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Market Trends: The Convenience Home Baking Market

Packaged Facts
February 1, 2004
75 Pages - SKU: LA942010

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Countries covered: United States

Market Trends: The Convenience Home Baking Market

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Imagine arriving home at the end of a long day, opening the door and being greeted by the aroma of a home-baked pie or cookies or bread. A nice fantasy, no? And, given the realities of modern living, for many Americans this scenario is a fantasy indeed, since few consumers have the time to bake these days, at least from “scratch.”

For many Americans, the solution has been the “convenience” home baked products - mixes, doughs and fillings that can be quickly assembled and prepared for an authentic, fresh baked good. These products have been a staple of the American pantry for decades, and marketers are now taking steps to bring them into the modern kitchen. Novelty/holiday doughs, organic ingredients and ethnic flavors are becoming more standard features in the convenience products being offered on store shelves and refrigerated cases.

This Market Trends report examines the $4.3 billion market for home baking products, addressing shelf-stable products (pie crusts, baking crumbs, frosting mix, cake/brownie/cookie/muffin mixes, pie fillings) and refrigerated/frozen products (biscuit dough; bread, roll, and bun dough; cookie and brownie dough; pastry and dumpling dough and frozen piecrusts). It looks at historic sales trends, and projects through 2008 sales and brand shares. It also offers a thorough profile of the consumer for convenience home baking products.

Introducing Market Trends
Market Trends is the latest product line from Packaged Facts. These timely, compact reports offer insight and analysis into new product trends, demographic shifts, and consumer behaviors that affect the food, beverage and consumer goods industries.

Report Methodology
The information in Market Trends: Convenience Home Baking Products is based on both primary and secondary research. Primary research involved interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Retail sales figures were derived from Information Resources, Inc. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2003.

What You’ll Get in this Report
Market Trends: Convenience Home Baking Products offers unique perspective on how American consumers are integrating their fantasies of coming home to freshly baked goodies with the reality of modern-day time constraints. No other market research report provides the analysis and trends coverage that Home Baking Products offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company wants to understand and successfully compete in the home baking market, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the factors that influence the development of this market.

This report will help:

Marketing Managers
identify market opportunities and develop targeted promotion plans for convenience home baking products.
Research and development
professionals stay on top of competitor initiatives and explore demand for new baking products.
Advertising agencies
working with clients in the food industry to help understand the product buyer to develop messages and images that compel consumers to purchase these products.
Business development executives
understand the dynamics of the market and identify possible partnerships.
Information and research center librarians
provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary

Scope and Methodology
Market Size and Growth
Table 1-1: Size and Growth of the U.S. Market for Home Baking Products: By Category, 2001-2003
Figure 1-1: Combined U.S. sales of Home Baking Products (2001-2003)
Baking Mixes Dominate the Shelf-Stable Market
Refrigerated Dough Products Lead Frozen/Refrigerated Category
Projections for Future Growth
Table 1-2: Forecasted Sales of the U.S. Market for Home Baking Products By Category, 2003-2008
Marketer Overview
Table 1-3: Top 20 Marketers for Home Baking Products: Overall Market Share
Figure 1-2: Marketer Shares of Combined U.S Sales of Home Baking Products
Factors to Market Growth
The Products
The Product Categories
Shelf-Stable Convenience Baking Products
Frozen and Refrigerated Dough Products
Refrigerated vs. Frozen
Five Key Segments
Baking Crumbs
Bread Crumbs
Cornflake crumbs
Graham Cracker Crumbs
Product Trends
Declining Sales - Bread, Cookie/Cookie Bar & Muffin Mixes
Changing Preferences
Baking Products with Ethnic/Citrus Flavors
Organic Baking Products

Chapter 2: The Overall Market

Total Dollar Sales at $4.37 billion
Shelf Stable Convenience Baking Products -Few Promising Categories
Frozen and Refrigerated Dough - Growing at 8%
Table 2-1: Size and Growth of the U.S. Market for Home Baking Products 2001-2003, By Sub-Category
Factors in Future Growth
Expanding the Market
Low-Sugar, Low-Carb May Promote Growth
Ethnic Category - The Potential Target
Women’s Nutritional Needs
Growth of Smaller Households
Private Label Brands to Drive Growth
Organic Baking Products
Market Composition
Refrigerated and Frozen Dough - Sharing the Greater Pie
Figure 2-1: Projected Market Shares of Convenience Home Baking Market Dollar Sales, 2003-2008
Projected Sales
Sales to Exceed $5.1 Billion by 2008
Table 2-2: Forecasted Sales of the U.S. Market for Home Baking Products: By Sub-Category, 2003-2008

