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Bread - Ireland - April 2014

“The all-Ireland bread market has experienced steady growth between 2009 and 2014, boosted by almost universal usage by Irish consumers. Looking ahead in order to drive growth within the market, brands should look to speciality breads as consumer spending improves in addition to flavour and format innovations to add value and excite consumers.”

– Sophie Dorbie, Research Analyst

Some questions answered in this report include:

  • How can the health concerns about bread be addressed?
  • What opportunities are there for manufacturers to add value to the bread category?
  • What occasions are most popular for bread consumption amongst Irish consumers?
  • Which types of bread are Irish consumers favouring and for what mealtimes?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definitions
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Segmentation of the total bread/bread products market, by value, IoI, 2014
                  • Forecast
                    • Figure 2: Indexed estimated value of the total bread market, NI and RoI, 2009 -19
                  • Market factors
                    • Cost of food decreasing in RoI
                      • Rising wheat prices
                        • Health credentials of bread under the spotlight
                          • Changing demographics offering opportunities
                            • Expansion of in-store bakeries appealing to consumers
                              • Companies, brands and innovations
                                • The consumer
                                  • Bread is a staple in Irish diets
                                    • Figure 3: Usage of bread in the last three months, by type of bread, NI and RoI, March 2014
                                  • White bread by far the most popular type
                                    • Figure 4: Types of packaged sliced bread bought in the last three months, NI and RoI, March 2014
                                  • Freshness most important
                                    • Figure 5: Important factors when buying bread, NI and RoI, March 2014
                                  • Consumers keen for a more adventurous bakery aisle
                                    • Figure 6: Agreement with statements relating to bread, NI and RoI, March 2014
                                  • What we think
                                  • Issues and Insights

                                    • How can the health concerns about bread be addressed?
                                      • The facts
                                        • The implications
                                          • What opportunities are there for manufacturers to add value to the bread category?
                                            • The facts
                                              • The implications
                                                • Which types of bread are Irish consumers favouring and for what mealtimes?
                                                  • The facts
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: Minimize Me
                                                          • Trend: The Real Thing
                                                            • Trend: Help Me Help Myself
                                                            • Market Overview

                                                              • Key points
                                                                • Cost of food decreasing in RoI
                                                                  • Figure 7: Food inflation rates compared to the same month of the previous year, UK and RoI, July 2013-March 2014
                                                                • Wheat prices pushing up cost of bread
                                                                  • Figure 8: Monthly price of wheat (euro per metric ton), global, February 2010-14
                                                                • Salt in the spotlight
                                                                  • Bread contributing valuable nutrients to daily diet
                                                                    • Figure 9: Percentage nutrient composition (of total daily intake) obtained by bread, 18-64-year-olds, RoI, 2011
                                                                  • Changing demographics offering opportunities for Irish bread brands
                                                                    • Figure 10: Population, by age, NI and RoI, 2012 and 2024/26
                                                                    • Figure 11: Percentage of private households, by number of occupants, NI and RoI, 2011
                                                                  • The rise of the in-store bakery
                                                                    • Figure 12: Agreement with the statement ‘Bread baked in in-store bakeries tastes better than packaged bread’, by social class, NI and RoI
                                                                  • Free-from market growing
                                                                    • Figure 13: Bread and bread products launched featuring gluten-free claims, UK and Ireland, 2007-13
                                                                  • Demand for Irish bakery products in UK and further afield
                                                                    • Figure 14: Distribution of prepared food exports from RoI, 2012 and 2013
                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Convenience and NPD driving breakfast biscuit sales
                                                                          • Figure 15: UK retail value sales of breakfast biscuits, 2011-13
                                                                        • Breakfast cereal sales on the increase
                                                                          • Figure 16: Estimated retail sales of all cereal, by value, IoI, 2008-18
                                                                      • Market Size and Segmentation

                                                                        • Key points
                                                                          • Steady growth in Irish bread market
                                                                            • Figure 17: Estimated value of the total bread and bread products market, by value, NI and RoI, 2009-19
                                                                          • Growth in the NI market expected to outpace RoI
                                                                            • Figure 18: Indexed estimated value of the total bread market, NI and RoI, 2009-19
                                                                          • Packaged bread dominating the market
                                                                            • Figure 19: Estimated value of the total bread market, by segment, NI and RoI, 2012 and 2014
                                                                          • White bread most popular choice
                                                                            • Figure 20: Estimated value of the pre-packaged bread market, by segment, IoI, 2014
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • Brands regaining share of bread market
                                                                              • Figure 21: New product development in the bread and bread products market, UK and Ireland, branded vs own-label, 2009-14
                                                                            • Natural claims on the increase for bread launches
                                                                              • Figure 22: New bread/bread product launches, by top 10 claims, NI and RoI, 2009-14
                                                                            • More companies launching multi-seeded products
                                                                              • Spelt gaining prominence in Ireland
                                                                                • Free-from expanding bakery launches
                                                                                  • Speciality breads
                                                                                    • Bread mixes tapping into the home baking trend
                                                                                      • NPD targeting the low-calorie diet market
                                                                                        • Bread companies extending their brand
                                                                                        • Companies and Products

