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Bread & Baked Goods - Ireland - April 2019

Covered in this report

For the purposes of this report bread includes:

  • Traditional loaves – white, brown and wholemeal, which may be sliced or unsliced, wrapped or unwrapped. Part-baked products are also included.
  • White bread – this is made from flour, which contains only the endosperm, or the central section of the grain (about 75% of the wholegrain).
  • Wholemeal bread – this is made from the whole of the wheat grain with nothing removed. This is primarily a brown bread, although it can also be white.
  • Brown bread – this is made from flour from which some bran and wheat germ have been removed and represents about 85% of the wholegrain.
  • Speciality bread – For the purposes of this report, the speciality bread market is taken to include: baguettes/sticks, pittas, wraps, chapattis, naan breads, paninis, garlic bread (brown, seeded and white), ciabatta, focaccia, soda farls and potato bread.
  • Morning goods – For the purpose of this report, morning goods include: bagels, brioche loaves and rolls, croissants, crumpets, English muffins, fruit loaves, hot cross buns, malt loaves and pain au chocolate.

“Bread remains a staple in most Irish homes and as such, sales have remained positive despite the lingering popularity of low-carb diets. Although sugar consumption remains a concern, baked goods are somewhat exempt from this given the nature of the indulgence category and therefore offer an opportunity for brands to expand on the experience.”
– Emma McGeown, Research Analyst

This Report looks at the following areas:

  • Packaged sliced loaves remains the top bread purchased
  • White packaged sliced loaves top the category
  • Pastries show strong usage in RoI
  • Pre-packaged bread preferred but habits differ when it comes to baked goods
  • Bread is a good source of fibre

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • Market sizes
            • Figure 1: Estimated value of the total bread/bread products market, NI and RoI, 2014-18
            • Figure 2: Market segmentation of the bread and baked goods market, NI and RoI, 2018
          • Forecast
            • Figure 3: Index of the total bread/bread products market, NI and RoI, 2014-24
          • Market factors
            • Wheat shortages see bread prices increase in 2018
              • Own-label bread and baked goods preferred
                • Bakeries are one of the top food specialists used
                  • Six in 10 overweight or obese in Ireland
                    • Companies and innovations
                      • The consumer
                        • Packaged sliced loaves remains the top bread purchased
                          • Figure 4: Types of pre-packaged bread bought in the last month, NI and RoI, December 2018
                        • White packaged sliced loaves top the category
                          • Figure 5: Types of packaged sliced loaves of bread bought in the last month, NI and RoI, December 2018
                        • Pastries show strong usage in RoI
                          • Figure 6: Types of baked goods bought in the last month, NI and RoI, December 2018
                        • Pre-packaged bread preferred but habits differ when it comes to baked goods
                          • Figure 7: Where bread was bought, by location, NI and RoI, December 2018
                          • Figure 8: Where baked goods were bought, by location, NI and RoI, December 2018
                        • Bread is a good source of fibre
                          • Figure 9: Agreement with statements relating to bread and baked goods, NI and RoI, January 2018
                      • The Market – What You Need to Know

                        • Pre-packaged bread dominates bread sales
                          • Bread prices start to increase
                            • Own-label preferred when it comes to bread and baked goods
                              • Bakeries are one of the top food specialists used in IoI
                                • Six in 10 currently overweight or obese in Ireland
                                • Market Sizes and Forecast

                                    • IoI bread market worth €609 million in 2018
                                      • Figure 10: Estimated value of the total bread/bread products market, NI and RoI, 2014-24
                                      • Figure 11: Estimated value of the total bread/bread products market, NI and RoI, 2014-24
                                    • Pre-packaged bread sales dominate the market
                                      • Figure 12: Estimated value of the total bread and bread products market, by segment, NI and RoI, 2018 and 2019
                                      • Figure 13: Market segmentation of the bread and baked goods market, NI and RoI, 2018
                                  • Market Drivers

