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Bread - US - September 2013

“Some 81% of bread users utilize products in the category as part of a sandwich or wrap, this is more than double that of any other use. The industry should play to its strengths, expanding offerings that allow for sandwich experimentation. At the same time, introducing new formats and flavors will encourage consumers to consider bread as a nutritious meal component or convenient snack.”

– Beth Bloom, Food and Drink Analyst

This report will address the following areas:

  • How should the category address the topic of health?
  • How can the industry keep bread fresh?
  • How can the category compete with bakery offerings?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                    • The market
                      • Category sales remain stagnant
                        • Figure 1: Total U.S. sales and forecast of bread, at current prices, 2008-18
                      • Market segmentation
                        • Fresh loaf bread leads sales, tortillas and bakery offerings post strongest growth
                          • Figure 2: Total U.S. retail sales of bread, by segment, at current prices, 2011 and 2013
                        • Leading companies
                          • Grupo Bimbo represents more than one quarter of category sales
                            • Figure 3: MULO sales of bread, by top five leading companies, rolling 52 weeks 2012 and 2013
                          • Innovation
                            • Bread products attract attention through claims
                              • Figure 4: Bread launches, by top five claims (plus gluten-free), 2008-13*
                            • The consumer
                              • Bread use at a five-year low
                                • Figure 5: Number of loaves/packages eaten by household in last seven days, 2008-13
                              • Sandwiches lead uses for bread, wider range needed
                                • Figure 6: How bread is used, June-July 2013
                              • Health and variety are top of mind for nonusers
                                • Figure 7: Top five reasons for not using bread, July 2013
                              • What we think
                              • Issues and Insights

                                  • How should the category address the topic of health?
                                    • Issues
                                      • Insight: promote products as meeting essential consumer needs.
                                        • How can the industry keep bread fresh?
                                          • Issues
                                            • Insight: expand flavors and formats to get consumers thinking beyond the sandwich.
                                              • How can the category compete with bakery offerings?
                                                • Issues
                                                  • Insight: boosting product attributes and promoting freshness will mitigate bakery impact.
                                                  • Trend Applications

                                                      • Trend: Sense of the Intense
                                                        • Trend: Hungry Planet
                                                          • Mintel Futures: Brand Intervention
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Category sales remain stagnant
                                                                • Sales of bread
                                                                  • Figure 8: Total U.S. sales and forecast of bread, at current prices, 2008-18
                                                                  • Figure 9: Total U.S. sales and forecast of bread, at inflation-adjusted prices, 2008-18
                                                                • Fan chart forecast
                                                                    • Figure 10: Total market sales and fan chart forecast of bread, at current prices, 2008-18
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Expansion of gluten-free offerings may benefit bread category
                                                                      • Foodservice turns the focus on the bun
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Fresh loaf bread leads sales, tortillas and bakery offerings gain
                                                                            • Figure 11: Purchase decisions, by bread usage, June-July 2013
                                                                          • Sales of bread, by segment
                                                                            • Figure 12: Total U.S. retail sales of bread, by segment, at current prices, 2011 and 2013
                                                                          • Fresh loaf bread sales fall 4% from 2008-13 to $9.9 billion
                                                                            • Sales of fresh loaf bread
                                                                              • Figure 13: Total U.S. retail sales and forecast of fresh loaf bread, at current prices, 2008-18
                                                                            • Fresh roll, bun, and croissant sales grow 12% from 2008-13, level off
                                                                              • Figure 14: Croissants, January 2012-March 2013
                                                                            • Sales of fresh rolls, buns, and croissants
                                                                              • Figure 15: Total U.S. retail sales and forecast of fresh rolls, buns, and croissants, at current prices, 2008-18
                                                                            • Sales of tortillas and taco shells grow 20% to reach $2.6 billion in 2013
                                                                              • Sales of tortillas and taco shells
                                                                                • Figure 16: Total U.S. retail sales and forecast of tortillas and taco shells, at current prices, 2008-18
                                                                              • Bagel, bialy, and English muffin sales grow 3% to reach $1.7 billion
                                                                                • Figure 17: Bagels, January 2012-March 2013
                                                                                • Figure 18: English muffins, January 2012-March 2013
                                                                              • Sales of fresh bagels, bialys, and English muffins
                                                                                • Figure 19: Total U.S. retail sales and forecast of fresh bagels, bialys, and English muffins, at current prices, 2008-18
                                                                              • Refrigerated/frozen bread sales struggle, fall 13% from 2008-13
                                                                                • Sales of refrigerated/frozen bread products
                                                                                  • Figure 20: Total U.S. retail sales and forecast of refrigerated/frozen bread products, at current prices, 2008-18
                                                                                • Sales of bread at in-store bakeries grow 20% to reach $4.2 billion
                                                                                  • Sales of in-store bakeries
                                                                                    • Figure 21: Total U.S. retail sales and forecast of in-store bakeries, at current prices, 2008-18
                                                                                • Retail Channels

