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Bread - Ireland - July 2013

“The bread market has seen positive growth between 2008 and 2013, with bread being a household staple for many Irish households. Moving forward key challenges for the market will be dealing with increased costs of production, and demand for local sourcing of ingredients.”

Brian O’Connor, Production Manager

Some questions answered in this report include:

  • What impact are increasing production costs having on the Irish bread market?
  • What are the key mealtimes that consumers eat bread?
  • What are the most popular types of bread?
  • What is considered most important when buying bread?
  • What role do free-from breads have to play in the Irish market?

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Table of contents

  1. Introduction

      • Key themes within the report
        • Definition
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Estimated value of the total bread market, by segment, NI and RoI, 2012
              • Forecast
                • Figure 2: Indexed estimated value of the total bread market, NI and RoI, 2008-18
              • Market factors
                • Price of bread production increasing
                  • Consumer prices continue to increase, driving more to own-label breads
                    • Packed lunches very important for market growth
                      • Gluten-free an emerging segment
                        • Companies, brands and innovations
                          • The consumer
                            • Packaged sliced bread the most heavily used type of bread overall
                              • Figure 3: Types of bread bought in the last three months, by mealtime, NI and RoI, February 2013
                            • Packaged sliced bread the most heavily used type of bread overall
                              • Figure 4: Important factors when buying bread, NI and RoI, February 2013
                            • Irish consumers would eat healthier breads…if they were cheaper
                              • Figure 5: Agreement with attitudes towards bread, NI and RoI, February 2013
                            • What we think
                            • Issues in the Market

                              • What impact are increasing production costs having on the Irish bread market?
                                • What are the key mealtimes that consumers eat bread?
                                  • What are the most popular types of bread?
                                    • What is considered most important when buying bread?
                                      • What role do free-from breads have to play in the Irish market?
                                      • Trend Applications

                                        • Minimize Me
                                          • Make it Mine
                                            • Mintel Futures: Old Gold
                                            • Market Overview

                                              • Key points
                                                • Cost of bread production increasing between 2012 and 2013
                                                  • Figure 6: Wheat monthly price (euro per Metric Ton), Global, May 2008-13
                                                • 2013 continues to see poor weather conditions
                                                  • Consumer prices continue to increase, putting pressure on bread spending
                                                    • Figure 7: Consumer price index, RoI, 2006-13
                                                  • NI consumer prices also on the increase
                                                    • Figure 8: Consumer price index, UK (inc NI), year-on-year percentage change, January 2006-13
                                                  • Lower spending power may see consumers switch to own-brand bread
                                                    • Figure 9: Top ten types of own-label products bought in the last 12 months, NI and RoI, February 2012
                                                  • Brennan’s is RoI’s number two brand
                                                    • Figure 10: Top 20 master brands at home, 2012
                                                  • In-store bakeries a substantial threat
                                                    • Lunchtime and breakfast very important to bread sales
                                                      • Figure 11: Indexed value of the Irish foodservice market (at consumer prices), NI and RoI, 2008-13
                                                    • Toasted bread a popular breakfast choice
                                                      • Figure 12: Consumers who eat types of breakfast food on a weekly basis, NI and RoI, 2011
                                                    • Free-from a key emerging trend in the market
                                                        • Figure 13: New product launches in the bread category claiming to be gluten-free, UK and Ireland, 2008-13
                                                    • Strengths and Weaknesses

                                                      • Strengths
                                                        • Weaknesses
                                                        • Market Size and Segmentation

                                                          • Key points
                                                            • Irish bread market sees sustained recovery
                                                              • Figure 14: Estimated value of the total bread market, by value, NI and RoI, 2008-18
                                                            • Strong growth for the bread market in the future
                                                              • Figure 15: Indexed estimated value of the total bread market, NI and RoI, 2008-18
                                                              • Figure 16: Agreement with statements relating to local foods, NI and RoI, February 2012
                                                            • Pre-packaged bread largest segment of the IoI bread market
                                                              • Figure 17: Estimated value of the total bread market, by segment, NI and RoI, 2012
                                                            • Pre-packaged bread sees slight value loss
                                                              • White bread still top choice
                                                                • Figure 18: Estimated value of the pre-packaged bread market, by segment, NI and RoI, 2012*
                                                              • Bread sectors must face salt problem
                                                              • Companies and Innovations

