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Bread - Ireland - April 2015

“Consumer interest in healthy baked goods should inspire NPD activity. Incorporating wholegrain as well as ancient grains such as chia and spelt is further likely to enhance the appeal of the category.”
– Sophie Dorbie, Research Analyst

This report answers the following questions:

  • Which products are most popular amongst Irish consumers?
  • What NPD opportunities exist for bread and baked goods brands?
  • How are manufacturers reacting to consumers’ demand for healthier options?

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Table of contents

  1. Introduction

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

                  • The market
                    • Forecast
                      • Figure 1: Indexed estimated value of the total bread/bread products market, NI and RoI, 2010-20
                    • Market factors
                      • Free-from market on the rise
                        • Declining household size calls for innovation in the market
                          • Market under threat from on-the-go innovations
                            • Innovations
                              • The consumer
                                • Sliced wholemeal most popular
                                  • Figure 2: Types of pre-packaged bread bought in the last three months, NI and RoI, December 2014
                                • NI consumers more likely to purchase pre-packaged baked goods
                                  • Figure 3: Types of pre-packaged baked goods bought in the last three months, NI and RoI, December 2014
                                • Scope for high in protein claims to extend to bread
                                  • Figure 4: Types of breads that consumers would be interested in trying, NI and RoI, December 2014
                                • Demand for ‘better for you’ baked goods
                                  • Figure 5: Types of baked goods that consumers would be interested in trying, NI and RoI, December 2014
                                • Salt content of bread needs to be addressed
                                  • Figure 6: Agreement with statements relating to bread, NI and RoI, December 2014
                                • What we think
                                • Issues and Insights

                                    • Which products are most popular amongst Irish consumers?
                                      • The facts
                                        • The implications
                                          • What NPD opportunities exist for bread and baked goods brands?
                                            • The facts
                                              • The implications
                                                • How are manufacturers reacting to consumers’ demand for healthier options?
                                                  • The facts
                                                    • The implications
                                                    • Market Overview

                                                      • Key points
                                                        • Consumer confidence on the up
                                                          • Figure 7: Consumer Confidence Index, NI, January 2012-March 2015
                                                          • Figure 8: Consumer Confidence Index, RoI, January 2012- March 2015
                                                        • Price of bread falling
                                                          • Figure 9: Consumer price index, RoI, Dec 2011-Dec 2014
                                                          • Figure 10: CPI, bread and cereals, UK, March-November 2014
                                                          • Figure 11: Types of free-from products eaten in the last six months, NI and RoI, August 2014
                                                        • Declining household calls for reduced loaf sizes
                                                          • Figure 12: Percentage of private households, by number of occupants, NI and RoI, 2011
                                                        • Bakery wastage decreasing but more still needs to be done
                                                          • Breads used at breakfast facing competition from other breakfast options
                                                            • Figure 13: Occasions for eating cereal bars and breakfast biscuits, NI and RoI, August 2014
                                                          • Bread suffering from negative health perceptions
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Market value continuing to increase
                                                                • Figure 14: Estimated value of the total bread/bread products market, NI and RoI, 2010 -20
                                                              • Steady growth forecast for the market
                                                                • Figure 15: Indexed estimated value of the total bread market, NI and RoI, 2010-20
                                                              • Pre-packaged bread dominates the market
                                                                • Figure 16: Estimated value of the total bread and bread products market, by segment, NI and RoI, 2015
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                    • Branded products regain share of NPD activity
                                                                      • Figure 17: New product development in the UK and Irish retail bread/bread products market, 2009-14
                                                                    • Brioche extends into the mainstream
                                                                      • Valentines and Christmas inspires NPD
                                                                        • Ancient grains feature in a host of new launches
                                                                          • Gluten-free extending to new bakery segments
                                                                          • Companies and Products

