Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

Description

Description

“To more effectively compete with own-label, brands need to emotionally engage with consumers, extolling the virtues of their expertise and – in the case of the older bakeries – heritage. But they are likely to struggle to achieve this without a stronger media presence.”

– Alex Beckett, Senior Food Analyst

Some questions answered in this report include:

  • How can bread brands win back share from own-label?
  • How can the bread market re-engage with the ABs?
  • How can manufacturers entice more 16-24s into the wrapped sliced bread market?
  • Which bakery areas should branded manufacturers venture into?

What's included

What's included

Table of contents

Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail value sales of bread and baked goods, by sector, 2011
            • Forecast
              • Figure 2: UK retail value sales of bread and baked goods*, 2006-16
            • Market factors
              • Bread strikes a chord with consumers at breakfast and lunchtime
                • Figure 3: Eating occasions for bread and baked goods, October 2011
              • Inflation in bread-making wheat dips in mid-2011 although the long-term outlook remains volatile
                • Figure 4: Monthly prices of breadmaking wheat, Jan 2006-Jul 2011
              • Ageing population bodes well for sliced bread
                • Companies, brands and innovation
                  • Share of own-label NPD overtakes branded
                    • Advertising support nosedives in 2010
                      • Figure 5: Main monitored media advertising expenditure on bread and baked goods, 2007-11
                    • Warburtons leads a concentrated market
                      • Figure 6: Brand shares in wrapped plant-produced bread, 2011
                      • Figure 7: Brand shares and value sales in wrapped plant-produced breads, 2009-11
                    • The consumer
                      • Fewer adults are eating sliced bread daily
                        • Figure 8: Usage of bread in the last 12 months, 2010-11
                      • Attitudes towards bread and bakery goods
                        • Figure 9: Attitudes towards bread, October 2011
                      • Healthier recipes can be a draw for over half of bread eaters
                        • Issues considered important when choosing a bread product
                          • Bread users prioritise freshness above all other factors
                            • Figure 10: Issues considered important when choosing a bread product, October 2011
                          • Use of British ingredients is only a minor concern for most
                            • What we think
                            • Issues in the Market

                                • How can bread brands win back share from own-label?
                                  • How can the bread market re-engage with the ABs?
                                    • How can manufacturers entice more 16-24s into the wrapped sliced bread market?
                                      • Which bakery areas should branded manufacturers venture into?
                                      • Future Opportunities

                                          • Trend: A Simple Balance for Health
                                            • Trend: Hungry Planet
                                            • Internal Market Environment

                                              • Key points
                                                • Bakery products are popular breakfast choices
                                                  • Figure 11: Breakfast items eaten in the home, June 2011
                                                • Free-from sales are soaring
                                                  • Figure 12: Estimated UK retail sales* of free-from foods, by value, 2006-11
                                                  • Figure 13: Estimated value of leading UK gluten/wheat-free brands in the free-from foods sector, 2009 and 2010
                                                • Low interest in fibre and health could hamper sector growth
                                                  • Figure 14: Agreement with selected lifestyle statements, 2007-11
                                                • Price conscious consumers make more sandwiches at home
                                                  • Figure 15: Sandwich and bread eating habit trends, November 2010-September 2011
                                              • Broader Market Environment

                                                • Key points
                                                  • Breadmaking wheat prices remain volatile
                                                    • Figure 16: Monthly prices of breadmaking wheat in the UK, January 2006-July 2011
                                                  • Older population set for growth
                                                    • Figure 17: Projected trends in population growth, by age, 2011-16
                                                  • Bread could benefit from fragile consumer outlook
                                                    • Figure 18: Monthly consumer confidence index, January 2007-December 2011
                                                • Competitive Context

                                                  • Key points
                                                    • Breakfast cereal sales plateau
                                                      • Figure 19: Selected breakfast items eaten in the home, by gender and age, June 2011
                                                      • Figure 20: UK retail value sales of breakfast cereals, 2006-11
                                                    • Shop-bought sandwiches feel the pinch
                                                      • Figure 21: UK retail value sales of sandwiches, 2005-10
                                                  • Strengths and Weaknesses