Chapter 3: The Marketers

Marketer Shares
Major Marketers And Areas Of Activity
Table 3-1: Involvement of Major Home Baking Marketers By Product Category
Shelf Stable Convenience Baking Products
Table 3-2: Marketers and Brand Shares: Shelf Stable Convenience Baking Products
Baking Mixes
Table 3-3: Marketers and Brand Shares: Baking Mixes
Bread Mixes
Table 3-4: Marketers and Brand Shares: Bread Mixes
Brownie Mixes
Table 3-5: Marketers and Brand Shares: Brownie Mixes
Cake/Cupcake/Pie Mixes
Table 3-6: Marketers and Brand Shares: Cake/Cupcake/Pie Mixes
Coffee Cake/Gingerbread/Pastry Mixes
Table 3-7: Marketers and Brand Shares: Coffee Cake/Gingerbread/Pastry Mixes
Cookie/Cookie Bar Mixes
Table 3-8: Marketers and Brand Shares: Cookie/Cookie Bar Mixes
Muffin Mixes
Table 3-9: Marketers and Brand Shares: Muffin Mixes
Pie Crust Mixes
Table 3-10: Marketers and Brand Shares: Pie Crust Mixes
Figure 3-1: Marketers and Brand Shares: Pie Crust Mixes
Frosting
Table 3-11: Marketers and Brand Shares: Frosting
Figure 3-2: Marketers and Brand Shares: Frosting
Pie Fillings
Table 3-12: Marketers and Brand Shares: Pie Fillings
Pie Crusts/Pizza Shells
Table 3-13: Marketers and Brand Shares: Pie Crusts/Shells
Frozen Dough Products
Table 3-14: Marketers Shares: Frozen Dough Products
Frozen Bread/Rolls/Pastry Dough
Table 3-15: Marketers and Brand Shares: Frozen Bread/Rolls/Pastry Dough
Frozen Cookie Dough
Table 3-16: Marketers and Brand Shares: Frozen Cookie Dough
Frozen Fresh Baked Bread/Roll/Biscuit
Table 3-17: Marketers and Brand Shares: Frozen Baked Bread/Roll/Biscuit Dough
Frozen Pie/Pastry Shells
Table 3-18: Marketers and Brand Shares: Frozen Pie/Pastry Shells
Frozen Pies
Table 3-19: Marketers and Brand Shares: Frozen Pies
Refrigerated Dough Products
Table 3-20: Marketers Shares: Refrigerated Dough Products
Figure 3-3: Marketers Shares: Refrigerated Dough Products
Refrigerated Biscuit Dough
Table 3-21: Marketers and Brand Shares: Refrigerated Biscuit Dough
Figure 3-4: Marketers and Brand Shares: Refrigerated Biscuit Dough
Refrigerated Cookie/Brownie Dough
Table 3-22: Marketers and Brand Shares: Refrigerated Cookie/Brownie Dough
Refrigerated Bread/Rolls/Bun Dough
Table 3-23: Marketers and Brand Shares: Refrigerated Bread/Rolls/Bun Dough
Refrigerated Pastry/Dumpling Dough
Table 3-24: Marketers and Brand Shares: Refrigerated Pastry Dumpling Dough

