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Cookies, Cakes and Sweet Goods - Canada - April 2017

Published By :

Mintel

Published Date : Apr 2017

Category :

Food

No. of Pages : N/A

Sweet baked goods are engrained into the Canadian diet. Indeed, donuts are up there with the most Canadian of foods along with peameal bacon and maple syrup. Despite this, challenges nevertheless exist. One barrier for consumers is health. While it may not prove credible to position sweet baked goods as a ‘health food’, companies can engage in tactics that broaden the appeal of the category throughout the day, including as a snack with benefits. Companies can also look to remain current with contemporary flavour trends and extend beyond traditional format norms in the category in order to drive frequency and look to grow penetration. This Report will provide findings based on consumer feedback and examples that can be used as a tool in a company’s kit in informing go-forward innovation and messaging strategies.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Sugar represents a concern for Canadians
Figure 1: Purchase factors around sweet baked goods related to health, February 2017
Young women more likely to perceive sweet baked goods to be bad for their health
Figure 2: “Sweet baked goods are bad for my health” (% agree), women 18-24 vs overall population, February 2017
The opportunities
Multiple tactics available to address health concerns
Figure 3: Interest in better-for-you sweet baked goods innovations, women vs men, February 2017
Snacking represents a growth opportunity
Figure 4: Statements about beverage pairings and snacking (% agree), 18-24s vs overall population, February 2017
Baking an enjoyable activity for many Canadians
Figure 5: “I enjoy baking from scratch”, men by age, February 2017
Category blurring a continued path to format and flavour innovation
Figure 6: Interest in sweet baked goods innovations (% agree), February 2017
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Price inflation primary driver of sweet bakery growth
Baking can address pressures faced by time-pressed Canadians in different ways
Accommodation required to address differences among older and younger Canadians

MARKET SIZE AND FORECAST
Value sales growth for sweet bakery forecasted to surpass volume sales growth through 2021
Figure 7: Retail Canadian value sales and fan chart forecast of sweet bakery, at current prices, 2011-21
Figure 8: Retail Canadian volume sales and fan chart forecast of sweet bakery, 2011-21
Figure 9: Retail Canadian sales and forecast of sweet bakery, at current prices, 2011-21
Value growth of biscuits (cookies and crackers) to continue upward momentum
Figure 10: Retail Canadian value sales and fan chart forecast of biscuits (cookies and crackers) at current prices, 2011-21
Figure 11: Retail Canadian volume sales and fan chart forecast of biscuits (cookies and crackers), 2011-21
Figure 12: Retail Canadian sales and forecast of biscuits (cookies and crackers), at current prices, 2011-21

MARKET FACTORS
Focus on health and weight management to continue
Figure 13: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
Baking can address pressures time-pressed Canadians in different ways
Differences among older and younger Canadians require accommodation
Figure 14: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061

KEY PLAYERS – WHAT YOU NEED TO KNOW
Baking remains a popular among Canadians
Sugar represents challenges for sweet baked goods
Sweet baked goods can blur category and flavour lines in innovation

WHAT’S WORKING?
Baking remains a popular activity for Canadians
Figure 15: Becel – Baking With Heart commercial, June 2016