                                                                              • Allied Bakeries
                                                                                • Key facts
                                                                                  • Product range
                                                                                    • Brand NPD
                                                                                      • Recent developments
                                                                                        • Aryzta
                                                                                          • Key facts
                                                                                            • Product range
                                                                                              • Recent developments
                                                                                                • Bfree
                                                                                                  • Key facts
                                                                                                    • Product range
                                                                                                      • Brand NPD
                                                                                                        • Recent developments
                                                                                                          • Genesis Crafty
                                                                                                            • Key facts
                                                                                                              • Product range
                                                                                                                • Brand NPD
                                                                                                                  • Recent developments
                                                                                                                    • Genius
                                                                                                                      • Key facts
                                                                                                                        • Product range
                                                                                                                          • Brand NPD
                                                                                                                            • Recent developments
                                                                                                                              • WHW Bakeries (Irish Pride)
                                                                                                                                • Key facts
                                                                                                                                  • Product range
                                                                                                                                    • Brand NPD
                                                                                                                                      • Recent developments
                                                                                                                                        • Irwin’s
                                                                                                                                          • Key facts
                                                                                                                                            • Product range
                                                                                                                                              • Brand NPD
                                                                                                                                                • Recent developments
                                                                                                                                                  • Joseph Brennan Bakeries
                                                                                                                                                    • Key facts
                                                                                                                                                      • Product range
                                                                                                                                                        • Brand NPD
                                                                                                                                                          • Recent developments
                                                                                                                                                            • Kelkin
                                                                                                                                                              • Key facts
                                                                                                                                                                • Product range
                                                                                                                                                                  • Recent developments
                                                                                                                                                                    • Pat the Baker
                                                                                                                                                                      • Key facts
                                                                                                                                                                        • Product range
                                                                                                                                                                          • Recent developments
                                                                                                                                                                            • Premier Foods
                                                                                                                                                                              • Key facts
                                                                                                                                                                                • Product range
                                                                                                                                                                                  • Recent Developments
                                                                                                                                                                                    • Udi’s
                                                                                                                                                                                      • Key facts
                                                                                                                                                                                        • Product range
                                                                                                                                                                                          • Brand NPD
                                                                                                                                                                                            • Recent developments
                                                                                                                                                                                            • The Consumer – Types of Pre-Packaged Bread and Baked Goods Purchased

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Six in 10 purchase sliced loaves
                                                                                                                                                                                                  • Figure 18: Types of pre-packaged bread bought in the last three months, December 2014
                                                                                                                                                                                                • Ethnic breads are a family favourite
                                                                                                                                                                                                    • Figure 19: Consumers who have purchased pitta/naan bread in the last three months, by presence of own children in household, NI and RoI, December 2014
                                                                                                                                                                                                  • NI consumers more likely to purchase packaged baked goods
                                                                                                                                                                                                    • Figure 20: Types of pre-packaged baked goods purchased in the last three months, NI and RoI, December 2014
                                                                                                                                                                                                  • Innovation in sweet treats can further appeal to under-25s
                                                                                                                                                                                                  • The Consumer – Types of Bread/Baked Goods Purchased From an In-Store/Traditional Bakery

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Baguettes most popular bakery item
                                                                                                                                                                                                        • Figure 21: Types of fresh bread from in-store/traditional bakery bought in the last three months, NI and RoI, December 2014
                                                                                                                                                                                                      • Seven in 10 purchase baked goods from in-store bakeries
                                                                                                                                                                                                        • Figure 22: Types of baked goods purchased from an in-store/traditional bakery in the past three months, NI and RoI, December 2014
                                                                                                                                                                                                    • The Consumer – Interest in Innovations in Bread and Baked Goods

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Opportunity for ‘high in protein’ claims to extend to bread
                                                                                                                                                                                                          • Figure 23: Types of bread that consumers would be interested in trying, NI and RoI, December 2014
                                                                                                                                                                                                        • Limited edition could spark interest in NPD
                                                                                                                                                                                                          • Scope for bread to target the on-the-go and snacking market
                                                                                                                                                                                                            • Figure 24: Interest in trying savoury bread rolls with baked-in fillings (eg cheese), by presence of children in household, NI and RoI, December 2014.
                                                                                                                                                                                                          • Interest in ‘better for you’ baked options
                                                                                                                                                                                                            • Figure 25: Types of baked goods that consumers would be interested in trying, NI and RoI, December 2014
                                                                                                                                                                                                        • The Consumer – Attitudes towards Bread and Baked Goods