                                                                                  • Key points
                                                                                    • “Other” outlets gain on supermarkets
                                                                                      • Sales of bread, by channel
                                                                                        • Figure 22: Total U.S. retail sales of bread, by channel, at current prices, 2011-13
                                                                                      • Natural channel sales grow 19%
                                                                                        • Sales of bread in the natural channel
                                                                                          • Figure 23: Natural supermarket sales of bread, at current prices, 2011-13*
                                                                                          • Figure 24: Natural supermarket sales of bread at inflation-adjusted prices, 2011-13*
                                                                                        • Natural channel sales of bread by segment
                                                                                          • Figure 25: Natural supermarket sales of bread, by segment, 2011 and 2013*
                                                                                        • Brands of note
                                                                                          • Natural channel sales of bread by organic
                                                                                            • Figure 26: Natural supermarket sales of bread, by organic, 2010 and 2012*
                                                                                          • Natural channel sales of bread by gluten-free
                                                                                            • Figure 27: Natural supermarket sales of bread, by gluten-free, 2011 and 2013*
                                                                                        • Leading Companies and Brand Analysis

                                                                                          • Key points
                                                                                            • Strong acquisition activity leads to big gains/losses
                                                                                              • Grupo Bimbo works through growing pains
                                                                                                • Flowers Blooms
                                                                                                  • King’s Hawaiian grows by nearly 25%
                                                                                                    • Hostess ceases operations
                                                                                                      • Private label represents 22.7% of sales
                                                                                                        • Manufacturer sales of bread
                                                                                                          • Figure 28: MULO sales of bread, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                        • Most fresh loaf bread brands gain from Hostess losses
                                                                                                          • MULO sales of fresh loaf bread
                                                                                                            • Figure 29: MULO sales of fresh loaf bread, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                          • King’s Hawaiian grows sales in the segment by 27.4%
                                                                                                            • MULO sales of fresh rolls, buns, and croissants
                                                                                                              • Figure 30: MULO sales of fresh rolls, buns, and croissants, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Gruma’s Mission and Guerrero brands dominate and grow sales of tortillas
                                                                                                              • MULO sales of tortillas and taco shells
                                                                                                                • Figure 31: MULO sales of tortillas and taco shells*, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                              • Grupo Bimbo represents 75.4% of bagel, bialy, and English muffin sales
                                                                                                                • MULO sales of bagels, bialys, and English muffins
                                                                                                                  • Figure 32: MULO sales of bagels, bialys, and English muffins, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                • Refrigerated/frozen segment can find success in health/convenience
                                                                                                                  • MULO sales of refrigerated/frozen bread, bagels, bialys and English muffins
                                                                                                                    • Figure 33: sales of refrigerated/frozen bread, bagels, bialys and English muffins, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                • Innovations and Innovators

                                                                                                                  • Product launches down
                                                                                                                    • Figure 34: Bread launches, by launch type, 2008-12*
                                                                                                                  • Category attracts attention through claims
                                                                                                                    • Figure 35: Bread launches, by top 10 claims, 2009-13*
                                                                                                                  • Spicing up the category through flavor innovation
                                                                                                                    • Encouraging increased purchase occasion through product differentiation
                                                                                                                      • New textures
                                                                                                                        • New formats
                                                                                                                          • Encouraging occasion-specific use
                                                                                                                            • Regional/specialty offerings
                                                                                                                              • Health innovation
                                                                                                                                • Added nutrients, seeds, ancient grains
                                                                                                                                • Social Media