                                                                  • Bread product development doubles over five-year period
                                                                    • Figure 19: New product development in the bread and bread product sub-category, UK and Ireland, 2007-12
                                                                    • Figure 20: New product development in the bread and bread products sub-category, by launch type, UK and Ireland, 2007-12
                                                                  • Bread producers acknowledge booming low occupancy household trend
                                                                    • Figure 21: New product development in the bread and bread product sub-category, by pack size, UK and Ireland, 2007-12
                                                                  • Company profiles
                                                                    • Allied Bakeries
                                                                      • Aryzta
                                                                          • Figure 22: Aryzta brands, 2012
                                                                        • Genesis Crafty
                                                                            • Figure 23: Genesis breads products, 2013
                                                                          • Irish Pride
                                                                              • Figure 24: Irish Pride bread ranges, 2013
                                                                            • Irwin’s (WD Irwin’s and Sons)
                                                                                • Figure 25: Irwin’s brands, 2012
                                                                              • Joseph Brennan Bakeries
                                                                                  • Figure 26: Brennan’s bread ranges, 2012
                                                                                • Kelkin
                                                                                    • Figure 27: Kelkin gluten-free bread range
                                                                                  • Pat the Baker
                                                                                      • Figure 28: Pat the Baker bread ranges
                                                                                    • Premier Foods
                                                                                      • The Flat Bread Company
                                                                                      • The Consumer – Usage of Bread Products

                                                                                        • Key points
                                                                                          • Packaged sliced bread exhibits strong usage over all mealtimes
                                                                                            • Figure 29: Types of bread bought in the last three months, by mealtime, NI and RoI, February 2013
                                                                                          • Packaged sliced bread is versatile
                                                                                            • Figure 30: Consumers who have bought packaged sliced bread in the last three months, by mealtime, NI and RoI, February 2013
                                                                                          • Women and middle-aged consumers show highest lunchtime usage
                                                                                            • Figure 31: Consumers who have bought packaged sliced bread in the last three months for lunchtime, by gender and age, NI and RoI, February 2013
                                                                                          • Toast for breakfast
                                                                                            • Figure 32: Consumers who have bought packaged sliced bread in the last three months for breakfast, by gender, NI and RoI, February 2013
                                                                                          • Buns/rolls see highest usage at lunch
                                                                                            • Figure 33: Consumers who have bought buns/rolls in the last three months, by mealtime, NI and RoI, February 2013
                                                                                          • Bun/roll usage at lunchtime increases with age
                                                                                            • Figure 34: Consumers who have bought buns/rolls in the last three months for lunchtime, by age, NI and RoI, February 2013
                                                                                          • Baguettes most bought type of bread for dinner meals
                                                                                            • Figure 35: Types of bread bought in the last three months for dinner, NI and RoI, February 2013
                                                                                            • Figure 36: Consumers who have bought baguettes/ sticks in the last three months for dinner, by age, NI and RoI, February 2013
                                                                                          • Croissants most likely to be bought for breakfast
                                                                                            • Figure 37: Consumers who have bought croissants in the last three months, by mealtime, NI and RoI, February 2013
                                                                                          • Croissants mainly bought for out-of-home consumption
                                                                                            • Figure 38: Pastries (including croissants) eaten for breakfast, at home and out of home, November 2012
                                                                                        • The Consumer – Important Factors When Buying Bread

                                                                                          • Key points
                                                                                            • Freshness is the most important consideration
                                                                                              • Figure 39: Important factors when buying bread, NI and RoI, February 2013
                                                                                            • Bread must be fresh
                                                                                              • Figure 40: Consumers who agree that freshness is an important factor when buying bread, by gender and age, NI and RoI, February 2013
                                                                                            • Checking the sell-by date
                                                                                              • Figure 41: Consumers who agree that a long sell-by/use-by date is an important factor when buying bread, by work status, NI and RoI, February 2013
                                                                                            • White, brown or wholemeal: type of bread matters
                                                                                              • Figure 42: Consumers who agree that type of bread is an important factor when buying bread, by gender, NI and RoI, February 2013
                                                                                            • Keeping plenty of white bread in stock
                                                                                              • Figure 43: Market share of bread types within packaged bread market, IoI, 2012
                                                                                            • Over half of consumers see cost as important
                                                                                              • Figure 44: Consumers who agree that cost is an important factor when buying bread, by social class, NI and RoI, February 2013
                                                                                            • One in five consider locally sourced ingredients if bread is baked locally
                                                                                              • Figure 45: Consumers who agree that locally baked/ locally sourced ingredients are important factors when buying bread, by gender and social class, NI and RoI, February 2013
                                                                                          • The Consumer – Attitudes Towards Bread

