While the bulk of this report refers to American eating trends on toaster pastries, 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 toaster pastries 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. Sales are forecast to increase another 0.3% in 20111. However, sales are forecast to decrease by about 0.4% annually by 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."
Toaster pastries have recorded an impressive increase in retail sales over the 2006-2010 period compared to many other pastries, with a compound annual growth rate (CAGR) of 4%. Sales are expected to increase an additional 1.4% in 2011 to reach US$1.08 billion. The popularity of this product as a breakfast food and/or portable snack has contributed to its growth.
NPD's National Eating Trends survey reveals that annual per-capita consumption of toaster pastries at home or carried from home have increased from 8.6 eatings in 2006 to 10.1 in 2010. As a result, the share of total sweet good consumption represented by toaster pastries has increased from 7.8% to 8.9% over this period.
