Baking & Snack - November 2004 - 41

MARKET UPDATE

Shelf Stable Toaster Pastries
52 weeks ending Oct. 3, 2004

Dolar
sales
($ mil)

Dollar sales
% change
vs. year ago

317.8

8.1%

154.0

8.4%

Private label

51.3

-7.6%

36.1

-9.1%

Quaker Fruit & Oatmeal

16.1

-16.2%

10.2

-13.6%

Thomas

12.3

-46.9%

6.3

-45.5%

7.7

n/a

4.4

n/a

431.5

-1.4%

225.0

-1.8%

Dolar
sales
($ mil)

Dollar sales
% change
vs. year ago

249.2

1.1%

113.6

2.9%

Private Label

65.7

8.2%

45.4

10.9%

Pillsbury Hungry Jack

34.1

-18.4%

19.9

17.2%

Aunt Jemima

32.7

-11.3%

24.3

-13.3%

Kellogg's Nutri-Grain

28.2

14.2%

11.0

13.2%

488.5

1.2%

247.6

2.2%

Kellogg's Pop-Tarts

Kellogg's SpongeBob SquarePants Pop-Tarts
Total U.S. (Supermarkets only)

Unit
sales
(mil)

Unit sales
% change
vs. year ago

Frozen Waffles
52 weeks ending Oct. 3, 2004

Top

5 Brands

Kellogg's Eggo

Total U.S. (Supermarkets only)

Unit
sales
(mil)

Unit sales
% change
vs. year ago

Breakfast/Cereal/Snack Bars
52 weeks ending Oct. 3, 2004

Dolar
sales
($ mil)

Dollar sales
% change
vs. year ago

Unit
sales
(mil)

Unit sales
% change
vs. year ago

Kellogg's Nutri-Grain

86.4

-6.2%

30.3

-2.9%

General Mills Milk 'n Cereal

44.9

-29.0%

15.3

-28.0%

Kellogg's Special K

41.0

19.1%

16.6

20.4%

Quaker Fruit and Oatmeal

30.4

-22.6%

10.4

-24.5%

Quaker Breakfast Squares

28.4

120.8%

9.7

114.6%

452.3

-0.8%

162.9

-1.3%

Total U.S. (Supermarkets only)
INFORMATION RESOURCES, INC.

further in meeting people's nutritional goals. "People are looking at
breakfast with much more scrutiny,"
Mr. Neuman said. "They want it to be
their power meal. They are saying, 'I
want it to fuel my day' or 'I want it to
fuel my workout. I want it to satisfy
me, so I can have a convenient, fast
lunch and have a nice, fun dinner.'"
Breakfast trends in the past few
years have been focusing on lower
carb and higher protein foods, said
Sharon Gerdes, technical support
consultant at Dairy Management
Inc., Chicago, IL. Whey protein iso-

44 / BAKING & SNACK / November 2004

lates can be added to a wide variety
of grain-based foods to increase their
nutritional profile, she said.
Eating breakfast is really positive
for overall nutrition, she added. Studies have shown that children who eat
breakfast are more likely to have a
lower body mass index. Students
who participate in school breakfast
programs have better energy and
intake of important vitamins and
minerals. Eating breakfast also has
a positive correlation with calcium
intake, Ms. Gerdes added.
More people are reading the labels

on products, and they are conscious
about nutrients in their food choices,
Ms. Gerdes noted. Sometimes it can
be difficult to tell by just looking at
ingredients, but if consumers look
at total proteins and total carbs, they
can see that diary ingredients add
significant amounts of protein to the
product, which helps personal nutrition, she added.
"When you eat breakfast, you
hope to get sufficient nutrition to
carry you until lunch and help you
avoid snacking. That is why protein
is such an important component of
Baking & Snack - November 2004

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