                                    • Prices of baked goods decline in RoI
                                      • Figure 14: Consumer price index for food, bread and other bakery products, RoI, December 2017-January 2019
                                      • Figure 15: Consumer price index for food and non-alcoholic beverages and bread and cereal, UK (including NI), December 2017-January 2019
                                    • Hot summer in 2018 affected wheat supplies
                                      • Brand loyalty in bread and baked goods
                                        • Figure 16: Consumers’ preference towards bread and baked goods, NI and RoI, September 2018
                                        • Figure 17: How consumers rate their current financial situation, NI and RoI, December 2018
                                      • Four in 10 use baker specialists
                                        • Figure 18: Types of food specialists/artisan retailers visited in the last three months, NI and RoI, September 2018
                                      • Growing obesity rates could see some cutting out bread
                                        • Figure 19: Overweight and obesity levels in adults aged 16+, NI, 2010/11-2017/18
                                        • Figure 20: Overweight and obesity levels in adults aged 15+, RoI, 2015/16 and 2016/17
                                      • Bread doesn’t escape the sugar crackdown
                                        • Figure 21: How consumers manage their sugar intake, NI and RoI, June 2017
                                    • Companies and Brands – What You Need to Know

                                      • Aryzta in difficulty but sale ruled out for now
                                        • Bread brands in recyclable packaging push
                                          • Natural colorants make their way into bread
                                            • Genesis Crafty bought over, with new owner starting recruitment drive
                                            • Who’s Innovating?

                                              • New product development has risen in the last five years
                                                • Figure 22: New bread & baked goods products launched, UK and Ireland, 2014-19
                                              • Claims relating to animal ingredients feature heavily
                                                • Figure 23: Claims analysis of bread & bread products launched, UK and Ireland, 2014-19
                                                • Figure 24: Selective diets that consumers currently adhere to, NI and RoI, June 2018
                                              • Brands seek to step up recycling credentials with increased claims
                                                • Leading brands Hovis and Kingsmill step up recycling efforts
                                                  • Coloured bread and wraps beginning to trend
                                                    • Rye bread launches increasing
                                                    • Companies and Brands

                                                        • Allied Bakeries
                                                          • Key facts
                                                            • Product portfolio
                                                              • Brand NPD
                                                                • Recent developments
                                                                  • Aryzta
                                                                    • Key facts
                                                                      • Product portfolio
                                                                        • Recent developments
                                                                          • BFree
                                                                            • Key facts
                                                                              • Product portfolio
                                                                                • Brand NPD
                                                                                  • Recent developments
                                                                                    • Genesis Crafty
                                                                                      • Key facts
                                                                                        • Product portfolio
                                                                                          • Recent developments
                                                                                            • Genius Foods Ltd
                                                                                              • Key facts
                                                                                                • Product portfolio
                                                                                                  • Brand NPD
                                                                                                    • Recent developments
                                                                                                      • Irish Pride Bakeries
                                                                                                        • Key facts
                                                                                                          • Product portfolio
                                                                                                            • Irwin’s Bakery
                                                                                                              • Key facts
                                                                                                                • Product portfolio
                                                                                                                  • Figure 25: Irwin’s Bakery full product range, March 2019
                                                                                                                • Brand NPD
                                                                                                                  • Recent developments
                                                                                                                    • Joseph Brennan Bakeries
                                                                                                                      • Key facts
                                                                                                                        • Product portfolio
                                                                                                                          • Recent developments
                                                                                                                            • Kelkin
                                                                                                                              • Key facts
                                                                                                                                • Product portfolio
                                                                                                                                  • Brand NPD
                                                                                                                                    • Pat the Baker
                                                                                                                                      • Key facts
                                                                                                                                        • Product portfolio
                                                                                                                                          • Premier Foods
                                                                                                                                            • Key facts
                                                                                                                                              • Product portfolio
                                                                                                                                                • Brand NPD
                                                                                                                                                  • Recent developments
                                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                                    • Packaged sliced loaves remains the top bread purchased
                                                                                                                                                      • White bread is king
                                                                                                                                                        • Pastries show strong usage in RoI
                                                                                                                                                          • Pre-packaged bread preferred but preference differs with baked goods
                                                                                                                                                            • Bread contents concern consumers as healthier breads demanded
                                                                                                                                                            • Usage of Bread

