Refrigerated baked goods are new to this year’s list, thanks to the relatively small category’s impressive 9% growth in dollar sales during the latest 52 weeks ending June 13.
With $237 million in supermarket channel sales during that period, refrigerated baked goods can’t hold a candle to their cousins in fresh bakery or the frozen food aisles. But, refrigerated cakes, in particular, look like they could be showing promise. The subcategory posted 25.6% growth, to reach almost $100 million in sales during the latest 52 weeks, according to SymphonyIRI. Similarly, refrigerated pastries, danishes, coffee cakes, snack cakes and doughnuts all posted growth of around 10%, off of a much smaller base.
Although these products are unlikely candidates to displace products made by an in-store bakery’s cake and pastry program, their success during a recession may be reason enough to try using them to supplement a bakery department’s offering.