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Refrigerated and Frozen Dough - US - March 2012

The refrigerated and frozen dough market grew by 8.1% between 2006 and 2011. The market grew during the recession, but it faces challenges going forward, including increased competition from bakery products and restaurants as the economy recovers. To maintain the market, dough makers and retailers will need to adapt to their customers’ changing lifestyles and draw in new customer groups through product innovation.

This report provides an up-close look at the refrigerated and frozen dough market, including:

  • New product innovations
  • The impact of new nutrition guidelines and labeling practices
  • How health trends, including interest in gluten-free and whole grain foods, are shaping consumer demand for dough
  • The influence of the changing economic climate on cooking and eating habits related to refrigerated and frozen dough
  • Where market leader General Mills is most vulnerable to competition from smaller brands
  • Brand preferences
  • Types of doughs purchased
  • Trends in dough purchasing habits over time
  • How children shape a family’s use of dough products
  • Product qualities most desired by consumers

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                      • Terms
                      • Executive Summary

                        • Dough market will see little growth from 2012-16
                          • Increasing consumer confidence good news for restaurants but bad news for dough market
                            • Interest in healthier eating presents new challenges for dough makers
                              • Bread dough drove most growth in market from 2009-11
                                • Pillsbury dominates dough market, but smaller brands are growing
                                  • Nestlé still recovering from 2009 cookie dough recall
                                    • Growth in bread, roll, pastry, and dumpling dough segment expected to slow from 2012-16
                                      • Frozen pie and pastry shells segment a top performer during economic downturn
                                        • Pillsbury dominates refrigerated biscuit segment
                                          • Mass merchandisers gaining share of retail dough distribution
                                            • Natural food supermarkets gaining share of dough market, but still small players
                                              • New dough products feature more health and allergen-related claims
                                                • Dough marketers focus on digital media
                                                  • Biscuit, cookie, and dinner roll dough have highest penetration
                                                    • Under-45s bigger dough consumers across categories
                                                      • Children most important driver of dough usage
                                                        • Key under-35 demographic more likely to buy dough at Walmart
                                                          • Health impacts of dough products important across demographic groups
                                                            • Consumers seek easy-to-use and healthier products
                                                              • Hispanics important to future of dough market
                                                                • Marketing to dads presents unique opportunities for dough makers
                                                                • Insights and Opportunities

                                                                  • Fitting dough into a healthy diet
                                                                    • Making dough convenient for smaller households
                                                                        • Figure 1: Pillbury’s “Cooking for 2” e-mail newsletter
                                                                      • Celebrity chefs can turn the spotlight on an overlooked category
                                                                        • Harnessing pester power
                                                                          • Branded products bring restaurant flavors into the home kitchen
                                                                            • Gluten-free baked goods
                                                                            • Inspire Insights

                                                                                • Inspire Insight: Sense of the Intense
                                                                                  • Spice it up!
                                                                                    • Sniff at Shelf
                                                                                      • Inspire Insight: The Real Thing
                                                                                        • Frozen Dough Takes a Trip Around the World: Lavash, Pita, Flatbread
                                                                                          • Local Insight, Local Leverage
                                                                                          • Market Size and Forecast

                                                                                            • Key points
                                                                                              • Economic woes mean growth for dough market
                                                                                                • Figure 2: Total U.S. retail sales of refrigerated and frozen dough at current prices and constant prices, 2006-16
                                                                                              • Fan chart forecast
                                                                                                  • Figure 3: Total U.S. retail sales and fan chart of Refrigerated and Frozen Dough at currnent prices, 2006-16
                                                                                              • Market Drivers

                                                                                                • Key points
                                                                                                  • Children drive purchases of refrigerated and frozen dough products
                                                                                                    • Figure 4: Population, by age, 2006-16
                                                                                                  • Improving consumer confidence bad news for dough
                                                                                                    • Figure 5: ICS, March 2007–February 2012
                                                                                                  • Dining out a negative driver for refrigerated and frozen dough market
                                                                                                    • Figure 6: Time spent on food preparation and cleanup and percentage of people who spend time on food preparation per day, by Gender, 2007-10
                                                                                                  • Commodity prices squeeze food producers
                                                                                                    • Figure 7: Changes in U.S. food price indexes, 2010-12
                                                                                                • Competitive Context

