Brief: Crumbling sales in the refrigerated and frozen dough market

Sales in the refrigerated and frozen dough market in the US reached USD 1.3 billion in 2005, excluding Wal-Mart (the country's largest supermarket chain). This is a direct retaliation by manufacturers in the refrigerated/frozen dough market, which has suffered a 2% decline in sales since 2003, mainly due to the ever-increasing number of in-store bakeries. The number one segment is currently the cookie/brownie dough segment which has been growing significantly since 2000. However, market innovation in areas such as the development of products for the single-person household remain to be exploited.