焼き菓子製品の米国市場

Abstract

Packaged Facts' 2005 edition of The U.S. Market for Sweet Baked Goods analyzes the $12 billion market for packaged products sold at retail, fighting to return to the good graces of consumers. 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 2010, along with Simmons Market Research Bureau consumer survey-based demographic profiles of sweet baked good consumers across the categories. Coverage also includes the competition in the form of in-store bakeries and external sweet bakers.

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 compiled by TNS Media Intelligence, the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for Spring 2005. New product information is gathered from 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 bouncing back from low-carb diets and are once again willing to indulge in comfort foods such as sweet baked goods. Quick, convenient, yet tastes-like-homemade products such as cakes and donuts are experiencing growth in the market, while other categories continue to expand despite the encroaching internal and external competition. Private label products, in-store bakeries and external sweet bakers are also affecting sales in this mature market. Future market growth, albeit relatively modest, looks promising and will come from a new wave of sophisticated, tasteful, and convenience-oriented products.

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