                                                                                                  • Key points
                                                                                                    • Baking mixes can undercut sales of prepared dough
                                                                                                      • In-store bakeries a growing threat to dough sales
                                                                                                        • Decline of low-carb trend positive sign for dough market
                                                                                                          • Interest in healthier eating a concern for dough sales
                                                                                                            • Nestlé contamination scare taints cookie dough’s wholesome image
                                                                                                            • Segment Performance

                                                                                                              • Key points
                                                                                                                • Frozen dough gains market share
                                                                                                                  • Performance overview: refrigerated vs. frozen
                                                                                                                    • Figure 8: Total U.S. retail sales of Refrigerated and Frozen Dough, segmented by form, 2009 and 2011
                                                                                                                  • Bread dough segment primary driver of growth from 2009-11
                                                                                                                    • Segment overview by form
                                                                                                                      • Figure 9: Total U.S. retail sales of Refrigerated and Frozen Dough, segmented by segment, 2009 and 2011
                                                                                                                  • Segment Performance – Frozen/Refrigerated Cookie/Brownie Dough

                                                                                                                    • Key points
                                                                                                                      • Stagnating segment shows little room for growth
                                                                                                                        • Figure 10: Total U.S. retail sales of Frozen/Refrigerated cookie/brownie dough, at current prices 2006-16
                                                                                                                    • Segment Performance – Frozen/Refrigerated Bread/Roll/Pastry/Dumpling Dough

                                                                                                                      • Key points
                                                                                                                        • A strong and growing segment
                                                                                                                          • Figure 11: Total U.S. retail sales of Frozen/refrigerated bread/roll/pastry/dumpling dough, at current prices 2006-16
                                                                                                                      • Segment Performance – Frozen Pie/Pastry Shells

                                                                                                                        • Key points
                                                                                                                          • A stable and moderately growing segment
                                                                                                                            • Figure 12: Total U.S. retail sales of Frozen pie/pastry shells, at current prices 2006-16
                                                                                                                        • Segment Performance – Refrigerated Biscuit Dough

                                                                                                                          • Key points
                                                                                                                            • A somewhat stagnant segment
                                                                                                                              • Figure 13: Total U.S. retail sales of Refrigerated biscuit dough, at current prices 2006-16
                                                                                                                          • Retail Channels

                                                                                                                            • Key points
                                                                                                                              • Overall trends
                                                                                                                                • Figure 14: Total U.S. retail sales of Refrigerated and Frozen Dough, by channel, 2009 and 2011
                                                                                                                            • Retail Channels – Supermarkets

                                                                                                                              • Key points
                                                                                                                                • Supermarkets soldier on
                                                                                                                                  • Figure 15: Supermarket sales of refrigerated and frozen dough, at current prices, 2006-11
                                                                                                                              • Retail Channels – Supercenters and Warehouse Clubs

                                                                                                                                • Key points
                                                                                                                                  • A growing channel
                                                                                                                                    • Figure 16: Supercenter and warehouse club sales of refrigerated and frozen dough, at current prices, 2006-11
                                                                                                                                • Retail Channels – Other channels

                                                                                                                                  • Key points
                                                                                                                                    • A growing channel
                                                                                                                                      • Figure 17: Supercenter and warehouse club sales of refrigerated and frozen dough, at current prices, 2006-11
                                                                                                                                  • Leading Companies

                                                                                                                                    • Key points
                                                                                                                                      • Name brands win
                                                                                                                                          • Figure 18: Manufacturer FDMx sales of refrigerated and frozen dough, at current prices, 2010-11
                                                                                                                                      • Brand Share – Frozen/Refrigerated Cookie/Brownie Dough

                                                                                                                                        • Key points
                                                                                                                                          • General Mills and Nestlé lead the way
                                                                                                                                            • Figure 19: Selected FDMx sales of frozen/refrigerated cookie/brownie dough, at current prices, 2010-11
                                                                                                                                        • Brand Share – Frozen/Refrigerated Bread/Rolls/ Pastry/Dumpling Dough

