The frozen desserts/toppings category consists of:

• Frozen whip toppings ($331.7 million, units down 4.2%)
• Frozen Sweet goods – no cheesecakes ($205.9 million, units down 7.9%)
• Frozen cheesecakes ($133.7 million, units down 0.4%)
• Frozen pudding/mousse ($683,292 thousand, units up 303.7%)

Whip toppings take a beating

Dollar sales for frozen whip toppings, the largest segment in the category, decreased 4.7% to $331.7 million, with units down 4.2% to 216.8 million. Among the top five, Kraft Cool Whip dominated with overall sales at $237.8 million, but dollar sales dropped 1.2%, while unit sales increased slightly, 0.2% to 151.9 million. Private label came up second with $88.4 million, though dollar sales dropped 9.3% and units fell 12.2%. There’s a large gap from this point, as Kraft’s Cool Whip Frosting is third in line with sales at $1.9 million, with dollar and unit sales decreasing dramatically, 71.2% and 70.5%, respectively. The one company in the top five that showed promise was Truwhip (Peak Foods). Dollar sales increased dramatically, up 104.8% to $1.7 million, with units skyrocketing 158.3%.

In the frozen sweet goods – no cheesecakes segment, dollar sales were down 7.6% to $205.9 million, and units decreased 7.9% to $49.7 million. Pepperidge Farm was the segment leader with $58.2 million, but dollar sales were down 9.1% and units fell 11.2%. Most of the companies in the top 10 struggled, with a couple exceptions. Dollar sales for Marie Callender’s (Conagra Foods) improved 18% and units increased 11.4%. Poppies’s showed dollar and unit sales also up, both at 14.6%.

In the frozen cheesecakes segment, dollar sales rose 1.1% to $133.7 million, though unit sales fell 0.4% to 18.7 million (see table). Private label led the segment with overall sales at $38 million; dollar sales increased 8.4% and units were up 9.2%. Sara Lee (Hillshire Brands) struggled with dollar sales down 13.1% to $37.1 million as units decreased 12.2%. Among the top five, Edwards (Schwan Food Co.) showed real promise: dollar sales jumped 290.7% and units improved 173.4%. Lawler’s didn’t fare as well: dollar sales dropped 14.6% and units fell 20.6%. Jon Donaire (Rich Products) also saw dollar and unit sales down, 9.9% and 7.7%, respectively.

Hunting for mousse

The one beacon of hope for the frozen desserts category is the frozen puddings/mousse segment which saw dollar sales skyrocket 172.7% to $683,292 thousand, and units jumped 303.7% to 181,530 thousand. Private label success seems to be driving this segment’s improvement, with dollar sales up 92.3%, while units increased 331.1%. Alongside that, S and P Syndicate Public Co. showed both dollar and unit sales improve 124.7%. Not doing well in the segment was Stevenson’s (Lone Star Bakery Inc.). Its dollar and unit sales decreased 90.1% and 89.6%, respectively.