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Bread - Ireland - April 2018

“Sliced white loaves and pancakes are the main types of pre-packaged bread products bought by Irish consumers but pre-packaged wholemeal bread is gaining in popularity as increasingly health-conscious consumers are turning to ‘better-for-you’ products as they look to improve their diets and overall health and wellbeing.”

- James Wilson, Research Analyst

This report will look at the following areas:

  • UK/NI consumers see bread prices increase
  • Irish consumers visiting artisan bakeries
  • RoI consumers prefer own-label breads, branded goods preferred in NI
  • RoI consumers see personal finances improve

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Table of contents

  1. Overview

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

          • The market
            • Figure 1: Estimated value of the total bread/bread products market, NI and RoI, 2013-18
          • Forecast
            • Figure 2: Indexed estimated value of the total bread/bread products market, NI and RoI, 2013-23
          • Market factors
            • UK/NI consumers see bread prices increase
              • Irish consumers visiting artisan bakeries
                • RoI consumers prefer own-label breads, branded goods preferred in NI
                  • RoI consumers see personal finances improve
                    • Companies, brands and innovations
                      • The consumer
                        • Sliced white loaves remain popular among Irish consumers
                          • Figure 3: Types of pre-packaged bread bought in the last month, NI and RoI, January 2018
                        • Irish consumers buying fresh baguettes/bagels from in-store/traditional bakeries
                          • Figure 4: Types of bread bought from an in-store/traditional bakery in the last month, NI and RoI, January 2018
                        • NI consumers show a strong preference for pre-packaged baked goods
                          • Figure 5: Types of pre-packaged baked goods bought in the last month, NI and RoI, January 2018
                        • Irish consumers show preference for fresh baked scones, pastries and doughnuts
                          • Figure 6: Types of baked goods bought fresh from an in-store/traditional bakery in the last month, NI and RoI, January 2018
                        • Consumers want less salt and sugar in bread and baked goods
                          • Figure 7: Agreement with statements relating to bread and baked goods, NI and RoI, January 2018
                        • What we think
                        • The Market – What You Need to Know

                          • 2018 to see growth in bread sales
                            • Bread prices falling in RoI, increasing in NI
                              • Specialist bakers popular among Irish consumers
                                • RoI consumers continue to see improvements to personal finances
                                • Market Size and Forecast

                                    • Bread sales to grow in 2018
                                      • Figure 8: Estimated value of the total bread/bread products market, NI and RoI, 2013-23
                                    • Pre-packaged bread sales continue to dominate the market
                                      • Figure 9: Estimated value of the total bread and bread products market, by segment, NI and RoI, 2017 and 2018
                                    • Growth in bread sales to continue through 2023
                                      • Figure 10: Indexed estimated total of the bread and bread products market, NI and RoI, 2013-23
                                  • Market Drivers

                                    • Bread prices rising in the UK/NI
                                      • Figure 11: Consumer price index vs bread and cereal prices, UK (including NI), January 2016-February 2018
                                      • Figure 12: Consumer price index vs bread and other bakery product prices, RoI, January 2016-February 2018
                                    • Desire for healthier lunches an opportunity for bread manufacturers
                                      • Figure 13: Agreement with the statement ‘Packed lunches are healthier than eating out for lunch’, NI and RoI, January 2018
                                    • Own-label breads and baked goods popular in RoI
                                      • Figure 14: Consumers’ preferences of branded vs own-label bread and baked goods, NI and RoI, September 2017
                                    • Specialist bakers popular among Irish consumers
                                      • Figure 15: Top five types of food specialists/artisan retailers visited in the last three months, NI and RoI, September 2017
                                    • Personal finances continue improving in RoI
                                      • Figure 16: Financial health of Irish consumers, RoI, January 2017 and January 2018
                                      • Figure 17: Financial health of Irish consumers, NI, January 2017 and January 2018
                                  • Companies and Brands – What You Need to Know

                                    • Private label NPD dominates bread category
                                      • Hovis introduce electric delivery trucks to offset emissions
                                        • Genesis Crafty extend M&S contract to introduce up to 11 own-label lines
                                          • Bread companies in Ireland caught cold by added demand
                                          • Who’s Innovating?

                                            • Strong NPD levels within UK and Irish bread market
                                              • Figure 18: Bread and bread products launched, UK and Ireland, 2013-17
                                            • Most bread and bread products making vegetarian claim
                                              • Figure 19: New bread and bread products, by top 10 claims, UK and Ireland, 2013-17
                                            • Private label dominates bread NPD
                                              • Figure 20: Number of new product launches in the bread market, by private label vs branded, UK and Ireland, 2013-17
                                          • 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
                                                                          • Genius Foods
                                                                            • Key facts
                                                                              • Product portfolio
                                                                                • Brand NPD
                                                                                  • Recent developments
                                                                                    • Genesis Crafty
                                                                                      • Key facts
                                                                                        • Product portfolio
                                                                                          • Recent developments
                                                                                            • Irish Pride
                                                                                              • Key facts
                                                                                                • Product portfolio
                                                                                                  • Recent developments
                                                                                                    • Irwin’s Bakery
                                                                                                      • Key facts
                                                                                                        • Product portfolio
                                                                                                          • Brand NPD
                                                                                                            • Recent developments
                                                                                                              • Joseph Brennan Bakeries
                                                                                                                • Key facts
                                                                                                                  • Product portfolio
                                                                                                                    • Recent developments
                                                                                                                      • Pat the Baker
                                                                                                                        • Key facts
                                                                                                                          • Product portfolio
                                                                                                                            • Brand NPD
                                                                                                                              • Premier Foods
                                                                                                                                • Key facts
                                                                                                                                  • Product portfolio
                                                                                                                                    • Brand NPD
                                                                                                                                      • Recent developments
                                                                                                                                        • Kelkin
                                                                                                                                          • Key facts
                                                                                                                                            • Product portfolio
                                                                                                                                              • Brand NPD
                                                                                                                                                • Udi’s
                                                                                                                                                  • Key facts
                                                                                                                                                    • Product portfolio
                                                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                                                      • Pre-packaged breads popular among Irish consumers
                                                                                                                                                        • NI consumers buying pre-packaged baked goods, fresh baked goods favoured in RoI
                                                                                                                                                          • Consumers want less salt and sugar in bread and baked goods
                                                                                                                                                          • Usage of Bread Products

