Baking & Snack - October 2021 - 44

CAKES AND SNACK CAKE SALES
Sales for cakes and snack cakes are mostly up,
especially the smaller cakes and cupcakes.
Perimeter snack cakes up 9%
Perimeter layer cakes up 10%
Perimeter sheet cakes down 1.3%
Perimeter snack cupcakes up 0.4%
Perimeter cupcakes up 8%
Perimeter loaf/pound cakes up 13.2%
All other perimeter snack cakes up 20.9%
Perimeter angel food/bundt/sponge down 8.7%
Center store snack cakes up 4.2%
Center store bar/finger snack cakes up 3.6%
Center store snack cupcakes up 10.1%
Center store roll snack cakes down 3.2%
Center store Hispanic snack cakes up 23.9%
Center store cakes up 3%
Center store loaf/pound up 0.7%
Center store angel food/bundt/sponge up 6.6%
Center store layer cakes down 2.5%
Center store specialty cakes up 2.9%
Center store sheet cakes down 7.7%
Source: IRI Market Advantage - Integrated Fresh for the 52 weeks ending July 11, 2021
" What we're seeing is increased mobility, improving our
on-the-go and immediate consumption sales, " Andrew P.
Callahan, president and chief executive officer of Hostess,
said in a conference call with analysts. " Even with the return
of that mobility, we're still seeing an elevated level
of consumers in the home. When consumers are in their
home more, they're snacking more. "
And Daniel Servitje, chairman and CEO of Grupo
Bimbo SAB de CV, Mexico City, which reported record
profits in the second quarter, cited sweet baked goods as
one of the drivers of sales in North America.
In its " Prepared Cakes, Pies and Pastries " 2021
Executive Summary report released in August, Mintel
reported an expectation that consumers would begin renewing
their health goals. The research firm advised companies
to identify those times and places that provide the
most opportunity for consumers to permissibly indulge.
Ms. Lyons Wyatt said late nights are big times for
snacking, not only because people are not going out to
dinner and the movie theaters these days, but for family
reasons too.
" On my team I've got young individuals with kids,
and it's hard for them when the kids are home to get
the work done in the traditional workday, " she said. " So
they're working more late at night. And what do we do?
We munch. "
She also urged companies to get creative when marketing
their products, especially during down times and
between holidays. For instance, she said the candy industry
decided to make June the confections month
and were able to drive growth when they wouldn't have
traditionally.
" Seasonal is great, but you are competing with everyone, "
Ms. Lyons Wyatt explained. " There are ways to look
at other occasions throughout the year. There's Aunt Day,
Sibling Day, Grandmother Day. There's a day for celebrations
across the year. You typically get a big bump on holidays.
So having limited-time offers (LTOs) during other
times of the year helps you drive incrementality. "
Minis for the win
Smaller sizes remain a big trend. Consumers like the portion
size and variety that a box of snack cakes or couple of
cupcakes at an in-store bakery provide.
" They're not going to invest in a full-size sheet cake unless
they're throwing a party and having people over or
bringing it to the office, so they're looking for the smaller
size, single-serve options, and that really comes down to
the demographics of our nation where you have more
one- and two-person households than we've traditionally
Cake manufacturers should get creative in marketing their
products and should identify times to permissibly indulge.
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Baking & Snack - October 2021

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