In the 52 weeks ending June 25, 2011, bakery department dollar sales increased 2.4 percent compared to the previous year. Breads and rolls made up the second largest dollar share in the bakery department behind desserts and contributed to the department’s growth with a 2.1 percent sales increase versus a year ago. Despite the economic downturn, the rolls category has seen continual growth during the past five years, underscoring the importance of the category within the in-store bakery.

The rolls category includes sandwich rolls, dinner rolls, crusty/specialty rolls, assorted/variety bulk rolls, hamburger/hot dog buns, croissants, roll trays and roll doughs. In the latest 52 weeks, rolls category sales accounted for 10.7 percent of bakery sales, a slight decrease from the previous year.

Still, overall sales in the rolls category’s increased 1.5 percent compared to the previous year, driven by dollar growth in sandwich, dinner and crusty/specialty rolls. Rolls reached a national average of $1,082 per store per week. Weekly per-store sales have increased 16.4 percent since 2006.

Typically the peak sales weeks for rolls coincide with holidays, and last year was no exception. The top four weeks for sales were driven by Thanksgiving, Christmas, New Year’s and the Fourth of July. With the exception of the week of Christmas, which saw a 4.9 percent decrease compared to a year ago, the other top holidays increased sales versus the previous year by 2.1 percent, 6.5 percent and 7.3 percent, respectively.

One week (ending April 2, 2011) posted a double-digit decrease (down 16.5 percent) in dollars per store per week during the previous year; this decline was due to the Easter holiday occuring in different weeks in 2010 and 2011.

Consistent with the prior year, the lowest sales week for rolls was the week ending Feb. 19, 2011, selling $960 per store.

Regionally, roll sales in the East averaged $2,120 per store per week, significantly outperforming all other regions and the national average of $1,082 per store per week. However, the East region experienced a 0.9 percent decrease in rolls sales versus a year ago. The rolls category in the East contributed 15 percent to in-store bakery sales.

The West and the Central regions increased dollar sales versus a year ago by 4.2 percent and 3.1 percent respectively. The South region averaged $789 per store per week, the lowest of the four regions.

Within the rolls category, sandwich rolls, dinner rolls, crusty/specialty rolls, and assorted/variety bulk rolls made up 74.5 percent of dollar sales in the past year. The top three roll varieties increased dollar sales versus a year ago. Sandwich rolls, with 28.6 percent category share, and dinner rolls, with 16 percent category share, each increased sales by 1.8 percent. Crusty/specialty rolls, with 15.9 percent category share, increased dollar sales 4.9 percent. Assorted/variety bulk rolls, with a 14 percent category share, remained flat versus a year ago. Hamburger/hot dog buns, representing 12.9 percent category share, declined 5.1 percent in dollar sales. Croissants, which made up 12.5 percent of the rolls category, had the largest increase in dollar sales, up 5.1 percent.

This sales review is provided by the Perishables Group, Inc., a Chicago-based fresh food consulting firm. Reported results are for July 3, 2010, through June 25, 2011, representing more than 63 percent of nation supermarket ACV share. For more information, contact the Perishables Group: Kelli Beckel, 773/929-7013; email: kelli.beckel@
perishablesgroup.com