How consumers perceive the value of pie

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How consumers perceive the value of pie

8 Apr 2026

KANSAS CITY, MO — Pies are an indulgent choice for many consumers. Driven by convenience and the appeal of premium bakery products, the growth of the global pie market is forecasted to expand by a CAGR of 6.6% through 2034, according to DiMarket’s “Pie and Pastry Filling Market’s Evolution: Key Growth Drivers 2026-2034” report. Pies attract shoppers seeking a home-baked item made with enticing flavors and real ingredients.

Total US – Multi Outlet W/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club &
Dollar Retailers) | Latest 52 Weeks Ending Jan. 25, 2026
Source: Circana Omnimarket Integrated Fresh, a Chicago-based Market Research Firm (@WeAreCircana)

Price drops for perimeter

Spanning center store, perimeter and frozen pie products, the overall pie category reported more than $2.4 billion in sales, with perimeter garnering the largest market share, according to the Circana retail data for the 52 weeks ending Jan. 25, 2026. While perimeter and center store sales were flat, perimeter whole pies have rebounded from 2024 declines, with growth in both dollars and units in 2025.

“Perimeter pies are three times the size of center store pies from a dollar perspective,” said Melissa Altobelli, senior VP of bakery and dairy for Circana. “Whole pies saw a 3 percent price decrease in 2025 after increases in 2024, which has contributed to growth.”

Value also likely plays a part in the rebound of perimeter whole pies. Price points for whole pies are down to $3.49 per pie at value retailers, according to Circana. Smaller-sized varieties are declining as consumers try to maximize value by purchasing whole pies.

Private label is driving whole pie growth for perimeter sales, although Altobelli observed that Wynnewood, PA-based Patti’s Good Life’s Patti Labelle’s southern pie line, and Kansas City, KS-based Tippin’s Pies are also contributing to perimeter growth.

The overall pie category reported more than $2.4 billion in sales. — Source: Circana

“While private label is a leader with perimeter whole pies, Patti Labelle’s pies are described as creamy and authentic with a soulful taste, and Tippin’s Pies offers real ingredients, flavor variety and flaky crusts contributing to growth,” Altobelli said. “These brands produce fresh, homemade pie experiences that leverage current trends.”

Value boosts center store

Center store pie sales are flat across the segments, even in single-serve/snack pies, which typically drive growth, according to Circana. Private label accounts for about 40% of snack pie units, but both private label and all major brands showed declines. Altobelli noted that stagnate growth persists even though snack pie pricing has remained consistent at approximately $1.10 per unit at value retailers.

“Value proposition is likely impacting performance of snack pies as consumers cut back on discretionary spending,” she said. “Value is more than just a price point. Snack pie manufacturers have the opportunity to focus innovation on meeting other consumer needs like convenience or added health claims.”

Nostalgia, premium SKUs

Accounting for two-thirds of the dollar share, the most popular flavors for perimeter whole pies include apple, pumpkin, pecan and key lime. Perimeter pie flavors like mixed fruit, strawberry and French silk showed strong growth, despite lower dollar sales and less overall pie share.

“From a flavor perspective, there is little innovation in pies, with tried-and-true flavors dominating,” Altobelli said. “Pies overall skew to older households, where purchases may be influenced by nostalgia. Iconic apple pie flavors account for almost one-third of whole pie dollar sales.”

This story has been adapted from the April | Q2 2026 issue of Commercial Baking. Read the full story in the digital edition here.

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