Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Bakery Products - Canada - June 2015

“Consumers are very clear about what matters to them when it comes to selecting bakery products and that is freshness. While this is not startling, what is of note is how much other concerns are less important. Gluten-free has garnered a great deal of attention, but when asked consumers rate it as being a low priority behind all other considerations suggesting manufacturers should look to other attributes when deciding on innovation and crafting strategic messaging ”
– Joel Gregoire, Senior Food & Drink Analyst

This report looks at the following areas:

  • Freshness matters most to consumers
  • Gluten-free is less important to consumers versus other factors
  • Quebec consumers have more positive associations with bakery products
  • Gender has an impact on bakery product consumption
 

Just under half of consumers agree bread is important to maintaining a healthy diet. While this suggests opportunity to improve perceptions around nutrition and the category, when asked which factors are most important to consumers when making a purchase, only a small percentage of consumers cite gluten-free. Freshness and flavour dominate all other considerations. When it comes to nutrition-focused considerations, four in 10 consumers cite ‘all-natural/no artificial ingredients’ as holding sway, an area where innovation is evident based in the percentage growth in packaging claims. In short, a focus on lesser consumer concerns is destined to generate limited ROI.

Bread manufacturers appear to be charting the right course when it comes to making consumers feel better about the bakery products they eat. This particularly resonates with women, who tend to eat bakery products less frequently and consider the category less essential to maintaining a healthy diet.

This report identifies other consumer insights and provides perspective on how to action against them to guide more targeted decisions for different consumer groups. This includes information around usage, occasions when bakery products are eaten, general purchase behaviours, factors that are most important to consumers at the point of decision and general attitudes to facilitate exposition and context grounded in hard data. 

 

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Forecast of Canada retail volume sales of bakery products, 2010-20
                • Figure 2: Forecast of Canada retail value sales of bakery products, 2010-20
              • Market factors
                • Canada’s population is aging and will continue to do so in the coming years
                  • Figure 3: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                  • Figure 4: Projected trends in the age structure of the Canadian population, 2014-19
                • Over half of Canadians are overweight or obese
                  • Figure 5: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2009-13
                • The consumer
                  • Nearly all Canadians eat baked goods
                    • Figure 6: Bakery products eaten, March 2015
                  • Consumers are most likely to eat bread as part of a sandwich
                    • Figure 7: When bakery products are eaten, March 2015
                  • Freshness is most important to consumers
                    • Figure 8: Purchase behaviour, March 2015
                  • Bread is most important for making a good sandwich
                    • Figure 9: Baked goods purchase attitudes, March 2015
                  • What we think
                  • Issues and Insights

                      • Freshness matters most to consumers
                        • The facts
                          • The implications
                            • Gluten-free is less important to consumers versus other factors
                              • The facts
                                • The implications
                                  • Quebec consumers have more positive associations with bakery products
                                    • The facts
                                      • The implications
                                        • Gender has an impact on bakery product consumption
                                          • The facts
                                            • The implications
                                            • Market Drivers

                                              • Key points
                                                • Demographic overview
                                                  • Canadian population expected to grow
                                                    • Figure 10: Share of population of Canada, by territory/province, 2014
                                                  • Canada’s population is aging and will continue to do so in the coming years
                                                    • Figure 11: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                                                    • Figure 12: Projected trends in the age structure of the Canadian population, 2014-19
                                                  • Over half of Canadians are overweight or obese
                                                    • Figure 13: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2009-13
                                                  • Economic overview
                                                    • Overall negative impact of lower oil prices on the Canadian economy
                                                      • Figure 14: Canada’s GDP, by quarter, Q4 2008-Q4 2014
                                                      • Figure 15: Household disposable incomes and savings in Canada, by quarter, Q4 2008-Q4 2014
                                                      • Figure 16: Canada’s unemployment rate, by gender, 2008-15
                                                  • Trend Application

                                                      • Trend: The Real Thing
                                                        • Trend: Minimize Me
                                                          • Trend: Sense of the Intense
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Overall launch increase supported by new packaging
                                                                    • Figure 17: Percentage of bakery launches in Canada, by launch type, 2010-14
                                                                  • Private label outpaces branded products in launches
                                                                    • Figure 18: Percentage of bakery product launches in Canada, by brand type, 2010-14
                                                                  • Wholegrain is the top claim found on bread packaging
                                                                    • Figure 19: Percentage of bread & bread product launches in Canada, by claim, 2010-14
                                                                  • Honey, I shrunk the bread!
                                                                    • Versatile options tie bread closer to the centre of the plate
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Bakery products volume declines to moderate
                                                                          • Figure 20: Canada retail value and volume sales of bakery products, at current and constant prices, 2010-20
                                                                          • Figure 21: Forecast of Canada retail volume sales of bakery products, 2010-20
                                                                          • Figure 22: Forecast of Canada retail value sales of bakery products, 2010-20
                                                                        • Bread and bread product volume declines to flatten, but value sales forecasted to soften
                                                                          • Figure 23: Canada retail value and volume sales of bread and bread products, at current and constant prices, 2010-20
                                                                          • Figure 24: Forecast of Canada retail volume sales of bread and bread products, 2010-20
                                                                          • Figure 25: Forecast of Canada retail value sales of bread and bread products, 2010-20
                                                                        • Sweet bakery volume remains flat, though value sales show increase
                                                                          • Figure 26: Canada retail value and volume sales of sweet bakery, at current and constant prices, 2010-20
                                                                          • Figure 27: Forecast of Canada retail volume sales of sweet bakery, 2010-20
                                                                          • Figure 28: Forecast of Canada retail value sales of sweet bakery, 2010-20
                                                                        • Forecast methodology
                                                                        • Companies and Products

