The bagel category represents the smallest of the four major breakfast bakery categories in supermarket in-stores at roughly 14 percent of total bakery sales. Donuts contribute 35 percent to breakfast, sweetgoods 32 percent and muffins 20 percent.
Still, the bagel category is slowly growing, according to the Perishables Group. The market research firm, based in Chicago, compiles scanner data from the perishables departments of more than 16,000 stores nationwide, representing more than 62 percent of the national supermarket ACV share. This report includes the group's most current data, from the 52-week period ending Feb. 28, 2009.
Average national bagel sales per store per week increased 10.7 percent to $273. Overall, bagel contribution to the total bakery sales increased slightly, by 0.1 percent over the previous year.
Assorted/variety bulk bagel sales led the category, accounting for more than 58.7 percent of total bagel dollar sales. Regular bagels and gourmet/large bagels followed assorted/variety bulk bagels at 24.5 percent and 13.9 percent of sales, respectively. Mini/bite/chunk bagels and other bagels made up 3 percent.
The mini/bite/chunk subcategory showed the most national dollar growth of any bagels, increasing 21.5 percent compared to the same period last year. Assorted/variety bulk bagels, the largest contributing segment, grew 13.1 percent nationally.
Bagel dollar sales more than doubled the national average in the East region. Average dollars sales were $657 per week per store in the East, up 15.3 percent from the previous year. Bagel dollar sales contribution to total bakery department also was strongest in the East, averaging 4.7 percent per week per store, more than 1.5 times the national average.
Using a demographics tool to develop consumer profiles from point-of-sale data, The Perishables Group and Nielsen found that the bagel category is most appealing to those living in affluent areas, with annual incomes more than $100,000. Ideal target consumers for bagels are college graduates and homeowners.
Bagels do not attract small children, but mature families with older children indexed well for bagels, comprising nearly a quarter of total bagel sales. Also, two-person households led by established couples, empty nest couples and senior couples, made up nearly half of bagel sales.
For more information about this report and other Perishables Group sales figures, contact Kelli Beckel: 773/929-7013; e-mail: kellib@perishablesgroup.com.
