>>co-operative group adds individually wrapped lines...asda hails success with whole cakes...nisa-todays’s performs ahead of market...
Co-op Group category marketing manager
The ambient cake market is growing in both value and volume. Snacking is a major contributor to the small cakes market, with individually wrapped hand-held products such as muffins, brownies and flapjacks being added to the shelves.
Manor Bakeries is the dominant brand in ambient cakes, but all cake brands are experiencing a decline, while own label continues to gain share - up 10% to 55% - while branded is only up 1% to 45%.
As a convenience retailer we are constantly faced with the difficulty of getting the right product range on smaller fixtures. We will recognise products that customers expect to find on a small fixture.
Asda buyer for bought in cakes
Cake sales in Asda are up 9.1% year-on-year, with the healthy sector showing the strongest growth at 12.9%. Whole cakes are up 21% helped by the launch of our Extra Special whole cake range.
Limited brand innovation has meant that growth has been predominantly driven by own label although McVitie’s has grown 9% year-on-year as a result of distribution gains and heavy promotional support. Other successful promotions have included the trial price on Mr Kipling Mini Classics.
A demand for convenient, individually portioned products eaten on the hoof has driven an increase in the eat-now category. Cake is now eaten at all times.
Nisa category controller (biscuits)
Earlier in the year we launched an initiative called Price Check which aims to realign the rsps between the independent retail sector and the multiples. As a result, we have seen an increase in our non-promotional biscuit business. All categories in biscuits for Nisa-Today’s are growing ahead of the market, apart from the children’s category, which is performing at market levels.
We recently relaunched Nisa-Today’s own label Heritage range with a new image and labelling, focusing on core lines in the biscuit category. Although it is still early days, the launch has been well received and we are expecting success.
Sarah Lewis
Sarah Glenton
Nigel Ashton
Co-op Group category marketing manager
The ambient cake market is growing in both value and volume. Snacking is a major contributor to the small cakes market, with individually wrapped hand-held products such as muffins, brownies and flapjacks being added to the shelves.
Manor Bakeries is the dominant brand in ambient cakes, but all cake brands are experiencing a decline, while own label continues to gain share - up 10% to 55% - while branded is only up 1% to 45%.
As a convenience retailer we are constantly faced with the difficulty of getting the right product range on smaller fixtures. We will recognise products that customers expect to find on a small fixture.
Asda buyer for bought in cakes
Cake sales in Asda are up 9.1% year-on-year, with the healthy sector showing the strongest growth at 12.9%. Whole cakes are up 21% helped by the launch of our Extra Special whole cake range.
Limited brand innovation has meant that growth has been predominantly driven by own label although McVitie’s has grown 9% year-on-year as a result of distribution gains and heavy promotional support. Other successful promotions have included the trial price on Mr Kipling Mini Classics.
A demand for convenient, individually portioned products eaten on the hoof has driven an increase in the eat-now category. Cake is now eaten at all times.
Nisa category controller (biscuits)
Earlier in the year we launched an initiative called Price Check which aims to realign the rsps between the independent retail sector and the multiples. As a result, we have seen an increase in our non-promotional biscuit business. All categories in biscuits for Nisa-Today’s are growing ahead of the market, apart from the children’s category, which is performing at market levels.
We recently relaunched Nisa-Today’s own label Heritage range with a new image and labelling, focusing on core lines in the biscuit category. Although it is still early days, the launch has been well received and we are expecting success.
Sarah Lewis
Sarah Glenton
Nigel Ashton
No comments yet