                                                                                                                                  • Key points
                                                                                                                                    • Key social media metrics
                                                                                                                                      • Figure 36: Key brand metrics, Bread, August 2013
                                                                                                                                    • Market overview
                                                                                                                                      • Brand usage and awareness
                                                                                                                                        • Figure 37: Usage and awareness of selected bread brands, July 2013
                                                                                                                                      • Interaction with brands
                                                                                                                                        • Figure 38: Interaction with selected bread brands, July 2013
                                                                                                                                      • Online conversations
                                                                                                                                        • Figure 39: Online conversations on selected bread brands, by day, August 14, 2012- August 13, 2013
                                                                                                                                      • Where are people talking about bread brands?
                                                                                                                                        • Figure 40: Online conversations on selected bread brands, by day, August 14, 2012- August 13 2013
                                                                                                                                      • What are people talking about?
                                                                                                                                        • Figure 41: Types of conversations around selected bread brands, August 14, 2012- August 13, 2013
                                                                                                                                        • Figure 42: Types of conversations around selected bread brands, by day August 14, 2012- August 13, 2013
                                                                                                                                      • Brand analysis
                                                                                                                                        • Thomas’
                                                                                                                                          • Figure 43: Thomas’ key social media indicators, August 2013
                                                                                                                                        • Key online campaigns
                                                                                                                                          • What we think
                                                                                                                                            • Mission
                                                                                                                                              • Figure 44: Mission key social media indicators, August 2013
                                                                                                                                            • Key online campaigns
                                                                                                                                              • What we think
                                                                                                                                                • Udi’s
                                                                                                                                                  • Figure 45: Udi’s key social media indicators, August 2013
                                                                                                                                                • Key online campaigns
                                                                                                                                                  • What we think
                                                                                                                                                    • King’s Hawaiian
                                                                                                                                                      • Figure 46: King’s Hawaiian key social media indicators, August 2013
                                                                                                                                                    • Key online campaigns
                                                                                                                                                      • What we think
                                                                                                                                                        • Nature’s Own
                                                                                                                                                          • Figure 47: Nature’s Own key social media indicators, August 2013
                                                                                                                                                        • Key online campaigns
                                                                                                                                                          • What we think
                                                                                                                                                            • Oroweat
                                                                                                                                                              • Figure 48: Oroweat key social media indicators, August 2013
                                                                                                                                                            • Key online campaigns
                                                                                                                                                              • What we think
                                                                                                                                                              • Bread Purchase and Use

                                                                                                                                                                • Key points
                                                                                                                                                                  • Bread is eaten in 99% of households
                                                                                                                                                                    • Figure 49: Bread, January 2012-March 2013
                                                                                                                                                                  • Households eat one and a half loaves per week
                                                                                                                                                                    • Figure 50: Number of loaves/packages eaten by household in last 7 days, 2008-13
                                                                                                                                                                  • Interest in white bread continues to wane
                                                                                                                                                                    • Figure 51: Bread use, February 2007-March 2013
                                                                                                                                                                  • Buns rule, packaged bread sees the most frequent usage
                                                                                                                                                                    • Figure 52: Any use of bread, June-July 2013
                                                                                                                                                                    • Figure 53: Any use of bread, June-July 2013 (continued)
                                                                                                                                                                  • Men and women exhibit similar bread use, women more likely to buy
                                                                                                                                                                    • Figure 54: Any use of bread, by gender, June-July 2013
                                                                                                                                                                    • Figure 55: Bread purchase, by gender, June-July 2013
                                                                                                                                                                  • All age groups use bread, younger consumers more adventurous
                                                                                                                                                                    • Figure 56: Any use of bread, by age, June-July 2013
                                                                                                                                                                  • 18-24s likely eating bread at home
                                                                                                                                                                    • Figure 57: Bread purchase, by age, June-July 2013
                                                                                                                                                                  • Lower income earners least likely to use bread
                                                                                                                                                                    • Figure 58: Any use of bread, by household income, June-July 2013
                                                                                                                                                                  • Even single person households using bread
                                                                                                                                                                    • Figure 59: Any use of bread, by household size, June-July 2013
                                                                                                                                                                  • Households with children over index in bread use
                                                                                                                                                                    • Figure 60: Any use of bread, by presence of children in household, June-July 2013
                                                                                                                                                                  • Carbs keep some consumers away from bread
                                                                                                                                                                    • Figure 61: Reasons for not using bread, June-July 2013
                                                                                                                                                                • Change in Purchase Behavior

