Bakery mixes : a small but growing market

Related tags Milk Cake Euromonitor

The consumption of baking mixes in the Asia Pacific region may be
low, but a rash of new launches on the market suggests that all
that might be set to change, as time-starved households move
towards quicker, easier alternatives.

Euromonitor​ estimates that retail sales in this region will reach less than $320 million by the end of 2004. This figure represents a consumption per-capita of only $0.1 Versus $1.6 in Western Europe. However, economic growth and the increasing awareness about the value of time by Asian consumers is pushing up the growth of dessert mixes, and Euromonitor estimates an increase of retail sales for this region of 9 per cent in 2004.

China and Japan are currently the largest markets, accounting for 65 per cent of total retail sales Asia Pacific in 2004, according to Euromonitor's estimates. Sales have expanded in China as a result of the introduction of numerous easy-to-prepare dessert mixes of typical Chinese sweet dishes, such as tang yuan, sesame paste and walnut paste. Consumers in this country regard these products as a form of convenience food and often eat it at breakfast or between meals.

Turning first to the Philippines, Liberty Commodities is launching Oven Toaster Cake Mix Bibingka under the Maya brand. Packaged in 150 gram boarded cartons, the mix is expected to retail at €0.27. It is a brand new rice and wheatflour cake mix that is blended with coconut milk powder and said to take just ten minutes to cook. The flour is enriched with niacin, iron, thiamin and riboflavin.

In Australia Coles Supermarkets is launching Plain Organic Flour under the Coles own brand. Reflecting the growing demand for organic ingredients in the Australasian market, Coles is rolling the flour in its supermarkets located across Australia. Packaged in a flexible plastic bag containing 1kg of plain flour, it is expected to appear on the store shelves during the course of this month.

Taiwan sees the launch of Family Mart's Chou á la Crème Pastry, a milk flavoured dessert pastry. Packaged in flexible plastic bags, it contains 69 grams of pre-made pastry that retails for €0.49. Made from flour, egg, cream, milk and sugar, it is sold chilled.

Finally, White Wings Foods is rolling out Choc Chip Muffin mix onto the Indonesian market. Sold in boarded carton containing 450 grams of mix, it is expected to retail at €0.30. This easy to prepare mix is said to have a cooking time of 18 to 20 minutes.

This range of bakery mixes is part of a selection from Mintel's Global New Product Database​.

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