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Hot Trends in Retail Bakery - Bread, Cakes and Biscuits - Ireland - June 2010

Irish retail bakery sales have experienced solid growth over the past five years, with a modest upward trajectory projected for the next five years, as health-driven innovation boosts returns. However, the severe recession in RoI has hit trade over 2009 and 2010, reducing volume and value sales of bread and cakes and premium biscuits, with a longer-term recovery anticipated.

NI bakery trade has not suffered to the same extent, but much sales volume in the region has been driven by promotions and low pricing, eroding profit margins and challenging future value growth.

  • What impact has the recession had on sales of bread, cakes and biscuits?

  • What are the key differences between usage in the RoI and NI markets?

  • What regulations do manufacturers and retailers need to keep on top of?

  • How is the bakery sector responding to demand for healthier products?

  • What challenges/opportunities is the all-Ireland market presented with?

  • Which consumer demographics should be targeted with specific products?

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Abbreviations
          • Insights and Opportunities

            • World Cup fever generating NPD
              • Pick-and-mix cake bites and mini biscuits?
                • IoI sourcing not fully exploited as a USP
                • Market in Brief

                  • Total bakery market stalls in 2008
                    • RoI bakery categories struggle in the economic downturn
                      • Health a key driver across bakery categories
                        • Geographic and green claims popular
                          • Budgetary and health concerns inspire NPD
                            • Pros and cons of an all-Ireland market
                              • Research highlights future growth opportunities
                                • The future
                                • Fast Forward Trends

                                    • Trend 1: Customisation
                                      • What's it about?
                                        • What we've seen
                                          • Specifics
                                            • What next?
                                              • Trend 2: Guiding Choice
                                                • What's it about?
                                                  • What we've seen
                                                    • Specifics
                                                      • What next?
                                                      • Internal Market Environment

                                                        • Key points
                                                          • Health is the key driver across bakery, biscuits categories
                                                            • Figure 1: Agreement with selected lifestyle statements relating to diet/health, NI and RoI, 2004-09
                                                          • Cakes and biscuits feel the burn from sat fat targets
                                                            • Trans-fats stripped from many bakery products
                                                              • Bread feels the pinch over salt content
                                                                • Functional ingredients boost premiums for bakers
                                                                  • Folic acid causing a stir
                                                                    • Nutritional claims and labelling: Mandatory and voluntary regulations
                                                                      • Nutritional claims
                                                                        • Nutritional labelling
                                                                          • Additional legislation relevant to bread, cakes and biscuits
                                                                            • Irish provenance vital but less ingredient-focused
                                                                                • Figure 2: Agreement with statement ‘I buy goods produced by my own country whenever I can’, NI and RoI, 2004-09
                                                                              • Organic bread sales suffer in the recession
                                                                                • Figure 3: Agreement with statement ‘It’s worth paying more for organic food’, NI and RoI, 2004-09
                                                                              • Green issues have become mainstream
                                                                                  • Figure 4: Agreement with selected lifestyle statements, NI and RoI, 2004-09
                                                                                • Seeking the ‘halo effect’ of ethics
                                                                                  • Changes in the Irish bakery sector
                                                                                    • Increasingly an all-Ireland market
                                                                                      • Bakery industry addresses skills drain
                                                                                        • Diversity of Irish retail sector under threat
                                                                                          • Cross-border trade hits RoI grocery sector
                                                                                          • Broader Market Environment

