • Table 6-69 Demographic Characteristics Favoring Use of Entenmann's Breakfast Pastries, 2004-2005
  • Table 6-70 Demographic Characteristics Favoring Use of Sara Lee Breakfast Pastries, 2004-2005
  • Table 6-70 Demographic Characteristics Favoring Use of Sara Lee Breakfast Pastries, 2004-2005
  • Table 6-71 Demographic Characteristics Favoring Use of Dolly Madison Breakfast Pastries, 2004-2005

• Consumer Focus: Frozen Pies/Cakes/Pastries
  • Frozen Pies Used by One-Third of the Population
  • Household Income and Age Influence Purchase
  • Youngster Consumers Go For Pillsbury or Smart Ones
  • Table 6-72 Demographic Characteristics Favoring Use of Frozen Pies/Cakes/Pastries, 2004-2005
  • Figure 6-13 Usage Rates for Frozen Pies/Cakes/Pastries: By Monthly Consumption Level, 2004-2005
  • Table 6-73 Demographic Characteristics Favoring Heavy Consumption (5 or more individual packages monthly) of Frozen Pies/Cakes/Pastries, 2004-2005
  • Table 6-74 Demographic Characteristics Favoring Heavy Consumption Of 2 Individual Packages Monthly Of Frozen Pies/Cakes/Pastries, 2004-2005
  • Figure 6-14 Usage Rates for Frozen Pies/Cakes/Pastries by Type, 2004-2005
  • Table 6-75 Demographic Characteristics Favoring Use of Frozen Pies, 2004-2005
  • Table 6-76 Demographic Characteristics Favoring Use of Frozen Pastries, 2004-2005
  • Table 6-77 Demographic Characteristics Favoring Use of Frozen Cakes, 2004-2005
  • Table 6-78 Demographic Characteristics Favoring Use of Frozen Muffins, 2004-2005
  • Figure 6-14 Usage Rates for Frozen Pies/Cakes/Pastries by Brand, 2004-2005
  • Table 6-79 Demographic Characteristics Favoring Use of Mrs. Smith's Frozen Pies/Cakes/Pastries, 2004-2005
  • Table 6-80 Demographic Characteristics Favoring Use of Sara Lee Frozen Pies/Cakes/Pastries, 2004-2005
  • Table 6-81 Demographic Characteristics Favoring Use of Pepperidge Farm Frozen Pies/Cakes/Pastries, 2004-2005
  • Table 6-82 Demographic Characteristics Favoring Use of Pillsbury Frozen Pies/Cakes/Pastries, 2004-2005
  • Table 6-83 Demographic Characteristics favoring Use of Marie Callender Frozen Pies/Cakes/Pastries, 2004-2005
  • Table 6-84 Demographic Characteristics Favoring Use of Edward's Frozen Pies/Cakes/Pastries, 2004-2005

• Consumer Focus: Toaster Pastries
  • Households With Children, Prime Consumers
  • Kellogg's Pop-Tart Rules
  • Table 6-85 Demographic Characteristics Favoring Use of Toaster Pastries, 2004-2005
  • Figure 6-15 Usage Rates for Toaster Pastries by Brand, 2004-2005
  • Table 6-86 Demographic Characteristics Favoring Use of Kellogg's Pop-Tarts (Regular), 2004-2005
  • Table 6-87 Demographic Characteristics Favoring Use of Pillsbury Toaster Strudel Breakfast Pastries, 2004-2005
  • Table 6-88 Demographic Characteristics Favoring Use of Kellogg's Pop Tarts Pastry Swirls Breakfast Pastries, 2004-2005
  • Table 6-89 Demographic Characteristics Favoring Use of Toast'em Pop-Ups Breakfast Pastries, 2004-2005
  • Figure 6-16 Usage Rates for Breakfast Pastries: By Monthly Consumption Level, 2004-2005
  • Table 6-90 Demographic Characteristics Favoring Heavy Consumption (8 to 11 packs monthly) of Toaster Pastries, 2004-2005
  • Table 6-91 Demographic Characteristics Favoring Consumption of 4 to 7 packs monthly of Toaster Pastries, 2004-2005

Chapter 7 Looking Ahead

• Overview
• Health and Wellness
• Low-Carb Losing Out to Trans Fat
• Eliminating Trans Fat - The Road Ahead
• Whole Grain Products - The New Wave?
• Convenience the Driving Factor
• Targeting All Age Groups
• Ethnic Consumers - Growth Potential
• The Comfort Food Angle
• Exploiting Brand Equity

Appendix: Addresses of Selected Marketers