Baking and Dessert Mixes - US - August 2013 At Researchmoz

Researchmoz presents this most up-to-date research on"Baking and Dessert Mixes - US - August 2013".The report focuses primarily on quantitative market metrics in order to characterize the growth and evolution of the Remote Patient Monitoring Market.

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The message of time savings should be prioritized in product promotion. Some 48% of category participants say they use baking and dessert mixes in order to save time. In addition to comparing these mixes to products baked from scratch, highlighting the convenience of having products on-hand for preparation that requires little thought should appeal to time-conscious shoppers looking for an easy food solution.

TABLE OF CONTENT

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations

Executive Summary
The market
Baking and dessert mixes post slow growth
Figure 1: Total market sales and fan chart forecast of baking and dessert mixes, at current prices, 2008-18
Market segmentation
Cake/pie and “other” mixes show strong recent growth
Figure 2: Total U.S. retail sales of baking and dessert mixes, by segment, at current prices, 2011 and 2013
Leading companies
Category leaders experience little movement
Figure 3: MULO sales of baking and dessert mixes, by leading companies, rolling 52 weeks 2012 and 2013
Innovation
Product launches down from recessionary high
Figure 4: Baking and dessert mix launches, by launch type, 2008-12*
The consumer
Mixes appeal to novice bakers
Figure 5: Any use of baking and dessert mixes, by age, June 2013
Time savings leads reason for use
Figure 6: Top five reasons for use, June 2013
Low price important, but consumers also value name brands
Figure 7: Top five important attributes, June 2013
What we think

Issues and Insights

• How should the category address the topic of health?
• Insight: Keeping healthy products available will be key, even in an indulgent category.
• How can the category compete with prepared offerings?
• Insight: Put the consumer in control.
• How can the category encourage product trial?
• Insight: Focus on time savings, affordability, and familiarity.

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Trend Applications
Trend: Make it Mine

Market Size and Forecast
Key points
Baking and dessert mixes experience slow growth
Sales of baking and dessert mixes
Figure 8: Total U.S. retail sales of baking and dessert mixes, at current prices, 2008-18
Figure 9: Total U.S. retail sales of baking and dessert mixes, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 10: Total market sales and fan chart forecast of baking and dessert mixes, at current prices, 2008-18

Competitive Context
Key points
Consumers reduce baked goods consumption
Figure 11: Change in use/behavior, June 2013
Baking and dessert mixes can promote ways category stands apart from related offerings
Partnering with foodservice outlets could grow home audience

Segment Performance
Cake/pie and “other” mixes show strong recent growth
Sales of baking and dessert mixes, by segment
Figure 12: Total U.S. retail sales of baking and dessert mixes, by segment, at current prices, 2011 and 2013
Cake/pie mix sales grow 15% to reach $689 million in 2013
Figure 13: Reasons for use, by any baking and dessert mix use, June 2013
Figure 14: Reasons for use, by any baking and dessert mix use, June 2013
Sales of cake/pie mixes
Figure 15: Total U.S. retail sales and forecast of cake/pie mixes, at current prices, 2008-18
Pudding/gelatin mix sales fall 5% from 2008-13
Sales of pudding/gelatin mixes
Figure 16: Total U.S. retail sales and forecast of pudding/gelatin mixes, at current prices, 2008-18
Brownie mix sales fall 5% from 2008-13
Sales of brownie mixes
Figure 17: Total U.S. retail sales and forecast of brownie mixes, at current prices, 2008-18
Bread/muffin mix sales increase by 2% to reach $401 million in 2013
Figure 18: Bread, January 2012-March 2013
Figure 19: Types of bread eaten, January 2012-March 2013
Sales of bread/muffin mixes
Figure 20: Total U.S. retail sales and forecast of bread/muffin mixes, at current prices, 2008-18
“Other” mixes experience 24% sales growth from 2008-13
Sales of other mixes
Figure 21: Total U.S. retail sales and forecast of other mixes, at current prices, 2008-18

Retail Channels
Key points
Supermarkets dominate category sales, “other” channels gain
Retailers can benefit from sales/specials and presenting reliable products
Sales of baking and dessert mixes, by channel
Figure 22: Total U.S. retail sales of baking and dessert mixes, by channel, at current prices, 2011-13
Gluten free drives strong natural channel growth
Sales of baking mixes in the natural channel
Figure 23: Natural supermarket sales of baking mixes, at current prices, 2011-13*
Figure 24: Natural supermarket sales of baking mixes, at inflation-adjusted prices, 2011-13*
Brands of note
Natural channel sales of baking mixes, by organic
Figure 25: Natural supermarket sales of baking mixes, by organic, 2010 and 2012*
Natural channel sales of baking mixes, by gluten free
Figure 26: Natural supermarket sales of baking mixes, by gluten free, 2011 and 2013*

Leading Companies and Brands
Key points
Four leading companies comprise 76.2% of category sales
General Mills finds success in product innovation
Jell-O represents the bulk of Kraft sales in the category
Smucker range contributes to strongest sales growth in 2013
Pinnacle struggles with brownie mixes, innovates with frosting
Private label has weak showing in category
Manufacturer sales of baking and dessert mixes
Figure 27: MULO sales of baking and dessert mixes, by leading companies, rolling 52 weeks 2012 and 2013
Betty Crocker leads cake mix use and familiarity
Figure 28: Dry cake mix (not cake flour) brands used, January 2012-March 2013
MULO sales of cake and pie mixes
Figure 29: MULO sales of cake and pie mixes, by leading companies, rolling 52 weeks 2012 and 2013
Kraft dominates pudding and gelatin segment
Figure 30: Flavored gelatin desserts brands used, January 2012-March 2013
MULO sales of pudding and gelatin mixes
Figure 31: MULO sales of pudding and gelatin mixes, by leading companies, rolling 52 weeks 2012 and 2013
Brownie segment is a closer race
Figure 32: Dry brownie mix brands used, January 2012-March 2013
MULO sales of brownie mixes
Figure 33: MULO sales of brownie mixes, by leading companies, rolling 52 weeks 2012 and 2013
Little movement among bread and muffin mix leaders
MULO sales of bread and muffin mixes
Figure 34: MULO sales of bread and muffin mixes, by leading companies, rolling 52 weeks 2012 and 2013
Premium gives a boost to “other” mixes
Figure 35: Other baking mixes including bread mixes, January 2012-March 2013
MULO sales of other mixes
Figure 36: MULO sales of other mixes, by leading companies, rolling 52 weeks 2012 and 2013

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