Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
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- Innovation drives growth in the market
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- 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
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- 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
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- Figure 3: Household use of baking mixes, by presence of children in household, May 2005-June 2006
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- Figure 4: Households with children under age 18 present, 2001-05
Market Size and Trends
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- Market size
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- Figure 5: Total U.S. retail sales of baking and dessert mixes, at current and constant prices, 2001-06
- Wal-Mart estimate
- Market trends
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- Figure 6: U.S. natural food store sales of baking and dessert mixes, at current and constant prices, 2001-06
Market Segmentation
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- Introduction
- Overview
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- Figure 7: Sales of baking and dessert mixes, segmented by type, 2004 and 2006
- Cake/cupcake/pie mixes
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- Figure 8: Sales of cake/cupcake/pie mixes, at current and constant prices, 2001-06
- Gelatin/pudding mixes
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- Figure 9: Sales of gelatin/pudding mixes, at current and constant prices, 2001-06
- Brownie mixes
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- Figure 10: Sales of brownie mixes, at current and constant prices, 2001-06
- Pancake/waffle mixes
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- Figure 11: Sales of pancake/waffle mixes, at current and constant prices, 2001-06
- Muffin mixes
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- Figure 12: Sales of muffin mixes, at current and constant prices, 2001-06
- All other mixes
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- Figure 13: Sales of all other mixes, at current and constant prices, 2001-06
- Cookie/cookie bar mixes
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- Figure 14: Sales of cookie/cookie bar mixes, at current and constant prices, 2001-06
- Coffeecake/gingerbread/pastry mixes
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- Figure 15: Sales of coffeecake/gingerbread/pastry mixes, at current and constant prices, 2001-06
Supply Structure
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- Companies and brands
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- Figure 16: Manufacturer sales of baking and dessert mixes at FDM in the U.S., 2004 and 2006
- Cake/cupcake/pie mixes
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- Figure 17: Manufacturer brand sales of cake/cupcake/pie mixes at FDM in the U.S., 2004 and 2006
- Gelatin/pudding mixes
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- Figure 18: Manufacturer brand sales of gelatin/pudding mixes at FDM in the U.S., 2004 and 2006
- Pancake/waffle mixes
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- Figure 19: Manufacturer brand sales of gelatin/pudding mixes at FDM in the U.S., 2004 and 2006
- Brownie mixes
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- Figure 20: Manufacturer brand sales of brownie mixes at FDM in the U.S., 2004 and 2006
- Muffin mixes
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- Figure 21: Manufacturer brand sales of muffin mixes at FDM in the U.S., 2004 and 2006
- Other baking mixes
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- Figure 22: Manufacturer brand sales of other baking mixes at FDM in the U.S., 2004 and 2006
- Cookie/cookie bar mixes
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- Figure 23: Manufacturer brand sales of cookie/cookie bar mixes at FDM in the U.S., 2004 and 2006
- Coffeecake/gingerbread/pastry mixes
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- 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
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- Figure 25: Private label sales of baking and dessert mixes at FDM, at current and constant prices, 2001-06
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- Figure 26: Private label sales of baking and dessert mixes at FDM, segmented by type, 2004 and 2006
Advertising and Promotion
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- General Mills
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- Figure 27: Betty Crocker Bake up a Batch TV ad
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- Figure 28: Bisquick Shake N Pour TV ad
- Kraft Foods
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- Figure 29: Jell-O Wiggle Room TV ad
- Pinnacle Foods
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- Figure 30: Duncan Hines Moist Deluxe TV ad
Retail Distribution
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- Introduction
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- Figure 31: U.S. retail sales of baking and dessert mixes, by channel, 2004 and 2006
- Supermarkets
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- Figure 32: U.S. supermarket sales of baking and dessert mixes, at current and constant prices, 2001-06
- Mass merchandisers and other
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- 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
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- Introduction
- Summary of consumer survey highlights
- Household usage of baking mixes—cake, muffins, brownies, cookies, and bread
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- Figure 34: Household usage of baking and dessert mixes, by demographics, May 2005-June 2006
- Brand usage of cake and brownie mixes
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- Figure 35: Brands of cake mixes used, May 2005-June 2006
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- Figure 36: Brands of brownie mixes used, May 2005-June 2006
- Household usage of baking mixes—pancakes/waffles, pudding, gelatin, and biscuits
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- Figure 37: Household usage of baking and dessert mixes, by demographics, May 2005-June 2006
- Brand usage of pancake/waffle, pudding, and gelatin mixes
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- Figure 38: Brands of pancake/waffle mix used, May 2005-June 2006
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- Figure 39: Brands of pudding desserts used, May 2005-June 2006
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- Figure 40: Brands of flavored gelatin desserts used, May 2005-June 2006
- Special section—household usage by race/ethnicity
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- Figure 41: Household usage of baking and dessert mixes, by race/ethnicity, May 2005-June 2006
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- Figure 42: Household usage of baking and dessert mixes by Hispanics and blacks, by age, May 2005-June 2006
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- Figure 43: Household usage of baking and dessert mixes by Hispanics and blacks, by income, May 2005-June 2006
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- Figure 44: Household usage of baking and dessert mixes by Hispanics and blacks, by presence of children, May 2005-June 2006
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- 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
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- Summary of consumer survey highlights
- Purchase of mixes in last six months
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- 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?
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- Figure 47: Type of dessert usually taken to a social occasion, by gender, February 2006
- Important product claims in baked goods
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- Figure 48: Importance of various product claims in baked goods, by gender, February 2006
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- Figure 49: Importance of various product claims in baked goods, by age, February 2006
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- Figure 50: Importance of various product claims in baked goods, by race/ethnicity, February 2006
- Frequency of purchase of baked goods and dessert
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- Figure 51: Frequency of purchase of various types of baked goods and dessert, February 2006
- Attitudes towards baked goods and dessert mixes
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- Figure 52: Attitudes towards baking and dessert mixes, by gender, February 2006
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- Figure 53: Attitudes towards baking and dessert mixes, by age, February 2006
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- Figure 54: Attitudes towards baking and dessert mixes, by income, February 2006
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- Figure 55: Attitudes towards baking and dessert mixes, by race/ethnicity, February 2006
- Attitudes towards pudding and gelatin mixes
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- Figure 56: Attitudes towards pudding and gelatin mixes, by gender, February 2006
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- Figure 57: Attitudes towards pudding and gelatin mixes, by age, February 2006
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- Figure 58: Attitudes towards pudding and gelatin mixes, by income, February 2006
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- Figure 59: Attitudes towards pudding and gelatin mixes, by race/ethnicity, February 2006
Future and Forecast
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- Future trends
- An increasingly “health-aware” society demands product innovation
- Whole grains drive the future of baking and dessert mixes market
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- Figure 60: U.S. wholegrain bakery product introductions, 2001-06
- Increased need for gluten-free and low/no/reduced allergen products
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- 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
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- 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
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- Figure 63: Forecast of U.S. sales of cake, cupcake, and pie mixes, at current and constant prices, 2006-11
- Gelatin and pudding mixes
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- Figure 64: Forecast of U.S. sales of gelatin and pudding mixes, at current and constant prices, 2006-11
- Brownie mixes
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- 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
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