The rolls category was steady during the past 52 weeks. The category continues to penetrate more than 51 percent of U.S. households.
Recent innovation and focus in the in-store bakery have been dedicated to the department’s sweet side through products such as cupcakes and other popular desserts. However, the rolls category should not be overlooked, as it reaches 51.6 percent of American households.
Nationally, rolls’ contribution to in-store bakery sales was 10.2 percent in the 52 weeks ending June 30, 2012, an increase of 0.2 percent from the previous year’s contribution. The rolls category includes sandwich rolls, crusty or specialty rolls, dinner rolls, croissants, assorted or variety bulk rolls, hamburger or hotdog buns, roll trays and roll doughs. Rolls category sales averaged $1,088 per store per week, a 1.6 percent increase from the previous year.
Sandwich rolls accounted for 28.7 percent of the rolls category nationally, followed by crusty or specialty rolls with 16.8 percent. The other subcategories included dinner rolls (16 percent), croissants (13.9 percent), assorted or variety bulk rolls (13.8 percent), hamburger or hotdog rolls (10.7 percent), roll trays (0.1 percent) and roll doughs (0.0 percent).
Croissants experience largest growth
Nationally, the croissants subcategory had the largest growth among the subcategories, with a 10.4 percent increase. Items included in this subcategory are regular, mini, assorted or variety and filled croissants. Regular croissants drove the category growth, but mini croissants followed similar sales trends.
Traditionally, the holiday season has a considerable impact on bakery items when households host family and friends. The rolls category posted its highest sales nationally the week of Nov. 26, 2011, with $1,647 per store and 2.4 percent growth from the previous year. The second highest peak was the week of Christmas, Dec. 24, 2011, with $1,568 per store. The category had its lowest sales growth during the week of Jan. 28, 2012, with a 1.5 percent decline, only to rebound the next week for the Super Bowl.
East region has highest contribution
Rolls increased average weekly dollar sales from the previous year in two regions. The Central and West regions experienced growth of 4.3 percent and 7.8 percent, respectively. The East region had the highest average dollar sales with $2,113 per store per week, double the national average of $1,088. Rolls in the East region had the highest contribution to bakery department sales at 14.2 percent, again higher than the U.S. average (10.2 percent contribution). The South region posted average weekly sales of $786 and had the second highest contribution to department sales at 9.2 percent.
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 July 9, 2011 through June 30, 2012, representing 62 percent of national supermarket ACV share. For more information, contact Nielsen Perishables Group: Kelli Beckel, 773/929-7013; email: Kelli.Beckel@nielsen.com