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Bread and Baked Goods - UK - September 2014

“Education around bread’s value-for-money credentials must go hand-in-hand with innovation in areas such as healthy baked goods and snacking formats if brands are to address falling category sales.”

– Richard Ford, Senior Food and Drink Analyst

This report covers the following issues:

  • A poor value-for-money perception poses a threat to market
  • Interest in single-pack and filled rolls can boost on-the-go usage
  • Marked openness to 'light' variants in baked goods


The bread and baked goods market is a mature one. Bread has a presence in the majority of British households, the high number of varieties supporting usage. However, the category is struggling, and is expected to see declines in 2014. 

The market continues to be held back by the prepacked sliced bread category, which is expected to continue its long-term volume decline in 2014. While operators are investing in alternative products, growth in these looks to fall short of offsetting the decline and that in many sweet baked goods.

As the market faces competition from other categories, consumers’ openness to on-the-go bread products and healthier baked goods found in the research for this report highlight areas for operators to explore.

This report examines the retail market for bread and baked goods in the UK. For the purpose of this report the market is classified as follows:

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, and bread that is baked by in-store bakers. Part-baked products are also included.

Other definitions:

  • White bread is made from flour which contains only the endosperm (about 75% of the whole grain).
  • Wholemeal bread is made from the whole of the wheat grain.
  • Brown bread is made from flour from which some bran and wheat germ have been removed (about 85% of the whole grain).
  • ‘Half and half’ bread refers to white bread to which some wholemeal flour or extra fibre has been added to produce a bread which is halfway between a standard white loaf and a wholemeal loaf. Examples include Hovis’ Best of Both, Kingsmill’s 50/50 and Great White and Warburtons’ Half & Half.
  • Granary breads are brown breads made from special Granary (a registered trademark) flours. Other similar breads are known as malted wheat breads.
  • Prepacked bread is typically a loaf of bread that comes pre-sliced and has been packaged on-site by the manufacturer. Examples include Warburtons’ Medium Sliced White Bread or Hovis’ Best of Both Thick. In this report, factory-baked bread is a term which is also used for prepacked bread.

Sweet baked goods:
  • The sweet baked goods market can be subdivided into: 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, tea cakes, American muffins, fruit buns and iced buns.
  • Doughnuts are also included in the market value as they are stocked with other baked goods.
  • Please note that the market size for this report differs from the Mintel Market Sizes Sweet Bakery market size because MMS Sweet Bakery includes other products such as chilled cakes, pies and tarts, which are outside the scope of this report, and outside the scope of the market size for this report.
  • The market size for this report differs from the MMS Bread and Bread Products market size because MMS Bread and Bread Products includes savoury pastries and pies (eg meat pies/quiche) which are outside the scope of this report. MMS Bread and Bread Products also excludes unpackaged/unwrapped products and sweet baked goods such as croissants and fruit loaf, which are included within the market size for this report.


Speciality bread:

  • For the purposes of this report, the speciality bread market is taken to include: bagels, baguettes, pittas, wraps, chapattis, naan breads, panini, garlic bread (brown, seeded and white).
     

Excluded in this report:

  • Savoury pastries, pies, pizza bases, panettone, stollen, Swiss roll, waffles, pancakes, Welsh cakes, mooncakes, madeleines and merendines are not included in the market size.
  • The consumption of bread in restaurants and catering outlets is excluded, whether on its own or in prepacked sandwiches. Prepacked sandwiches bought through the retail channel are excluded.
  • Home baking products, such as flour, yeast and mixes, together with cakes and other sweet or savoury pastry products are excluded (with the exception of croissants, pain au chocolat and raisin), however, part-baked bread for finishing at home is included.