CHALLENGES
Sugar’s demonization creates challenges for sweet baked goods

WHAT TO LOOK OUT FOR?
Sweet baked goods can blur category and flavour lines in innovation
Figure 16: Dare Cookie Chips Chocolate Chips Cookies (Canada), August 2014
Figure 17: PubCakes Cocoa Porter Craft Beer Cake Mix (US), July 2015
Figure 18: President’s Choice Sweet and Spicy Chocolate Chip and Chili Cookie Thins (Canada), November 2016
Figure 19: President’s Choice Soft-Baked Ginger Cookies (Canada), March 2017
Figure 20: Balocco Grand Marnier Panettone (Canada), December 2016
Figure 21: Kentucky Woods Bourbon Barrel Cake (US), July 2016
Figure 22: Chiostro di Saronno Amaretto Flavored Panettone Cake (US), November 2016
Sweet baked goods don’t need to be sweet ‘bad’ goods
Figure 23: Simple Truth Organic Blueberry Breakfast Cookies (US), March 2017
Figure 24: Natural Nectar Whole Oats & Honey Organic Breakfast Biscuits (US), March 2017
Figure 25: Morning Sunshine Kitchen Pro2Bites Peanut Butter Berry Cookie Bites (US), December 2015
Figure 26: MHP Fit & Lean Chocolate Fudge High Protein Brownie (US), October 2016
Figure 27: Fiber One Chocolate Chip Cookie Brownies (US), March 2017
Figure 28: HipSnacks Gluten Free Chocolate Hip Cookie (US), March 2017
Figure 29: Cissé Trading Cherry & Sea Salt Brownie Thins (US), September 2016
Figure 30: Emmy’s Organics Dark Cacao Organic Coconut Cookies (US), January 2017
Compelling baking mixes can capitalize on baking’s popularity
Figure 31: Scratch & Grain Baking Chocolate Chip All Natural Cookie Kit (US), October 2016
Figure 32: Scratch & Grain Baking Chocolate Chip All Natural Cheesecake Brownie Kit (US), March 2016
Figure 33: Kroger Chocolate Lava Cake Ready to Pour Batter (US), December 2016
Figure 34: Donini S’mores Snack Mix (US), January 2017
Figure 35: Batterlicious Cookie Dough Company Cinnamonly Toffee Cookie Dough, (US), January 2017
Figure 36: Simply Sweet Ideas All Natural Sugar Cookie Dough (US), March 2017

THE CONSUMER – WHAT YOU NEED TO KNOW
Cookies rank as the most commonly eaten sweet baked good
Two in five Canadians express “concern” over sugar in sweet baked goods
Canadians show interest in new, different and international flavours
Opportunity to support category growth with snacking across dayparts
Canadians express limited demand for gluten-free

USAGE OF SWEET BAKED GOODS
Cookies rank as the most commonly eaten sweet baked good
Figure 37: Sweet baked goods eaten in the past three months, February 2017
Younger and older consumers exhibit differences in what sweet baked goods they eat
Figure 38: Select sweet baked goods eaten in the past three months, 18-44s vs over-45s, February 2017
Where Canadians consider getting sweet baked goods underscores the importance of freshness
Figure 39: Where or how would Canadians consider getting baked goods, February 2017
Figure 40: Where or how would Canadians consider getting baked goods – Cookies, cakes and pies, February 2017
Younger consumers are more likely to consider foodservice in considering where they get sweet baked goods
Figure 41: Foodservice venues where Canadians get sweet baked goods, by age group, February 2017

HEALTH AND SWEET BAKED GOODS
‘Better-for-you’ positioning can affirm sweet baked good consumption for young women
Figure 42: Statements related to sweet baked goods, February 2017
Two in five Canadians express “concern” over sugar in sweet baked goods
Figure 43: Concern around sugar in sweet baked goods, by gender and age, February 2017
Figure 44: Freeyumm Banana Maple Cookies (Canada), April 2016
Canadians express limited demand for gluten-free
Figure 45: Factors that influence sweet baked goods purchases, February 2017
Smaller portion sizes can help alleviate guilt
Figure 46: Interest in mini-sized indulgent baked goods, February 2017
Figure 47: Première Moisson Mini Dark Chocolate Croissants, March 2017 (Canada)
Figure 48: Sara Lee Double Chocolate Mini Brownies, June 2016 (Canada)
FLAVOUR INNOVATION
Canadians show interest in new, different and international flavours
Figure 49: Interest in sweet baked goods, February 2017
Figure 50: Arz Fine Foods Mixed Nut Baklawa, November 2016 (Canada)
Opportunities for premium offerings apparent though co-branding initiatives
Figure 51: Interest in sweet sophisticated flavours among women, by age, February 2017

CONNECTING WITH FRESH
Sweet baked goods brands can benefit by promoting connections with consumers
Baking from scratch is way to further personal connections
Figure 52: Baking, by parental status, February 2017

SNACKING AND SWEET BAKED GOODS
Opportunity to support category growth with snacking across dayparts
Figure 53: Health-related sweet baked goods statements (% agree), women 18-24 vs Overall population, February 2017
Pairing opportunities a means to support incremental sales
Figure 54: Sweet baked goods are better when paired with the right beverage (% agree), by age, February 2017

CONSUMER SEGMENTS
Similarities in the US and Canada presents opportunity for scalability
Figure 55: US and Canadian retail volume consumption per capita – Sweet Bakery, 2010-15

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

List of Table

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