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Cracker Sales Slow in C-Stores

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Cracker sales trend in convenience stores
After a spike in 2012, c-store sales of crackers were flat in 2013 and showing a negative trend into 2014.
Top "Other Crackers" Brands in Convenience Stores

Strip away graham, matzoh, saltine and crackers with filling, and the "other crackers" subcategory is keeping the larger category afloat in convenience stores with nearly 22% growth during the 52 weeks ending May 18, 2014. The parent category of crackers dipped 1.82% in unit sales during the same period.

IRI Convenience AllScan data for 52 weeks ending May 18, 2014

BrandDollar SalesPCYA*Unit SalesPCYA*
Sunshine Cheez It$64,454,5306.33%43,056,8203.84%
Combos$19,049,400493.93%7,360,367491.69%
Sunshine Cheez It Duoz$11,932,85015.27%5,224,23614.91%
Nabisco Ritz$10,196,130-11.17%3,560,421-12.07%
Kelloggs Special K$9,752,20424.10%7,184,70425.68%
Pepperidge Farms Goldfish$9,438,6106.92%5,904,3888.55%
Nabisco Wheat Thins$7,653,14630.41%3,584,39757.90%
Stacy's$7,386,76036.41%3,200,29751.00%
Snack Factory Pretzel Chips$4,772,45950.91%2,811,00460.47%
Munchies$4,013,328NA4,273,756NA
Lance Gold N Cheese$3,284,328-9.883,320,654-10.09%
Bimbo$3,242,17029.64%1,963,25924.43%
Pepperidge Farms Flavor-Blasted Goldfish$1,822,1982.32%1,062,3892.85%
Nabisco Triscuits$1,439,624-2.46%309,438-3.06%
Keebler Club$1,383,957-12.14%489,491-13.56%
Carr's$1,317,23611.12%277,63411.66%
Louck's$1,152,03110.16%1,308,6287.09%
Nabisco Chicken in a Biskit$688,16019.64%141,49120.94%
Valued Naturals$447,55510.54%224,88410.92%
Pepperidge Farms Goldfish Puffs$316,710NA181,432NA
Total All Other Crackers$167,980,60023.52%96,888,46021.58%
TOTAL Crackers$382,316,4003.05%367,843,000-1.82%

*Percent change from a year ago

Source: 
IRI
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Pastry, Danish Sales Up Nearly 10% in 2013

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C-store sales, 52 weeks ending Dec. 29, 2013

With strong sales for all of the top 10 brands, pastry, Danish and coffeecakes grew dollar sales nearly 10% in 2013, according to IRI. The absence of Hostess allowed several brands and manufacturers to stretch out and pick up share.

Pastry, Danish and Coffeecakes by Brand    
BrandC-store sales
($ millions)
PCYAUnit
volume

(millions)
PCYA
Bon Appetit$181.924.8%101.618.1%
Little Debbie$126.930.7%177.822.4%
Mrs Freshley’s$44.544.7%37.034.0%
Private label$36.144.4%26.250.1%
Bimbo$32.813.6%19.39.1%
Total (including brands not shown)$608.59.8%492.88.6%

Source: IRI

Market Share by Brand  
BrandDollar sharePoint change
Bon Appetit29.9%3.6
Little Debbie20.9%3.3
Mrs. Freshley’s7.3%1.8
Private label5.9%1.4
Bimbo5.4%0.2
Others30.6%NA
Market Share by Manufacturer  
ManufacturerDollar sharePoint change
Bon Appetit Danish Inc.30.9%3.8
McKee Foods Corp.20.9%3.4
Bimbo Bakeries USA Inc.10.7%0.3
Flowers Foods Specialty Group8.0%2.2
Private label5.9%1.4
Others23.6%NA

Source: IRI

Source: 
IRI
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