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Table of contents

  1. Introduction

      • Definition
        • Bread
          • Sweet baked goods
            • Speciality bread
              • Excluded
                • Abbreviations
                • Executive Summary

                    • The market
                      • Figure 1: UK retail value sales of key bread and bakery goods, by segment, 2012-14
                    • Forecast
                      • Figure 2: UK retail value sales of bread and baked goods, 2009-19
                    • Market factors
                      • Changing lunchtime eating trends pose a threat to prepacked bread sales
                        • Bread continues to face competition at breakfast
                          • Good 2014/15 wheat harvest is expected
                            • Companies, brands and innovation
                              • Top three manufacturers hold over half of the market
                                • Figure 3: Leading manufacturers’ shares in the UK bread and baked goods market, by value sales, 2013/14*
                              • Branded launches reach four-year high in 2013
                                • Adspend increases by a fifth in 2013
                                  • The consumer
                                    • Bread continues to enjoy near universal usage
                                      • Figure 4: Types of bread bought in the past three months, June 2013 and May 2014
                                      • Figure 5: Types of baked goods bought in the past three months, June 2013 and May 2014
                                    • Healthier products and on-the-go formats hold potential for NPD
                                      • Figure 6: Consumer interest in NPD in bread and baked goods, May 2014
                                    • Scope to promote sweet baked goods as an accompaniment to hot drinks
                                      • Figure 7: Users’ attitudes towards bread and baked goods, May 2014
                                    • What we think
                                    • Issues and Insights

                                        • A poor value-for-money perception poses a threat to market
                                          • The facts
                                            • The implications
                                              • Interest in single-pack and filled rolls can boost on-the-go usage
                                                • The facts
                                                  • The implications
                                                    • Marked openness to ‘light’ variants in baked goods
                                                      • The facts
                                                        • The implications
                                                        • Trend Application

                                                            • Mintel Trend: Play Ethic
                                                              • Mintel Trend: Transumers
                                                                • Mintel Futures Trend: Brand Intervention
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Fewer consumers are eating more homemade sandwiches
                                                                      • Figure 8: Agreement with the statement ‘I find I am eating more homemade sandwiches than I did a year ago’, March 2012-May 2014
                                                                    • Bread is vulnerable to growth in other breakfast products
                                                                      • Non-organic bread attracts negative press over claimed pesticide residues
                                                                        • 2014/15 wheat harvest forecast to be good
                                                                            • Figure 9: UK weekly commodity prices, bread-making wheat, January 2009-July 2014
                                                                            • Figure 10: Index of UK retail price of bread, January 2009-July 2014
                                                                          • Growth in over-55s age group should support sales of sliced bread
                                                                          • Strengths and Weaknesses

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Who’s Innovating?

                                                                                • Key points
                                                                                  • Branded launches reach four-year high
                                                                                    • Figure 11: New product development in the UK retail bread and bread products market, branded vs own-label, 2010-14
                                                                                  • Tesco and Asda remain most active in NPD
                                                                                    • Figure 12: New product launches in the UK retail bread and bread products market, by top 10 companies, 2010-14
                                                                                  • Aldi and Tesco look to specialty bread
                                                                                    • ‘Mini’ launches abound in 2014
                                                                                      • ‘Microwaveable’ is fastest-growing claims category
                                                                                        • Less than one in 10 launches bore a high/added-fibre claim in 2013
                                                                                          • Figure 13: New product launches in the UK bread and bread products market, by top 15 claims, 2010-14
                                                                                        • Operators look to named origin to add authenticity and a point of difference
                                                                                        • Market Size and Forecast

                                                                                          • Key points
                                                                                            • Market expected to dip into decline in 2014
                                                                                              • Figure 14: UK retail value and volume sales of the total* bread and baked goods market, 2009-19
                                                                                            • Forecast
                                                                                              • Figure 15: UK retail value sales of the total bread and baked goods market*, 2009-19
                                                                                              • Figure 16: UK retail volume sales of the total bread and baked goods market*, 2009-19
                                                                                            • Forecast methodology
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Prepacked bread remains the largest segment but value falls
                                                                                                  • Figure 17: UK retail value sales of bread and baked goods, 2013 and 2014
                                                                                                  • Figure 18: UK retail volume sales of prepacked bread, 2009-14
                                                                                                • White bread sees fastest decline in prepacked bread in 2014
                                                                                                  • Figure 19: UK retail sales of prepacked bread, by types, 2013 and 2014
                                                                                                • Crumpets account for £1 in £5 spent on sweet baked goods
                                                                                                  • Figure 20: UK retail value sales of sweet baked goods, by type, 2012-14
                                                                                                • Speciality bread expected to post marginal growth
                                                                                                  • Figure 21: UK retail value sales of speciality bread, by type, 2012-14
                                                                                                • In-store bakeries’ growth slows
                                                                                                  • Figure 22: Retail value sales of in-store bakeries’ and baked goods, 2012-14
                                                                                              • Market Share

