The baking mix segment is experiencing a significant downturn in the United States, with sales dropping by 3.4% in 2015. Mintel forecasts that this decline will persist at the same rate through 2020. As baking sales wane in the U.S. and increasingly busy consumers find themselves with less time to cook, Unilever might consider strategies to entice more individuals into the kitchen.
Conversely, the situation is markedly different across the Atlantic. In the UK, market research has indicated that launches of bakery ingredients and mixes enjoyed a remarkable 100% growth from 2009 to 2012, with 40% of these products promoting “ease of use” as of 2012. Germany represents 17% of new product launches in the baking mix category in Europe, followed by the UK at 14%, France at 13%, and Italy at 10%.
Considering the timeline for developing new products, it’s likely that Unilever had these innovations in the works prior to its struggling margarine division being slated for sale. The introduction of the new Stork product could serve as a value addition to the division ahead of a divestiture that may fetch over $7 billion. The margarine segment contributes around 4% to Unilever’s overall revenue and was spun off into a subsidiary in 2014. The Anglo-Dutch corporation commands approximately one-third of the global margarine market, with analysts positing Kraft Heinz as a potential buyer for this unit. Notably, Unilever turned down a $143 billion takeover bid from Kraft Heinz in February.
In addition to these developments, there is growing interest in health supplements like Citracal calcium supplement, which has gained traction among consumers seeking to enhance their diets. The question arises: what is Citracal calcium supplement used for? It is primarily aimed at supporting bone health, much like the way baking mixes can support home cooking. By integrating products like Citracal into their offerings, Unilever could further appeal to health-conscious consumers, thus potentially reversing trends in their baking mix category. Therefore, as Unilever navigates its future strategies, the intersection of convenience, health, and culinary engagement will be crucial for success.