                                                                                                                                          • Key points
                                                                                                                                            • General Mills and Rhodes
                                                                                                                                                • Figure 20: Selected FDMx sales of frozen/refrigerated bread/rolls/pastry/dumpling dough, at current prices, 2010-11
                                                                                                                                            • Brand Share – Frozen Pie/Pastry Shells

                                                                                                                                              • Key points
                                                                                                                                                • Pepperidge Farm Peaks Out
                                                                                                                                                    • Figure 21: Selected FDMx sales of frozen pie/pastry shells, at current prices, 2010-11
                                                                                                                                                • Brand Share – Refrigerated Biscuit Dough

                                                                                                                                                  • Key points
                                                                                                                                                    • General Mills again
                                                                                                                                                      • Figure 22: Selected FDMx sales of refrigerated biscuit dough, at current prices, 2010-11
                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                    • Key points
                                                                                                                                                      • Top new product claims
                                                                                                                                                        • Figure 23: Refrigerated and frozen dough product launches, by top claims, 2008-11
                                                                                                                                                      • Growing product claims
                                                                                                                                                        • Figure 24: Refrigerated and frozen dough product launches, by growing claims, 2008-11
                                                                                                                                                      • Natural and organic options
                                                                                                                                                        • Dough that’s safe to eat
                                                                                                                                                          • Ethnic flavors
                                                                                                                                                            • Seasonal doughs drive cookie dough sales
                                                                                                                                                              • Healthier and gluten-free options
                                                                                                                                                              • Marketing Strategies

                                                                                                                                                                • Key points
                                                                                                                                                                  • Overview: General Mills dominates the marketing landscape
                                                                                                                                                                    • Looking ahead
                                                                                                                                                                      • Television
                                                                                                                                                                        • Pillsbury says baking brings families together
                                                                                                                                                                          • Warm ideas made easy with Pillsbury doughs
                                                                                                                                                                            • Figure 25: Pillsbury Cinnamon Rolls/Grands. Warm ideas made easy, television ad, 2011
                                                                                                                                                                            • Figure 26: Pillsbury Crescents. School night ideas made easy, television ad, 2012
                                                                                                                                                                          • Seasonal magic from cookie dough
                                                                                                                                                                            • Figure 27: Pillsbury cookie dough. Bake some magic with snowman cookies, television ad, 2011
                                                                                                                                                                          • Radio, print, outdoor
                                                                                                                                                                            • Social media
                                                                                                                                                                              • Web content
                                                                                                                                                                                • Pillsbury
                                                                                                                                                                                  • Nestlé Toll House
                                                                                                                                                                                    • Twitter
                                                                                                                                                                                    • Purchase and Use of Refrigerated or Frozen Dough Products

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Under-45s make up the core of the dough market
                                                                                                                                                                                          • Figure 28: Purchase and use of refrigerated or frozen dough products by age, December 2011
                                                                                                                                                                                        • Dough usage is higher among higher-income households
                                                                                                                                                                                          • Figure 29: Purchase and use of refrigerated or frozen dough products, by household income, December 2011
                                                                                                                                                                                          • Figure 30: Purchase of cookies in various forms, by household income, December 2011
                                                                                                                                                                                        • Large households and children drive dough purchases across all categories
                                                                                                                                                                                          • Figure 31: Purchase and use of refrigerated or frozen dough products, by household size, December 2011
                                                                                                                                                                                          • Figure 32: Purchase and use of refrigerated or frozen dough products by presence of children in household, December 2011
                                                                                                                                                                                        • Stay-at-home moms important part of dough market
                                                                                                                                                                                          • Figure 33: Purchase and use of refrigerated or frozen dough products, by employment, December 2011
                                                                                                                                                                                      • Refrigerated and Frozen Dough Brand Choice