                                                    • Strengths
                                                      • Weaknesses
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • NPD levels remain fairly static
                                                            • Figure 22: Share of bread and baked goods NPD within the total UK food market, 2007-11
                                                          • Own-label increases share of NPD
                                                            • Figure 23: Share of branded and own-label NPD in the UK bread and baked goods market, 2007-11*
                                                          • Warburtons dominates NPD activity
                                                            • Figure 24: Share of brands in NPD in the UK bread and baked goods market, 2007-11*
                                                          • Warburtons leads in NPD
                                                            • Major grocers enter free-from market
                                                              • Bread alternatives get the big brand treatment
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Sales growth stumbles
                                                                    • Figure 25: Value sales for bread and baked goods*, 2006-16
                                                                  • The future of the market
                                                                    • Value growth is expected to rally
                                                                      • Bread and baked goods market forecast
                                                                        • Figure 26: UK retail value sales of bread and baked goods*, 2006-16
                                                                      • Forecast methodology
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Sales by key sector
                                                                            • Figure 27: UK retail value sales of key bread and bakery sectors, 2010-11
                                                                          • Pre-packed bread
                                                                            • Figure 28: UK retail volume sales of pre-packed bread, 2006-11
                                                                            • Figure 29: UK retail value sales of key wrapped bread sectors, 2010-11
                                                                          • Morning goods
                                                                            • Figure 30: UK retail value sales of key morning goods sectors, 2010-11
                                                                          • Speciality bread
                                                                            • Figure 31: UK retail value shares of key speciality bread sectors, 2010-11
                                                                          • In-store bakeries
                                                                            • Figure 32: Total retail value sales of bread and baked goods baked in in-store bakeries, 2010-11
                                                                        • Market Share

                                                                          • Key points
                                                                            • Warburtons leads a concentrated market
                                                                              • Figure 33: Brand shares in wrapped plant-produced bread, 2011
                                                                              • Figure 34: Brand shares and value sales in wrapped plant-produced breads, 2009-11
                                                                            • Kingsmill enjoys growth ahead of the wider segment
                                                                              • Health-led brands fare well
                                                                              • Companies and Products

                                                                                • Allied Bakeries Ltd
                                                                                    • Figure 35: Selected product launches in the UK by Allied Bakeries Ltd between November 2010 and October 2011
                                                                                  • Aryzta
                                                                                    • Brace’s Bakery Limited
                                                                                      • Greggs plc
                                                                                        • McCambridge Foods Limited
                                                                                          • Premier Foods
                                                                                              • Figure 36: Selected products launched in the UK by Premier Foods Limited between January 2010 and October 2011
                                                                                            • Warburtons Ltd
                                                                                                • Figure 37: Selected product launches in the UK by Warburtons Ltd between January 2010 and September 2011
                                                                                            • Brand Research

                                                                                              • Brand map
                                                                                                  • Figure 38: Attitudes towards and usage of brands in the bread sector, November 2011
                                                                                                • Correspondence analysis
                                                                                                  • Brand attitudes
                                                                                                    • Figure 39: Attitudes by bread brand, November 2011
                                                                                                  • Brand personality
                                                                                                    • Figure 40: Bread brand personality – macro image, November 2011
                                                                                                    • Figure 41: Bread brand personality – micro image, November 2011
                                                                                                  • Brand experience
                                                                                                    • Figure 42: Bread brand usage, November 2011
                                                                                                    • Figure 43: Satisfaction with various bread brands, November 2011
                                                                                                    • Figure 44: Consideration of bread brands, November 2011
                                                                                                    • Figure 45: Consumer perceptions of current bread brand performance, November 2011
                                                                                                    • Figure 46: Bread brand recommendation – Net Promoter Score, November 2011
                                                                                                  • Brand index
                                                                                                    • Figure 47: Bread brand index, November 2011
                                                                                                    • Figure 48: Bread brand index vs. recommendation, November 2011
                                                                                                  • Target group analysis
                                                                                                    • Figure 49: Target groups, November 2011
                                                                                                    • Figure 50: Bread brand usage, by target groups, November 2011
                                                                                                  • Group One – Conformists
                                                                                                    • Group Two – Simply the Best
                                                                                                      • Group Three – Shelf Stalkers
                                                                                                        • Group Four – Habitual Shoppers
                                                                                                          • Group Five – Individualists
                                                                                                          • Brand Communication and Promotion

                                                                                                            • Key points
                                                                                                              • Ad spend slumps in 2010, falling further in 2011
                                                                                                                • Figure 51: Main monitored media advertising expenditure on bread and baked goods, 2007-10
                                                                                                              • Warburtons is the biggest advertiser
                                                                                                                • Figure 52: Advertising expenditure in the UK bread and baked goods market, by top 10 companies, 2007-11
                                                                                                            • Channels to Market

                                                                                                              • Key points
                                                                                                                • Multiples dominate bakery
                                                                                                                  • Figure 53: Estimated retail distribution of bread and baked goods, 2008-11
                                                                                                                • Craft Bakers
                                                                                                                • Consumer – Usage of Bread