                                                                                            • Key points
                                                                                              • Tough economic conditions affecting household spending
                                                                                                • Figure 5: Economic outlook, NI and RoI, 2008-10
                                                                                              • Cutbacks on grocery shopping but reluctance for packed lunches
                                                                                                • Figure 6: Agreement with statements relating to how consumers have been affected by the credit crunch, NI and RoI, May 2009
                                                                                              • Input costs stabilise but future volatility likely
                                                                                                • Consumers turn to traditional staples during recession
                                                                                                  • Figure 7: Agreement with selected lifestyle statements relating to shopping, NI and RoI, 2004-09
                                                                                                • Harsh winter boosts convenience sector
                                                                                                  • M&S finally triumphs over teacake tax anomaly
                                                                                                    • Ageing population set to boost bread sales
                                                                                                      • Figure 8: Percentage change in population projections, by age group, NI, 2008-41
                                                                                                      • Figure 9: Percentage change in population projections, by age group, RoI, 2006-41
                                                                                                  • Competitive Context

                                                                                                    • Key points
                                                                                                      • Bakers trading across the border and the Irish Sea
                                                                                                        • Bakery goods fighting for breakfast share
                                                                                                          • Figure 10: Frequency of cold cereal consumption, NI and RoI, 2004-09
                                                                                                          • Figure 11: Frequency of hot cereal consumption, NI and RoI, 2004-09
                                                                                                        • A blurring of distinctions between cakes, biscuits and cereal bars
                                                                                                          • An increasingly sweet tooth for Irish consumers
                                                                                                            • Figure 12: Frequency of desserts* and toppings consumption, NI and RoI, 2004-08
                                                                                                            • Figure 13: Frequency of ready-to-eat dessert* consumption, NI and RoI, 2009
                                                                                                        • Strengths and Weaknesses

                                                                                                          • Strengths
                                                                                                            • Weaknesses
                                                                                                            • Who’s Innovating?

                                                                                                              • Key points
                                                                                                                • Range extensions and new products lead NPD
                                                                                                                  • Figure 14: Percentage of bread, cakes and biscuits launches, by type, Ireland, 2008-10*
                                                                                                                • Ambient products dominate the market
                                                                                                                  • Figure 15: Percentage of bread, cakes and biscuits launches, by type of storage, Ireland, 2008-10*
                                                                                                                • Leading NPD claims include clean labelling and ‘free from’
                                                                                                                  • Figure 16: Percentage of bread, cakes and biscuits NPD carrying specific claims**, UK and IoI, 2008-10*
                                                                                                                • Downsizing – manufacturers shrink portions for sharing and convenience
                                                                                                                  • Bite-sized treats for sharing
                                                                                                                    • Breaking the bread
                                                                                                                      • Back to basics with white revival
                                                                                                                        • Health claims a key trend across categories
                                                                                                                          • A healthier twist on ingredients
                                                                                                                            • Breadmakers add an extra boost
                                                                                                                              • New lines for calorie counters
                                                                                                                                • Breaking ‘free from’ niche status
                                                                                                                                  • Organic NPD holds up despite recession
                                                                                                                                    • Premium sector hit but demand for indulgence continues
                                                                                                                                      • Seasonal and limited edition lines add novelty
                                                                                                                                        • Value options rolled out for cash-strapped consumers
                                                                                                                                          • Manufacturers tap into nostalgia
                                                                                                                                            • A modern spin on traditional Irish bread
                                                                                                                                              • Brands seek the halo effect of ethics
                                                                                                                                                • Local, continental and US style produce popular
                                                                                                                                                  • Boosting the health credentials of lunchboxes
                                                                                                                                                  • Market Size and Forecast

                                                                                                                                                    • Key points
                                                                                                                                                      • Economic downturn dampens market performance
                                                                                                                                                        • Figure 17: Estimated retail sales of bread, cakes and biscuits, by value, IoI, 2004-14
                                                                                                                                                      • Value growth hides flat volume performance in recession
                                                                                                                                                        • Weak Sterling distorts 2008 and 2009 performance
                                                                                                                                                          • Heavy promotional activity hits profit margins
                                                                                                                                                            • Portion control drives trends across bakery categories
                                                                                                                                                            • Market Segmentation – Bread