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • All about brand choice
                                                                                                                                                                                            • Figure 34: Use of refrigerated/frozen dough products that require baking (oven or microwave), by age, April 2010-June 2011
                                                                                                                                                                                          • Children biggest drivers of usage for Nestlé and private labels
                                                                                                                                                                                            • Figure 35: Use of refrigerated/frozen dough products that require baking (oven or microwave), by presence of children in household, April 2010-June 2011
                                                                                                                                                                                          • Rhodes Bake-N-Serv important to bread market in Midwest
                                                                                                                                                                                            • Figure 36: Use of refrigerated/frozen dough products that require baking (oven or microwave), by region, April 2010-June 2011
                                                                                                                                                                                        • Items Purchased at the Same Time as Refrigerated and Frozen Dough

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Younger consumers purchase a wider variety of items along with dough
                                                                                                                                                                                              • Figure 37: Items purchased at the same time as refrigerated and frozen dough, by age, December 2011
                                                                                                                                                                                          • Member of Household Who Consumes Refrigerated or Frozen Dough

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Women more likely to buy dough for others
                                                                                                                                                                                                • Figure 38: Member of household who consumes refrigerated or frozen dough, by gender, December 2011
                                                                                                                                                                                              • Youngest adults buy dough even when there are no kids in the home
                                                                                                                                                                                                • Figure 39: Member of household who consumes refrigerated or frozen dough, by age, December 2011
                                                                                                                                                                                              • Kids drive dough purchases especially in higher-income households
                                                                                                                                                                                                • Figure 40: Member of household who consumes refrigerated or frozen dough, by household income, December 2011
                                                                                                                                                                                                • Figure 41: Member of household who consumes refrigerated or frozen dough, by presence of children in household, December 2011
                                                                                                                                                                                            • Retailers Most Often Shopped for Refrigerated and Frozen Doughs

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Most shoppers still buy dough at supermarkets
                                                                                                                                                                                                  • Figure 42: Retailers most often shopped for refrigerated and frozen doughs, December 2011
                                                                                                                                                                                                • Mass retailers gaining market share with under-35s
                                                                                                                                                                                                  • Figure 43: Retailers most often shopped for refrigerated and frozen doughs, by age, December 2011
                                                                                                                                                                                                • Lower-income consumers most likely to buy dough at Walmart
                                                                                                                                                                                                  • Figure 44: Retailers most often shopped for refrigerated and frozen doughs, by household income, December 2011
                                                                                                                                                                                                • Regional differences shape retail environment for dough
                                                                                                                                                                                                  • Figure 45: Retailers most often shopped for refrigerated and frozen doughs, by region, December 2011
                                                                                                                                                                                              • Consumer Attitudes About Refrigerated and Frozen Dough and Health

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Consumers see dough as unhealthy treat
                                                                                                                                                                                                      • Figure 46: Consumer attitudes about refrigerated and frozen dough and health, by age, December 2011
                                                                                                                                                                                                      • Figure 47: Consumer attitudes about refrigerated and frozen dough and health, by household income, December 2011
                                                                                                                                                                                                    • Parents more likely to see dough as part of a healthy diet
                                                                                                                                                                                                        • Figure 48: Consumer attitudes about refrigerated and frozen dough and health, by presence of children in household, December 2011
                                                                                                                                                                                                      • Half of college grads believe dough can be healthy
                                                                                                                                                                                                        • Figure 49: Consumer attitudes about refrigerated and frozen dough and health, by education, December 2011
                                                                                                                                                                                                    • Consumer Habits and Beliefs Regarding Refrigerated and Frozen Dough Purchases

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Customization and restaurant tie-ins appeal to under-35s
                                                                                                                                                                                                            • Figure 50: Consumer habits and beliefs regarding refrigerated and frozen dough purchases, by age, December 2011
                                                                                                                                                                                                          • Parents want to bake from scratch but without the mess
                                                                                                                                                                                                              • Figure 51: Consumer habits and beliefs regarding refrigerated and frozen dough purchases, by presence of children in household, December 2011
                                                                                                                                                                                                          • Consumer Attitudes toward Refrigerated and Frozen Dough Product Attributes

