instore - July/August 2013 - 14
consumer insights
TRENDING
Cakes
Desserts accounted for nearly half of all
instore bakery sales and posted 0.9% growth
Cakes Average Weekly Sales per store by Region
PREVIOUS PERIOD
52 WEEKS ENDING 04/27/13
,3
$3 16
,3
4
0
68
$3
$3
,3
$3
,3
$3
67
,2
,2
$3
selling cakes sub-category, declined 3.4% in
$3
previous year. Decorated cakes, the highest
98
store per week nationally, down 1% from the
46
$3
sales and posted average sales of $3,267 per
,4
,4
Cakes accounted for 61% of dessert dollar
63
70
during the 52 weeks ending April 27, 2013.
$3
sales. Nationally, cake sales peaked during
Mother’s Day and Valentine’s Day, with
7
0
$3
,0
selling sub-category, were up 9.6% in dollar
,0
32
sales, while cupcakes, the second highest
average sales of $4,441 and $4,039 per store
per week.
The South was the only U.S. region with sales
growth, increasing 0.7% to an average of
TOTAL U.S.
CENTRAL REGION
EAST REGION
SOUTH REGION
WEST REGION
$3,340 per store per week. The East region had
Cakes Dollar Contribution to Total Bakery Sales by Region
52 WEEKS ENDING 02/23/13
TOTAL U.S.
CENTRAL REGION
%
%
EAST REGION
29
SOUTH REGION
Total U.S. Cake Dollar Share by Sub-category
52 WEEKS ENDING 04/27/13
This sales review is provided by Nielsen Perishables Group.
Based in Chicago, Nielsen Perishables Group specializes in retail
measurement, analytics, marketing communications, category
development, promotional best practices and shopper insights.
Reported results are for May 5, 2012, through April 27, 2013.
Results were compiled from key U.S. grocery, mass/supercenter
and club chains, including 18,000 stores nationwide.
For more information, contact: Kelli Beckel, 773.929.7013; email:
Kelli.Beckel@nielsen.com
14 • JUL + AUG 2013 • instore
29.9% Decorated Cakes
0.5% Wedding Cakes
11.1% Crème Pudding/ Pound Cakes
16.0% Cupcakes
15.7% Dessert Cakes
5.7% Ice Cream Cakes
7.9% Cheesecakes
5.6% Snack Cakes
1.7% Specialty Dessert Cakes
5.8% Individual Desserts
28 %
.5
%
.6
34
.4
24
per store per week.
24 %
.0
%
.6
28 %
.8
%
29
29 %
.6
%
lowest cake category sales, averaging $3,007
30
down 3.6%, while the West region had the
.3
ated an average of $3,346 per store per week,
.1
PREVIOUS PERIOD
the previous year. The Central region gener-
.6
store per week, but declined 2.7% compared to
33
the highest average cake sales of $3,368 per
WEST REGION
instore - July/August 2013
Table of Contents for the Digital Edition of instore - July/August 2013
instore - July/August 2013
Editor's note - Gear up for Valentine's Day
Table of Contents
News - On Our Radar
Consumer Insights - Trending: Cakes
Trendspotting: Cupcakes Rise to the Occasion
Trending - Rotisserie Chicken
Trendspotting: Rotisserie on the Rise
Consider: Upscale Hispanics
Gear up for the Super Bowl - Big Play Opportunities
Special Topic - Labor Savers
Labor-friendly safety features
Valentine's Day
Gear up for Mardi Gras - Not just for NOLA
Product Trends - First to Market
National Tortilla Day
Product Showcase/Ad Index
Next up: Gear up for March Madness
instore - July/August 2013 - instore - July/August 2013
instore - July/August 2013 - 2
instore - July/August 2013 - Editor's note - Gear up for Valentine's Day
instore - July/August 2013 - 4
instore - July/August 2013 - 5
instore - July/August 2013 - 6
instore - July/August 2013 - 7
instore - July/August 2013 - Table of Contents
instore - July/August 2013 - 9
instore - July/August 2013 - News - On Our Radar
instore - July/August 2013 - 11
instore - July/August 2013 - 12
instore - July/August 2013 - 13
instore - July/August 2013 - Consumer Insights - Trending: Cakes
instore - July/August 2013 - 15
instore - July/August 2013 - Trendspotting: Cupcakes Rise to the Occasion
instore - July/August 2013 - 17
instore - July/August 2013 - Trending - Rotisserie Chicken
instore - July/August 2013 - 19
instore - July/August 2013 - Trendspotting: Rotisserie on the Rise
instore - July/August 2013 - 21
instore - July/August 2013 - Consider: Upscale Hispanics
instore - July/August 2013 - 23
instore - July/August 2013 - 24
instore - July/August 2013 - 25
instore - July/August 2013 - Gear up for the Super Bowl - Big Play Opportunities
instore - July/August 2013 - 27
instore - July/August 2013 - 28
instore - July/August 2013 - 29
instore - July/August 2013 - 30
instore - July/August 2013 - 31
instore - July/August 2013 - 32
instore - July/August 2013 - 33
instore - July/August 2013 - Special Topic - Labor Savers
instore - July/August 2013 - 35
instore - July/August 2013 - 36
instore - July/August 2013 - 37
instore - July/August 2013 - 38
instore - July/August 2013 - Labor-friendly safety features
instore - July/August 2013 - 40
instore - July/August 2013 - 41
instore - July/August 2013 - Valentine's Day
instore - July/August 2013 - 43
instore - July/August 2013 - 44
instore - July/August 2013 - 45
instore - July/August 2013 - 46
instore - July/August 2013 - 47
instore - July/August 2013 - 48
instore - July/August 2013 - 49
instore - July/August 2013 - Gear up for Mardi Gras - Not just for NOLA
instore - July/August 2013 - 51
instore - July/August 2013 - 52
instore - July/August 2013 - 53
instore - July/August 2013 - 54
instore - July/August 2013 - Product Trends - First to Market
instore - July/August 2013 - National Tortilla Day
instore - July/August 2013 - Product Showcase/Ad Index
instore - July/August 2013 - Next up: Gear up for March Madness
instore - July/August 2013 - 59
instore - July/August 2013 - 60
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