                                                                                                                  • Key points
                                                                                                                    • Bread is a family favourite
                                                                                                                      • Figure 54: Usage of bread, all users, 2011
                                                                                                                    • Daily bread usage dips
                                                                                                                      • Figure 55: Usage of bread in the last 12 months, 2010-11
                                                                                                                    • Alternative types of bread attract more medium users
                                                                                                                    • Consumer – Types of Bread Products Used Most Often

                                                                                                                      • Key points
                                                                                                                        • Frequent usage of sliced bread increases among users
                                                                                                                          • Figure 56: Types of breads used most often in the last 12 months, 2010-11
                                                                                                                        • Pricier, speciality bread types record slight declines in usage as most often used bread
                                                                                                                        • Consumer – Eating Occasions for Bread and Baked Goods

                                                                                                                          • Key points
                                                                                                                              • Figure 57: Eating occasions for bread and baked goods, October 2011
                                                                                                                            • Bread is just as likely to be eaten for dinner than as a snack
                                                                                                                              • Figure 58: Usage of bread and baked goods as a snack in between meals, by age, October 2011
                                                                                                                          • Consumer – Attitudes Towards Bread

                                                                                                                            • Key points
                                                                                                                              • In-store bakery has the taste advantage
                                                                                                                                  • Figure 59: Attitudes towards bread, October 2011
                                                                                                                                  • Figure 60: Agreement with the statements ‘Bread baked in in-store bakeries tastes better than wrapped bread,’ and ‘I would pay more for a bread if I knew it was recently baked,’ by gender and age, October 2011.
                                                                                                                                • Further potential for healthy breads, especially among younger bread users…
                                                                                                                                  • Figure 61: Agreement with the statement: ‘I would eat healthier/low-fat bread more often if it were less expensive,’ by age, October 2011
                                                                                                                                • … although consumer trust in bread’s healthiness is not a guarantee of sales growth
                                                                                                                                  • Figure 62: Agreement with the statement: ‘I would buy more bread if I was convinced it was good for me,’ by age, October 2011
                                                                                                                                • Thrifty behaviour: one in two users now freezes bread
                                                                                                                                  • Figure 63: Agreement with the statement: ‘I am freezing bread more often to make it last longer,’ by age and socio-economic group, October 2011
                                                                                                                                • Home-made bread remains rare
                                                                                                                                  • Young and old have polarised views on brand loyalty
                                                                                                                                    • Figure 64: Agreement with the statement ‘I usually buy whatever brand of bread is on promotion,’ by age, October 2011
                                                                                                                                  • Consumers unconvinced about branded superiority over own-label
                                                                                                                                    • Figure 65: agreement with the statement ‘Branded bread tastes better than own-label bread,’ October 2011
                                                                                                                                    • Figure 66: agreement with the statement ‘I have switched to buying own-label bread,’ by age group, October 2011
                                                                                                                                  • Nearly three in ten would like to see a wider variety of flavours in sliced bread
                                                                                                                                    • Figure 67: agreement with the statement ‘I would like to see a wider variety of flavours (eg honey) in sliced, wrapped bread,’ October 2011
                                                                                                                                • Consumer – Issues Considered Important When Choosing a Bread Product

                                                                                                                                  • Key points
                                                                                                                                    • Bread users prioritise freshness above all other factors
                                                                                                                                        • Figure 68: Issues considered important when choosing a bread product, October 2011
                                                                                                                                        • Figure 69: Selected issues considered important when choosing a bread product, by age, October 2011
                                                                                                                                      • Best before/use by dates
                                                                                                                                        • 16-24s and Ds place the most importance on price
                                                                                                                                        • Consumer – Target Groups

                                                                                                                                          • Key points
                                                                                                                                            • Four target groups
                                                                                                                                              • Figure 70: Target groups, October 2011
                                                                                                                                            • Brand Loyalists (27%)
                                                                                                                                              • Home Bakers (19%)
                                                                                                                                                • Big Potentials (22%)
                                                                                                                                                  • The Price-Leds (32%)
                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                      • Figure 71: Most popular items eaten for breakfast in the home, by demographics, June 2011
                                                                                                                                                      • Figure 72: Next most popular items eaten for breakfast in the home, by demographics, June 2011
                                                                                                                                                      • Figure 73: Agreement with selected lifestyle statements, by demographics, 2011
                                                                                                                                                      • Figure 74: Eating habit trends, by demographics, October 2011
                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                      • Figure 75: Trends in the age structure of the UK population, 2006-16
                                                                                                                                                  • Appendix – Who’s Innovating?

