Growing home bakery market drives diversity
remains small, it is growing as consumers strive to bake at home
and save time. The latest look at the launches for this category
shows that variety is the driving force behind this category.
According to market analysts Euromonitor, sales of dessert mixes - including among other cake and brownie mixes - in Eastern Europe are barely developed as a result of its high unit price and the lack of consumption tradition and competition from home-made varieties, deeply rooted in the mind of most Eastern Europeans.
Euromonitor estimates that retail sales in this region will reach less than $60 million by the end of 2004. "This figure represents a consumption per capita of only $0.2 (Euros 0.16 Versus $1.6 in Western Europe," said Euromonitor's Francisco Redruello. "However, economic growth and an incipient middle class following Western habits and new product development is prompting a rapid growth of mixed desserts, expected to reach the 11 per cent mark in 2004."
Currently Hungary and Poland are the most important markets. Euromonitor estimates that retail sales of dessert mixes in these countries account for around 20 per cent of total Eastern Europe sales each.
Although the majority of dessert mixes in Hungary still tend to require more preparation than just the addition of hot water or milk, truly instant dessert mixes, launched only during the mid-1990s, have contributed significantly in the growth of these products.
In Poland, dessert mixes experienced healthy growth as a result of the increasing demand for products which minimise time spent on the preparation of meals. Euromonitor expects a growth of 14 per cent for this market in 2004. Growth of retail sales of dessert mixes in Poland is being underpinned by heavy advertising and new developments introduced in the last three years by leading manufacturers such as Nestle and Oetker Groupe.
Starting off in Poland Gellwe is launching Babeckzki Kropeczki Cake Mix. Available in a 290 gram boarded carton, the mix should retail at around €0.90. The manufacturers say that this is an easy-to-make preparation and comes ready to use with 260 grams of cake mix, 30 grams of chocolate pieces and 21 paper cake cases. Ingredients include wheatflour, sugar, potato starch, coconut flakes and coconut flavouring.
Staying in Poland Gellwe is also launching Sernik Blyskawiczyny Cheesecake Mix. This product comes in a shelf stable flexible plastic sack and will retail at €1.11 for 220 grams. This is an extension to an existing range of mixes and comes together with a free promotional Wild Fruits Jelly pack. The complete cheesecake mix includes both a base and filling, with ingredients including sugar, skimmed milk, vanillin and modified potato starch.
Moving to the Czech Republic, Oetker Group is launching Zelé Dort Cake Mix under the Dr. Oetker brand. Available in a 217 gram boarded carton it is expected to retail at €0.90. Oetker claims that this cake mix is easy and quick to prepare with just the addition of sugar, fruit, eggs, milk and butter. The ingredients, include maize starch, sugar, wheatflour and raising agent.
The Oetker Group is also launching a bakery mix in Russia, Pastry for Pizza. Available in a 390 gram pack of boarded carton, the product is designed for home bake pizza, leaving individuals to design their own pizza topping. Ingredients include wheatflour, milk, sugar, raising agent, E466 and salt.
Finally, the Hungarian market is witnessing the launch of Frischer Blatterteig Pastry mix by Tante Fanny. Available in 270 gram flexibly wrapped bags the product is expected to retail for €1.19. This is a brand new product launch featuring pre-made pastry that simply has to be filled and then baked in the oven. Ingredients include wheat meal, vegetable oil, water, salt and lemonfluid.
This range of bakery mixes is part of a selection from Mintel's Global New Product Database.