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Packaging and nutrition attributes top consumer wish list
                                                                                                                                                                                                                  • Figure 52: Product qualities sought among refrigerated and frozen dough users, by age, December 2011
                                                                                                                                                                                                                • Resealable packaging good for small and large households
                                                                                                                                                                                                                    • Figure 53: Product qualities sought among refrigerated and frozen dough users, by household size, December 2011
                                                                                                                                                                                                                  • Seasonal marketing not just for cookie dough
                                                                                                                                                                                                                    • Figure 54: Product qualities sought among refrigerated and frozen dough users, by presence of children in household, December 2011
                                                                                                                                                                                                                  • College grads value organic and healthy products
                                                                                                                                                                                                                      • Figure 55: Product qualities sought among refrigerated and frozen dough users, by education, December 2011
                                                                                                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Hispanics represent a growth opportunity for the dough market
                                                                                                                                                                                                                        • Figure 56: Purchase and use of refrigerated or frozen dough products, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                      • Nestlé outperforms with minority groups
                                                                                                                                                                                                                        • Figure 57: Use of refrigerated/frozen dough products that require baking (oven or microwave), by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                      • “Buy together” promotions ideal for black and Hispanics dough users
                                                                                                                                                                                                                        • Figure 58: Items purchased at the same time as refrigerated and frozen dough, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                      • More Hispanics buy dough products for their kids
                                                                                                                                                                                                                        • Figure 59: Member of household who consumes refrigerated or frozen dough, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                      • Mass retailers important channel for reaching Hispanics
                                                                                                                                                                                                                        • Figure 60: Retailers most often shopped for refrigerated and frozen doughs, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                      • Contamination risk a special concern for blacks and Hispanics
                                                                                                                                                                                                                        • Figure 61: Consumer habits and beliefs regarding refrigerated and frozen dough purchases, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                      • Mess-free products and restaurant flavors popular with blacks and Hispanics
                                                                                                                                                                                                                        • Figure 62: Consumer habits and beliefs regarding refrigerated and frozen dough purchases by race/Hispanic origin, December 2011
                                                                                                                                                                                                                      • Hispanics seek healthy and organic doughs
                                                                                                                                                                                                                        • Figure 63: Product qualities sought among refrigerated and frozen dough users, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Baby Boomers lead in biscuit, roll, and pie crust usage
                                                                                                                                                                                                                            • Figure 64: Purchase and use of refrigerated or frozen dough products, by generation, December 2011
                                                                                                                                                                                                                          • Kids and teens drive dough purchases
                                                                                                                                                                                                                              • Figure 65: Purchase and use of refrigerated or frozen dough products, by parents with children and age, December 2011
                                                                                                                                                                                                                            • Brownie dough succeeds with dads
                                                                                                                                                                                                                                • Figure 66: Purchase and use of refrigerated or frozen dough products, by gender and presence of children in household, December 2011
                                                                                                                                                                                                                              • Milk and cookie dough a winning combination for moms
                                                                                                                                                                                                                                  • Figure 67: Items purchased at the same time as refrigerated and frozen dough, by gender and presence of children in household, December 2011
                                                                                                                                                                                                                                • Popular kids’ characters could aid in cross-promotion of dough products
                                                                                                                                                                                                                                    • Figure 68: Items purchased at the same time as refrigerated and frozen dough by parents with children and age, December 2011
                                                                                                                                                                                                                                  • Boomers loyal to supermarkets
                                                                                                                                                                                                                                      • Figure 69: Retailers most often shopped for refrigerated and frozen doughs, by generation, December 2011
                                                                                                                                                                                                                                    • Dads more likely to buy dough through smaller channels
                                                                                                                                                                                                                                        • Figure 70: Retailers also shopped for refrigerated and frozen doughs, by gender and presence of children in household, December 2011
                                                                                                                                                                                                                                      • Customization and restaurant brands may spur dough sales among dads
                                                                                                                                                                                                                                          • Figure 71: Consumer habits and beliefs regarding refrigerated and frozen dough purchases, by gender and presence of children in household, December 2011
                                                                                                                                                                                                                                          • Figure 72: Consumer habits and beliefs regarding refrigerated and frozen dough purchases, by gender and presence of children in household, December 2011
                                                                                                                                                                                                                                      • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                          • Overview of refrigerated dough/biscuit dough
                                                                                                                                                                                                                                            • Refrigerated biscuit dough
                                                                                                                                                                                                                                              • Consumer insights on key purchase measures – refrigerated biscuit dough
                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                  • Figure 73: Brand map, selected brands of refrigerated biscuit dough, by household penetration, 2011*
                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                    • Figure 74: Key purchase measures for the top brands of refrigerated biscuit dough, by household penetration, 2011*
                                                                                                                                                                                                                                                  • Refrigerated dough (bread/rolls/bun)
                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures – refrigerated dough (bread/rolls/bun)
                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                        • Figure 75: Brand map, selected brands of refrigerated dough (bread/rolls/bun), by household penetration, 2011*
                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                          • Figure 76: Key purchase measures for the top brands of refrigerated dough (bread/rolls/bun) by household penetration, 2011*
                                                                                                                                                                                                                                                      • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                          • Overview of frozen bread/frozen dough
                                                                                                                                                                                                                                                            • Frozen fresh baked bread/roll/biscuit
                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures – frozen fresh baked bread/roll/biscuit
                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                  • Figure 77: Brand map, selected brands of frozen fresh baked bread/roll/biscuit, by household penetration, 2011*
                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                    • Figure 78: Key purchase measures for the top brands of frozen fresh baked bread/roll/biscuit, by household penetration, 2011*
                                                                                                                                                                                                                                                                  • Frozen bread/rolls/pastry dough
                                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures – frozen bread/rolls/pastry dough
                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                        • Figure 79: Brand map, selected brands of frozen bread/rolls/pastry dough, by household penetration, 2011*
                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                          • Figure 80: Key purchase measures for the top brands of frozen bread/rolls/pastry dough, by household penetration, 2011*
                                                                                                                                                                                                                                                                      • Appendix: Other Useful Tables

