Store Brands - May 2018 - 64

CATEGORY INTELLIGENCE BAKED GOODS AND DESSERTS

Refrigerated Pudding/Mousse/Gelatin/Parfaits
Private Brands

All Brands

Dollar Sales (in millions)

$77.9

$692.2

Change vs. Year Ago

+29.8%

+1.7%

Dollar Share

11.3%

100%

Unit Sales (in millions)

85.5

363.0

Change vs. Year Ago

+83.8%

+11.1%

Avg. Price Per Unit

$0.91

$1.91

Frozen Cheesecakes
Private Brands

All Brands

Dollar Sales (in millions)

$44.3

$127.3

Change vs. Year Ago

-8.0%

+0.9%

Dollar Share

34.8%

100%

Unit Sales (in millions)

3.8

18.2

Change vs. Year Ago

-11.7%

-2.2%

Avg. Price Per Unit

$11.51

$6.99

Frozen Sweet Goods (No Cheesecakes)
Private Brands

All Brands

Dollar Sales (in millions)

$31.2

$224.0

Change vs. Year Ago

-3.1%

-4.8%

Dollar Share

13.9%

100%

Unit Sales (in millions)

4.7

51.0

Change vs. Year Ago

-6.8%

-7.6%

Avg. Price Per Unit

$6.58

$4.39

Private Brands

All Brands

Dollar Sales (in millions)

$87.8

$315.0

Change vs. Year Ago

+3.5%

-2.6%

Dollar Share

27.9%

100%

Unit Sales (in millions)

64.9

187.0

Change vs. Year Ago

+6.0%

-6.6%

Avg. Price Per Unit

$1.35

$1.68

Frozen Whip Toppings

Source: InfoScan Reviews, IRI, a Chicago-based market research firm. Total U.S. supermarkets, drugstores, mass market retailers, military commissaries and select club and
dollar retail chains for the 52 weeks ending Feb. 25, 2018.

64

Store Brands / May 2018 / www.storebrands.com

within a day or two in order to avoid spoilage.
Though baked goods and desserts with cleaner
labels and fewer preservatives also typically have
shorter shelf lives, such items remain appealing to
millennials and other younger shoppers, he states.
"Such claims as natural, GMO free, Kosher and
organic are attractive because they offer added
value, even if those elements are not the consumer's
main priority for choosing a product," Marien says.
"Every attribute helps."

NEVER FORGET THE FLAVOR

In addition to offering fresh store brands at in-store
bakeries, private brand differentiators can include
products in different shapes and sizes and make
available single-serve selections, which are attractive
to younger shoppers who live alone and often visit
stores daily to purchase fresh items, Marien says.
He agrees that it also is crucial that all baked
goods and desserts are flavorful, regardless of the
wellness attributes.
"You can sell products to a consumer once
because of the health claims," Marien says. "But if
the selections do not taste good, there will not be
additional purchases."
Indeed, while more shoppers are seeking clean
ingredient labels, taste will always be paramount,
adds Mike Pinkowski, president and owner of SatisPie
LLC, a Rochester, N.Y.-based frozen pie supplier.
"Dessert is an indulgence, so consumers are
looking not only at what they eat but the satisfaction
associated with their indulgence," he notes.
Private brand merchandisers can further drive
sales by pricing selections lower than the national
brands, and marketing the optimal array of store
brands and national brands, he says.
Retailers can gauge the popularity of specific private brands, Pinkowski states, by initially merchandising just one or two selections in a category.
Changing consumer dining habits, meanwhile,
also is helping to strengthen interest in baked goods
and desserts, Mills says, as more shoppers are
consuming the items throughout the day and not
just with larger meals.
"This aligns with the rise of snacking and
increased likelihood of consumers to eat whatever
and whenever," she states.
It also creates opportunities for merchandisers to
identify and respond to specific snacking motivators
and product needs by offering items in the pertinent
size and packaging, and with the proper shelf life
and health attributes, Chamberlin notes. SB
Mitchell is a freelance writer from Wilmette, Ill.


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Table of Contents for the Digital Edition of Store Brands - May 2018

Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
Store Brands - May 2018 - 3
Store Brands - May 2018 - Contents
Store Brands - May 2018 - 5
Store Brands - May 2018 - 6
Store Brands - May 2018 - 7
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Store Brands - May 2018 - Cover3
Store Brands - May 2018 - Cover4
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201902
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201901
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201812
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201811
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201810
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201809
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201808
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201807
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201806
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_bestpractice
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201805
https://www.nxtbookmedia.com