Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Competition from in-store bakeries affects the convenience factor
- Children are an important part of the market
- Diets and trends
- Segments struggle from external and internal competition
- Mergers and acquisitions continue in the supply chain
- Advertising focuses on health and family
- Supermarkets lead the retail market
- Consumer keys
- Guarded optimism for the future
- Overall market is not growing at FDM; largest sales declines expected for pancake, waffle, and muffin mixes
Market Drivers
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- In-store bakeries continue to challenge mixes
- Refrigerated dough also a competitor
- Product innovations and diet trends
- Diet trends
- Organics
- Other niches
- Product innovation
- Presence of children
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- Figure 1: U.S. population of children under 18, 2000 and 2003
- The Census Bureau estimates that the population of children between the ages of 0-4 and 14-17 increased between 2000 and 2003, while the prime age group of 5-13 declined slightly. As that group is the largest group within the under-18 set, the slight decrease in children available to consume baking and dessert mixes does reduce the potential for growth. If the under-5 group continues to grow, the market will have more opportunity for regaining sales as those children grow old enough to want desserts made from mixes.
- Convenience
Market Size and Trends
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- Figure 2: Total U.S. retail sales* of baking and gelatin/pudding mixes, at current and constant prices, 1999-2004
- Figure 3: Graph: Total U.S. retail sales of baking and gelatin/pudding mixes, at current and constant prices, 1999-2004
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Market Segmentation
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- Overview
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- Figure 4: Sales* of baking and gelatin/pudding mixes, segmented by types of mixes, 2002 and 2004
- Figure 5: Share of sales of baking and gelatin/pudding mixes, segmented by types, 2004
- Cake/cupcake/pie mixes
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- Figure 6: Sales of cake/cupcake/pie mixes at current and constant prices, 1999-2004
- Gelatin/pudding mixes
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- Figure 7: Sales of gelatin/pudding mixes at current and constant prices, 1999-2004
- Brownie mixes
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- Figure 8: Sales of brownie mixes at current and constant prices, 1999-2004
- Muffin mixes
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- Figure 9: Sales of muffin mixes at current and constant prices, 1999-2004
- Pancake/waffle mixes
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- Figure 10: Sales of pancake/waffle mixes at current and constant prices, 1999-2004
- Cookie/cookie bar mixes
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- Figure 11: Sales of cookie/cookie bar mixes at current and constant prices, 1999-2004
- Coffeecake/gingerbread/pastry mixes
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- Figure 12: Sales of gingerbread/coffeecake/pastry mixes at current and constant prices, 1999-2004
- Other mixes
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- Figure 13: Sales of other mixes at current and constant prices, 1999-2004
Supply Structure
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- Company and brand sales
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- Figure 14: Manufacturer sales of baking and pudding/gelatin mixes in the U.S., 2002 and 2004
- Cake/cupcake/pie mixes
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- Figure 15: Manufacturer brand sales of cake/cupcake/pie mixes in the U.S., 2002 and 2004
- Gelatin/pudding mixes
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- Figure 16: Manufacturer brand sales of gelatin/pudding mixes in the U.S., 2002 and 2004
- Brownie mixes
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- Figure 17: Manufacturer brand sales of brownie mixes in the U.S., 2002 and 2004
- Muffin mixes
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- Figure 18: Manufacturer brand sales of muffin mixes in the U.S., 2002 and 2004
- Pancake/waffle mixes
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- Figure 19: Manufacturer brand sales of pancake/waffle mixes in the U.S., 2002 and 2004
- Cookie/cookie bar mixes
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- Figure 20: Manufacturer brand sales of cookie/cookie bar mixes in the U.S., 2002 and 2004
- Coffeecake/gingerbread/pastry mixes
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- Figure 21: Manufacturer brand sales of coffeecake/gingerbread/pastry mixes in the U.S., 2002 and 2004
- Company profiles
- General Mills
- Kraft Foods
- International Multifoods/Pillsbury brands
- Pinnacle Foods
- Chelsea Milling
- Continental Mills
- Jel Sert Co.
