Bread - US - November 2011
With 2011 total U.S. sales of $21.6 billion, the bread market is clearly an important source of revenue for manufacturers and retailers alike. However, given the maturity of this market combined with the near universal usage of bread, manufacturers are challenged to develop new usage occasions among existing bread consumers, rather than focusing on trying to attract new shoppers to the category. From the retailer’s perspective, bread is an essential market to represent well, as bread is a key foot traffic builder, and private label brands command an increasingly sizeable market share.
Bread’s wide range of price points, which span from private label/value brands on the low end all the way up to premium brands, have been instrumental in helping the category weather the ongoing economic downturn fairly well. However, it is important to find ways to maintain consumer interest in a category that many shoppers may perceive as uninspiring.
In this report, Mintel provides an in-depth look at the current state of the U.S. retail bread market, with focus directed in the following areas:
- What manufacturers and retailers can and should do to maintain consumer interest in the bread market
- The impact of Grupo Bimbo’s acquisition of Sara Lee
- The impact of competitive channels, including restaurants that feature bread, bagels and rolls; and in-store bakeries (ISBs) that compete directly for bread market share
- The overall market drivers favorably and negatively impacting the bread market, and how much influence they have on the sector
- The bread segments that are performing well and ones that show room for improvement
- Marketing strategies among select bread manufacturers, and the effectiveness (or ineffectiveness) of these endeavors
- The rise of private labels and what manufacturers of name brands can and are doing to compete effectively
- How bread manufacturers have responded to consumers’ interest in eating better, and the latest Mintel custom consumer survey data that pertains to the better-for-you (BFY) bread sector
- What manufacturers and retailers can do to generate more household usage occasions in the bread sector
- The impact of various socioeconomic, gender, age, race/ethnicity and other demographic factors on the bread market, with primary discussion about younger adults (18-34s) who represent a target market for innovation and promotion
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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