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Majority think that brands should do more to reduce salt content
                                                                                                                                                                                                              • Figure 26: Agreement with statements relating to bread, NI and RoI, December 2014
                                                                                                                                                                                                            • Local brand loyalty increases with age
                                                                                                                                                                                                              • Figure 27: Agreement with the statement ‘I prefer Northern Ireland/Irish brands when buying packaged sliced bread (eg Brennans, Irwin’s)’, by age group, NI and RoI, December 2014.
                                                                                                                                                                                                            • NI consumers prefer branded packaged bread
                                                                                                                                                                                                              • Six in 10 think bread is not a good diet option
                                                                                                                                                                                                                • Figure 28: Agreement with the statement ‘Bread is not a good food option for those trying to lose weight’, by gender, NI and RoI, December 2014.
                                                                                                                                                                                                              • In-store bakeries in the discounters popular amongst RoI consumers
                                                                                                                                                                                                                • Figure 29: Attitudes towards in-store bakeries, NI and RoI, December 2014
                                                                                                                                                                                                              • A focus on freshness could boost sales
                                                                                                                                                                                                                • Four in 10 RoI consumers keen to see nutritional value for in-store baked goods
                                                                                                                                                                                                                  • Opportunities for innovation within in-store bakeries
                                                                                                                                                                                                                  • Appendix

                                                                                                                                                                                                                    • NI Toluna data
                                                                                                                                                                                                                      • Figure 30: types of pre-packaged bread bought in the last three months, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 31: types of pre-packaged bread bought in the last three months, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 32: types of pre-packaged bread bought in the last three months, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 33: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 34: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 35: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 36: types of Pre-packaged baked goods bought in the last three months, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 37: types of Pre-packaged baked goods bought in the last three months, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 38: types of Pre-packaged baked goods bought in the last three months, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 39: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 40: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 41: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 42: Types of breads that consumers would be interested in trying, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 43: Types of breads that consumers would be interested in trying, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 44: Types of baked goods that consumers would be interested in trying, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 45: Agreement with the statement ‘Bread is not a good food option for those trying to lose weight’, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 46: Agreement with the statement ‘Frozen/ ready to bake breads/ baked goods (eg baguettes) are just as good as buying bread/ baked goods from a bakery fresh’, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 47: Agreement with the statement ‘Sliced bread contains too many artificial preservatives’, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 48: Agreement with the statement ‘I prefer Northern Ireland/Irish brands when buying packaged sliced bread (eg Brennans, Irwins)’, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 49: Agreement with the statement ‘Other breakfast options are healthier than bread/baked goods (eg cereal/breakfast bars)’, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 50: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/ baked goods’, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 51: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 52: Agreement with the statement ‘It is worthwhile buying bread to put in the freezer’, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 53: Agreement with the statement ‘Branded packaged bread is better quality than supermarket own-label bread’, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 54: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, NI, December 2014
                                                                                                                                                                                                                      • Figure 55: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 56: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                    • RoI Toluna data
                                                                                                                                                                                                                      • Figure 57: types of pre-packaged bread bought in the last three months, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 58: types of pre-packaged bread bought in the last three months, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 59: types of pre-packaged bread bought in the last three months, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 60: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 61: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 62: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 63: types of Pre-packaged baked goods bought in the last three months, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 64: types of Pre-packaged baked goods bought in the last three months, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 65: types of Pre-packaged baked goods bought in the last three months, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 66: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 67: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 68: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 69: Types of breads that consumers would be interested in trying, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 70: Types of breads that consumers would be interested in trying, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 71: Types of baked goods that consumers would be interested in trying, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 72: Agreement with the statement ‘Bread is not a good food option for those trying to lose weight’, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 73: Agreement with the statement ‘Frozen/ ready to bake breads/ baked goods (eg baguettes) are just as good as buying bread/ baked goods from a bakery fresh’, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 74: Agreement with the statement ‘Sliced bread contains too many artificial preservatives’, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 75: Agreement with the statement ‘I prefer Northern Ireland/Irish brands when buying packaged sliced bread (eg Brennans, Irwins)’, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 76: Agreement with the statement ‘Other breakfast options are healthier than bread/baked goods (eg cereal/breakfast bars)’, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 77: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/ baked goods’, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 78: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 79: Agreement with the statement ‘It is worthwhile buying bread to put in the freezer’, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 80: Agreement with the statement ‘Branded packaged bread is better quality than supermarket own-label bread’, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 81: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, RoI, December 2014
                                                                                                                                                                                                                      • Figure 82: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                      • Figure 83: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, RoI, December 2014 (continued)

                                                                                                                                                                                                                  Companies Covered

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

                                                                                                                                                                                                                  Bread - Ireland - April 2015

                                                                                                                                                                                                                  £1,095.00 (Excl.Tax)