In-store Bakeries - US - August 2010

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Slow recovery stalls growth
Freshness draws the consumer
Households of interest: Hispanics and children
Consumers' ISB preferences
Challenges in the marketplace
Opportunities in the marketplace
INSIGHTS AND OPPORTUNITIES
ISB ready-to-bake items?
Upscale indulgence
Catering to the Hispanic consumer
Households with children
INSPIRE INSIGHTS
Trend: The Fresh Factor
MARKET SIZE AND FORECAST
Key points
Overall sales of ISBs
Figure 1: Total U.S. sales and forecast of ISB products, at current prices, 2005-15
Figure 2: Total U.S. sales and forecast of ISB products, at inflation-adjusted prices, 2005-15
ISB unit numbers stagnate as recession takes a toll
Figure 3: Number of in-store service bakeries and average weekly sales per store, 2001-09
Consistent drop in purchases
Figure 4: Trended incidence of purchase at ISBs, by household income, 2005-10
MARKET DRIVERS
Key points
The role of children
Figure 5: Households, by presence of children, 1999-2009
Figure 6: Population, by age, 2005-15
Hispanic impact
Figure 7: Population, by race and Hispanic origin, 2005-15
Figure 8: U.S. Hispanic population, by age, 2005-15
A measure of convenience
Consumers' healthy—and not so healthy—eating habits
The Fresh Factor
COMPETITIVE CONTEXT
The store itself
Pastry/breakfast food rivals
SEGMENT PERFORMANCE OVERVIEW
Key points
Desserts expand lead
Other segments in recovery
Sales of ISBs by segment
Figure 9: Sales of selected ISB products, by segment, 2008 and 2010
SEGMENT PERFORMANCE—DESSERTS
Key points
Dessert sales' growth slows
Ingredients for future success
ISB dessert sales
Figure 10: Sales of ISB desserts, at current prices, 2005-15
SEGMENT PERFORMANCE—BREADS AND ROLLS
Key points
Improved growth
A fresh recovery
ISB bread and roll sales
Figure 11: Sales of ISB breads and rolls, at current prices, 2005-15
SEGMENT PERFORMANCE—BAKERY/BREAKFAST
Key points
Resilience despite recession
Segment brings added competition
ISB bakery/breakfast sales
Figure 12: Sales of ISB bakery/breakfast products, 2005-15
RETAIL CHANNELS
Key points
Supermarket ISBs regaining lost popularity
Figure 13: Types of stores from which ISB purchases have been made in past year, 2007-10
Transitioning away from artificial ingredients
Ethnic specialties
At-home cooking in the store
Getting personal
Bringing more of the restaurant into the store
Holding the line on prices
INNOVATION AND INNOVATORS
Key points
Smaller portions: Cupcakes (in a cup) and "cake balls"
Healthier sweeteners, grains and fats
Flavors, new and home style
Possibility for non-baked items
MARKETING STRATEGIES
Key points
Brand and merchandising strategies
In-store merchandising and displays
Figure 14: Reasons for going to the in-store bakery rather than the bread aisle, by gender, May 2010
Print advertising
Online initiatives
PURCHASING AT IN-STORE BAKERIES
Key points
Overall use of ISBs
Figure 15: Incidence of buying bread or bakery items from in-store bakery, by gender, age and household income, 2009 and 2010
Figure 16: Incidence of buying bread or bakery items from in-store bakery, by other key demographics, 2009 and 2010
ISBs used by type of store
Figure 17: Types of stores from which ISB purchases have been made in past year, by age, May 2010
Figure 18: Types of stores from which ISB purchases have been made in past year, by household income, May 2010
Figure 19: Types of stores from which ISB purchases have been made in past year, by presence and number of children, May 2010
Figure 20: Types of stores from which ISB purchases have been made in past year, by urban status, May 2010
REASONS FOR GOING TO AN IN-STORE BAKERY
Key points
All needs/specific needs/special needs
Figure 21: Reason for going to an in-store bakery in past year—all needs/specific needs/special needs, by gender, May 2010
Figure 22: Reason for going to an in-store bakery in past year—all needs/specific needs/special needs, by age, May 2010
Figure 23: Reason for going to an in-store bakery in past year—all needs/specific needs/special needs, by marital status, May 2010
Figure 24: Reason for going to an in-store bakery in past year—all needs/specific needs/special needs, by urban status, May 2010
Types of special occasion prompting visit to in-store bakery
Figure 25: Types of special occasion as reason for buying from in-store bakery, by gender, May 2010
