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Who Buys Source

Profiling adults 18+ who purchased ready-to-eat doughnuts from a bakery in the last six months:

GfK MRI, 2010

Adults 18+ who bought doughnuts from a bakery in the last six months, by age group: 18-24, 11.3%; 25-34, 16.9%; 35-44, 20.0%; 45-54, 19.3%; 55-64, 14.9%; 65+, 17.6%.

GfK MRI, 2010

Adults 18+ who purchased doughnuts from a bakery in the last six months, by race: White, 76.1%; Black, 10.0%; Other, 13.9%; Hispanic origin, 13.6%.

GfK MRI, 2010

Adults 18+ who purchased doughnuts from a bakery in the last six months, by marital status: Single, 23.1%; married, 58.9%; separated/widowed/divorced, 18.0%.
 

GfK MRI, 2010

Of those adults 18+ who bought doughnuts from a bakery in the last six months, 53.0% were women and 47.0% were men.

GfK MRI, 2010

Adults 18+ who purchased doughnuts from a bakery in the past six months, by income level: $100,000+, 23.0%; $75-99,999, 13.0%; $60-74,999, 11.1%; $50-59,999, 8.5%; $40-49,999, 9.4%; $30-39,999, 10.0%; $20-29,999, 10.8%; under $20,000, 14.2%.

GfK MRI, 2010

Adults 18+ who bought doughnuts from a bakery in the last six months, by region: Northeast, 17.2%; Midwest, 26.0%; South, 33.8%; West, 23.0%.

GfK MRI, 2010

When They Buy Source

A 2009 survey of full-line retail bakeries, conducted by Modern Baking magazine, asked the participants to list their busiest months: 1. December; 2. (tie) November and May; 4. June; 5. October; 6. April; 7. (tie) February and September; 9. March; 10. July; 11. August; 12. January.

Modern Baking, 2009

Why They Buy Source

Based on a 2010 survey by the International Dairy-Deli-Bakery Association, the top consumer influences in shopping a particular bakery are price, freshness, food safety, variety, service and value.

International Dairy-Deli-Bakery Association, 2010

Based on a study by Thomas Opinion Research, the top bakery purchase drivers are price, availability of samples, fresher breads and sweet goods, and whether their children wanted something.

International Dairy-Deli-Bakery Association, 2010

A 2009 survey of full-line retail bakeries asked the respondents which health trends were most affecting their business: Sugar-free/diabetes, 15%; gluten-free/allergens, 12%; whole grain/whole wheat popularity, 11%; natural or organic products, 9%; trans-fatty acid bans, 7%; low-carb diets, 3%; low-fat or low-cal concerns, 2%; none of the above, 37%; other, 4%.

Modern Baking, 2009

How They Buy Source

The average sale per customer at a supermarket in-store bakery was $3.50 in 2010, down from just under $4.00 in 2008.

Modern Baking, 2010

What They Buy Source

According to a 2010 survey of supermarket in-store bakeries, products deemed to be the most popular among consumers were doughnuts, breads, cakes, cookies and rolls. Those items considered to be the most profitable were cakes, doughnuts, breads, cookies and rolls.

Progressive Grocer, 2010

A 2010 survey by Progressive Grocer magazine determined that the fastest growing items in supermarket in-store bakeries over the past year were, in order, cakes, breads, cookies, doughnuts, rolls, pies, danishes/sweet rolls, muffins, whole grains and Hispanic items. 

Progressive Grocer, 2010

In mid-2010, for the first time ever, sales of fresh wheat bread surpassed the sales of fresh white bread in supermarkets.

The Lempert Report, 2010

Share of bread sales in supermarket in-store bakeries, by category: Hot/hearth breads, 39.8%; artisan/specialty/crusty breads, 34.2%; breakfast/sandwich breads, 18.3%; other breads, 7.7%.

Modern Baking, 2010

Share of sales for supermarket in-store bakeries in 2010, by category: White bread/rolls, 11.8%; cookies, 9.8%; variety pan bread/rolls, 9.7%; upscale dessert cakes, 9.3%; crusty/hearth breads/rolls, 9.1%; custom-decorated cakes, 8.9%; all-occasion cakes, 7.7%; pies, 6.7%; muffins, 4.8%; yeast-raised donuts, 3.5%; puff pastries, 3.3%; danish, 3.1%; bagels, 2.4%; croissants, 1.9%; cake donuts, 1.3%; other, 6.9%.