                                                                                                                                                      • Figure 76: Product launches within the UK bread and baked goods market, by private label, 2007-11*
                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                      • Figure 77: Additional best case/worst case forecast for bread and baked goods, 2011-16
                                                                                                                                                  • Appendix – Brand Research

                                                                                                                                                      • Figure 78: Brand usage, November 2011
                                                                                                                                                      • Figure 79: Brand commitment, November 2011
                                                                                                                                                      • Figure 80: Brand momentum, November 2011
                                                                                                                                                      • Figure 81: Brand diversity, November 2011
                                                                                                                                                      • Figure 82: Brand satisfaction, November 2011
                                                                                                                                                      • Figure 83: Brand recommendation, November 2011
                                                                                                                                                      • Figure 84: Brand attitude, November 2011
                                                                                                                                                      • Figure 85: Brand image – macro image, November 2011
                                                                                                                                                      • Figure 86: Brand image – micro image, November 2011
                                                                                                                                                      • Figure 87: Profile of target groups, by demographic, November 2011
                                                                                                                                                      • Figure 88: Psychographic segmentation, by target group, November 2011
                                                                                                                                                      • Figure 89: Brand usage, by target group, November 2011
                                                                                                                                                    • Brand index
                                                                                                                                                      • Figure 90: Brand index, November 2011
                                                                                                                                                  • Appendix – Consumer – Usage of Bread

                                                                                                                                                      • Figure 91: Usage of packaged sliced bread, by demographics, 2011*
                                                                                                                                                  • Appendix – Types of Bread Products Used Most Often

                                                                                                                                                      • Figure 92: Usage of other types of bread, by demographics, 2011
                                                                                                                                                      • Figure 93: Types of breads used most often in the last 12 months, 2010-11
                                                                                                                                                  • Appendix – Consumer – Eating Occasions for Bread and Baked Goods

                                                                                                                                                      • Figure 94: Eating occasions for bread and baked goods, by demographics, October 2011
                                                                                                                                                  • Appendix – Consumer – Attitudes Towards Bread

                                                                                                                                                      • Figure 95: Agreement with statements ‘I would eat healthier/low-fat bread more often if it were less expensive’ and ‘I would buy more bread if i was convinced it was good for me’, by demographics, October 2011
                                                                                                                                                      • Figure 96: Agreement with statements ‘Branded bread tastes better than own-label bread’ and ‘I usually buy whatever brand of bread is on promotion’, by demographics, October 2011
                                                                                                                                                      • Figure 97: Agreement with statements ‘I am freezing bread more often to make it keep longer’ and ‘I have switched to buying own-label bread’, by demographics, October 2011
                                                                                                                                                      • Figure 98: Agreement with statements ‘I would pay more for a bread if i knew it was recently baked’ and ‘I regularly make my own bread’, by demographics, October 2011
                                                                                                                                                      • Figure 99: Agreement with statements ‘Bread baked in in-store bakeries tastes better than wrapped bread’ and ‘Toast is a healthier breakfast option than most cereals’, by demographics, October 2011
                                                                                                                                                      • Figure 100: Agreement with statement ‘I would like to see a wider variety of flavours’, by demographics, October 2011
                                                                                                                                                  • Appendix – Consumer – Issues Considered Important When Choosing a Bread Product

                                                                                                                                                      • Figure 101: Most popular issues considered important when choosing a bread product, by demography, October 2011
                                                                                                                                                      • Figure 102: Next most popular issues considered important when choosing a bread product, by demography, October 2011
                                                                                                                                                  • Appendix – Target Groups

                                                                                                                                                      • Figure 103: Consumer target group, by demographics, October 2011
                                                                                                                                                      • Figure 104: Attitudes towards bread, by consumer target group, October 2011
                                                                                                                                                      • Figure 105: Issues considered important when choosing a bread product, by target group, October 2011

                                                                                                                                                  About the report

                                                                                                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                  • The Consumer

                                                                                                                                                    What They Want. Why They Want It.

                                                                                                                                                  • The Competitors

                                                                                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                                                                                  • The Market

                                                                                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                  • The Innovations

                                                                                                                                                    New Ideas. New Products. New Potential.

                                                                                                                                                  • The Opportunities

                                                                                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                                                                                  • The Trends

                                                                                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                                                  Trusted by companies. Big and small.

                                                                                                                                                  • bell
                                                                                                                                                  • boots
                                                                                                                                                  • google
                                                                                                                                                  • samsung
                                                                                                                                                  • allianz
                                                                                                                                                  • kelloggs
                                                                                                                                                  • walgreens
                                                                                                                                                  • redbull
                                                                                                                                                  • unilever
                                                                                                                                                  • Harvard
                                                                                                                                                  • pinterest
                                                                                                                                                  • new-york-time