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In U.S., A Holiday Baking Divide North Vs. South
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In U.S., A Holiday Baking Divide North Vs. South

When it comes to holiday baking, consumers in the northern U.S. reach for baking supplies — like readymade frosting, cake decorations, chocolate chips, and food coloring, while southerners prefer to stick to the basics: flour and sugar.

Last November and December, supermarket shoppers in northern markets like Hartford and New Haven, Conn. and Buffalo and Rochester, N.Y. spent almost one-third more, percentage-wise, on baking supplies than average American consumers, Nielsen reports.

During the same period, shoppers in southern markets like Birmingham, Ala. and Memphis dominated sales of flour, spending 106% and 78% more, respectively, than average Americans.

Consumers in Memphis and Birmingham also dominated sales of sugar, spending 57% and 46% more, respectively, than average Americans on that most basic of holiday baking ingredients, according to Nielsen.

West Texas, Little Rock, Ark., Nashville, Tenn., and Atlanta were also among the top markets for flour and sugar sales.  Shoppers in these markets spent 30% to 52% more on flour, and 19% to 28% more on sugar than average Americans.

Top 10 U.S. Markets: Baking Supplies

Rank

(by highest

index)

Market Dollar Sales Index

Vs.

Total U.S. Sales

1 HARTFORD/NEW HAVEN 128
2 BUFFALO/ROCHESTER 127
3 GRAND RAPIDS 123
3 MINNEAPOLIS 123
3 CLEVELAND 123
4 SYRACUSE 122
5 MILWAUKEE 120
6 ST. LOUIS 115
7 SEATTLE 113
7 DETROIT 113
7 PHILADELPHIA 113
8 ALBANY 112
8 PORTLAND 112
9 BOSTON 110
9 SAN FRANCISCO 110
10 SACRAMENTO 109
Lowest Rank SAN ANTONIO 68
Source: The Nielsen Company (November – December 2007).
*Note: “Dollar Sales Index” is based on each market’s category share of UPC-coded, total dry grocery sales vs. total U.S. sales.

Top 10 U.S. Markets: Flour

Rank

(by highest index)

Market Dollar Sales Index

Vs.

Total U.S. Sales

1 BIRMINGHAM 206
2 MEMPHIS 178
3 WEST TEXAS 152
3 LITTLE ROCK 152
4 HOUSTON 136
4 NASHVILLE 136
5 SAN ANTONIO 131
6 ATLANTA 130
7 DALLAS 120
8 PHOENIX 119
9 PORTLAND 105
10 NEW ORLEANS/MOBILE 103
10 KANSAS CITY 103
Lowest Rank ORLANDO 67
Source: The Nielsen Company (November – December 2007).
*Note: “Dollar Sales Index” is based on each market’s category share of UPC-coded, total dry grocery sales vs. total U.S. sales.

Top 10 U.S. Markets: Sugar

Rank

(by highest index)

Market Dollar Sales Index

Vs.

Total U.S. Sales

1 MEMPHIS 157
2 BIRMINGHAM 146
3 LITTLE ROCK 128
4 NASHVILLE 127
5 RALEIGH/DURHAM 125
6 NEW ORLEANS/MOBILE 124
7 CHARLOTTE 123
7 ATLANTA 123
8 JACKSONVILLE 120
9 WEST TEXAS 119
9 OKLAHOMA CITY/TULSA 119
10 LOUISVILLE 114
Lowest Rank OAHU 68
Source: The Nielsen Company (November – December 2007).
*Note: “Dollar Sales Index” is based on each market’s category share of UPC-coded, total dry grocery sales vs. total U.S. sales.

Nielsen’s Dollar Sales Index reflects a category’s share of total dry grocery sales for a Nielsen market versus the total U.S., using supermarket dollar sales over the most current 52-week period.

The Memphis market’s index of 157 for the Sugar product category, for example, reveals that supermarkets in that particular market sell 57% more sugar, relative to total dry grocery purchases, than the national average.