Chapter 4: Shelf-Stable Convenience Baking Products

Category Parameters
Defining Characteristics
Four Segments: Mixes, Crusts, Frostings, and Fillings
Types of Baking Mixes
Bread Mixes
Cake, Cupcake, and Pie Mixes
Muffin Mixes
Brownie Mixes
Cookie and Cookie Bar Mixes
Coffee Cake, Gingerbread, and Pastry Mixes
Pie Crust Mixes
All Other Baking Mixes
Ready-to-Use Frosting
Ready-to-Use Fruit Fillings
Ready-to-Use Pie Crusts
The Market
Market Size and Growth
Dollar Sales at Around $2 Billion
Table 4-1: Size and Growth of U.S. Market for Convenience Baking Products, 2001-2003
Very Few Promising Categories
Baking Mixes: Mixed Results
Growing vs. Declining Product Categories in Shelf Stable Convenience Baking Products 2003
Table 4-3: IRI-Tracked Sales - All Baking Mixes 1999-2003
Size and Growth of U.S. Market for Baking Mixes, by Type
Table 4-4: IRI-Tracked Sales of Other Baking Mixes, 1999-2003
Bread Mixes: Heavy Decline
Table 4-5: IRI- Tracked Sales of Bread Mixes, 1999-2003
Pie Crust Mixes Decline
Table 4-6: IRI-Tracked Sales of Piecrust Mixes, 1999-2003
Muffin Mixes: Decline But Stemming
Table 4-7: IRI-Tracked Sales Muffin Mixes, 1999-2003
Cookie/Cookie Bar Mixes: Up Then Down
Table 4-8: IRI-Tracked Sales of Cookie/Cookie Bar Mixes, 1999-2003
Coffee Cake/Gingerbread/Pastry Mixes
Table 4-9: IRI-Tracked Sales of Coffee Cake/Gingerbread/ Pastry Mixes, 1999-2003
Cake/Cupcake/Pie Mixes
IRI-Tracked Sales of Cake/Cupcake/Pie Mixes, 1999-2003
Brownie Mixes: Positive Growth
Table 4-11: IRI-Tracked Sales of Brownie Mixes 1999-2003
Ready-to-Use Frostings: A Growing Category
Table 4-12: IRI-Tracked Sales of Ready-to-Use Frostings, 1999-2003
Ready-to-Use Pie/Pastry Fillings: Promising Growth
Table 4-13: IRI-Tracked Sales of Ready-to-Use Pie/Pastry Fillings, 1999-2003
Ready to Use Pie Crusts: On a Decline
IRI-Tracked Sales of Ready-to-Use Pie Shells, 1999-2003
Factors In Future Growth
Product Innovations
Declining Preference for Home Baking
Changing Demographic Characteristics
Refrigerated Category Taking Away Shelf Stable Pie:
Sales Projections
Figure 4-1: Overall Retail Sales of Baking Mixes, 1993-2003
Table 4-15: Total U.S. Retail Sales of Shelf-Stable Baking Products, Projected Growth 2003-2008 By Product Category
Market Composition
Figure 4-2: Convenience Baking Dollar Sales Share: By Product Type
Figure 4-3: Composition of Baking Mix Segment
Marketing and New Product Trends
Table 4-16: Selected New Shelf-Stable Convenience Baking Product Introductions, 2003
The Consumer
The Simmons Survey System
Users of Brownie Mixes, Cake Mixes and All Other Baking Mixes
User Profile: Brownie Mixes, Cake Mixes and All Other Baking Mixes
Table 4-17: Frequency of Use of Brownie Mixes, 2003
Table 4-18: Brownie Mix Use: Most Popular Brands, 2003
Table 4-19: Demographic Characteristics Affecting Purchase of Brownie Mixes, 2003
Table 4-20: Demographic Characteristics Affecting Purchase of Cake Mixes, 2003
Table 4-21: Frequency of Use of Cake Mixes, 2003
Table 4-22: Cake Mix Use: Most Popular Brands, 2003
Table 4-23: Frequency of Use of All Other Baking Mixes, 2003
Table 4-24: Demographic Characteristics Affecting Purchase of Other Baking Mixes, 2003
Table 4-25: Other Baking Mix Use: Most Popular Brands, 2003
Users of Frosting/Frosting Mixes
Table 4-26: Frequency of Use of Frosting/Frosting Mixes, 2003
Table 4-27: Demographic Characteristics Affecting Purchase of Ready-to-Spread Frosting, 2003
Table 4-28: Frosting Use: Most Popular Brands, 2003
Users of Pie Crusts
Table 4-29: Frequency of Use of Packaged Pie Crusts, 2003
Table 4-30: Pie Crust/Shell Use: Most Popular Brands, 2003
Table 4-31: Demographic Characteristics Affecting Purchase of Pie Crusts, 2003

