Baking and Dessert Mixes - US

Published by: Mintel International Group Ltd.

Published: Mar. 1, 2007 - 115 Pages

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

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.

This report contains US IRI InfoScan data.

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