inStore - September/October 2013 - (Page 44)
department spotlight
cake
DEPARTMENT SPOTLIGHT
by John Unrein
W
hen evaluating the success rate of your cake program, sales
trends over the past five years shed valuable light. Five
years ago, weekly cake sales averaged $2,601 per store at
US instore bakeries, according to Nielsen Perishables Group. In 2013,
the average jumped to $3,267. This marks a sizeable gain, especially
when you consider that cakes can hardly be considered a recessionproof item.
Americans did, indeed, cut back on luxuries during the great recession
of 2008-2009, and yet they did not cut back on “affordable luxuries”
like cakes. A closer look at the changing dynamics of sub-category
shares within the cake category since 2008 reveals even more interesting tidbits to evaluate and act upon.
Cupcakes still trend upward. Dessert cake sales are sliding. Those
trends are well documented, and explained by the steady movement
among bakery shoppers to migrate toward desserts offered in smaller
serving sizes.
“I’m so excited about cupcakes,” says Buddy Valastro, who is working
with Dawn Food Products to bring the first-ever Cake Boss cupcakes
and fondant cakes to instore bakeries this year. The expanded Cake
Boss Cake Line from Dawn Foods now includes cupcakes in four
flavors: Baby Bloom, Peanut Butta Lova, Choc It To Me and Va Va
Velvet. “We’re not trying to compete with six cupcakes for $2. These are
all center-filled and made with ganaches and buttercream or cream
cheese icing.”
Now look at some other sub-categories that don’t get a lot of attention,
but are following in the footsteps of cupcakes – on their way up.
Crème pudding/pound cakes have gained 2.4 points since 2008.
Cheesecakes are up 2 percentage points. So what’s happening and why?
Marc Schulman, president of Eli’s Cheesecake Company, points out
that cheesecake continues to gain ground as a strong seller within
the instore bakery, as departments expand the number of flavors and
Cake Sub-Category Shares
2008
2013
35.8%
29.9%
16.0% 17.4% 15.7%
9.1%
8.7%
11.1%
5.9%
7.9%
6.5% 5.8%
5.9% 5.7%
7.0% 5.6%
1.8% 1.7%
DECORATED
CAKES
CUPCAKES
DESSERT
CAKES
44 • SEP + OCT 2013 • instore
CRÈME
PUDDING/
POUND
CHEESECAKES INDIVIDUAL
DESSERTS
ICE CREAM
CAKES
SNACK
CAKES
SPECIALTY
DESSERT
CAKES
0.3% 0.5%
WEDDING
CAKES
Table of Contents for the Digital Edition of inStore - September/October 2013
inStore - September/October 2013
Editor's Note - Convenience
What's In store for March & April
Table of Contents
On Our Radar
Consumer Insights - Cookies
Pizza
Sugar-Free Shoppers
Spring
March Madness
Department Spotlight - Cake
Sandwiches & Burgers
Beverages
Pies
Product Trends - First to Market
Bizarre Holiday - International Waffle Day
Ad Index
Next Up - Gear Up for Graduation
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