                                                                                                                                                              • Key points
                                                                                                                                                                • A reversal of bread market trends
                                                                                                                                                                  • Bread sales cool off in RoI
                                                                                                                                                                      • Figure 18: Estimated retail sales of bread, by value, RoI, 2004-14
                                                                                                                                                                    • Brennans dominates the RoI branded bread market
                                                                                                                                                                      • Figure 19: Estimated market share for branded breads*, by value, RoI, 2010
                                                                                                                                                                    • Greater resilience apparent in the NI bread market
                                                                                                                                                                        • Figure 20: Estimated retail sales of bread, by value, NI, 2004-14
                                                                                                                                                                      • Competition heats up in the NI branded bread market
                                                                                                                                                                        • Figure 21: Estimated market share for branded breads*, by value, NI, 2010
                                                                                                                                                                    • Market Segmentation – Cakes

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Irish consumers cut back on premium and frequent spending
                                                                                                                                                                            • Figure 22: Estimated retail sales of cakes, by value, IoI, NI and RoI, 2004-14
                                                                                                                                                                          • Cake market suffering across price points
                                                                                                                                                                            • New formats meet evolving occasions for indulgence
                                                                                                                                                                              • Whole cakes lose share
                                                                                                                                                                                • Consumers look for ‘wholesome’ ingredients over low-calorie options
                                                                                                                                                                                  • Figure 23: Estimated retail share of cake, by sub-category, by value, IoI, 2010
                                                                                                                                                                              • Market Segmentation – Biscuits

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Biscuit category holds up in recession
                                                                                                                                                                                    • Figure 24: Estimated retail sales of biscuits, by value, IoI, NI and RoI, 2004-14
                                                                                                                                                                                  • Sales lift for everyday treats and regular biscuits
                                                                                                                                                                                    • Premium ingredients focus wanes
                                                                                                                                                                                      • Biscuits also shrinking in size as manufacturers target youth market
                                                                                                                                                                                        • Figure 25: Estimated retail share of biscuits, by sub-category, by value, IoI, 2010
                                                                                                                                                                                    • Companies and Products