                                                                                            • Allied Bakeries
                                                                                              • Aryzta
                                                                                                • BFree
                                                                                                  • Genesis Crafty
                                                                                                    • Genius
                                                                                                      • One51 plc (Irish Pride)
                                                                                                        • Irwin’s
                                                                                                          • Joseph Brennan Bakeries
                                                                                                            • Kelkin
                                                                                                              • Pat the Baker
                                                                                                                • Premier Foods
                                                                                                                  • Udi’s
                                                                                                                  • The Consumer – Usage of Bread Products

                                                                                                                    • Key points
                                                                                                                      • Nine in 10 Irish consumers buy sliced bread
                                                                                                                        • Figure 23: Types of bread bought in the last three months, by mealtime, NI and RoI, March 2014
                                                                                                                      • Two thirds of Irish consumers using packaged sliced bread for breakfast
                                                                                                                        • Figure 24: Most popular bread and bread products consumed at breakfast time, NI and RoI, February 2013 and March 2014
                                                                                                                      • Croissants and bagels appealing to affluent consumers
                                                                                                                        • Figure 25: Croissants eaten at breakfast time, by social class, NI and RoI, March 2014
                                                                                                                      • Packaged sliced bread and rolls most popular lunchtime options
                                                                                                                        • Figure 26: Most popular bread products eaten at lunchtime, NI and RoI, March 2014
                                                                                                                      • Speciality breads appealing to Irish consumers
                                                                                                                        • Figure 27: Speciality bread/bread products purchased in the last three months, NI and RoI, March 2014
                                                                                                                      • Italian-style bread losing its appeal
                                                                                                                        • Figure 28: Italian-style breads (eg ciabattas/paninis) bought in the last three months, NI and RoI, February 2013 and March 2014
                                                                                                                    • The Consumer – Types of Packaged Sliced Bread Bought

                                                                                                                      • Key points
                                                                                                                        • White bread most popular with Irish consumers
                                                                                                                          • Figure 29: Types of packaged sliced bread bought in the last three months, NI and RoI, March 2014
                                                                                                                        • Granary and multi-seed bread appealing to women and ABC1 consumers
                                                                                                                          • Figure 30: Consumers who have bought granary/multi-seed bread in the last three months, by gender and social grade, NI and RoI, March 2014
                                                                                                                        • Half and half bread appealing to families
                                                                                                                          • Figure 31: Consumers who have purchased half and half (eg Hovis Best of Both, Kingsmill 50/50) packaged sliced bread in the last three months, by presence of children, NI and RoI, March 2014
                                                                                                                      • The Consumer – Important Factors When Choosing Bread

                                                                                                                        • Key points
                                                                                                                          • Fresh bread is most important for Irish consumers
                                                                                                                            • Figure 32: Important factors when buying bread, NI and RoI, March 2014
                                                                                                                          • Consumers less influenced by cost when choosing bread
                                                                                                                            • Figure 33: Consumers who deem cost/low price an important factor when buying bread, NI and RoI, February 2013 and March 2014
                                                                                                                          • Provenance less important in 2014
                                                                                                                            • Figure 34: Consumers who deem locally baked an important factor when buying bread, NI and RoI, February 2013 and March 2014
                                                                                                                          • Older consumers more likely to value locally baked bread
                                                                                                                            • Figure 35: Consumers who deem locally baked an important factor when buying bread, by age, NI and RoI
                                                                                                                        • The Consumer – Attitudes towards Bread

                                                                                                                          • Key points
                                                                                                                            • Consumers keen to try different types of breads
                                                                                                                              • Figure 36: Agreement with statements relating to bread, NI and RoI, March 2014
                                                                                                                            • Consumers valuing artisan bread
                                                                                                                              • Diet-conscious consumers avoiding bread
                                                                                                                                • Figure 37: Agreement with the statement ‘Bread is not a good food option for those trying to lose weight’, by gender, NI and RoI, Ireland, March 2014
                                                                                                                              • Demand for healthy innovations within the category
                                                                                                                                • Figure 38: Agreement with statements relating to bread, NI and RoI, March 2014
                                                                                                                              • RoI consumers seeking more adventurous sandwiches
                                                                                                                                • Figure 39: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by employment category, NI and RoI, March 2014
                                                                                                                              • Three in 10 consumers freeze bread
                                                                                                                                • Figure 40: Agreement with the statement ‘I buy bread on special offer and freeze it for future use’, by gender, NI and RoI, March 2014
                                                                                                                            • Appendix

