bakerydevelopment DATA ANALYSIS AND CATEGORY MANAGEMENT Figure 2 Muffins Average Weekly Sales Dollars Per Store by Region $1,007 $1,033 $450 $471 $420 $440 $277 $291 $359 $380 TOTAL U.S. CENTRAL REGION EAST REGION SOUTH REGION WEST REGION 52 WEEKS ENDING 5/28/11 52 WEEKS ENDING 5/26/12 Figure 3 Muffins Average Contribution to Bakery Dollars by Region 6.9% 6.9% 4.4% 4.4% 3.8% 3.9% 3.4% 3.4% 3.5% 3.6% TOTAL U.S. CENTRAL REGION EAST REGION SOUTH REGION WEST REGION 52 WEEKS ENDING 5/28/11 52 WEEKS ENDING 5/26/12 and 2-3 count muffins at 1.6%. The 4-count muffins sub-category gained 2.8 dollar share points at the expense of 1-count/bulk, all other and 2-3 count muffins. Increases in price and volume of 4-count muffin packages and increases in the average number of unique items on store shelves contributed to 4-count muffin growth. Price inflation contributed to the dollar sales growth of most muffin sub-categories. Four-count muffins led sub-category growth with an increase of 11.8%, followed by 6-count muffins at 6.4%, mini muffins at 4.7% and 1-count/bulk muffins at 1.1%. Dollars declined for 2-3 count muffins (-45.2%), as the average number of unique items and distribution fell by double-digits. These factors contributed to the 2.3% sales decline of 2-3 count muffins. Retailers also increased their offerings and lowered prices of smaller-portioned mini muffins, which helped drive the volume of mini muffins up in the 52 weeks ending May 26, 2012. This sales review is provided by Nielsen Perishables Group. Based in Chicago, Nielsen Perishables Figure 4 Total U.S. Muffin Sub-category Share 4-COUNT 1-COUNT/BULK MINI MUFFINS 6-COUNT ALL OTHER 2-3 COUNT 3.1% 1.6% 5.7% 5.7% 6.1% 5.7% 52 WEEKS ENDING 5/28/11 52 WEEKS ENDING 5/26/12 13.9% 13.9% 29.9% 28.9% 41.4% 44.2% | inStorebuyer | August 2012 | 19 |