Growth
Mrs. Fields against its category
The biggest tracked US bakeries, donuts & desserts by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Mrs. Fields's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 | Auntie Anne's | 0.0% |
| 2 | Nothing Bundt Cakes | +12.9% |
| 3 | Krispy Kreme | -11.9% |
| 4 | Paris Baguette | - |
| 5 | Tous Les Jours | - |
| 6 | Wetzel's Pretzels | -0.4% |
| 7 | Cinnabon | -1.7% |
| 8 | 85C Bakery Cafe | -2.5% |
| 9 | Insomnia Cookies | -11.0% |
| 10 | Great American Cookies | -2.3% |
| 46 | Mrs. Fields | -15.6% |
Share of tracked category spend, indexed
Store footprint
Store map
81 tracked Mrs. Fields locations across 20 US states. California, Illinois, and Florida hold 59% of them.
Tracked stores by state
- California 31
- Illinois 9
- Florida 8
- Michigan 4
- New Jersey 4
- New York 4
- Nevada 3
- Texas 3
- Colorado 2
- North Carolina 2
- Pennsylvania 2
- Arizona 1
- Delaware 1
- Hawaii 1
- Idaho 1
- Kansas 1
- Maryland 1
- Ohio 1
- Oklahoma 1
- Wisconsin 1
Customer overlap
Who shops at Mrs. Fields
Tracked chains Mrs. Fields customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
Jewel-Osco
100
Mariano's
53
Pick 'n Save
52
Great Lakes Naval Base
49
Lewis Fresh Market
47
Great Lakes Commissary
41
Elgin Fresh Market
41
More trends