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Bread and Baked Goods - Europe - November 2011

Volume sales of bakery products have been declining since 2008, while sales remained positive in France, Spain and Italy. Overall, the impact of the recession and the gloomy economic outlook on the review market has remained marginal, as sales are declining in the most mature markets, mainly due to other factors such as healthy eating and an ageing population.

Italy, Spain and France, where sales of packaged bread and bread products are still small, have reported steady growth as these products can deliver on convenience; the longer shelf life also helps to reduce food waste.

Innovation and advertising investment play a key role in these highly mature markets, as they help to maintain consumer’s interest in the category. However, packaged bread and bread products are more difficult to differentiate, compared to cakes, pastries and sweet goods. Growth can be still pursued at the detriment of artisanal bread, which still generates the largest part of sales, especially in France, Italy and Spain. In this context, manufactures need to focus on quality and freshness.

Some key questions answered in the report include:

  • To what extent has the recession affected the European bakery products markets? How much have private label and discount brands benefitted from the recession at the expense of mainstream branded players?
  • How much of an impact does the healthy eating trend have on the review market?

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Sales are down in the mature German and UK markets
                    • Figure 1: Bakery products: volume, 2005-15
                    • Figure 2: Bakery products: value in local currency, 2005-15
                  • Bread and bread products generate largest part of sales
                    • Strength and weaknesses in brief
                      • Strengths
                        • Weaknesses
                          • Companies, brands and innovations
                            • Number of launches strongly increased in 2010
                              • Healthy and natural products flourish but indulgence still leads
                                • Brands lead but own-labels expand the offer
                                  • Figure 3: New product activity in bread, bakery and cakes, % share by company, by European region, 12 months to November 2011
                                • The consumer
                                  • White bread the most popular
                                  • European Market Size and Forecast

                                    • Key points
                                      • The Big 5 - Mature markets reduce volume growth
                                        • Figure 4: Bakery products: volume, 2005-15
                                      • The Big 5 - Value sales still rising
                                        • Figure 5: Bakery products: value in local currency, 2005-15
                                      • Consumption per capita
                                        • Figure 6: Bakery products: spend per capita (population), 2005-15
                                    • Market Segmentation

                                      • Key points
                                        • The Big 5
                                          • France – Markets in positive territory
                                            • Figure 7: France - bakery products: market segmentation, by volume ((000) tonnes), 2005-10
                                            • Figure 8: France - bakery products: market segmentation, by value (€m), 2005-10
                                          • Germany – A mature market saw sales dropping
                                            • Figure 9: Germany - bakery products: market segmentation, by volume ((000) tonnes), 2010
                                            • Figure 10: Germany - bakery products: market segmentation, by value (€m), 2010
                                          • Italy – Packaged bread registers dynamic growth
                                            • Figure 11: Italy - bakery products: market segmentation, by volume ((000) tonnes), 2006-10
                                            • Figure 12: Italy - bakery products: market segmentation, by value (€m), 2006-10
                                          • Spain – Instability in volume sales
                                            • Figure 13: Spain - bakery products: market segmentation, by volume ((000) tonnes), 2007-10
                                            • Figure 14: Spain - bakery products: market segmentation, by value (€m), 2007-10
                                          • UK – Mature market lost ground in 2008-10
                                            • Figure 15: UK - bakery products: market segmentation, by volume ((000) tonnes), 2009-10
                                            • Figure 16: UK - bakery products: market segmentation, by value (€m), 2009-10
                                        • Companies and Product Innovation

                                          • Key points
                                            • Worldwide NPD rose in 2010
                                              • Figure 17: New product activity in bread, bakery and cakes, % share by global region, 12 months to November 2011
                                            • UK takes the largest NPD share in Europe
                                              • Figure 18: New product activity in bread, bakery and cakes, % share by European region, 12 months to November 2011
                                            • Sweet products attract higher NPD
                                              • Figure 19: New product activity in bread, bakery and cakes, % share by top 10 European countries, by subsegment, 12 months to November 2011
                                            • NPD fragmented but own-labels are in a strong position
                                              • Figure 20: New product activity in bread, bakery and cakes, % share by company, by European region, 12 months to November 2011
                                            • Leading claims
                                              • Figure 21: New product activity in bread, bakery and cakes, % share by leading claims, by European region, 12 months to November 2011
                                            • Natural ranges and health claims are strong in bread
                                              • Indulgence shapes NPD in sweet goods
                                                • The Big 5
                                                  • France – Focus on health and natural ranges
                                                    • GNPD sub-category split
                                                      • Figure 22: New product activity in bread, bakery and cakes, France, % share by subsegment, by year, 2007-11
                                                    • Leading companies
                                                      • Figure 23: New product activity in bread, bakery and cakes, % share by company, France, 12 months to November 2011
                                                    • Leading claims
                                                      • Figure 24: New product activity in bread, bakery and cakes, % share by leading claims, France, 12 months to November 2011
                                                    • Most innovative products
                                                      • Germany – Health and naturalness define NPD
                                                        • GNPD sub-category split
                                                          • Figure 25: New product activity in bread, bakery and cakes, Germany, % share by subsegment, by year, 2007-11
                                                        • Leading companies
                                                          • Figure 26: New product activity in bread, bakery and cakes, % share by company, Germany, 12 months to November 2011
                                                        • Leading claims
                                                          • Figure 27: New product activity in bread, bakery and cakes, % share by leading claims, Germany, 12 months to November 2011
                                                        • Most innovative products
                                                          • Italy – NPD registered strong growth
                                                            • GNPD sub-category split
                                                              • Figure 28: New product activity in bread, bakery and cakes, Italy, % share by subsegment, by year, 2007-11
                                                            • Leading companies
                                                              • Figure 29: New product activity in bread, bakery and cakes, % share by company, Italy, 12 months to November 2011
                                                            • Leading claims
                                                              • Figure 30: New product activity in bread, bakery and cakes, % share by leading claims, Italy, 12 months to November 2011
                                                            • Most innovative products
                                                              • Spain – Indulgence shapes NPD
                                                                • GNPD sub-category split
                                                                  • Figure 31: New product activity in bread, bakery and cakes, Spain, % share by subsegment, by year, 2007-11
                                                                • Leading companies
                                                                  • Figure 32: New product activity in bread, bakery and cakes, % share by company, Spain, 12 months to November 2011
                                                                • Leading claims
                                                                  • Figure 33: New product activity in bread, bakery and cakes, % share by leading claims, Spain, 12 months to November 2011
                                                                • Most innovative products
                                                                  • UK – Vegetarian is the leading claim
                                                                    • GNPD sub-category split
                                                                      • Figure 34: New product activity in bread, bakery and cakes, UK, % share by subsegment, by year, 2007-11
                                                                    • Leading companies
                                                                      • Figure 35: New product activity in bread, bakery and cakes, % share by company, UK, 12 months to November 2011
                                                                    • Leading claims
                                                                      • Figure 36: New product activity in bread, bakery and cakes, % share by leading claims, UK, 12 months to November 2011
                                                                    • Most innovative products
                                                                    • The Consumer