Chapter 5: Refrigerated/Frozen Products

Category Parameters:
Refrigerated vs. Frozen:
Five Key Segments
Biscuit Dough
Bread, Roll, and Bun Dough
Cookie and Brownie Dough
Pastry and Dumpling Dough
Pie Crusts
The Market
Combined Market Reaches $2.3 billion in 2003
Large Number of Stagnant Categories
Table 5-1: Size and Growth of U.S. Market for Frozen and Refrigerated and Dough Products 2001-2003
Table 5-2: Growing vs. Declining Product Categories in Frozen and Refrigerated Dough Products
Size and Growth of U.S. Market for All Refrigerated Dough
Table 5-3: IRI-Tracked Sales of Refrigerated Dough, 1999-2003
Size and Growth of U.S. Market for Refrigerated Biscuit Dough
Table 5-4: IRI-Tracked Sales of Refrigerated Biscuit Dough, 1999-2003
Size and Growth of U.S. Market for Refrigerated Cookie/Brownie Dough
Table 5-5: IRI-Tracked Sales of Refrigerated Cookie/Brownie Dough, 1999-2003
Sales of Refrigerated Pastry and Dumpling Dough
Table 5-6: IRI-Tracked Sales of Refrigerated Pastry and Dumpling Dough, 1999-2003
Refrigerated Bread, Roll, and Bun Dough
Table 5-7: IRI-Tracked Sales of Refrigerated Bread, Roll and Bun Dough, 1999-2003
Size and Growth of U.S. Market for Frozen Pie Shells
Table 5-8: IRI-Tracked Sales of Frozen Pie Shells, 1999-2003
Size and Growth of U.S. Market for Frozen Bread/Roll/Pastry Dough
Table 5-9: IRI-Tracked Sales of Frozen Fresh and Frozen Bread/Roll/Pastry Dough, 1999-2003
Size and Growth of U.S. Market for Frozen Cookie Dough
Table 5-10: IRI-Tracked Sales of Frozen Cookie Dough, 1999-2003
Factors in Future Growth
Higher Growth Trends
Convenience Over Ingredients and Shelf-Stable Categories
Availability of Shelf Space
Limited Number of Players
Projected Sales
Table 5-11: Projected Growth of the U.S. Market for Frozen and Refrigerated Dough Products, 2003-2008
Market Composition
Figure 5-1: Share of U.S. IRI-Tracked Sales of Frozen and Refrigerated Dough
Figure 5-2: Refrigerated Dough Dollar Sales: Share by Product Type
Figure 5-3: Frozen Dough Dollar Sales: Share by Product Type
The Competitive Situation
Marketing and New Product Trends
Table 5-12:Selected New Dough Product Introductions, 2001-2003
The Consumer - Refrigerated/Frozen Dough
The Simmons Survey System
Table 5-13: Demographic Characteristics Favoring Purchase of Frozen/Refrigerated Dough
Refrigerated vs. Frozen Use
User Profile: Frozen/Refrigerated Bread-Type Product Dough
Demographic Characteristics Favoring Purchase of Frozen/Refrigerated Bread Type Product Dough
User Profile: Frozen/Refrigerated Cookie Dough
User Profile: Frozen and Refrigerated Pie Crusts
Table 5-15: Demographic Characteristics Favoring Purchase of Frozen/Refrigerated Cookie Dough
Table 5-16: Demographic Characteristics Favoring Purchase of Frozen Pie Crusts
Table 5-17: Demographic Characteristics Favoring Purchase of Refrigerated Pie Crusts
Frequency of Use: Refrigerated Dough
Table 5-18: Frequency of Use of Refrigerated Dough
Frequency of Use: Frozen Dough
Table 5-19: Frequency of Use of Frozen Dough
Table 5-20: Demographic Characteristics Favoring Purchase of Refrigerated Dough
Table 5-21: Demographic Characteristics Affecting Purchase of Frozen Dough
Use by Product Type
Dough Type Selection by Age
Table 5-22: Dough Type Selection by Age
Dough Type Selection by Region
Dough Type Selection by Education
Table 5-23: Dough Type Selection by Region
Table 5-24: Dough Type Selection by Education
Dough Type Selection by Presence of Children
Table 5-25: Dough Type Selection by Presence of Children

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Market Trends: The Convenience Home Baking Market

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