                                                                                                • Key points
                                                                                                  • The big three manufacturers account for over half of sales
                                                                                                    • Figure 23: Leading manufacturers’ estimated shares in the UK bread and baked goods retail market, by value sales, 2013/14*
                                                                                                  • Warburtons maintains the lead in prepacked bread
                                                                                                    • Figure 24: Leading brands in the UK prepacked bread retail market, by value and volume, 2012/13 and 2013/14
                                                                                                  • Kingsmill gains share at the expense of Hovis
                                                                                                    • Acquisitions in sweet baked goods likely to fuel investment
                                                                                                      • Figure 25: Leading brands in the UK sweet baked goods retail market, by value, 2012/13 and 2013/14
                                                                                                    • Wraps and bagels boost speciality brands
                                                                                                      • Figure 26: Leading brands in the UK speciality bread and rolls retail market, by value, 2012/13 and 2013/14
                                                                                                  • Companies and Products

                                                                                                      • Allied Bakeries
                                                                                                        • Background
                                                                                                          • Product range
                                                                                                            • Product innovation
                                                                                                              • Recent activity and promotion
                                                                                                                • Aryzta
                                                                                                                  • Background
                                                                                                                    • Product range
                                                                                                                      • Recent activity and promotion
                                                                                                                        • Hovis Limited
                                                                                                                          • Background
                                                                                                                            • Product range
                                                                                                                              • Product innovation
                                                                                                                                • Recent activity
                                                                                                                                  • Promotion
                                                                                                                                    • Warburtons
                                                                                                                                      • Background
                                                                                                                                        • Product range
                                                                                                                                          • Product innovation
                                                                                                                                            • Recent activity
                                                                                                                                              • Promotion
                                                                                                                                              • Brand Advertising, Perceptions and Social Media