                                                                                                                                                              • Sliced bread remains popular among Irish consumers
                                                                                                                                                                • Figure 21: Types of pre-packaged bread bought in the last month, NI and RoI, January 2018
                                                                                                                                                              • Irish women are the main buyers of bread
                                                                                                                                                                • Figure 22: Consumers that have bought pre-packaged sliced wholemeal loaves in the last month, by presence of children in the household, NI and RoI, January 2018
                                                                                                                                                              • Pre-packaged wholemeal breads appeal to Irish parents
                                                                                                                                                                • Figure 23: Consumers that have bought pre-packaged sliced wholemeal loaves in the last month, by presence of children in the household, NI and RoI, January 2018
                                                                                                                                                              • Irish consumers buying fresh baguettes and bagels from in-store and traditional bakeries
                                                                                                                                                                • Figure 24: Types of bread bought fresh from an in-store/traditional bakery in the last month, NI and RoI, January 2018
                                                                                                                                                              • Fresh baguettes and bagels popular among younger consumers
                                                                                                                                                                • Figure 25: Consumers that have bought baguettes and bagels fresh from an in-store/traditional bakery in the last month, by age, NI and RoI, January 2018
                                                                                                                                                              • Fresh savoury buns, rolls and baps appeal to working consumers
                                                                                                                                                                • Figure 26: Consumers that have bought savoury buns, rolls or baps fresh from an in-store/traditional bakery in the last month, by work status, NI and RoI, January 2018
                                                                                                                                                            • Usage of Baked Goods

                                                                                                                                                                • Pancakes popular among NI consumers
                                                                                                                                                                  • Figure 27: Types of pre-packaged baked goods bought in the last month, NI and RoI, January 2018
                                                                                                                                                                • NI women the main buyers of pre-packaged pancakes
                                                                                                                                                                  • Figure 28: Consumers that have bought pre-packaged pancakes in the last month, by age, NI and RoI, January 2018
                                                                                                                                                                • Pre-packaged scones appeal to C2DEF consumers
                                                                                                                                                                  • Figure 29: Consumers that have bought pre-packaged scones in the last month, by age and social class, NI and RoI, January 2018
                                                                                                                                                                • Scones and pastries the most popular fresh baked goods
                                                                                                                                                                  • Figure 30: Types of baked goods bought fresh from an in-store/traditional bakery in the last month, NI and RoI, January 2018
                                                                                                                                                                • Students and employed consumers enjoy fresh baked pastries
                                                                                                                                                                  • Figure 31: Consumers that have bought pastries (eg croissant/pain au chocolate) fresh from an in-store/traditional bakery in the last month, by work status, NI and RoI, January 2018
                                                                                                                                                                • Irish parents buying fresh doughnuts
                                                                                                                                                                  • Figure 32: Consumers that have bought doughnuts fresh from an in-store/traditional bakery in the last month, by presence of children in the household, NI and RoI, January 2018
                                                                                                                                                              • Attitudes towards Bread and Baked Goods

                                                                                                                                                                  • Consumers looking for further reduction of unhealthy ingredients
                                                                                                                                                                    • Figure 33: Agreement with statements relating to bread and baked goods, NI and RoI, January 2018
                                                                                                                                                                  • Healthier breads appeal to Irish women
                                                                                                                                                                    • Figure 34: Agreement with the statement ‘There should be a wider range of healthier breads’, by gender, NI and RoI, January 2018
                                                                                                                                                                    • Figure 35: Agreement with the statement ‘There should be less sugar in bread and baked goods’, by gender, NI and RoI, January 2018
                                                                                                                                                                  • Knowing source of bread ingredients important to 16-24-year-olds
                                                                                                                                                                    • Figure 36: Agreement with the statement ‘It's important to know where the ingredients in bread/baked goods have come from’, by age, NI and RoI, January 2018
                                                                                                                                                                  • Men willing to pay more for bread packaging that ensures freshness
                                                                                                                                                                    • Figure 37: Agreement with the statement ‘Bread that comes in packaging that ensures freshness is worth paying more for’, by gender and social class, NI and RoI, January 2018
                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                  • Data sources
                                                                                                                                                                    • Market size rationale
                                                                                                                                                                      • Generational cohort definitions
                                                                                                                                                                        • Abbreviations

                                                                                                                                                                        Bread - Ireland - April 2018

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