                                                                                                                                                                                                                                                                        • Purchase and use of refrigerated or frozen dough products
                                                                                                                                                                                                                                                                          • Figure 81: Purchase and use of refrigerated or frozen dough products, by gender, December 2011
                                                                                                                                                                                                                                                                          • Figure 82: Purchase and use of refrigerated or frozen dough products by marital/relationship status, December 2011
                                                                                                                                                                                                                                                                          • Figure 83: Purchase and use of refrigerated or frozen dough products by urban area, December 2011
                                                                                                                                                                                                                                                                        • Items purchased at the same time as refrigerated and frozen dough
                                                                                                                                                                                                                                                                          • Figure 84: Items purchased at the same time as refrigerated and frozen dough, by presence of children in household, December 2011
                                                                                                                                                                                                                                                                          • Figure 85: Items purchased at the same time as refrigerated and frozen dough, by household size, December 2011
                                                                                                                                                                                                                                                                          • Figure 86: Items purchased at the same time as refrigerated and frozen dough, by employment, December 2011
                                                                                                                                                                                                                                                                          • Figure 87: Items purchased at the same time as refrigerated and frozen dough, by primary residence, December 2011
                                                                                                                                                                                                                                                                        • Member of household who consumes refrigerated or frozen dough
                                                                                                                                                                                                                                                                          • Figure 88: Member of household who consumes refrigerated or frozen dough, by marital/relationship status, December 2011
                                                                                                                                                                                                                                                                          • Figure 89: Member of household who consumes refrigerated or frozen dough, by household size, December 2011
                                                                                                                                                                                                                                                                          • Figure 90: Member of household who consumes refrigerated or frozen dough, by employment, December 2011
                                                                                                                                                                                                                                                                          • Figure 91: Member of household who consumes refrigerated or frozen dough, by urban area, December 2011
                                                                                                                                                                                                                                                                        • Retailers most often shopped for refrigerated and frozen dough
                                                                                                                                                                                                                                                                          • Figure 92: Retailers most often shopped for refrigerated and frozen doughs, by gender, December 2011
                                                                                                                                                                                                                                                                          • Figure 93: Retailers most often shopped for refrigerated and frozen doughs, by household size, December 2011
                                                                                                                                                                                                                                                                          • Figure 94: Retailers most often shopped for refrigerated and frozen doughs, by presence of children in household, December 2011
                                                                                                                                                                                                                                                                          • Figure 95: Retailers most often shopped for refrigerated and frozen doughs, by education, December 2011
                                                                                                                                                                                                                                                                          • Figure 96: Retailers most often shopped for refrigerated and frozen doughs, by primary residence, December 2011
                                                                                                                                                                                                                                                                          • Figure 97: Retailers also shopped for refrigerated and frozen doughs, by age, December 2011
                                                                                                                                                                                                                                                                          • Figure 98: Retailers also shopped for refrigerated and frozen doughs, by household income, December 2011
                                                                                                                                                                                                                                                                          • Figure 99: Retailers also shopped for refrigerated and frozen doughs, by household size, December 2011
                                                                                                                                                                                                                                                                          • Figure 100: Retailers also shopped for refrigerated and frozen doughs, by presence of children in household, December 2011
