Pies rank third in dessert sales behind cakes and cookies and represent 6.6 percent of bakery department average weekly dollar sales. Nationally, the category averaged $557 per week per store during the 52 weeks ending on August 25, 2007 and grew by 3.7 percent compared to previous year. However, bakery department growth outpaced the category by 4 percentage points, and pie contribution to total bakery declined by 0.1 percentage point from a year ago.

While pie sales were flat most of the year, sales increased during holiday weeks as shoppers purchased desserts for family gatherings. Pie sales were highest during Thanksgiving, averaging $3,139 per week per store, $2,582 higher than the annual average. Christmas week posted the second highest sales for the category at an average of $1,262 per week per store.  

Pie sales experienced an annual low during the week of Jan. 13, 2007 averaging only $378 a week per store. The sales drop is likely due to many shoppers’ New Year’s resolutions to lay off the desserts after heavier holiday eating.         

Regionally, the East showed the strongest performance for the category averaging $700 per week per store during the year. The Central region was the only region to show a decline in average weekly dollar sales in the pie category, decreasing by 1.1 percent from a year ago. Although pie sales were lowest in the South, the region showed the greatest growth for the category, increasing by 5.6 percent in average weekly dollar sales.  

Fruit pies top sales
Nationally, fruit pies represented 31.1 percent of pie sales, followed by the “other” pie subcategory at 18.2 percent, cream pies at 15.9 percent and specialty/gourmet pies at 16.9 percent. Tarts accounted for 7.3 percent of average weekly dollar sales followed by mini/sliced/half pies at 6.6 percent and lattice pies at 4 percent.

This sales review is provided by the Perishables Group Inc. (PG), West Dundee, Ill., an independent consulting firm focused on innovation and creating value for clients in the fresh food industry. Reported results are for August 26, 2006 through August 25, 2007, compiled from grocery stores nationwide, representing 62.9 percent of national supermarket ACV share.  For more information about this report or the Perishables Group, call Maggie Ridley, 773/929-7013; or e-mail maggie@perishablesgroup.com.