                                                                                                                                                • Key points
                                                                                                                                                  • Brand advertising
                                                                                                                                                    • Adspend increases by a fifth in 2013
                                                                                                                                                      • Figure 27: Total advertising expenditure in the UK bread and baked goods market, 2010-14
                                                                                                                                                    • Warburtons overtakes Allied in 2013 as biggest spender on ad space
                                                                                                                                                      • Figure 28: Total advertising expenditure in the UK bread and baked goods market, by top 10 advertisers, 2010-14
                                                                                                                                                    • Warburtons steps up adspend to target specific occasions
                                                                                                                                                      • Allied Bakeries’ spend dips while New York Bakery Co steps up support for bagels
                                                                                                                                                        • Asda spends big on seasonal-shaped crumpets
                                                                                                                                                          • Support for TV dwarfs adspend on other media types
                                                                                                                                                            • Figure 29: Total advertising expenditure in the UK bread and baked goods market, by media type, 2010-14
                                                                                                                                                          • Brand perceptions
                                                                                                                                                            • Key brand metrics
                                                                                                                                                              • Figure 30: Key brand metrics, July 2014
                                                                                                                                                            • Brand map
                                                                                                                                                                • Figure 31: Attitudes towards and usage of brands in the bread and baked goods sector, July 2014
                                                                                                                                                              • Correspondence analysis
                                                                                                                                                                • Brand attitudes
                                                                                                                                                                  • Figure 32: Attitudes, by bread and baked goods brand, July 2014
                                                                                                                                                                • Brand personality
                                                                                                                                                                  • Figure 33: Bread and baked goods brand personality – Macro image, July 2014
                                                                                                                                                                  • Figure 34: Bread and baked goods brand personality – Micro image, July 2014
                                                                                                                                                                • Brand usage
                                                                                                                                                                  • Figure 35: Bread and baked goods brand usage, July 2014
                                                                                                                                                                • Brand experience
                                                                                                                                                                  • Figure 36: Bread and baked goods brand experience, July 2014
                                                                                                                                                                • Social media and online buzz
                                                                                                                                                                  • Social media metrics
                                                                                                                                                                    • Figure 37: Social media metrics of selected bread and baked goods brands, July/August 2014
                                                                                                                                                                  • Bread brands encourage low number of mentions
                                                                                                                                                                    • Consumers appear happy to declare their favourite
                                                                                                                                                                      • Genius has larger number of followers on Twitter than most
                                                                                                                                                                        • Online mentions
                                                                                                                                                                          • Figure 38: Selected bread and baked goods brand shares of online mentions, 28 July 2013-2 August 2014
                                                                                                                                                                        • Warburtons and Hovis generally garner higher shares of brand conversation
                                                                                                                                                                          • Hovis conversation surrounds Premier Foods’ trouble
                                                                                                                                                                            • Reason to believe that interest in gluten-free brands may be increasing
                                                                                                                                                                              • Figure 39: Proportion of total online conversation that gluten-free and gluten intolerance earns, 28 July 2013-2 August 2014
                                                                                                                                                                              • Figure 40: Proportion of total online conversation that coeliac disease earns, 28 July 2013-2 August 2014
                                                                                                                                                                            • Topics of discussion
                                                                                                                                                                              • Figure 41: Topics of discussion around selected bread and baked goods brands, 28 July 2013-2 August 2014
                                                                                                                                                                            • 40-year anniversary of advert spikes conversation
                                                                                                                                                                              • Topics around bread brands differ from overall bread conversation
                                                                                                                                                                                • Figure 42: Topics of discussion around generic bread mentions, 28 July 2013-2 August 2014
                                                                                                                                                                              • While gluten conversation grows, it still represents a niche part of the market
                                                                                                                                                                                • Where discussion is occurring
                                                                                                                                                                                  • Figure 43: Where conversation occurs, by brand, 28 July 2014-2 August 2014
                                                                                                                                                                                • Analysis by brand
                                                                                                                                                                                  • Hovis
                                                                                                                                                                                    • Figure 44: Topic cloud of mentions around Hovis, 28 July 2013-2 August 2014
                                                                                                                                                                                  • Warburtons
                                                                                                                                                                                    • Figure 45: Topic cloud of mentions around Warburtons, 28 July 2013-2 August 2014
                                                                                                                                                                                  • Kingsmill
                                                                                                                                                                                    • Figure 46: Topic cloud of mentions around Kingsmill, 28 July 2013-2 August 2014
                                                                                                                                                                                  • Genius
                                                                                                                                                                                    • Figure 47: Topic cloud of mentions around Genius, 28 July 2013-2 August 2014
                                                                                                                                                                                  • New York Bakery Co
                                                                                                                                                                                    • Figure 48: Topic cloud of mentions around New York Bakery Co, 28 July 2013-2 August 2014
                                                                                                                                                                                • The Consumer – Purchase and Usage of Bread and Baked Goods

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Bread is bought by more than nine in 10 consumers
                                                                                                                                                                                        • Figure 49: Types of bread bought in the past three months, June 2013 and May 2014
                                                                                                                                                                                      • White bread remains the most popular type of packaged sliced loaf
                                                                                                                                                                                          • Figure 50: Types of packaged sliced bread loaves bought in the past three months, June 2013 and May 2014
                                                                                                                                                                                        • Crumpets are the top choice in baked goods
                                                                                                                                                                                            • Figure 51: Types of baked goods bought in the past three months, June 2013 and May 2014
                                                                                                                                                                                          • Half of Brits eat packaged sliced bread daily
                                                                                                                                                                                              • Figure 52: Frequency of eating bread and baked goods in the past three months, June 2013 and May 2014
                                                                                                                                                                                          • The Consumer – Qualities Associated with Selected Breads and Baked Goods

