Innovation within coffeecakes and the nostalgic appeal of turnovers are driving renewed consumer interest in sweetgoods. The national average sweetgoods contribution to the in-store bakery was 7.2 percent in the 52 weeks ending Feb. 25, 2012, increasing 0.3 percent from the previous year’s contribution. Sweetgoods are part of breakfast bakery, along with muffins, bagels and donuts. The sweetgoods category includes coffeecakes, cinnamon and other sweet rolls, Danish, pastries, turnovers, strudel, flavored breads, scones, Hispanic sweetgoods and other sweetgoods.
Nationally, sweetgoods averaged sales of $751 per store per week, a 7.5 percent increase from the previous year. The category saw its highest sales the week of Dec. 24, 2011, with $944 per store per week and 12.4 percent growth from the previous year. This peak in sales coincided with the holiday season. Another significant sales week for sweetgoods was during Easter 2011, when the category averaged sales of $880 per week per store, giving sweetgoods 7.2 percent growth compared to Easter of the previous year. Sweetgoods saw their lowest sales during the first week in December with $658 per store per week, increasing 3.8 percent from the previous year.
Average sweetgoods weekly dollar sales grew in all regions compared to the previous year. The East region had the highest average sales with $951 per store per week, well above the national average. However, due to strong sales of muffins and bagels in the East region, sweetgoods’ contribution to bakery department sales was the smallest of the regions at 6.4 percent, up from 6.3 percent the previous year. The Central region also surpassed the national average with $762 in weekly sales per store and a 6.7 percent contribution to department, up from 6.6 percent the previous year. The West region led with sweetgoods’ contribution to total bakery at 7.9 percent, up from 7.4 percent from the previous year. The retailers in the West region are accomplishing this through expanded assortment offerings.
Within the sweetgoods category, coffeecakes accounted for 21.4 percent of category sales nationally during the 52 weeks ending Feb. 25, 2012, followed by cinnamon and other sweet rolls at 19.9 percent. Other contributions included Danish (13.9 percent), pastries (10.2 percent), turnovers (10.1 percent), strudel (8.4 percent), flavored sweet breads (5.5 percent), scones (4.6 percent), other sweetgoods (3.2%) and Hispanic sweetgoods (2.9 percent). With the exception of pastries, strudel and Danish, the majority of the subcategories experienced positive sales growth compared to the prior year at the national level.
Historically, sweetgoods’ sales trends have been inconsistent since 2007. Recently, the category has seen an increase in sales through its largest category contributor, coffeecakes. The main driver of coffeecakes’ growth has been increased distribution and assortment across the United States. Turnovers’ growth is a result of lower pricing and increased distribution of top-selling items.
This sales review is provided by Nielsen Perishables Group. Based in Chicago, the Nielsen Perishables Group specializes in consumer research, advanced analytics, marketing communications, category development, supply chain management and activity-based costing. Reported results are for Mar. 5, 2011, through Feb. 25, 2012, representing more than 63 percent of national supermarket ACV share. For more information, contact Nielsen Perishables Group: Kelli Beckel, 773/929-7013; email: Kelli.Beckel@nielsen.com.