                                                                                                                                                                • Packaged sliced bread loaves are the most purchased bread
                                                                                                                                                                  • Figure 26: Types of pre-packaged bread bought in the last month, NI and RoI, December 2018
                                                                                                                                                                • Packaged loaves are a staple in Irish households
                                                                                                                                                                  • Figure 27: Consumers who have bought packaged sliced loaves in the last month, by gender and age, NI and RoI, December 2018
                                                                                                                                                                  • Figure 28: Consumers who are mainly/wholly responsible for the main grocery shop in the household, by gender, NI and Roi, September 2018
                                                                                                                                                                • Wraps appeal to parents
                                                                                                                                                                  • Figure 29: Consumers who have bought wraps/pitta/naan bread in the last month, by presence of children, NI and RoI, December 2018
                                                                                                                                                              • Usage of Packaged Sliced Bread

                                                                                                                                                                  • White bread preferred among Irish consumers
                                                                                                                                                                    • Figure 30: Types of packaged sliced loaves of bread bought in the last month, NI and RoI, December 2018
                                                                                                                                                                  • Parents more likely to buy white bread
                                                                                                                                                                    • Figure 31: Consumers who have bought white packaged sliced loaves in the last month, by presence of children, NI and RoI, December 2018
                                                                                                                                                                  • A third eat multi-seed bread
                                                                                                                                                                    • Figure 32: Consumers who have bought sliced granary/multi-seed loaf in the last month, by age, NI and RoI, December 2018
                                                                                                                                                                    • Figure 33: Consumers who have bought sliced granary/multi-seed loaf in the last month, by social class, NI and RoI, December 2018
                                                                                                                                                                  • Healthier bread demands could see greater usage of ancient grains
                                                                                                                                                                    • Figure 34: Consumer agreement with the statement ‘There should be a wider range of healthier breads’, by age, NI and RoI, December 2018
                                                                                                                                                                • Usage of Baked Goods

                                                                                                                                                                    • Pastries popular in RoI, while pancakes bought most in NI
                                                                                                                                                                      • Figure 35: Types of baked goods bought in the last month, NI and RoI, December 2018
                                                                                                                                                                    • Pastries offer a solution to those skipping breakfast
                                                                                                                                                                      • Figure 36: Consumers who have bought pastries (eg croissants) in the last month, by working status, NI and RoI, December 2018
                                                                                                                                                                    • The rise of doughnuts
                                                                                                                                                                      • Figure 37: Consumers who have bought doughnuts in the last month, by age, NI and RoI, December 2018
                                                                                                                                                                    • Scones and fruit loaf preferred by mature consumers
                                                                                                                                                                      • Figure 38: Consumers who have bought fruit loaf and scones in the last month, by age, NI and RoI, December 2018
                                                                                                                                                                  • Pre-packaged vs Fresh Bread and Baked Goods

                                                                                                                                                                      • Pre-packaged bread bought by seven in 10 Irish consumers
                                                                                                                                                                        • Figure 39: Where bread was bought, by location, NI and RoI, December 2018
                                                                                                                                                                        • Figure 40: Pre-packaged vs fresh from in-store bread purchases, by gender, NI and RoI, December 2018
                                                                                                                                                                      • Fresh preferred by RoI, while NI opt for pre-packaged baked goods
                                                                                                                                                                        • Figure 41: Where baked goods were bought, by location, NI and RoI, December 2018
                                                                                                                                                                    • Attitudes towards Bread and Baked Goods

                                                                                                                                                                        • Salt content concerns Irish consumers when it comes to bread
                                                                                                                                                                          • Figure 42: Agreement with statements relating to bread and baked goods, NI and RoI, December 2018
                                                                                                                                                                        • Bread is a good source of fibre
                                                                                                                                                                          • Figure 43: Consumer agreement with the statement ‘Bread is a good source of fibre’, by age, NI and RoI, December 2018
                                                                                                                                                                        • Desire for clean ingredients could provide opportunity for ancient grains
                                                                                                                                                                          • Figure 44: Agreement with the statements ‘There should be a wider range of healthier breads’ and ‘Sliced pre-packaged bread contains too many artificial preservatives’, NI and RoI, December 2018
                                                                                                                                                                        • Four in 10 looking for greater availability of gluten-free
                                                                                                                                                                          • Figure 45: Consumer agreement with the statement ‘There should be more gluten-free bread and baked goods available’, by gender, NI and RoI, December 2018
                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                        • Data sources
                                                                                                                                                                          • Generational cohort definitions
                                                                                                                                                                            • Abbreviations

                                                                                                                                                                            Bread & Baked Goods - Ireland - April 2019

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