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Methodology
                                                                                                                                                                                                • Figure 53: Qualities associated with selected types of bread and baked goods, correspondence analysis, May 2014
                                                                                                                                                                                              • One in five users see factory-baked sliced white bread as artificial
                                                                                                                                                                                                • Figure 54: Qualities associated with selected types of bread and baked goods, May 2014
                                                                                                                                                                                              • More work needed to emphasise bread’s value-for-money credentials
                                                                                                                                                                                                • In-store-baked bread is seen as fresh by just half of users
                                                                                                                                                                                                • The Consumer – Attitudes Towards NPD in Bread and Baked Goods

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • One in three users would be interested in rolls with baked-in fillings
                                                                                                                                                                                                        • Figure 55: Consumer interest in NPD in bread and baked goods, May 2014
                                                                                                                                                                                                      • Scope to do more in the healthier baked goods arena
                                                                                                                                                                                                        • Individually wrapped bread rolls would interest a third of Brits
                                                                                                                                                                                                          • Flavoured wrapped sliced bread appeals to one in four
                                                                                                                                                                                                            • One in four would be interested in seasonal-flavoured breads
                                                                                                                                                                                                            • The Consumer – Further Attitudes Towards Bread and Baked Goods

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • One in three users see baked goods as a good accompaniment for hot drinks
                                                                                                                                                                                                                    • Figure 56: Users’ attitudes towards bread and baked goods, May 2014
                                                                                                                                                                                                                  • Baked goods a healthy alternative to a chocolate bar say one in four bread/baked good users
                                                                                                                                                                                                                    • Added-fibre white bread deemed as good as wholemeal by a minority
                                                                                                                                                                                                                      • Minority think gluten-free bread is only suitable for the gluten-intolerant
                                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                                          • Figure 57: Best- and worst-case forecasts for the UK bread and baked goods market, by value, 2014-19
                                                                                                                                                                                                                          • Figure 58: Best- and worst-case forecasts for the UK bread and baked goods market, by volume, 2014-19
                                                                                                                                                                                                                      • Appendix – Brand Advertising, Perceptions and Social Media

                                                                                                                                                                                                                        • Key brand metrics
                                                                                                                                                                                                                          • Figure 59: Brand usage, July 2014
                                                                                                                                                                                                                          • Figure 60: Brand commitment, July 2014
                                                                                                                                                                                                                          • Figure 61: Brand diversity, July 2014
                                                                                                                                                                                                                          • Figure 62: Brand recommendation, July 2014
                                                                                                                                                                                                                        • Brand experience
                                                                                                                                                                                                                          • Figure 63: Brand satisfaction, July 2014
                                                                                                                                                                                                                        • Brand attributes
                                                                                                                                                                                                                          • Figure 64: Brand attitude, July 2014
                                                                                                                                                                                                                        • Brand personality
                                                                                                                                                                                                                          • Figure 65: Brand image – Macro image, July 2014
                                                                                                                                                                                                                          • Figure 66: Brand image – Micro image, July 2014
                                                                                                                                                                                                                      • Appendix – The Consumer – Purchase and Usage of Bread and Baked Goods

