Muffins outperformed expectations during the 52 weeks ending Jan. 29, 2011, with muffin tops/crowns experiencing the largest sales growth and increasing their share of the category.
The muffin category is comprised of regular muffins, gourmet/jumbo muffins, mini muffins and muffin tops/crowns. Nationally, muffins averaged $436 per store per week, a 4.7 percent increase from the previous year. The national average muffin contribution to the in-store bakery was 4.4 percent, up from 4.3 percent the previous year.
The category saw its highest sales the week of May 8, 2010, with a national average of $487 per store per week and 13.5 percent growth from the previous year. This peak in sales coincided with Mother’s Day weekend and was driven by muffin trays/baskets. Another significant week for muffins was the week of Sept. 18, 2010, when dollar sales averaged $485 per week per store, giving muffins 14.6 percent growth compared to a year ago. Muffins saw their lowest weekly sales during the last week in December with $336 per store, the week immediately following Christmas.
Among the breakfast categories, the East region typically sells more muffins compared to other regions; whereas consumers in the Central region tend to purchase more donuts. The East region had the highest average muffin dollar sales with $956 per store per week, which was more than double the national average. The East region also had the largest muffin dollar contribution to the department at 6.9 percent.
All regions increased dollar sales compared to the previous year. Even with the highest average muffin sales, the East region’s dollar growth was relatively flat, up only 0.4 percent. The Central region had weekly sales of $407 per store and the largest increase in sales, 11.1 percent growth compared to the remaining regions.
Within the muffin category, regular muffins accounted for 52.1 percent of category sales nationally, followed by gourmet/jumbo muffins at 32.7 percent. Smaller contributions included mini muffins (14.1 percent) and muffin tops/crowns (1.1 percent).
Muffin tops/crowns continued their increasing sales trend from 2009, up 27.5 percent in the 52 weeks ending Jan. 29, 2011. They’re comprised of a variety of flavors and appeal to consumers looking for smaller portion sizes. Nationally, muffin tops/crowns averaged $5 per store/week, which is small in comparison to the remaining muffin types. Across regions, muffin tops/crowns had success in the East and Central regions. In the East region, muffin tops/crowns had their largest average dollar sales of $20 per week per store and 29.2 percent growth above the previous year’s sales. The greatest growth, however, occurred in the Central region with 30.1 percent. Sales of muffin tops/crowns have an opportunity to continue to grow as consumers look for more healthful convenience breakfast options in their supermarkets.
This sales review is provided by the Perishables Group Inc., Chicago, an independent consulting firm focused on innovation and creating value for clients in the fresh food industry. Reported results are for Feb. 6, 2010, through Jan. 29, 2011, representing more than 63 percent of national supermarket ACV share. For more information, contact Perishables Group’s Kelli Beckel by phone: 773/929-7013, or e-mail KelliB@perishablesgroup.com