Baking and Dessert Mixes - US - March 2007

SUMMARY

Abstract

U.S. baking and dessert mixes market grew less than 2% annually during 2001-06, and when considering the impact of inflation, sales actually declined. The market is highly dependent on product innovation to provide incremental sales growth, and competition from ISBs and alternative markets consistently challenges sales.

This report will help you make informed decisions in tailoring marketing messages to varied consumers, launch new products that are timely and on trend, as well as identify retail strategies that can help invigorate sales in this mature market.

TABLE OF CONTENTS

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