Baking & Snack - December 2006 - 55

MARKET UPDATE

"Our work with club stores provided keen insight into
where the product does and does not sell based upon
geographical tastes," said Alden Knowles, c.e.o. and president, Awrey Bakeries.
ON THE GO. While no one can deny the trend of Food
Network celebrity chefs introducing viewers to new
ingredients and the number of self-proclaimed foodies rediscovering the joys of cooking, the popularity of
convenient and portable food remains a trend that covers all food markets, and sweet goods are no exception
to the rule. Found in convenience stores, supermarkets
and grocery stores and in vending machines, sweet goods
snack cakes are abundant.
According to Information Resources, Inc., Chicago, IL,
snack cake sales for the 52 weeks ending Nov. 5 showed
a 2.9% increase in dollar sales versus one year ago, while
unit sales percentage decreased -5.0%.
Independent company research by several sweet goods
manufacturers found that males are the primary buyers
in convenience stores. Vending machines typically target
male and female adult buyers, and in grocery stores and
supermarkets, moms purchase sweet goods in multipacks
for their spouse and family members for inclusion in
lunches and after-school snacks. While vending machine
purchases are typically impulse buys, industry research
shows that many snack-related purchases are planned
ahead of time whether it's a daily stop at the convenience
store for a morning coffee and Danish or a sweet good
multipack purchased at the supermarket.
According to IBC's Mr. Leavitt, breakfast is the fastest growing segment for sweet goods. IBC research
found that men are the principle morning shopper in
convenience stores. The Hostess Danish line, available in

PENNANT FOODS

58 / BAKING & SNACK / December 2006

BAKE'N JOY

cheese, bear claw, apple and blueberry flavors, was developed specifically for this market.
In November, Flowers Foods Bakeries Group introduced Blue Bird and Mrs. Freshley's jumbo cake donuts
to vending and convenience stores. The 4.5-oz donuts are
available in glazed, chocolate-frosted and vanilla-iced
varieties. Also under the Blue Bird brand of snack, breakfast and dessert cake options are mini honey buns, which
are sold in multipacks.
Flowers Bakeries' newest offering under the Blue Bird
brand is Iceables, a 1-oz mini cinnamon roll sold in an
8-pack with icing packets. After removing the roll from
the packaging, the consumer drizzles the icing from the
packet on the roll for consumption directly out of the
package, or the rolls can be briefly warmed in the microwave before eating.
"Everyone is on the go all day, and it's hard to make
healthy choices when you're eating on the run," said Ms.
Anderson. "That said, I think as more Americans begin to
demand healthier, on-the-go eating choices, the food industry will respond with options that are more healthful."
SAVORING THE LAST BITE. Ultimately, the selection
of sweet goods all comes down to personal choice. In
the better-for-you sweet goods category, consumers can
expect continued innovations in whole-grain options,
fruit and nut inclusions and trans-fat-free formulations,
while indulgent sweet goods will continue with sky'sthe-limit flavor combinations and formulations, making
each bite more decadent. All-in-all, manufacturers have
made it much easier to decide whether the next bite of
sweet goods will be naughty or nice. "There will always
be room for indulgence, and there's always the concept
of balance that leaves room for sweet goods," said Craig
Olsen, c.e.o. Fresh Start Bakeries and Pennant Foods. Ⅲ

Baking & Snack - December 2006

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