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Shoppers buying less, spending more
                                                                                                                                                                      • Figure 62: Change in purchase behavior, by gender, June-July 2013
                                                                                                                                                                    • A look at reasons for increased purchase can be a clue to growing sales
                                                                                                                                                                      • Be specific about usage
                                                                                                                                                                        • Expansion of healthy offerings appears as an important driver
                                                                                                                                                                          • Coupons may be a means of growing sales among men.
                                                                                                                                                                            • Figure 63: Reason for increased purchase, by gender, June-July 2013
                                                                                                                                                                          • Young consumers are a growth market
                                                                                                                                                                            • Figure 64: Change in purchase behavior, by age, June-July 2013
                                                                                                                                                                          • Young consumers cooking more at home
                                                                                                                                                                            • Figure 65: Reason for increased purchase, by age, June-July 2013
                                                                                                                                                                          • Lower income earners may see value in bread
                                                                                                                                                                            • Figure 66: Change in purchase behavior, by household income, June-July 2013
                                                                                                                                                                          • Higher income earners attracted to health options
                                                                                                                                                                            • Figure 67: Reason for increased purchase, by household income, June-July 2013
                                                                                                                                                                          • Growth among refrigerated/frozen indicates interest in affordable convenience
                                                                                                                                                                            • Figure 68: Change in purchase behavior, by segment, June-July 2013
                                                                                                                                                                          • Expansion of health and affordability helps segment
                                                                                                                                                                            • Figure 69: Reason for increased purchase, by segment, June-July 2013
                                                                                                                                                                          • Gluten-free bread users show highest change in purchase behavior
                                                                                                                                                                            • Figure 70: Change in purchase behavior, by bread type, June-July 2013
                                                                                                                                                                          • Expansion of gluten-free options a likely cause
                                                                                                                                                                            • Figure 71: Reason for increased purchase, by bread type, June-July 2013
                                                                                                                                                                        • How Bread is Used

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Sandwiches rule
                                                                                                                                                                              • Figure 72: How bread is used, by gender, June-July 2013
                                                                                                                                                                            • Women more likely than men to eat bread for breakfast
                                                                                                                                                                              • Figure 73: When bread is used, by gender, June-July 2013
                                                                                                                                                                            • Older consumers are strong candidates for sandwich promotion
                                                                                                                                                                              • Figure 74: How bread is used, by age, June-July 2013
                                                                                                                                                                            • …while young consumers could lead the way for snack bread
                                                                                                                                                                              • Figure 75: When bread is used, by age, June-July 2013
                                                                                                                                                                            • Low-income earners more likely than average to eat bread with meals/plain
                                                                                                                                                                              • Figure 76: How bread is used, by household income, June-July 2013
                                                                                                                                                                            • …including for use as a snack
                                                                                                                                                                              • Figure 77: When bread is used, by household income, June-July 2013
                                                                                                                                                                            • Bread appears as a convenient option for households with children
                                                                                                                                                                              • Figure 78: How bread is used, by presence of children in household, June-July 2013
                                                                                                                                                                            • Bagels, English muffins, croissants, and bakery bread popular for breakfast
                                                                                                                                                                              • Figure 79: When bread is used, by segment, June-July 2013
                                                                                                                                                                            • …while gluten-free offerings present the potential for expanded snacking
                                                                                                                                                                              • Figure 80: When bread is used, by bread type, June-July 2013
                                                                                                                                                                          • Purchase Decision

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Low price dominates purchase decision, especially among men
                                                                                                                                                                                • Figure 81: Purchase decisions, by gender, June-July 2013
                                                                                                                                                                              • 18-24s drawn to low price, 55+ look for reduced sodium/sugar
                                                                                                                                                                                • Figure 82: Purchase decisions, by age, June-July 2013
                                                                                                                                                                              • Price is a major driver among low earners, higher earners want more
                                                                                                                                                                                • Figure 83: Purchase decisions, by household income, June-July 2013
                                                                                                                                                                              • Low-frequency users driven by price, low sodium/sugar
                                                                                                                                                                                • Figure 84: Purchase decisions, by number of products used, June-July 2013
                                                                                                                                                                              • Whole grain and high fiber important for breakfast bread
                                                                                                                                                                                • Figure 85: Purchase decisions, by ways bread is used, June-July 2013
                                                                                                                                                                                • Figure 86: Purchase decisions, by bread segment, June-July 2013
                                                                                                                                                                                • Figure 87: Purchase decisions, by bread type, June-July 2013
                                                                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Asians over index in bread use, Hispanics are attracted to familiarity
                                                                                                                                                                                  • Figure 88: Use of bread, by race/Hispanic origin, June-July 2013
                                                                                                                                                                                  • Figure 89: Any use of bread, by race/Hispanic origin, June-July 2013
                                                                                                                                                                                • Health and affordability boost participation among Hispanics
                                                                                                                                                                                  • Figure 90: Reason for increased purchase, by Hispanic origin, June-July 2013
                                                                                                                                                                                • Asian consumers over index in eating bread plain and using bread recipes
                                                                                                                                                                                  • Figure 91: How bread is used, by race/Hispanic origin, June-July 2013
                                                                                                                                                                                • Black consumers show versatility in bread use
                                                                                                                                                                                  • Figure 92: When bread is used, by race/Hispanic origin, June-July 2013
                                                                                                                                                                                • Different users groups are motivated by different factors
                                                                                                                                                                                  • Figure 93: Purchase decisions, by race/Hispanic origin, June-July 2013
                                                                                                                                                                              • Key Household Purchase Measures – Information Resources Inc. Builders Panel Data

