While Hispanic products represent only a small portion of sweetgoods sales for supermarket in-store bakeries, the segment (up 26 percent) showed the greatest percentage growth this year in the category. According to data provided by the Perishables Group, Hispanic sweetgoods are classified under the sweetgoods category, which is part of the breakfast bakery super category. Breakfast bakery items make up the third largest super category in the bakery department, accounting for about 22 percent of bakery department sales, according to the consulting firm based in West Dundee, Ill. The firm compiles scanner data from grocery stores nationwide, representing 63.5 percent of national supermarket ACV share. Reported results in this In-store Sales Tracker review are for 52 weeks ending on Jan. 26, 2008.
The sweetgoods segment represents 7.1 percent of bakery department sales in the United States, averaging $618 per week per store, up from $572 for the same time period the previous year.
The Perishables Group's sweetgoods segment consists of coffee cake, sweet rolls, cinnamon rolls, pastries, flavored breads, Hispanic sweetgoods and other sweetgoods. The largest subcategory is the “other sweetgoods” segment, which accounts for nearly 29 percent of category sales. This subcagory includes items, such as hot cross buns, rugalach, scones, strudel and turnovers.
Sweetgoods in the U.S. saw above average sales during the final eight weeks of last year and peaked the week of Dec. 22, 2007 with average sales of $750 a week per store, up from $725 for the same time period the previous year. Sweetgoods sales were consistent throughout the rest of the 52-week time period with one significant spike at Easter.
Excluding Easter week, sales hovered close to $605 a week per during the first 10 months of 2007. For the week of June 30, 2007, average weekly dollar sales reached an annual low of $551 per store, compared to $509 for the same week the previous year.
Regionally, the East had the highest average weekly dollars sales at $773 per week per store, above the national average and up from $726 the previous year.
The West region leads in sweetgoods' contribution to total bakery department dollar sales at 7.6 percent, which is unchanged from the same time period the previous year.
Shoppers purchase more sweetgoods during the holidays, so it is not surprising that late April and December saw the highest sales peaks in all four regions (East, Central, South and West.)
Easter week in April 2007 saw the highest average sales per store in the East and West regions at $1,122 (up 43.9 percent) and $727 (up 16.1 percent.) Christmas week in 2007 saw the highest sweetgoods sales per store for the Central and South regions at $916 (up 13 percent) and $651 (up 12.7 percent.) For more information about the Perishables Group or this sales review, contact Chris Balzer at 773/929-7013 or e-mail chris@perishablesgroup.com.
