PIES-AMERICAN EATING TRENDS REPORT 2012
Unless otherwise stated, all of the information in this report was derived from the NPD Group’s National Eating Trends database, updated to November 2010, and reflects the eatings (defined by NPD as the number of times any particular category/item is eaten by an individual in a specified location or time period) of a product at home or carried away from home. These figures do not reflect purchases of food products made through foodservice establishments, or the consumption thereof. NPD monitors the eating habits and attitudes of American consumers by surveying 5000 individuals reporting on 14-day’s continuous consumption of all meals and snacks.
While the bulk of this report refers to American eating trends on pies, retail sales data on this particular pastry sub-category is limited. Therefore, total pastries value and volume retail sales have been included to provide a greater understanding of the pastries category, and the overall share of pies within the category.
CONSUMPTION DEMOGRAPHICS
- According to Euromonitor (2011), U.S. consumers continue to purchase pastries, although not in the quantities they once did. Retail sales totaled US$12 billion in 2010 and have increased an average of 0.2% annually since 2006. Retail sales for total pastries are forecast to increase another 0.3% in 2011. However, sales are forecast to decrease by about 0.4% annually to 2016. Much of the decrease in sales is expected to take place among unpackaged/artisanal products. Euromonitor analysts (2011) speculate that “the declines are due in large part to consumer foodservice outlets increasing their assortment of breakfast products, and rolling out low-calorie pastries for all-day snackers (e.g., the March 2011 launch of Starbucks Petites), which are drawing dollars away from other artisanal offerings.”
