Baking and Dessert Mixes in the United States Facing Increasing Competition from In-Store Bakeries.

DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c24803) has announced the addition of Baking and Dessert Mixes in the United States to their offering

In 2004, the U.S. baking and dessert mix market was worth $2 billion, almost exactly what it was in 1999. The combined effects of the low-carb diets, such as Atkins and South Beach, as well as competition from in-store bakeries (ISBs) for most of the products in this category have taken a toll. In addition, cookies in particular face competition from the refrigerated dough market, which offers even more convenient baking options at prices similar or only slightly higher than cookie mixes. Despite this competition, the market has seen sales grow marginally in 2003-2004, particularly with newer products, both decadent/gourmet and low-sugar, the latter of which may be the next diet trend.

Some 64% of all households surveyed report using cake mix and pudding followed by 54% that use brownie mix. Clearly, consumers keep baking and dessert mixes as a staple pantry item, and households with children are more inclined to purchase regularly. The most preferred cake and brownie mix brands as indicated by respondents from the Simmons NCS are Betty Crocker and Duncan Hines.

Not surprisingly, women are the primary users of dessert mixes, but single fathers also show a strong preference for keeping mixes on hand. Baking and dessert mixes are also popular in households with children that are just learning to bake as they generally require only a few ingredients and one bowl to prepare. This holds true for even younger children when it comes to pudding mixes as there is no heating or baking required.

Baking mixes will still face challenges similar to what is faced today, such as trendy diets, since most diet plans discourage consumption of high-calorie baked goods. Yet consumers return to such products time and again, demonstrating the need for manufacturers to continue developing new products for the time when the current diet trend reverses. Of greater concern is the continued popularity of ISBs, the expansion of coffee shops and the projected decline in the number of children under 18 in households through 2010. These two factors could stall any growth that should otherwise appear as the low-carb phase declines.

Companies featured in the report:

- General Mills 

- Kraft Foods 

- International Multifoods/Pillsbury brands

- Pinnacle Foods

- Chelsea Milling

- Continental Mills

- Jel Sert Co.

For more information visit http://www.researchandmarkets.com/reports/c24803