                                                                            • Grupo Bimbo (Canada Bread Co.)
                                                                              • Overview and product range
                                                                                • Recent activity and innovation
                                                                                  • Weston Foods
                                                                                    • Overview and product range
                                                                                      • Recent activity and innovation
                                                                                        • Aryzta
                                                                                          • Overview and product range
                                                                                            • Recent activity and innovation
                                                                                            • The Consumer – Bakery Products Eaten

                                                                                              • Key points
                                                                                                • Nearly all Canadians eat baked goods
                                                                                                  • Figure 29: Bakery products eaten, March 2015
                                                                                                  • Figure 30: Consumption frequency of bakery products, March 2015
                                                                                                • Men are more likely to eat bakery products daily
                                                                                                  • Figure 31: Bakery products eaten in the past three months, by gender, March 2015
                                                                                                • Consumers in Quebec are more likely to eat multiple types of bakery products
                                                                                                  • Figure 32: Bakery products eaten in the past three months in Quebec and Canada, March 2015
                                                                                                • Household size and income impacts frequency of bread consumption
                                                                                                • The Consumer – When Bakery Products are Eaten

                                                                                                  • Key points
                                                                                                    • Consumers are most likely to eat bread as part of a sandwich
                                                                                                      • Figure 33: When bakery products are eaten, March 2015
                                                                                                    • Age influences when bread is eaten
                                                                                                      • Figure 34: When bakery products are eaten, by age group, March 2015
                                                                                                    • Household dynamics influence when bakery products are eaten
                                                                                                      • Underdeveloped opportunities for bakery products
                                                                                                      • The Consumer – Purchase Behaviour

                                                                                                        • Key points
                                                                                                          • Freshness is most important to consumers
                                                                                                            • Figure 35: Purchase behaviour, March 2015
                                                                                                          • Women are more likely to be open to new and different ingredients
                                                                                                            • Figure 36: Purchase behaviour, by gender, March 2015
                                                                                                          • Regional differences are select and subtle, but they exist
                                                                                                            • Figure 37: Purchase behaviour – Quebec versus Canada overall, March 2015
                                                                                                          • Accommodation is more important within larger households
                                                                                                          • The Consumer – Choice Factors

                                                                                                            • Key points
                                                                                                              • Freshness and taste are the top purchase considerations
                                                                                                                • Figure 38: Importance of different factors when choosing bakery products (any rank), March 2015
                                                                                                                • Figure 39: Leading motivating factors when choosing bakery products (#1 ranked), March 2015
                                                                                                              • Gluten-free has little impact in consumers’ decisions
                                                                                                                • Half of consumers look for wholegrain/high-in-fibre health claims
                                                                                                                  • Half of consumers are influenced by baked products’ end use
                                                                                                                  • The Consumer – Attitudes towards Baking Products

                                                                                                                    • Key points
                                                                                                                      • Bread is most important for making a good sandwich
                                                                                                                        • Figure 40: Baked goods purchase attitudes, March 2015
                                                                                                                      • Consumers have an appetite for innovation
                                                                                                                        • Fortification can help alleviate consumers’ health concerns around bread
                                                                                                                          • Figure 41: Baked goods purchase attitudes – Health considerations, by gender and age, March 2015
                                                                                                                        • Consumers are both willing to pay more and are looking to spend less
                                                                                                                        • The Consumer – Bakery Products and Chinese Canadians

                                                                                                                          • Key points
                                                                                                                            • More Chinese Canadians eat sliced bread, but they do so less often
                                                                                                                              • Figure 42: Bakery products eaten – Chinese Canadians vs overall population, March 2015
                                                                                                                            • Chinese Canadians are less likely to eat bakery products during ‘traditional’ meal occasions
                                                                                                                              • Figure 43: When bakery products are eaten – Chinese Canadians vs overall population, March 2015
                                                                                                                            • Health considerations more important among Chinese Canadians
                                                                                                                              • Figure 44: Importance of different factors when choosing bakery products (any rank) – Chinese Canadians versus overall population, March 2015
                                                                                                                            • Chinese Canadians are more sales conscious
                                                                                                                              • Figure 45: Baked goods purchase attitudes – Chinese Canadians versus overall population, March 2015
                                                                                                                          • The Consumer – Target Groups

                                                                                                                            • Key points
                                                                                                                              • Four target groups
                                                                                                                                • Figure 46: Target groups for bakery products, March 2015
                                                                                                                              • Price Conscious (28%)
                                                                                                                                • Enthusiasts (28%)
                                                                                                                                  • Functionally Motivated (22%)
                                                                                                                                    • Disengaged (22%)

                                                                                                                                    Companies Covered

                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                    Bakery Products - Canada - June 2015

                                                                                                                                    £3,199.84 (Excl.Tax)