Snacks: Sweet Snacks 2014

Samantha Oller, Senior Editor/Fuels, CSP

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Where the Gains Are

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

Convenience store sales of baked sweet snacks reflected the tumult of the Hostess implosion in 2013, with unit figures for bakery snacks, doughnuts and muffins dropping. Cookies posted another strong year of sales growth—dollars and units both up around 6%, according to IRI—while the pastry, Danish and coffeecake segment also enjoyed strong gains in 2013, driven by strong growth for the top five brands.

Segment C-store sales
($ millions)
PCYA Unit volume
Bakery snacks $631.2 -8.9% 504.5 -4.9%
Cookies $615.5 6.3% 591.3 6.1%
$608.5 9.8% 492.8 8.6%
Doughnuts $504.5 -12.2% 356.5 -6.3%
Muffins $143.7 -1.4% 86.9 -5.5%

Source : IRI

Category Management Tip

Consumers make their snack decisions based on the time of day, their mood and whether they are looking for a small nibble or something more substantial, according to research by General Mills. The key to merchandising the sweet-snacks section is to organize it by segment (cookies, bakery, and treats) and by brand, placing alike items together to make it easy for consumers, says Kelly Fulford, category development manager for General Mills Convenience. “For example, retailers can group nonchocolate sweet items together, and then transition into bakery-type items, leading into the more chocolate/indulgent offerings.” She advises retailers to group and organize cookies by brand and flavor.

Pastry, Danish and Coffeecake Trends

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        
Brand C-store sales
($ millions)

Bon Appetit $181.9 24.8% 101.6 18.1%
Little Debbie $126.9 30.7% 177.8 22.4%
Mrs Freshley’s $44.5 44.7% 37.0 34.0%
Private label $36.1 44.4% 26.2 50.1%
Bimbo $32.8 13.6% 19.3 9.1%
Total (including brands not shown) $608.5 9.8% 492.8 8.6%

Source: IRI

Market Share by Brand    
Brand Dollar share Point change
Bon Appetit 29.9% 3.6
Little Debbie 20.9% 3.3
Mrs. Freshley’s 7.3% 1.8
Private label 5.9% 1.4
Bimbo 5.4% 0.2
Others 30.6% NA
Market Share by Manufacturer    
Manufacturer Dollar share Point 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 Group 8.0% 2.2
Private label 5.9% 1.4
Others 23.6% NA

Source: IRI


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