Pie Sales Grow, Contribution Flat

KELLI BECKEL

Pies continue to be a popular dessert choice among Americans, particularly during the holidays. An increase in variety and selection has kept the category fresh, bringing in-store customers back for new items.

Pies accounted for 13.2% of dessert supercategory sales during the 52 weeks ending Sept. 25, 2010. Nationally, pies averaged $608 per week per store, a 2.2% increase from the previous year. Pies' contribution to the bakery department was steady, accounting for 6.2% of dollar sales.

Nationally, fruit pies, specialty/gourmet pies and openface pies made up almost two-thirds of the category with 65.7% of total dollar sales. But of the three, only open-face pies, up 13.7%, increased average dollar sales from the previous year. As expected, pies had a significant spike in dollar sales during the Thanksgiving and Christmas holidays. Overall pie sales peaked during the week of Thanksgiving, with $3,473 per store, more than five times the weekly average.

Nationally, pies experienced dollar sales growth and had consistent regional success with open-face pies, which include pumpkin pies and sweet potato pies.

The category was strong in the East region, as all subcategories except other pies had average dollar sales growth vs. the previous year. The East sold the most pies on average with $827 per store per week, up 2.6%. Lattice pies increased the most in the region, followed by tarts, up 22.3% and 7.8%, respectively. Pie contribution to total bakery sales in the East region was 6%.

The Central region's average pie sales made up 6.8% of all bakery sales, the largest contribution of any region. Dollar sales declined slightly to $716 per store per week, driven by a decline in sales for fruit pies, specialty/gourmet pies and mini/sliced/half pies.

In the West, pies accounted for $605 per store per week, up 3.1% from the previous year. Pies' average growth in the South increased 2.1% in average dollar sales, led by growth in specialty/gourmet pies and open-face pies.

This sales review originally appeared in Modern Baking, and was provided by the Perishables Group FreshFacts powered by Nielsen. It includes supermarket in-store bakery scanner data results for the 52 weeks ending Sept. 25, 2010, representing 63.2% of supermarket ACV share.