Modern Baking, 2010

Share of desserts sold through supermarket in-store bakeries in 2009, by category: Decorated cakes, 34.2%; dessert cakes, 17.3%; cupcakes, 9.8%; creme/pudding cakes, 8.8%; snack cakes, 7.1%; cheesecakes, 6.6%; individual desserts, 6.5%; ice cream cakes, 6.1%; other, 3.6%.

Modern Baking, 2010

Share of supermarket in-store bakery sweetgoods sales in 2009, by category: Coffee cakes, 21.9%; sweet rolls, 18.7%; cinnamon rolls, 14.9%; pastries, 8.7%; flavored breads, 5.6%; Hispanic sweetgoods, 2.8%; other sweetgoods, 27.4%.

Modern Baking, 2010

Based on Modern Baking magazine's 2009 Full-Line Retail Bakery Survey, share of the average retail bakery's dollar sales: Custom-decorated cakes, 20%; cookies, 12%; wedding cakes, 11%; all-occasion decorated cakes, 9%; crusty bread/rolls, 8%; other bread/rolls, 6%; upscale dessert cakes, 6%; yeast-raised donuts, 4%; pies, 4%; muffins, 3%; puff pastry, 3%; danish, 2%; scones, 2%; bagels, 2%; cake donuts, 1%; other bakery items, 7%.

Modern Baking, 2009

Based on a 2009 survey of full-line retail bakeries, products that had posted the greatest sales gains in the past year: Custom-decorated cakes, +43%; cookies, +34%; wedding cakes, +26%; upscale dessert cakes, +20%; crusty bread or rolls, +15%; scones, +13%; cupcakes, +6%.

Modern Baking, 2009

According to a 2009 survey of full-line retail bakeries, conducted by Modern Baking magazine, the percentage of operators who added new products in the following categories during the year: Cakes, 28%; cookies, 16%; specialty bread, 16%; cupcakes, 12%; individual/mini sizes, 12%. 

Modern Baking, 2009

Where They Buy Source

A 2010 survey of supermarket in-store bakery operators asked the respondents to identify their primary competition (multiple answers): Other supermarket bakeries, 85%; supercenters, 45%; independent retail bakeries, 20%; commercial bakery aisle, 20%; bakery cafes/restaurants, 10%. 

Modern Baking, 2010

According to a 2009 survey by Modern Baking magazine, the percentage of full-line retail bakeries with wholesale business in the following categories: Full-service restaurants, 41%; caterers, 36%; gourmet coffee shops, 19%; hotels, 17%; schools, 17%; gourmet food stores, 16%; hospitals, 11%; convenience stores, 10%; supermarket bakeries, 7%; fast food outlets, 6%.

Modern Baking, 2009

Business Trends Source

Overall sales of bakeries were expected to reach $23.8 billion in 2010, up from $21.4 billion in 2008 and $20.0 billion in 2006.

Modern Baking, 2010

A survey conducted by Modern Baking magazine found that 21.8% of grocery store customers regularly made a purchase from the in-store bakery in 2010, down from 28.3% in 2008.

Modern Baking, 2010

A survey of full-line retail bakeries, conducted by Modern Baking magazine, found that 16% of the operators were planning to open/purchase a new bakery in 2010, while 14% expected to remodel an existing store, and 71% had no plans to open a new facility or remodel a current one.

Modern Baking, 2009

Misc Source

Products most often made from scratch at full-line retail bakeries: Cookies, 86%; pies, 69%; cheesecakes, 68%; upscale dessert cakes, 66%; brownies, 60%; custom-decorated cakes, 59%; cinnamon rolls, 53%; variety breads/rolls, 49%; non-decorated iced cakes, 48%; white pan breads/rolls, 46%; muffins, 46% crusty breads/rolls, 42%; danish, 38%.

Modern Baking, 2009

Based on a survey of full-line retail bakeries, the percentage of operators planning to purchase the following types of equipment by the end of 2009: Refrigerators of freezers, 29%; pans, 29%; mixers, 28%; computers, 23%; racks, 21%; computer software, 19%; coffee service equipment, 16%.

Modern Baking, 2009