Time-crunched Americans are continually grabbing meals on the go, and breakfast is no exception. Bakery breakfast items comprised 22.1 percent of bakery department dollar sales per week per store in 2007, according to the Perishables Group Inc.
This sales review, provided by the independent consulting firm based in West Dundee, Ill., includes results for Jan. 6, 2007 through Dec. 29, 2007, compiled from grocery stores nationwide, representing 63.5 percent of national supermarket ACV share.
Representing 4.4 percent of bakery dollar sales, the muffin category ranks third in bakery breakfast items, behind donuts and sweetgoods. During the timeframe, muffins averaged $96 per week per store across the total United States., which is up 5.1 percent from the previous year.
Muffin sales were strongest in the East, with an average of $219 per week per store. Contribution to total bakery dollar sales was 7.1 percent in the East region, more than 1.5 times the national average. Across the country, regular muffins made up 50.8 percent of muffin dollar sales, followed by gourmet/jumbo muffins at 33.5 percent, mini muffins at 15.3 percent and muffin tops/crowns at 0.4 percent.
The Perishables Group and the Nielsen Co. have a new “Opportunity Finder” tool that yields insight into perishable categories by examining consumer demographics. This tool sheds light on the key consumer groups for the muffin category.
Muffins from the in-store bakery attract a broad range of consumers-both large and small households-but seem to be most appealing to those living in affluent areas (urban, suburban and rural). Consumers in lower-income and rural areas may be substituting with home-baked muffins or grocery-aisle muffins, or are bypassing the category altogether. Additionally, retailers have an opportunity to attract shoppers under 35 to the muffin category; potentially drawing this demographic group away from coffee shops and quick casual restaurants for their breakfast purchases.
Senior couples are key consumers for gourmet/jumbo muffins (both blueberry and bran) across all lifestyles and income levels. Households comprised of couples and singles over 35 also index well for gourmet/jumbo muffins (both blueberry and bran) in upscale urban and suburban areas. Mini bran muffins appeal most to seniors (couples and singles) across all income levels and locations, likely due to the combination of a small portion size and the health benefits of bran.
For more information about this sales review or the Perishables Group, call Beth Padera at 773/929-7013 or e-mail beth@perishablesgroup.com.