Advertising and Promotion
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- General Mills
- Kraft Foods
- International Multifoods/Pillsbury brands
- Pinnacle Foods
- Chelsea Milling
Retail Distribution
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- Supermarkets continue to lead
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- Figure 22: U.S. retail sales of baking and gelatin/pudding mixes, by channel, 2002 and 2004
- Supermarkets
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- Figure 23: U.S. supermarket sales of baking and gelatin/pudding mixes, at current and constant prices, 1999-2004
- Mass merchandisers and clubs
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- Figure 24: U.S. mass merchandiser and club store sales of baking and gelatin/pudding mixes, at current and constant prices, 1999-2004
The Consumer
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- Introduction
- Brownie mixes
- Household usage
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- Figure 25: Household usage of brownie mixes, January 2004-September 2004
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- Figure 26: Usage of brownie mixes, by race/ethnicity, January 2004 – September 2004
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- Figure 27: Household usage of brownie mixes, by number of people in the household, January 2004 – September 2004
- Choice of brownie mix brands
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- Figure 28: Brands of brownie mix used in households, January 2004 – September 2004
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- Figure 29: Brands of brownie mix used in households, by race/ethnicity, January 2004 – September 2004
- Cake mixes
- Household usage of cake mixes
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- Figure 30: Household usage of cake mixes, January 2004 – September 2004
- Usage of cake mixes by consumer cohort
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- Figure 31: Household usage of cake mixes, by male cohort group, January 2004 – September 2004
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- Figure 32: Household usage of cake mixes, by family and female cohort groups, January 2004 – September 2004
- Brands preference for cake mixes
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- Figure 33: Brands of cake mix used in household, January 2004 – September 2004
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- Figure 34: Brands of cake mix used in household, by race/ethnicity, January 2004 – September 2004
- Other baking mixes
- Usage of other baking mixes
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- Figure 35: Household usage of other baking mixes, January 2004 – September 2004
- Types of other baking mixes used
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- Figure 36: Uses for other baking mixes, January 2004 – September 2004
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- Figure 37: Uses for other baking mixes, by age, January 2004 – September 2004
- Brand preferences of other mixes
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- Figure 38: Brands of other baking mixes used in household, January 2004 – September 2004
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- Figure 39: Brands of other baking mixes used in household, by age, January 2004 – September 2004
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- Figure 40: Brands of other baking mixes used in household, by race/ethnicity, January 2004 – September 2004
- Household usage of pudding
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- Figure 41: Form of pudding used in household, January 2004 – September 2004
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- Figure 42: Form of pudding used in household, by age, January 2004 – September 2004
- Flavored gelatin
- Household usage of flavored gelatin
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- Figure 43: Household usage of flavored gelatin, January 2004 – September 2004
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- Figure 44: Household usage of flavored gelatin, by age, January 2004 – September 2004
- Pre-made versus prepare-at-home gelatin
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- Figure 45: Form of flavored gelatin used in household, January 2004 – September 2004
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- Figure 46: Forms of flavored gelatin used in household, by age, January 2004 – September 2004
- Purchases of baking and gelatin/pudding mixes
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- Figure 47: Purchases of baking or gelatin mixes, April 2005
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- Figure 48: Purchases of baking or gelatin mixes, by gender, April 2005
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- Figure 49: Purchases of baking or gelatin mixes, by age, April 2005
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- Figure 50: Purchases of baking or gelatin mixes, by household income, April 2005
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- Figure 51: Purchases of baking or gelatin mixes, by marital status, April 2005
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- Figure 52: Purchases of baking or gelatin mixes, by presence of children in household, April 2005
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- Figure 53: Purchases of baking or gelatin mixes, by area location, April 2005
- Special occasion desserts
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- Figure 54: Special occasion desserts, April 2005
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- Figure 55: Special occasion desserts, by gender, April 2005
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- Figure 56: Special occasion desserts, by age, April 2005
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- Figure 57: Special occasion desserts, by regional location, April 2005
- Attitudes towards baking mixes
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- Figure 58: Attitudes towards baking mixes, April 2005
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- Figure 59: Attitudes towards baking mixes, by gender, April 2005
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- Figure 60: Attitudes towards baking mixes, by age, April 2005
- Purchasing and preferred use of pudding and gelatin mixes
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- Figure 61: Attitudes towards pudding and gelatin mixes, April 2005
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- Figure 62: Attitudes towards pudding and gelatin mixes, by gender, April 2005
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- Figure 63: Attitudes towards pudding and gelatin mixes, by presence of children, April 2005
- Summary
- The consumer base for baking mixes has some distinct preferences by various groups, including:
Future and Forecast
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- Future trends
- In-store bakeries remain a concern
- Dietary trends
- Presence of children
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- Figure 64: U.S. projected average size of household from 2000-2010
- Households with fewer children under 18 are likely to consume less baking and dessert mixes. Combined with competition from ISBs, these two issues are the most critical facing this market. The ramifications of fewer children include the potential for adults to have more disposable income to spend on higher-priced ISB products or to eat out more, enjoying their desserts at restaurants rather than at home. Baking and dessert mix manufacturers will need to focus on their core group of consumers who keep mixes on hand to use as needs arise. Continued development of premium products could also help, as they can still be promoted as highly price-competitive to entice the households with fewer children to purchase their products.
- MARKET FORECAST
- Baking and gelatin/pudding mixes
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- Figure 65: Forecast of total U.S. sales of baking and gelatin/pudding mixes, at current and constant prices, 2004-2009
- Cake/cupcake/pie mixes
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- Figure 66: Forecast of U.S. sales of cake/cupcake/pie mixes, at current and constant prices, 2004-2009
- Gelatin/pudding mixes
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- Figure 67: Forecast of U.S. sales of gelatin/pudding mixes, at current and constant prices, 2004-2009
- Brownie mixes
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- Figure 68: Forecast of U.S. sales of brownie mixes, at current and constant prices, 2004-2009
- Muffin mixes
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- Figure 69: Forecast of U.S. sales of muffin mixes, at current and constant prices, 2004-2009
- Pancake/waffle mixes
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- Figure 70: Forecast of U.S. sales of pancake/waffle mixes, at current and constant prices, 2004-2009
- Forecast factors
Appendix: Cohort Definitions
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- Figure 71: Description of lifestyle cohorts in the married couples segment, 2004
- Figure 72: Description of lifestyle cohorts in the single females segment, 2004
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- Figure 73: Description of lifestyle cohorts in the single males segment, 2004
- Figure 74: Description of nonclassifiable lifestyle cohorts, 2004
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Appendix: Trade Associations
Appendix: New Product Briefs
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- Albertson’s: Pistacio Pudding and Pie Filling
- JELL-O: Fat Free Rice Pudding
- Dr. Oetker: Layered Gelatin Mix
- Pantry Shelf: Classic Dessert Mixes
- Krusteaz: Cinnamon Crumb Cake Supreme Mix
- Wegmans: American Apple Pie Muffin Mix
- Betty Crocker: Rainbow Chocolate Candy Cookie Mix
- Banquet Dessert Bakes: Chocolate Silk Pie
- Meyer Lemon Cake & Baking Mix
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