                                                                                                                                                                                        • Allied Bakeries Ireland (ABI)
                                                                                                                                                                                          • Corporate profile
                                                                                                                                                                                            • Brands
                                                                                                                                                                                              • Kingsmill
                                                                                                                                                                                                • Sunblest
                                                                                                                                                                                                  • Aryzta
                                                                                                                                                                                                    • Corporate profile
                                                                                                                                                                                                      • Brands
                                                                                                                                                                                                        • Cuisine de France
                                                                                                                                                                                                          • Joseph Brennan Bakeries
                                                                                                                                                                                                            • Corporate profile
                                                                                                                                                                                                              • Brands
                                                                                                                                                                                                                • Burton’s Foods
                                                                                                                                                                                                                  • Corporate profile
                                                                                                                                                                                                                    • Brands
                                                                                                                                                                                                                      • Cross-brand activity
                                                                                                                                                                                                                        • Brand NPD and marketing
                                                                                                                                                                                                                          • Craigs
                                                                                                                                                                                                                            • Corporate profile
                                                                                                                                                                                                                              • Brands
                                                                                                                                                                                                                                • Brand strategy
                                                                                                                                                                                                                                  • Brand NPD and marketing
                                                                                                                                                                                                                                    • Finsbury Food Group
                                                                                                                                                                                                                                      • Corporate profile
                                                                                                                                                                                                                                        • Brands/subsidiaries
                                                                                                                                                                                                                                          • NPD and marketing
                                                                                                                                                                                                                                            • Fox’s Biscuits
                                                                                                                                                                                                                                              • Corporate profile
                                                                                                                                                                                                                                                • Brands
                                                                                                                                                                                                                                                  • Cross-brand activity
                                                                                                                                                                                                                                                    • Brand NPD and marketing
                                                                                                                                                                                                                                                      • Genesis Bakery
                                                                                                                                                                                                                                                        • Corporate profile
                                                                                                                                                                                                                                                          • Brands
                                                                                                                                                                                                                                                            • Brand strategy
                                                                                                                                                                                                                                                              • Brand NPD and marketing
                                                                                                                                                                                                                                                                • Grahams Bakery
                                                                                                                                                                                                                                                                  • Corporate profile
                                                                                                                                                                                                                                                                    • Brands
                                                                                                                                                                                                                                                                      • Brand strategy
                                                                                                                                                                                                                                                                        • Brand NPD and marketing
                                                                                                                                                                                                                                                                          • Greencore Group
                                                                                                                                                                                                                                                                            • Corporate profile
                                                                                                                                                                                                                                                                              • Brands
                                                                                                                                                                                                                                                                                • Brand strategy
                                                                                                                                                                                                                                                                                  • Brand NPD and marketing
                                                                                                                                                                                                                                                                                    • Irish Pride
                                                                                                                                                                                                                                                                                      • Corporate profile
                                                                                                                                                                                                                                                                                        • Brands
                                                                                                                                                                                                                                                                                          • Brand strategy
                                                                                                                                                                                                                                                                                            • Brand NPD and marketing
                                                                                                                                                                                                                                                                                              • Irwin’s (WD Irwin’s and Sons)
                                                                                                                                                                                                                                                                                                • Corporate profile
                                                                                                                                                                                                                                                                                                  • Brands
                                                                                                                                                                                                                                                                                                    • Brand strategy
                                                                                                                                                                                                                                                                                                      • Brand NPD and marketing
                                                                                                                                                                                                                                                                                                        • Jacob Fruitfield Food Group
                                                                                                                                                                                                                                                                                                          • Corporate profile
                                                                                                                                                                                                                                                                                                            • Brands
                                                                                                                                                                                                                                                                                                              • Brand strategy
                                                                                                                                                                                                                                                                                                                • Brand NPD and marketing
                                                                                                                                                                                                                                                                                                                  • Kraft Foods
                                                                                                                                                                                                                                                                                                                    • Corporate profile
                                                                                                                                                                                                                                                                                                                      • Brands
                                                                                                                                                                                                                                                                                                                        • Brand strategy
                                                                                                                                                                                                                                                                                                                          • Brand NPD and marketing
                                                                                                                                                                                                                                                                                                                            • Linwoods
                                                                                                                                                                                                                                                                                                                              • Corporate profile
                                                                                                                                                                                                                                                                                                                                • Brands
                                                                                                                                                                                                                                                                                                                                  • Brand strategy
                                                                                                                                                                                                                                                                                                                                    • Brand NPD and marketing
                                                                                                                                                                                                                                                                                                                                      • Nestlé
                                                                                                                                                                                                                                                                                                                                        • Corporate profile
                                                                                                                                                                                                                                                                                                                                          • Brands
                                                                                                                                                                                                                                                                                                                                            • Brand strategy
                                                                                                                                                                                                                                                                                                                                              • Brand NPD and marketing
                                                                                                                                                                                                                                                                                                                                                • Pat the Baker
                                                                                                                                                                                                                                                                                                                                                  • Corporate profile
                                                                                                                                                                                                                                                                                                                                                    • Brands
                                                                                                                                                                                                                                                                                                                                                      • Brand strategy
                                                                                                                                                                                                                                                                                                                                                        • Brand NPD and marketing
                                                                                                                                                                                                                                                                                                                                                          • Premier Foods
                                                                                                                                                                                                                                                                                                                                                            • Corporate profile
                                                                                                                                                                                                                                                                                                                                                              • Brands
                                                                                                                                                                                                                                                                                                                                                                • Cross-brand activity
                                                                                                                                                                                                                                                                                                                                                                  • Hovis
                                                                                                                                                                                                                                                                                                                                                                    • Ormo
                                                                                                                                                                                                                                                                                                                                                                      • Mr Kipling
                                                                                                                                                                                                                                                                                                                                                                        • Cadbury
                                                                                                                                                                                                                                                                                                                                                                          • Lyons
                                                                                                                                                                                                                                                                                                                                                                            • United Biscuits
                                                                                                                                                                                                                                                                                                                                                                              • Corporate profile
                                                                                                                                                                                                                                                                                                                                                                                • Brands
                                                                                                                                                                                                                                                                                                                                                                                  • McVitie’s
                                                                                                                                                                                                                                                                                                                                                                                    • The McVitie’s Cake Company
                                                                                                                                                                                                                                                                                                                                                                                      • Penguin
                                                                                                                                                                                                                                                                                                                                                                                        • Go ahead!
                                                                                                                                                                                                                                                                                                                                                                                        • The Consumer – Consumption Habits