                                                                                                                                                                                  • Overview of fresh bread and rolls
                                                                                                                                                                                    • Fresh bread
                                                                                                                                                                                      • Consumer insights on key purchase measures – fresh bread
                                                                                                                                                                                        • Brand map
                                                                                                                                                                                          • Figure 94: Brand map, selected brands of fresh bread buying rate, by household penetration, 2012*
                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                            • Figure 95: Key purchase measures for the top brands of fresh bread, by household penetration, 2012*
                                                                                                                                                                                          • All other fresh rolls/buns/croissants
                                                                                                                                                                                            • Consumer insights on key purchase measures – all other fresh rolls/buns/croissants
                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                • Figure 96: Brand map, selected brands of all other fresh rolls/buns/croissants, by household penetration, 2012*
                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                  • Figure 97: Key purchase measures for the top brands of all other fresh rolls/buns/croissants, by household penetration, 2012*
                                                                                                                                                                                                • Bagels/bialys
                                                                                                                                                                                                  • Consumer insights on key purchase measures – bagels/bialys
                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                      • Figure 98: Brand map, selected brands of bagels/bialys buying rate, by household penetration, 2012*
                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                        • Figure 99: Key purchase measures for the top brands of bagels/bialys, by household penetration, 2012*
                                                                                                                                                                                                    • Appendix – Market Drivers

                                                                                                                                                                                                      • Consumer confidence
                                                                                                                                                                                                        • Figure 100: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                      • Unemployment
                                                                                                                                                                                                        • Figure 101: U.S. unemployment rate, by month, 2002-13
                                                                                                                                                                                                        • Figure 102: U.S. unemployment and underemployment rates, 2007-13
                                                                                                                                                                                                        • Figure 103: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                      • Food cost pressures
                                                                                                                                                                                                        • Figure 104: Changes in USDA Food Price Indexes, 2011-14
                                                                                                                                                                                                      • Obesity
                                                                                                                                                                                                        • Figure 105: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
                                                                                                                                                                                                      • Childhood and teen obesity – highest in decades
                                                                                                                                                                                                          • Figure 106: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                        • Racial, ethnic population growth
                                                                                                                                                                                                            • Figure 107: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                            • Figure 108: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                          • Shifting U.S. demographics
                                                                                                                                                                                                            • Figure 109: U.S. population, by age, 2008-18
                                                                                                                                                                                                            • Figure 110: U.S. households, by presence of own children, 2002-12
                                                                                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                          • Use of bread
                                                                                                                                                                                                            • Figure 111: Any use of bread, by region, June-July 2013
                                                                                                                                                                                                            • Figure 112: Use of breads, June-July 2013
                                                                                                                                                                                                          • Bread purchase
                                                                                                                                                                                                            • Figure 113: Bread purchase, by household size, June-July 2013
                                                                                                                                                                                                          • Change in purchase
                                                                                                                                                                                                            • Figure 114: Change in purchase behavior, by presence of children in household, June-July 2013
                                                                                                                                                                                                            • Figure 115: Change in purchase behavior, by repertoire analysis, June-July 2013
                                                                                                                                                                                                          • How bread is used
                                                                                                                                                                                                            • Figure 116: How bread is used, by repertoire analysis, June-July 2013
                                                                                                                                                                                                            • Figure 117: How bread is used, by repertoire analysis, June-July 2013 (continued)
                                                                                                                                                                                                            • Figure 118: How bread is used, by repertoire analysis, June-July 2013 (continued)
                                                                                                                                                                                                          • Purchase decision
                                                                                                                                                                                                            • Figure 119: Purchase decisions, by household size, June-July 2013
                                                                                                                                                                                                            • Figure 120: Purchase decisions, by presence of children in household, June-July 2013
                                                                                                                                                                                                            • Figure 121: Purchase decisions, by ways bread is used, June-July 2013
                                                                                                                                                                                                            • Figure 122: Purchase decisions, by ways bread is used, June-July 2013 (continued)
                                                                                                                                                                                                        • Appendix – Social Media