                                                                                                                                                                                                                        • Purchase of bread
                                                                                                                                                                                                                          • Figure 67: Purchase of bread in the last three months, May 2014
                                                                                                                                                                                                                          • Figure 68: Most popular types of bread bought in the last three months, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 69: Next most popular types of bread bought in the last three months, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 70: Other types of bread bought in the last three months, by demographics, May 2014
                                                                                                                                                                                                                        • Repertoire of bread bought
                                                                                                                                                                                                                          • Figure 71: Repertoire of types of bread bought in the last three months, May 2014
                                                                                                                                                                                                                          • Figure 72: Repertoire of types of bread bought in the last three months, by demographics, May 2014
                                                                                                                                                                                                                        • Types of bread bought by repertoire of types of bread bought
                                                                                                                                                                                                                          • Figure 73: Types of bread in the last three months, by repertoire of types of bread bought in the last three months, May 2014
                                                                                                                                                                                                                        • Purchase of packaged sliced loaves
                                                                                                                                                                                                                          • Figure 74: Purchase of packaged sliced loaves in the last three months, May 2014
                                                                                                                                                                                                                          • Figure 75: Most popular types of packaged sliced loaves bought in the last three months, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 76: Next most popular types of packaged sliced loaves bought in the last three months, by demographics, May 2014
                                                                                                                                                                                                                        • Purchase habits – Baked goods
                                                                                                                                                                                                                          • Figure 77: Purchase of baked goods in the last three months, May 2014
                                                                                                                                                                                                                          • Figure 78: Most popular types of baked goods bought in the last three months, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 79: Next most popular types of baked goods bought in the last three months, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 80: Other types of baked goods bought in the last three months, by demographics, May 2014
                                                                                                                                                                                                                        • Repertoire of baked goods bought
                                                                                                                                                                                                                          • Figure 81: Repertoire of types of baked goods bought in the last three months, May 2014
                                                                                                                                                                                                                          • Figure 82: Repertoire of types of baked goods bought in the last three months, by demographics, May 2014
                                                                                                                                                                                                                        • Baked goods bought by repertoire of types of baked goods bought
                                                                                                                                                                                                                          • Figure 83: Baked goods bought in the last three months, by repertoire of types of baked goods bought in the last three months, May 2014
                                                                                                                                                                                                                        • Frequency of usage of bread and baked goods
                                                                                                                                                                                                                          • Figure 84: Frequency of eating bread and baked goods in the last three months, May 2014
                                                                                                                                                                                                                          • Figure 85: Frequency of eating bread and baked goods in the last three months, May 2014 (continued)
                                                                                                                                                                                                                          • Figure 86: Frequency of eating packaged sliced bread, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 87: Frequency of eating packaged sliced bread, by demographics, May 2014 (continued)
                                                                                                                                                                                                                          • Figure 88: Frequency of eating other types of bread, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 89: Frequency of eating other types of bread, by demographics, May 2014 (continued)
                                                                                                                                                                                                                          • Figure 90: Frequency of eating baked goods, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 91: Frequency of eating baked goods, by demographics, May 2014 (continued)
                                                                                                                                                                                                                      • Appendix – The Consumer – Qualities Associated with Selected Breads and Baked Goods

                                                                                                                                                                                                                          • Figure 92: Qualities associated with selected bread and baked goods products, May 2014
                                                                                                                                                                                                                          • Figure 93: Qualities associated with factory-baked white sliced bread, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 94: Qualities associated with factory-baked white sliced bread, by demographics, May 2014 (continued)
                                                                                                                                                                                                                          • Figure 95: Qualities associated with in-store-baked white sliced bread, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 96: Qualities associated with in-store-baked white sliced bread, by demographics, May 2014 (continued)
                                                                                                                                                                                                                          • Figure 97: Qualities associated with bagels, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 98: Qualities associated with bagels, by demographics, May 2014 (continued)
                                                                                                                                                                                                                          • Figure 99: Qualities associated with crumpets, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 100: Qualities associated with crumpets, by demographics, May 2014 (continued)
                                                                                                                                                                                                                          • Figure 101: Qualities associated with wraps, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 102: Qualities associated with wraps, by demographics, May 2014 (continued)
                                                                                                                                                                                                                      • Appendix – The Consumer – Attitudes Towards NPD in Bread and Baked Goods

                                                                                                                                                                                                                          • Figure 103: Consumer interest in NPD in bread and baked goods, May 2014
                                                                                                                                                                                                                          • Figure 104: Most popular new concepts in bread and baked goods, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 105: Next most popular new concepts in bread and baked goods, by demographics, May 2014
                                                                                                                                                                                                                      • Appendix – The Consumer – Further Attitudes Towards Bread and Baked Goods

                                                                                                                                                                                                                          • Figure 106: Users’ attitudes towards bread and baked goods, May 2014
                                                                                                                                                                                                                          • Figure 107: Most popular users’ attitudes towards bread and baked goods, by demographics, May 2014
                                                                                                                                                                                                                          • Figure 108: Next most popular users’ attitudes towards bread and baked goods, by demographics, May 2014

                                                                                                                                                                                                                      Companies Covered

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                                                                                                                                                                                                                      Bread and Baked Goods - UK - September 2014

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