                                                                                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                                                                                            • Bread
                                                                                                                                                                                                                                                                                                                                                                                              • Consumers swap white for brown
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 26: Penetration of bread types, NI and RoI, 2009 and percentage point change 2004-09
                                                                                                                                                                                                                                                                                                                                                                                                • Cakes
                                                                                                                                                                                                                                                                                                                                                                                                  • RoI favours fresh with whipped cream, NI rejects frozen cakes
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 27: Penetration of cake types, NI and RoI, 2004-08*
                                                                                                                                                                                                                                                                                                                                                                                                    • Irish consumers cut back on heavy consumption of cakes
                                                                                                                                                                                                                                                                                                                                                                                                      • Heavy fresh cake usage increases in NI, medium usage in RoI
                                                                                                                                                                                                                                                                                                                                                                                                        • Biscuits
                                                                                                                                                                                                                                                                                                                                                                                                          • Usage frequency falling for biscuits
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 28: Frequency of biscuit and cracker consumption (all types), NI and RoI, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                                          • Biscuits see greatest growth in light usage
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 29: Frequency of sweet biscuit consumption, NI and RoI, 2004-09
                                                                                                                                                                                                                                                                                                                                                                                                        • The Consumer – Bakery Preferences

                                                                                                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                                                                                                            • NI consumers are more adventurous users of bakery goods
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 30: Types of bread, cakes and biscuits bought by consumers regularly, NI and RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                              • Bread
                                                                                                                                                                                                                                                                                                                                                                                                                • Families and homemakers use more bread
                                                                                                                                                                                                                                                                                                                                                                                                                  • RoI favours continental, NI traditional breads
                                                                                                                                                                                                                                                                                                                                                                                                                    • Cake
                                                                                                                                                                                                                                                                                                                                                                                                                      • NI jobless have their cake and eat it
                                                                                                                                                                                                                                                                                                                                                                                                                        • Biscuits
                                                                                                                                                                                                                                                                                                                                                                                                                          • More RoI consumers buy chocolate biscuits and cereal bars
                                                                                                                                                                                                                                                                                                                                                                                                                            • Shopping preferences
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 31: What section consumers buy bakery goods from, by type of bakery good, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 32: What section consumers buy bakery goods from, by type of bakery good, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                              • Convenience and promotions drive prepacked bread sales
                                                                                                                                                                                                                                                                                                                                                                                                                                • Freshness and authenticity attract in-store bakery shoppers
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Age divides in-store bakery choices
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Consumers visit chiller cabinet for garlic bread
                                                                                                                                                                                                                                                                                                                                                                                                                                    • The Consumer – Attitudes Towards Shopping for Bakery Goods

