Bread and Baked Goods - UK - September 2014
“Education around bread’s value-for-money credentials must go hand-in-hand with innovation in areas such as healthy baked goods and snacking formats if brands are to address falling category sales.”
– Richard Ford, Senior Food and Drink Analyst
This report covers the following issues:
- A poor value-for-money perception poses a threat to market
- Interest in single-pack and filled rolls can boost on-the-go usage
- Marked openness to 'light' variants in baked goods
The bread and baked goods market is a mature one. Bread has a presence in the majority of British households, the high number of varieties supporting usage. However, the category is struggling, and is expected to see declines in 2014.
The market continues to be held back by the prepacked sliced bread category, which is expected to continue its long-term volume decline in 2014. While operators are investing in alternative products, growth in these looks to fall short of offsetting the decline and that in many sweet baked goods.
As the market faces competition from other categories, consumers’ openness to on-the-go bread products and healthier baked goods found in the research for this report highlight areas for operators to explore.
This report examines the retail market for bread and baked goods in the UK. For the purpose of this report the market is classified as follows:
Mintel’s definition follows the classification used in the baking industry, and includes a wide variety of both traditional British products and other breads not of UK origin.
Traditional British breads include: white, brown and wholemeal, which may be sliced or unsliced, wrapped or unwrapped. A distinction is drawn between bread that is baked by plant/factory bakeries and stocked on grocery shelves, and bread that is baked by in-store bakers. Part-baked products are also included.
- White bread is made from flour which contains only the endosperm (about 75% of the whole grain).
- Wholemeal bread is made from the whole of the wheat grain.
- Brown bread is made from flour from which some bran and wheat germ have been removed (about 85% of the whole grain).
- ‘Half and half’ bread refers to white bread to which some wholemeal flour or extra fibre has been added to produce a bread which is halfway between a standard white loaf and a wholemeal loaf. Examples include Hovis’ Best of Both, Kingsmill’s 50/50 and Great White and Warburtons’ Half & Half.
- Granary breads are brown breads made from special Granary (a registered trademark) flours. Other similar breads are known as malted wheat breads.
- Prepacked bread is typically a loaf of bread that comes pre-sliced and has been packaged on-site by the manufacturer. Examples include Warburtons’ Medium Sliced White Bread or Hovis’ Best of Both Thick. In this report, factory-baked bread is a term which is also used for prepacked bread.
- The sweet baked goods market can be subdivided into: brioche loaves and rolls, croissants, crumpets, English muffins, farls, fruit loaves, hot cross buns, Irish bread, malt loaves, pains au chocolat and raisins, pikelets, potato cakes, scones, tea cakes, American muffins, fruit buns and iced buns.
- Doughnuts are also included in the market value as they are stocked with other baked goods.
- Please note that the market size for this report differs from the Mintel Market Sizes Sweet Bakery market size because MMS Sweet Bakery includes other products such as chilled cakes, pies and tarts, which are outside the scope of this report, and outside the scope of the market size for this report.
- The market size for this report differs from the MMS Bread and Bread Products market size because MMS Bread and Bread Products includes savoury pastries and pies (eg meat pies/quiche) which are outside the scope of this report. MMS Bread and Bread Products also excludes unpackaged/unwrapped products and sweet baked goods such as croissants and fruit loaf, which are included within the market size for this report.
- For the purposes of this report, the speciality bread market is taken to include: bagels, baguettes, pittas, wraps, chapattis, naan breads, panini, garlic bread (brown, seeded and white).
Excluded in this report:
- Savoury pastries, pies, pizza bases, panettone, stollen, Swiss roll, waffles, pancakes, Welsh cakes, mooncakes, madeleines and merendines are not included in the market size.
- The consumption of bread in restaurants and catering outlets is excluded, whether on its own or in prepacked sandwiches. Prepacked sandwiches bought through the retail channel are excluded.
- Home baking products, such as flour, yeast and mixes, together with cakes and other sweet or savoury pastry products are excluded (with the exception of croissants, pain au chocolat and raisin), however, part-baked bread for finishing at home is included.
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