                                                                                                                              • NI Toluna data
                                                                                                                                • Figure 41: Occasions in which consumers have eaten packaged sliced bread in the last 3 months, By demographics, NI, March 2014
                                                                                                                                • Figure 42: Occasions in which consumers have eaten buns/rolls in the last 3 months, By demographics, NI, March 2014
                                                                                                                                • Figure 43: Occasions in which consumers have eaten bloomers and loaves (uncut)in the last 3 months, By demographics, NI, March 2014
                                                                                                                                • Figure 44: Occasions in which consumers have eaten Baguettes and sticks in the last 3 months, By demographics, NI, March 2014
                                                                                                                                • Figure 45: Occasions in which consumers have eaten Croissants the last 3 months, By demographics, NI, March 2014
                                                                                                                                • Figure 46: Occasions in which consumers have eaten Soda/potato bread the last 3 months, By demographics, NI, March 2014
                                                                                                                                • Figure 47: Occasions in which consumers have eaten bagels the last 3 months, By demographics, NI, March 2014
                                                                                                                                • Figure 48: Occasions in which consumers have eaten Italian breads (eg Ciabattas/ Panini in the last 3 months, By demographics, NI, March 2014
                                                                                                                                • Figure 49: Occasions in which consumers have eaten wraps in the last 3 months, By demographics, NI, March 2014
                                                                                                                                • Figure 50: Occasions in which consumers have eaten Pitta/Naan bread in the last 3 months, By demographics, NI, March 2014
                                                                                                                                • Figure 51: Occasions in which consumers have eaten other types of bread in the last 3 months, By demographics, NI, March 2014
                                                                                                                                • Figure 52: Types of packaged sliced bread bought by consumers in the last 3 months, By demographics, NI, March 2014
                                                                                                                                • Figure 53: Types of packaged sliced bread bought by consumers in the last 3 months, By demographics, NI, March 2014 (continued)
                                                                                                                                • Figure 54: Important factors when buying bread, By demographics, NI, March 2014
                                                                                                                                • Figure 55: Important factors when buying bread, By demographics, NI, March 2014 (continued)
                                                                                                                                • Figure 56: Important factors when buying bread, By demographics, NI, March 2014 (continued)
                                                                                                                                • Figure 57: Agreement with statements relating to bread, by demographics, NI, March 2014
                                                                                                                                • Figure 58: Agreement with statements relating to bread, by demographics, NI, March 2014 (continued)
                                                                                                                                • Figure 59: Agreement with statements relating to bread, by demographics, NI, March 2014 (continued)
                                                                                                                              • RoI Toluna data
                                                                                                                                • Figure 60: Occasions in which consumers have eaten packaged sliced bread in the last 3 months, By demographics, RoI, March 2014
                                                                                                                                • Figure 61: Occasions in which consumers have eaten buns/rolls in the last 3 months, By demographics, RoI, March 2014
                                                                                                                                • Figure 62: Occasions in which consumers have eaten bloomers and loaves (uncut)in the last 3 months, By demographics, RoI, March 2014
                                                                                                                                • Figure 63: Occasions in which consumers have eaten Baguettes and sticks in the last 3 months, By demographics, RoI, March 2014
                                                                                                                                • Figure 64: Occasions in which consumers have eaten Croissants the last 3 months, By demographics, RoI, March 2014
                                                                                                                                • Figure 65: Occasions in which consumers have eaten Soda/potato bread the last 3 months, By demographics, RoI, March 2014
                                                                                                                                • Figure 66: Occasions in which consumers have eaten bagels the last 3 months, By demographics, RoI, March 2014
                                                                                                                                • Figure 67: Occasions in which consumers have eaten Italian breads (eg Ciabattas/ Panini in the last 3 months, By demographics, RoI, March 2014
                                                                                                                                • Figure 68: Occasions in which consumers have eaten wraps in the last 3 months, By demographics, RoI, March 2014
                                                                                                                                • Figure 69: Occasions in which consumers have eaten Pitta/Naan bread in the last 3 months, By demographics, RoI, March 2014
                                                                                                                                • Figure 70: Occasions in which consumers have eaten other types of bread in the last 3 months, By demographics, RoI, March 2014
                                                                                                                                • Figure 71: Types of packaged sliced bread bought by consumers in the last 3 months, By demographics, RoI, March 2014
                                                                                                                                • Figure 72: Types of packaged sliced bread bought by consumers in the last 3 months, By demographics, RoI, March 2014 (continued)
                                                                                                                                • Figure 73: Important factors when buying bread, By demographics, RoI, March 2014
                                                                                                                                • Figure 74: Important factors when buying bread, By demographics, RoI, March 2014 (continued)
                                                                                                                                • Figure 75: Important factors when buying bread, By demographics, RoI, March 2014 (continued)
                                                                                                                                • Figure 76: Agreement with statements relating to bread, by demographics, RoI, March 2014
                                                                                                                                • Figure 77: Agreement with statements relating to bread, by demographics, RoI, March 2014 (continued)
                                                                                                                                • Figure 78: Agreement with statements relating to bread, by demographics, RoI, March 2014 (continued)

                                                                                                                            Companies Covered

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

                                                                                                                            Bread - Ireland - April 2014

                                                                                                                            £1,095.00 (Excl.Tax)