                                                                                                                                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Attitudes towards branding
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Consumers seeking branded sliced and traditional breads
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 33: Importance of branding when buying bread and morning goods in the supermarket, NI and RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Branding popular for large cakes and favoured biscuit choices
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 34: Importance of branding when buying cakes and cake goods from supermarket, NI and RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 35: Importance of branding when buying biscuits and biscuit goods from the supermarket, NI and RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Consumers largely motivated by price
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 36: Factors that influence consumer choices for bread, cakes and biscuits, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 37: Factors that influence consumer choices for bread, cakes and biscuits, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Special offers lead purchase priorities across categories
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Females watch their carb intake
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Taste the chief motivator for cake purchases
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Value for money crucial for biscuits
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Irish consumers cutting back on treats
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 38: Bakery shopping habits that consumers feel have changed in the last 12-18 months, NI and RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • RoI shoppers are bigger bargain hunters
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Renewed interest in own-label goods
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • RoI leads in other budgetary measures
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Consumer Target Groups

                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • RoI target groups
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 39: Consumer typologies, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Unchanged
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Bargain Hunters
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Penny Pinchers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Lunchbox Munchers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • NI target groups
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 40: Consumer typologies, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Unaffected
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Cutback Consumers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Own-label Advocates
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Promotion Followers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Appendix

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 41: Exchange rates used, 2004-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Appendix – Competitive Context

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 42: Frequency of cold cereal consumption, NI and RoI, 2004-09
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 43: Frequency of hot cereal consumption, NI and RoI, 2004-09
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 44: Frequency of desserts* and toppings consumption, NI and RoI, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 45: Frequency of ready-to-eat dessert* consumption, NI and RoI, 2008 and 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Appendix – The Consumer – Consumption Habits

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 46: Penetration of bread types, RoI, 2004-09
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 47: Penetration of bread types, NI, 2004-09
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 48: Frequency of bread consumption, NI and RoI, 2004-09
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 49: Frequency of white bread consumption, NI and RoI, 2004-09
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 50: Frequency of brown bread consumption, NI and RoI, 2004-09
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 51: Frequency of cake consumption (all cake including frozen and gateaux), NI and RoI, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 52: Frequency of cake consumption (fresh/packaged cakes), NI and RoI, 2004-09
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 53: Frequency of cake consumption – frozen cakes, NI and RoI, 2004-09
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 54: Frequency of cake consumption – chilled, Ni and RoI, 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Appendix – The Consumer – Usage

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 55: Consumers that regularly buy sliced bread, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 56: Consumers that regularly buy bread rolls/bagels/muffins/crumpets, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 57: Consumers that regularly buy part-baked/vacuum-packed bread, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 58: Consumers that regularly buy traditional breads eg soda/wheaten/potato farls, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 59: Consumers that regularly buy other speciality breads eg French/Italian, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 60: Consumers that regularly buy garlic bread/other savoury breads to serve heated, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 61: Consumers that regularly buy pancakes, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 62: Consumers that regularly buy scones, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 63: Consumers that regularly buy croissants/Danish pastries, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 64: Consumers that regularly buy large cakes, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 65: Consumers that regularly buy cake – individual slices/buns, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 66: Consumers that regularly buy American-style muffins/donuts/cookies, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 67: Consumers that regularly buy multipacks/tubs of bite-sized treats, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 68: Consumers that regularly buy chocolate biscuits and bars, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 69: Consumers that regularly buy other non-chocolate biscuits or shortbread, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 70: Consumers that regularly buy cereal bars, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 71: What supermarket department respondents buy sliced bread from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 72: What supermarket department respondents buy bread rolls/bagels/savoury/muffins/crumpets
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 73: What supermarket department respondents buy traditional breads eg soda/wheaten/potato farls from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 74: What supermarket department respondents buy other speciality breads eg French/Italian from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 75: What supermarket department respondents buy garlic bread/other savoury breads to serve heated from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 76: What supermarket department respondents buy pancakes from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 77: What supermarket department respondents buy scones from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 78: What supermarket department respondents buy croissants/Danish pastries from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 79: What supermarket department respondents buy large cakes from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 80: What supermarket department respondents buy individual cakes from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 81: What supermarket department respondents buy American-style muffins/donuts/cookies from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 82: What supermarket department respondents buy multipacks/tubs of bite-sized treats from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 83: What supermarket department respondents buy other non-chocolate biscuits or shortbread from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 84: What supermarket department respondents buy cereal bars from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 85: What supermarket department respondents buy cereal bars from, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 86: What supermarket department respondents buy sliced bread from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 87: What supermarket department respondents buy bread rolls/bagels/savoury/muffins/crumpets
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 88: What supermarket department respondents buy part-baked/vacuum-packed bread from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 89: What supermarket department respondents buy traditional breads eg soda/wheaten/potato farls from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 90: What supermarket department respondents buy other speciality breads eg French/Italian from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 91: What supermarket department respondents buy garlic bread/other savoury breads to serve heated from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 92: What supermarket department respondents buy pancakes from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 93: What supermarket department respondents buy scones from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 94: What supermarket department respondents buy croissants/Danish pastries from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 95: What supermarket department respondents buy large cakes from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 96: What supermarket department respondents buy individual cakes from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 97: What supermarket department respondents buy American-style muffins/donuts/cookies from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 98: What supermarket department respondents buy multipacks/tubs of bite-sized treats from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 99: What supermarket department respondents buy multipacks/tubs of bite-sized treats from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 100: What supermarket department respondents buy other non-chocolate biscuits or shortbread from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 101: What supermarket department respondents buy cereal bars from, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Appendix – The Consumer – Attitudes

