Bread and Baked Goods - UK - October 2016
“There is scope for retailers to bring bread and baked goods from local bakeries into stores through collaborations. This can help the grocery giants to show a community spirit, as well as improving their retail offering with genuinely artisan products. This can be teamed with a backstory about the bakers’ history, the ingredients used and the production processes, with this type of narrative helping to boost consumer engagement.”
– Emma Clifford, Senior Food and Drink Analyst
This report looks at the following areas:
- More exciting NPD is needed in baked goods to appeal to the adventurous younger generation
- Building up a ‘behind-the-scenes’ narrative for bread can win trust
- The time is right for more ethical NPD centring on fairer pay for British farmers
However, it is not all doom and gloom. The widespread interest from consumers in a range of innovation and consumers’ appreciation of artisan baked products provides cause for optimism. NPD is set to be absolutely key for brands to maintain and grow consumer interest amid intensifying competition from other food products.
For the purposes of this Report, Mintel has used the following definitions:
Mintel’s definition follows the classification used in the baking industry, and includes a wide variety of both traditional British products and other breads not of UK origin. Traditional British breads include: white, brown and wholemeal, which may be sliced or unsliced, wrapped or unwrapped. A distinction is drawn between bread that is baked by plant/factory bakeries and stocked on grocery shelves (also called pre-packed bread), and bread that is baked by in-store bakers. Part-baked products are also included. Please see the Appendix for further information on the definition of bread.
For the purposes of this Report, the speciality bread market is taken to include: bagels, baguettes, pittas, wraps, chapattis, naan breads, panini and garlic bread (brown, seeded, white and chilled).
Sweet baked goods
The sweet baked goods market includes: brioche loaves and rolls, croissants, crumpets, English muffins, farls, fruit loaves, hot cross buns, Irish bread, malt loaves, pains au chocolat and raisins, pikelets, potato cakes, scones, teacakes, American muffins, fruit buns and iced buns.
Doughnuts are also included in the market value as they are stocked with other baked goods.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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