                                                                                            • Key points
                                                                                              • Price prohibits usage of healthier bread variants
                                                                                                • Figure 46: Agreement with attitudes towards bread, NI and RoI, February 2013
                                                                                              • Consumers would eat healthier bread…if the price was right
                                                                                                • Young consumers would eat healthier bread if they could afford it
                                                                                                  • Figure 47: Agreement with the statement ‘I would eat healthier/ low-fat bread more often if it were cheaper’, by age, NI and RoI, February 2013
                                                                                                • High level of Irish consumers freezing bread
                                                                                                  • Figure 48: Agreement with the statement ‘I often freeze bread’, by gender, NI and RoI, February 2013
                                                                                                • In-store bakeries a hit with Irish consumers
                                                                                                  • Figure 49: Agreement with the statement ‘Bread baked in in-store bakeries tastes better than packaged bread’, by age, NI and RoI, February 2013
                                                                                                  • Figure 50: Agreement with the statement ‘It is worth paying more for recently baked bread’, by gender, NI and RoI, February 2013
                                                                                                • RoI consumers more likely to bake their own bread
                                                                                                  • Figure 51: Agreement with the statement ‘I sometimes make my own bread’, by gender and age, NI and RoI, February 2013
                                                                                              • Appendix

                                                                                                • NI Toluna tables
                                                                                                  • Figure 52: Consumers who have bought packaged sliced bread in the last three months, by mealtime, by demographics, NI, February 2013
                                                                                                  • Figure 53: Consumers who have bought buns/rolls in the last three months, by mealtime, by demographics, NI, February 2013
                                                                                                  • Figure 54: Consumers who have bought bloomers and loaves (uncut) in the last three months, by mealtime, by demographics, NI, February 2013
                                                                                                  • Figure 55: Consumers who have bought baguettes and sticks in the last three months, by mealtime, by demographics, NI, February 2013
                                                                                                  • Figure 56: Consumers who have bought croissants in the last three months, by mealtime, by demographics, NI, February 2013
                                                                                                  • Figure 57: Consumers who have bought soda/potato bread in the last three months, by mealtime, by demographics, NI, February 2013
                                                                                                  • Figure 58: Consumers who have bought bagels in the last three months, by mealtime, by demographics, NI, February 2013
                                                                                                  • Figure 59: Consumers who have bought ciabattas/panini in the last three months, by mealtime, by demographics, NI, February 2013
                                                                                                  • Figure 60: Consumers who have bought other types of bread in the last three months, by mealtime, by demographics, NI, February 2013
                                                                                                  • Figure 61: Agreement with statements relating to bread, by demographics, NI, February 2013
                                                                                                  • Figure 62: Agreement with statements relating to bread, by demographics, NI, February 2013 (continued)
                                                                                                  • Figure 63: Factors considered important when buying bread products, NI, February 2013
                                                                                                  • Figure 64: Factors considered important when buying bread products, NI, February 2013 (continued)
                                                                                                  • Figure 65: Factors considered important when buying bread products, NI, February 2013 (continued)
                                                                                                • RoI Toluna tables
                                                                                                  • Figure 66: Consumers who have bought packaged sliced bread in the last three months, by mealtime, by demographics, RoI, February 2013
                                                                                                  • Figure 67: Consumers who have bought buns/rolls in the last three months, by mealtime, by demographics, RoI, February 2013
                                                                                                  • Figure 68: Consumers who have bought bloomers and loaves (uncut) in the last three months, by mealtime, by demographics, RoI, February 2013
                                                                                                  • Figure 69: Consumers who have bought baguettes and sticks in the last three months, by mealtime, by demographics, RoI, February 2013
                                                                                                  • Figure 70: Consumers who have bought croissants in the last three months, by mealtime, by demographics, RoI, February 2013
                                                                                                  • Figure 71: Consumers who have bought soda/potato bread in the last three months, by mealtime, by demographics, RoI, February 2013
                                                                                                  • Figure 72: Consumers who have bought bagels in the last three months, by mealtime, by demographics, RoI, February 2013
                                                                                                  • Figure 73: Consumers who have bought ciabattas/panini in the last three months, by mealtime, by demographics, RoI, February 2013
                                                                                                  • Figure 74: Consumers who have bought other types of bread in the last three months, by mealtime, by demographics, RoI, February 2013
                                                                                                  • Figure 75: Agreement with statements relating to bread, by demographics, RoI, February 2013
                                                                                                  • Figure 76: Agreement with statements relating to bread, by demographics, RoI, February 2013 (continued)
                                                                                                  • Figure 77: Factors considered important when buying bread products, RoI, February 2013
                                                                                                  • Figure 78: Factors considered important when buying bread products, RoI, February 2013 (continued)
                                                                                                  • Figure 79: Factors considered important when buying bread products, RoI, February 2013 (continued)

                                                                                              Companies Covered

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

                                                                                              Bread - Ireland - July 2013

                                                                                              US $1,411.13 (Excl.Tax)