09Sep2009
Decoding Desserts
WITH STRONG COMPETITION for what could be called “share of sweet tooth,” supermarket sales of frozen desserts and toppings registered a 1.8% gain to $139.7 million in the 12 weeks ended July 12, according to Information Resources, Inc., the Chicago-based market research firm. Units fell 6.0%.
The most recent 12-week period was an improvement over results rung up over the 52 weeks, which showed declines in both dollars and units. The “sweet goods-no cheesecakes” sub-category turned in the strongest gains, up 8.3% in dollars and 3.5% in units. Cheesecakes climbed 10.2% in dollars but fell 5.3% in units.
o what do shoppers want? Let’s start with “convenience.” Mintel International, Chicago, says 68% of frozen dessert purchasers buy the products to have something on hand if they need it. Half of the shoppers it surveyed said frozen desserts are a good choice for a reward or treat, and almost half say frozen desserts taste as good as freshly made alternatives. User groups with the strongest acceptance of frozen desserts were the most likely to make this claim. The message here: demo, then demo some more to build trial and win new users.
Other reasons shoppers buy frozen desserts: 47% say the products don’t spoil as quickly as refrigerated or RTE desserts; 47% also say frozen desserts are a good value. And 42% believe frozen desserts are a good choice for a special occasion, according to Mintel research. Here’s a look at new products and viewpoints from vendors.
DELIZZA INC.
In 2010, look for some new items to join the the Belgian Mini Cream Puffs and premium pastries for which Delizza, Inc., Marietta, Ga., is so well known. Fred Liggero, vp of sales, notes that premium desserts are performing well, and produce strong incremental sales and profits — especially during the holidays, when extra displays can really pay off. While the recession has made many shoppers more price conscious, he says, favorable retails can move substantial volume and are best during promotional timeframes.
COPPENRATH USA
Bailey’s Mousse Duets are new from Coppenrath USA, the Cumming, Ga.-based division of Coppenrath & Wiese, the German master confectioners (www.coppenrath-wiese. com). The product capitalizes on the trend toward portion control, while still giving the consumer a chance to indulge. Suggested retail is $3.99 for two 3.1-ounce servings. Also new: Bavarian Strudels in Apple & Custard and Strawberry Apple & Custard. These handheld-sized strudels are fully baked and can be heated in the microwave or toaster oven. Suggested retail is $4.99 for the three 2.8-ounce pieces.
The company suggests that retailers bring more variety into the assortment, and give new innovations a chance to succeed. More choice in the category, after all, means more opportunities to gain a sale. The company has seen retailers succeed with meal theme promotions, reminding consumers of the quality, value and convenience frozen desserts offer for everyday occasions.
ELI’S CHEESECAKE
Chicago-based Eli’s Cheesecake (www.elicheesecake.com) has rolled out “One Eighty Desserts,” which it is billing as “ delicious little upside-down desserts you’ll flip over.” The items are individually packaged a microwave-safe oven-proof container for easy handling. Consumers just heat the product in its original container and invert a plate. Varieties are: Pineapple Upside-Down, Apple Souffle Cake, Sticky Toffee Cake, Caramel Flan Cheesecake, Cherry Crisp, Apple Crisp and Pumpkin Cranberry Cake.
Eli’s is also featuring “Cheesecake Couture” in four varieties: Lime Coconut Passion, Blackberry Crème Fraiche, Wildflower Honey and Dark Chocolate Banana.
KRAFT
Kraft Foods (www.kraftfoodscompany. com), Northfield, Ill., has introduced COOL WHIP Dips, for dipping fruit, cookies, pretzels or graham crackers. They come in tubs: 6-ounce Chocolate and 5.5-ounce Strawberry Crème. Both are sold in the frozen aisle with a suggested retail of $1.59.
“We have found that COOL WHIP performs best when adjacent to traditional carriers — such as frozen baked goods (including pies), ice cream and frozen fruit,” says Sudheer Kosaraju, brand manager. “It is important to watch for out-ofstocks for products such as COOL WHIP that experience a significant spike during the holidays.”
GALAXY DESSERTS
Heather Sears, director of marketing & sales at Galaxy Desserts, Richmond, Calif., suggests a variety of ways to pump up desserts sales:
—Have a “staff pick” sticker or sign, with a short description to call attention to the item on the shelf.
—Offer dessert plating ideas. “With very little time and expense, consumers can garnish and plate a dessert as if it were made in a fine restaurant. This is a low cost way to bring consumers into the category.”
—Offer samples/demos. “Taste is the powerful sense.”
—Feature desserts in weekly circulars and newsletters as part of a meal solution.
She says consumers are looking for portion-controlled desserts that maintain a balance between satiety and health. To be satisfying, she notes, desserts need high-quality ingredients and processes versus the use of fillers or lower-calorie bulking agents. Small, portioncontrolled desserts may be very rich, but they are also satisfying.
BOBOLI INTERNATIONAL
Boboli International (www.boboliintl. com), Stockton, Calif., has introduced two new products — Ambretta Tuscan Flatbreads and Patissa Blissful Bites — representing both the sweet and savory sides. “Manufacturer innovation continues to be impressive with flavors, packaging, and overall appearance,” says Angela Rosenquist, national sales manager. “Retailers seem to be taking a strong look at the category as a whole.” She adds that both indulgence and portion control are important to consumers.