                                                                                                                                                                                                                                                                          • Figure 101: Retailers also shopped for refrigerated and frozen doughs, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                                                                          • Figure 102: Retailers also shopped for refrigerated and frozen doughs, by employment, December 2011
                                                                                                                                                                                                                                                                          • Figure 103: Retailers also shopped for refrigerated and frozen doughs, by primary residence, December 2011
                                                                                                                                                                                                                                                                        • Consumer attitudes about refrigerated and frozen dough and health
                                                                                                                                                                                                                                                                          • Figure 104: Consumer attitudes about refrigerated and frozen dough and health, by marital/relationship status, December 2011
                                                                                                                                                                                                                                                                          • Figure 105: Consumer attitudes about refrigerated and frozen dough and health, by employment, December 2011
                                                                                                                                                                                                                                                                          • Figure 106: Consumer attitudes about refrigerated and frozen dough and health, by employment, December 2011
                                                                                                                                                                                                                                                                          • Figure 107: Consumer attitudes about refrigerated and frozen dough and health, by primary residence, December 2011
                                                                                                                                                                                                                                                                          • Figure 108: Consumer attitudes about refrigerated and frozen dough and health, by urban area, December 2011
                                                                                                                                                                                                                                                                        • Consumer habits and beliefs regarding refrigerated and frozen dough purchases
                                                                                                                                                                                                                                                                          • Figure 109: Consumer habits and beliefs regarding refrigerated and frozen dough purchases, by household income, December 2011
                                                                                                                                                                                                                                                                          • Figure 110: Consumer habits and beliefs regarding refrigerated and frozen dough purchases, by marital/relationship status, December 2011
                                                                                                                                                                                                                                                                          • Figure 111: Consumer habits and beliefs regarding refrigerated and frozen dough purchases, by education, December 2011
                                                                                                                                                                                                                                                                          • Figure 112: Consumer habits and beliefs regarding refrigerated and frozen dough purchases, by employment, December 2011
                                                                                                                                                                                                                                                                          • Figure 113: Consumer habits and beliefs regarding refrigerated and frozen dough purchases, by urban area, December 2011
                                                                                                                                                                                                                                                                          • Figure 114: Consumer habits and beliefs regarding refrigerated and frozen dough purchases, by primary residence, December 2011
                                                                                                                                                                                                                                                                        • Consumer attitudes toward refrigerated and frozen dough product attributes
                                                                                                                                                                                                                                                                          • Figure 115: Product qualities sought among refrigerated and frozen dough users, by employment, December 2011
                                                                                                                                                                                                                                                                          • Figure 116: Product qualities sought among refrigerated and frozen dough users, by urban area, December 2011
                                                                                                                                                                                                                                                                          • Figure 117: Product qualities sought among refrigerated and frozen dough users, by primary residence, December 2011
                                                                                                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                        • Campbell Soup Company
                                                                                                                                                                                                                                                                        • General Mills Inc
                                                                                                                                                                                                                                                                        • Nestlé USA
                                                                                                                                                                                                                                                                        • Pepperidge Farm Inc.
                                                                                                                                                                                                                                                                        • Pillsbury

                                                                                                                                                                                                                                                                        Refrigerated and Frozen Dough - US - March 2012

                                                                                                                                                                                                                                                                        £3,199.84 (Excl.Tax)