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 102: Factors that affect consumer choices for bread, cakes and biscuits, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 103: Factors that affect consumer choices for bread, cakes and biscuits, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 104: Factors that affect consumer choices for bread products, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 105: Factors that affect consumer choices for bread products, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 106: Factors that affect consumer choices for bread products, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 107: Factors that affect consumer choices for cake products, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 108: Factors that affect consumer choices for cake products, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 109: Factors that affect consumer choices for cake products, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 110: Factors that affect consumer choices for biscuit products, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 111: Factors that affect consumer choices for biscuit products, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 112: Factors that affect consumer choices for biscuit products, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 113: Factors that affect consumer choices for bread products, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 114: Factors that affect consumer choices for bread products, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 115: Factors that affect consumer choices for bread products, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 116: Factors that affect consumer choices for cake products, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 117: Factors that affect consumer choices for cake products, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 118: Factors that affect consumer choices for cake products, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 119: Factors that affect consumer choices for biscuit products, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 120: Factors that affect consumer choices for biscuit products, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 121: Factors that affect consumer choices for biscuit products, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 122: Consumers who agree with the statement ‘I buy whatever brand is on special offer’, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 123: Consumers who agree with the statement ‘I don’t buy as many treats as I used to’, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 124: Consumers who agree with the statement ‘I only buy treats on special occasions’, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 125: Consumers who agree with the statement ‘I buy treats less often but buy higher quality when I do’, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 126: Consumers who agree with the statement ‘I buy more own-label’, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 127: Consumers who agree with the statement ‘I buy more premium own-label lines eg Tesco Finest’, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 128: Consumers who agree with the statement ‘I do more home baking’, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 129: Consumers who agree with the statement ‘I pay more attention to wastage’, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 130: Consumers who agree with the statement ‘I stock up the freezer when something I like is on promotion’, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 131: Consumers who agree with the statement ‘I make more sandwiches for packed lunches’, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 132: Consumers who agree with the statement ‘None of these – my habits haven’t changed’, NI and RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 133: Consumer typologies, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 134: Consumer typologies, NI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 135: Consumer typologies, by bread, cakes and biscuits bought in the last month, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 136: Consumer typologies, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 137: Consumer typologies, RoI, by demographics, April 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 138: Consumer typologies, by bread, cakes and biscuits bought in the last month, RoI, April 2010

                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Companies Covered

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

                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Hot Trends in Retail Bakery - Bread, Cakes and Biscuits - Ireland - June 2010

                                                                                                                                                                                                                                                                                                                                                                                                                                                                            US $1,417.92 (Excl.Tax)