Figure 26: Types of special occasion as reason for buying from in-store bakery, by age, May 2010
Figure 27: Types of special occasion as reason for buying from in-store bakery, by household income, May 2010
Figure 28: Types of special occasion as reason for buying from in-store bakery, by presence of children and urban status, May 2010
PURCHASE OF SPECIFIC BAKERY ITEMS
Key points
Normal source of specific bakery items
Figure 29: Normal source of specific bakery items, May 2010
Specific bakery items bought from in-store bakery
Figure 30: Specific bakery items bought from in-store bakery in past month, 2009 and 2010
Figure 31: Specific bakery items bought from in-store bakery in past month, by age, May 2010
Figure 32: Specific bakery items bought from in-store bakery in past month, by household income, May 2010
Figure 33: Specific bakery items bought from in-store bakery in past month, by presence and number of children, May 2010
REASONS FOR GOING TO THE IN-STORE BAKERY VS. THE BREAD AISLE
Figure 34: Reasons for going to the in-store bakery rather than the bread aisle, by age, May 2010
Figure 35: Reasons for going to the in-store bakery rather than the bread aisle, by presence and number of children, May 2010
Figure 36: Reasons for going to the in-store bakery rather than the bread aisle, by urban status, May 2010
ATTITUDES AND OPINIONS ABOUT IN-STORE BAKERIES
Key points
Views on prices at in-store bakeries
Figure 37: Views on prices at in-store bakeries, by age, May 2010
Figure 38: Views on prices at in-store bakeries, by household income, May 2010
Figure 39: Views on prices at in-store bakeries, by presence and number of children, May 2010
Figure 40: Views on prices at in-store bakeries, by urban status, May 2010
Importance of specific products and services at in-store bakeries
Figure 41: Considerations of products and services offered at in-store bakeries, May 2010
IMPACT OF RACE/HISPANIC ORIGIN
Key points
In-store bakeries—incidence of purchase
Figure 42: Purchase from in-store bakeries in past year, by race/Hispanic origin, May 2010
In-store bakeries shopped in past year—by retailer/retailer type
Figure 43: Types of stores from which ISB purchases have been made in past year, by race/Hispanic origin, May 2010
Figure 44: Types of stores from which ISB purchases have been made in past year, by Hispanic origin and age, May 2010
Reasons for going to an in-store bakery—all needs/specific needs/special needs
Figure 45: Reason for going to an in-store bakery in past year—all needs/specific needs/special needs, by race/Hispanic origin, May 2010
Figure 46: Reason for going to an in-store bakery in past year—all needs/specific needs/special needs, by Hispanic origin and age, May 2010
Specific bakery items bought from in-store bakery
Figure 47: Specific bakery items bought from in-store bakery in past month, by race/Hispanic origin, May 2010
Views on prices at in-store bakeries
Figure 48: Views on prices at in-store bakeries, by race/Hispanic origin, May 2010
CUSTOM CONSUMER ANALYSIS
Key points
In-store bakeries shopped in past year—by retailer/retailer type
Figure 49: Types of stores from which ISB purchases have been made in past year, by age and gender, May 2010
Impact of children on visiting ISBs for all needs/specific needs/special needs
Figure 50: Reason for going to an in-store bakery in past year—all needs/specific needs/special needs, by gender and presence of children, May 2010
CLUSTER ANALYSIS
Specific items
Occasionally special
All bakers
Cluster characteristic tables
Figure 51: In-store bakery clusters, May 2010
Figure 52: Types of stores from which ISB purchases have been made in past year, by in-store bakery clusters, May 2010
Figure 53: Reason for going to an in-store bakery in past year—all needs/specific needs/special needs, by in-store bakery clusters, May 2010
Figure 54: Reasons for going to the in-store bakery rather than the bread aisle, by in-store bakery clusters, May 2010
Figure 55: Views on prices at in-store bakeries, by in-store bakery clusters, May 2010
Cluster demographic tables
Figure 56: In-store bakery clusters, by gender, May 2010
Figure 57: In-store bakery clusters, by age, May 2010
Figure 58: In-store bakery clusters, by household income, May 2010
Figure 59: In-store bakery clusters, by race, May 2010
Figure 60: In-store bakery clusters, by Hispanic origin, May 2010
Cluster methodology
APPENDIX: TRADE ASSOCIATIONS