As the fad with high-protein diets declines, consumers are rediscovering how carbohydrate-based foods can fulfill their comfort needs, especially those foods with a history and story to tell. Additionally, there is a segment of consumers who find eating a serving of bread is an important part of any meal.
General Mills' Pillsbury unit noticed a trend in ultra-convenience from a key part of its business portfolio: refrigerated cookie dough. Sales have been driven by consumers who wanted a few, fresh cookies at one time. Sales have grown at double digits for the past three years for Pillsbury's cookie dough business, and those lines now exceed $100 million in annual sales.
So Pillsbury looked to leverage this trend in its refrigerated biscuit dough in a format that would allow consumers to bake a few fresh biscuits at a time. Perfect Portions dough packs are available in packages of five twin packs for preparation in conventional or toaster ovens. In Buttermilk and Butter Tastin' flavors, they are refrigerated with a shelf life of 40 days.
How far did Pillsbury take this idea of convenience, and is it enough to motivate consumers to bake biscuits for themselves?
Understanding the marketplace
The refrigerated dough category is valued at about $1.6 billion, according to Bakingbusiness.com, with Pillsbury (now owned by General Mills) and Earthgrains (a brand of Sara Lee) owning practically the entire market. Pillsbury has clearly dominated this niche for a long time.
However, there has been a downward trend in sales in this category for a number of years – declining 1-1.5 percent per year, according to Information Resources Inc. Plus, last year's low-carb fad made this an even more difficult category. Nevertheless, areas of growth have been in products with more convenience and better longevity of freshness.
The archetype in this category is dough in a tube, yielding six to eight biscuits. While fun for the kids to open and place on the baking sheet, it's no longer much of a factor in a society where married couples with children account for less than one in four families (according to Sam Roberts' 2004 book 'Who We Are Now"). And as tasty as Grands or Hungry Jack biscuits are from the hot oven, day-old home-baked goods are not known for their freshness nor quality.
Hot biscuits are popular at many times of day – for breakfast, with dinner, as a cocktail component, as a really great part of a weekend breakfast or brunch. But how does one get that single or double sausage-and-biscuit meal in the morning at home when you're in a hurry? And who wants to throw the rest of the can away?
Convenience orientation has been a key area of general product growth. In 2004, new products focused on convenience totaled 993, up 16.3 percent, according to ProductScan Online. So why not find a way to get convenient with refrigerated dough?
Pillsbury is adapting what it learned in another category about household size and portion requirements to deliver fresh-baked biscuits in a highly convenient manner.
|Perfect Portions packages contain five twin packs of oven-ready dough. In Buttermilk and Butter Tastin' flavors, they are refrigerated with a shelf life of 40 days.
Consumers are seeking premium, convenient foods that are available when they want them, in the amount they want, for the meals they want to create. But what is convenient?
Our It!s Convenient and Crave It! insights integrate 30 or more conjoint studies to generate a database that can be used to understand the experience of foods -- from product, health benefits or secondary aspects, emotions, and brands/ benefits. These studies tell us convenient breads are about toppings, eating on the run, packaging so it stays hot and fresh, texture, natural, tastes and smells that say freshly made. Craveable breads are about fresh from the oven, with a side of butter, texture, homemade and artisan.
The key attributes for convenient bread are taste, aroma, appearance and good-for-me aspects. The key attributes for craveable bread are aroma, taste, thirst and texture. Interestingly, our consumers rated good taste as most important when the bread is convenient, and aroma was on top when the bread is craveable. Aroma is closely linked with memory. Consumers are looking for a familiar experience to enhance their center-of-the-plate meal. Bread is consumed at dinner, lunch and breakfast as part of a meal for most Americans.
The key trends in breads have been packaging/convenience and healthfulness.
Packaging/convenience: Breads have been easier for the consumer to make with choices of frozen, refrigerated tubes, par-baked and fresh. All of these have assumed the consumer was feeding a large number of people at a given meal. As consumers increasingly eat on the run and census data shows small households as the largest and fastest growing segment in the country, breads have needed to meet this trend, coming ready to make in a smaller format and with various cooking, timing and preparation options to fit with family meals. They also need to address grazing and the use of bread as a snack itself.
Healthfulness: When the low-carbohydrate fad caused declines in all grain products in 2004, manufacturers responded with product innovations that were poorly accepted. Modification of fat and whole grain emphasis appears to have a bit more favor with the consumer and is more broadly supported by the industry.
Pillsbury Perfect Portions Biscuits are available in two flavors, Buttermilk and Butter Tastin', in the grocery store refrigerated case. Suggested retail price is $2.99 per box of five twin-packs (10 biscuits).