                                                                      • Key points
                                                                        • UK and Germany 100% saturation
                                                                          • Figure 37: Frequency of using breads in the last 12 months, by country, 2010
                                                                          • Figure 38: Frequency of using pre-packed breads and brioches in the last 12 months, France, 2010
                                                                          • Figure 39: Frequency of using sliced breads in the last 12 months, Spain, 2010
                                                                        • White bread still the most popular
                                                                          • Figure 40: Types of breads used most often, country, 2010
                                                                          • Figure 41: Varieties of breads used most often, country, 2010
                                                                          • Figure 42: Frequency of using industrial patisserie in the last 12 months, France, 2010
                                                                          • Figure 43: Varieties of industrial patisserie used most often, France, 2010
                                                                          • Figure 44: Varieties of pre-packed breads and brioches used most often, France, 2010
                                                                          • Figure 45: Types of sliced breads used most often, Spain, 2010
                                                                        • Who eats the most bread by demographics?
                                                                          • GB
                                                                            • France
                                                                              • Germany
                                                                                • Spain
                                                                                • Appendix – Demographic Data

                                                                                    • Figure 46: Frequency of visiting supermarkets in the last 12 months, by country, 2010
                                                                                    • Figure 47: Frequency of using packaged sliced bread in the last 12 months, by demographics, GB, 2010
                                                                                    • Figure 48: Frequency of using other type of breads in the last 12 months, by demographics, GB, 2010
                                                                                    • Figure 49: Frequency of using packaged sliced bread in the last 12 months, by demographics, Germany, 2010
                                                                                    • Figure 50: Frequency of using other type of breads in the last 12 months, by demographics, Germany, 2010
                                                                                    • Figure 51: Frequency of using pre-packed breads and brioches in the last 12 months, by demographics, France, 2010
                                                                                    • Figure 52: Frequency of using sliced breads in the last 12 months, by demographics, Spain, 2010
                                                                                    • Figure 53: Frequency of using industrial patisserie in the last 12 months, by demographics, France, 2010
                                                                                    • Figure 54: Frequency of using industrial parisserie in the last 12 months, by demographics, France, 2010
                                                                                    • Figure 55: Frequency of visiting supermarkets in the last 12 months, by demographics, GB, 2010
                                                                                    • Figure 56: Frequency of visiting supermarkets in the last 12 months, by demographics, GB, 2010
                                                                                    • Figure 57: Frequency of visiting supermarkets in the last 12 months, by demographics, France, 2010
                                                                                    • Figure 58: Frequency of visiting supermarkets in the last 12 months, by demographics, France, 2010
                                                                                    • Figure 59: Frequency of visiting supermarkets in the last 12 months, by demographics, France, 2010
                                                                                    • Figure 60: Frequency of visiting supermarkets in the last 12 months, by demographics, Spain, 2010
                                                                                    • Figure 61: Frequency of visiting supermarkets in the last 12 months, by demographics, Spain, 2010
                                                                                    • Figure 62: Frequency of visiting supermarkets in the last 12 months, by demographics, Spain, 2010
                                                                                    • Figure 63: Frequency of visiting supermarkets in the last 12 months, by demographics, Germany, 2010
                                                                                    • Figure 64: Frequency of visiting supermarkets in the last 12 months, by demographics, Germany, 2010
                                                                                    • Figure 65: Frequency of visiting supermarkets in the last 12 months, by demographics, Germany, 2010

                                                                                Companies Covered

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

                                                                                Bread and Baked Goods - Europe - November 2011

                                                                                £1,407.00 (Excl.Tax)