                                                                                                                                                                                                          • Brand usage or awareness
                                                                                                                                                                                                            • Figure 123: Brand usage or awareness, June-July 2013
                                                                                                                                                                                                            • Figure 124: King’s Hawaiian usage or awareness, by demographics, June-July 2013
                                                                                                                                                                                                            • Figure 125: Thomas’ usage or awareness, by demographics, June-July 2013
                                                                                                                                                                                                            • Figure 126: Mission usage or awareness, by demographics, June-July 2013
                                                                                                                                                                                                            • Figure 127: Nature’s Own usage or awareness, by demographics, June-July 2013
                                                                                                                                                                                                            • Figure 128: Oroweat usage or awareness, by demographics, June-July 2013
                                                                                                                                                                                                            • Figure 129: Udi’s usage or awareness, by demographics, June-July 2013
                                                                                                                                                                                                          • Activities done
                                                                                                                                                                                                            • Figure 130: Activities done, June-July 2013
                                                                                                                                                                                                            • Figure 131: King’s Hawaiian – Activities done, by demographics, June-July 2013
                                                                                                                                                                                                            • Figure 132: Thomas’ – Activities done, by demographics, June-July 2013
                                                                                                                                                                                                            • Figure 133: Mission – Activities done, by demographics, June-July 2013
                                                                                                                                                                                                            • Figure 134: Nature’s own – Activities done, by demographics, June-July 2013
                                                                                                                                                                                                            • Figure 135: Oroweat – Activities done, by demographics, June-July 2013
                                                                                                                                                                                                          • Online conversations
                                                                                                                                                                                                            • Figure 136: Online conversations on selected bread brands, by day, August 14, 2012- August 14, 2013
                                                                                                                                                                                                            • Figure 137: online conversations on selected bread brands, by page type, August 14, 2012- August 14, 2013
                                                                                                                                                                                                            • Figure 138: Types of conversations around selected bread brands, August 14, 2012- August 14, 2013
                                                                                                                                                                                                            • Figure 139: Types of conversations around selected bread brands, by day, August 14, 2012- August 14, 2013
                                                                                                                                                                                                        • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                            • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                              • Aldi (USA)
                                                                                                                                                                                                              • Arby's Restaurant Group
                                                                                                                                                                                                              • Azteca Foods, Inc.
                                                                                                                                                                                                              • Bimbo Bakeries USA
                                                                                                                                                                                                              • Campbell Soup Company
                                                                                                                                                                                                              • Cole's Quality Foods, Inc.
                                                                                                                                                                                                              • Flowers Foods Inc.
                                                                                                                                                                                                              • General Mills Inc
                                                                                                                                                                                                              • Gruma Corporation
                                                                                                                                                                                                              • Gruma S.A. de C.V.
                                                                                                                                                                                                              • Grupo Bimbo S.A.
                                                                                                                                                                                                              • Hormel
                                                                                                                                                                                                              • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                              • Lancaster Colony Corporation
                                                                                                                                                                                                              • Ole Mexican Foods, Inc.
                                                                                                                                                                                                              • Pepperidge Farm Inc.
                                                                                                                                                                                                              • Pillsbury
                                                                                                                                                                                                              • Pinnacle Foods Group Inc.
                                                                                                                                                                                                              • Sara Lee Bakery Group
                                                                                                                                                                                                              • Sunbeam Products, Inc.
                                                                                                                                                                                                              • Taco Bell Corp.
                                                                                                                                                                                                              • Walmart Stores (USA)

                                                                                                                                                                                                              Bread - US - September 2013

                                                                                                                                                                                                              £3,277.28 (Excl.Tax)