Although cakes dominate dessert sales, accounting for 29.3 percent of total bakery sales, cheesecakes make up a small portion of the category, representing 6.5 percent of cake sales and 1.9 percent of total bakery sales, according to the Perishables Group.
The market research firm, based in West Dundee, Ill., compiles scanner data from the perishables departments of more than 16,000 stores nationwide. This report includes the group’s most current data for the 52 weeks ending April 28, 2007.
Nationally, the cheesecake subcategory saw a slight increase in sales compared to the previous period, averaging $157 per week per store. However, cheesecake contribution to total department sales decreased 0.1 percentage point from a year ago. Cheesecake sales are losing ground to other bakery items as the total department is outpacing subcategory growth by 6.1 percentage points.
Sales trends indicate that cheesecake is a seasonal item purchased as an indulgence during the holidays or when entertaining for a party. The subcategory saw significant sales lifts during the weeks of Christmas, Thanksgiving and Valentine’s Day.
Cheesecake sales were highest Christmas week with $292 average per store dollar sales. Thanksgiving week also saw a notable sales lift with $269 average weekly sales per store. The subcategory saw the sharpest sales drop during the week ending January 13, 2007 with an annual low of $117 per week per store. The decline in sales following the New Year is likely a reflection of shoppers’ New Year’s resolutions to lose weight.
Regionally, the West showed the strongest performance for the category, averaging $186 per week perstore. And, the West was the only region to show a higher growth rate in cheesecake sales than the overall bakery department, reporting a 6.5 percent increase in average weekly cheesecake sales, 0.5 percentage points greater than bakery department growth.
Nationally, assorted/variety cheesecakes dominated cheesecake sales, accounting for 46.2 percent of subcategory sales. The second largest cheesecake category was the “other” category at 22 percent, followed by plain cheesecakes at 13.9 percent, strawberry cheesecakes at 12.1 percent and “other” fruit cheesecakes at 5.9 percent.
For more information about this data or other Perishables Group information, call Maggie Ridley, 773/929-7013; or email firstname.lastname@example.org.