St. Paul recorder. [volume] (St. Paul, Minn.) 1934-2000, 1950-06-30
81. Paul Study
Shows Decrease
In Bread Buyers
ATTRIBUTED TO INCREASED
POPULARITY OF CAKE AND
BREAD MIXES

BREAD MIXES
The number Of buyers of breads,
regular flour and prepared cake
flour declined from 19A9 TO 1850,
according to the 1850 consumer
analysis Of the st. Paul market,
issued by the st, Paul Dispatch
Pioneer Press.
The small, but definite, declines
were probably attributed in part
to the increased popularity of pre-
pared cake mixes, ginger bread
mix, and biscuit and muffin
mixes.
In answer TO the question, DO
you buy regular white bread ?"
92.seS of the 5000 families COW
cred in the survey said yes"
decrease from the 94.6% who re-
piled affirmatively last year.
The decline in the number of
purchasers of rye bread was even
more marked. In 194s, 74.4qo of
the families said that they bought
rye bread. In 1919, 1880 listed
themselves as purchasers, but in
the current study, only 67.99o
said that they bought rye bread.
From 1949 to 1850, the number
of families buying prepared cake
mix increased from i2.49o TO 14.7eo
for regular" purchasers and from
47.7GS to 60.1% for "occasionar'
purchasers. The report includes a
note of caution. however, In the
form OF the number OF families
who have tried cake mix and dis
continued purchasing the commod-
ity. In 1949. 5.s9S were in the
tried but discontinued" group and
this year, s.6% were in that class.
The consumer preference list OF
regular cake list purchasers
changed markedly from 1949 to
1850. occident still led the field.
but with only 29.sTS, as compared
with 44.4es in 194s. Pillsbury
moved up from 14q6 to 21.79S and
Betty Croker jumped from 1.69s
to 21T. Cinch dropped from 31.29s
to 2.9es.
In the frozen orange Juice race,
Birds Eye easily led the field, with
24.6% OF the buyers listing II as
their preferred brand. Sun Filled
was second with 1870. Snowcrop
had 7.7@5 of the buyers; Minute
Maid, $3.50; Cold Gold, 3.496; Vi
tally 2.99s; Booth, go; Honor
Brand, 1870. and 33.6q6 of the
buyers said don't know" when
asked their preference. However,
only 11.7fo Of the families said
that they purchased frozen orange
juice.
Despite the publicity about fro
zen orange juice, canned or bot
tied orange juice continued to
register strong gains. In 1947,
34.2R of the families purchased
canned or bottled juice; in 1913
37.9%6 bought such products; in
1919, the figure was 1886 and
this year 44.59S Of the respon-
dents said that they were pur-
! chasers.
The number of families buying
margarine dropped from $3.50
in 1919 TO 294% in 1850. All
Sweet was the favored brand OF
442Gs Of the buyers; Durkee's for
324% (up from 22.696 last year, ;
Sweet Sixteen for $50 and Will
son Certified for 4.28o.
In the ready-to-eat breakfast
food department, Wheaties was
favored by $3.50; Kellogg's corn
flakes by $3.50; Kellogg's Rice
Krispies, 24.1%5; Cherries, 1859
Grape Nuts, 8.2fs; Nabisco shred
ded wheat. 7.79S, Xix, 1870; Post
Toasties, $50. and other brands
by smaller percentages of buyers.
In the powdered securing clean
ser field, Ajax almost doubled
its purchasers, moving from l4.1%
in 1919 to 27.2% in 1850. Old
Dutch dropped from $3.50 to
2279S; Royal Lemon from 1879
to 1859. and Swift's from 1919
to 1889.
The soap picture has changed
considerably in the past year in
st. Paul. Dreft moved up from
] 1880 to 17.l%6 in the soap for
dishes" group; Duz jumped from
1871 to 14.5f5; Ivory dropped
from POLY to l1.6%; Vel was
about the same as in 1919 with
1919 this year, and Tide moved
up from 7.-% to 1857.
Television set owners increased
from IL q Of the families survey
ed to 1887 of the families. Ad-
miraI. the preferred brand of 4.596
Of the owners last year, moved
into first place this year with
1870.
Philco, the choice Of 1929 last
year, was preferred by 11.7% this
year. RCA dropped from 17.59S
to 1I.7I6, and Motorola dropped
from 17.5q6 to 11.7PS.- From Adj
ycrtising Age.
Have q nice safe Fourth Of July