2021
0
Ireland Bread and Baked Goods Market Report 2021
2021-03-17T03:07:33+00:00
OX1042403
1495
135591
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Report
en_GB
“Bread is a staple item with usage almost universal in Ireland. COVID-19 has benefited the category due to more time spent at home including breakfasts and lunches. Pre-packaged bread sales…

Ireland Bread and Baked Goods Market Report 2021

£ 1,495 (Excl.Tax)

Report Summary

“Bread is a staple item with usage almost universal in Ireland. COVID-19 has benefited the category due to more time spent at home including breakfasts and lunches. Pre-packaged bread sales increased significantly in 2020 due to lockdown and it also resulted in greater experimentation with specialty breads. However, the rise of at-home baking and a loss of commuters saw morning goods sales falter.”
– Emma McGeown, Senior Food & Drink Analyst

Key issues covered in this Report

  • The impact of COVID-19 on consumer behaviour and bread and baked goods.
  • The impact of Brexit on rising flour prices and consumer confidence.
  • The popularity of at-home baking and how it has impacted bread and baked goods.
  • The opportunities for guilt-free indulgence in bread and baked goods.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • COVID-19: Market context
          • Issues covered in this Report
          • Executive Summary

              • The market
                • Figure 1: Estimated value of the total bread (including bread products) and baked goods market, NI and RoI, 2016-26
                • Figure 2: Estimated value of the total bread and baked goods market, by segment, IoI, 2019 and 2020
                • Figure 3: Expected impact of COVID-19 on bread and baked goods, short, medium and long term, 10 February 2020
              • Who’s innovating?
                • The consumer
                  • Packaged loaves considered a staple in Irish homes
                    • Figure 4: Types of bread bought in the last month, NI and RoI, January 2021
                  • Pancakes’ popularity soars in NI but not RoI
                    • Figure 5: Types of baked goods bought in the last month, NI and RoI, January 2021
                  • Taste is king in bread, but price still important
                    • Figure 6: Factors consumers prioritise when buying bread, NI and RoI, January 2021
                  • Taste most important in baked goods
                    • Figure 7: Factors consumers prioritise when buying baked goods, NI and RoI, January 2021
                  • COVID-19 sees home baking surge
                    • Figure 8: Agreement with statements related to bread and baked goods, NI and RoI, January 2021
                  • What we think
                  • The Market – Key Takeaways

                    • Bread sales boosted due to the pandemic
                      • Baked goods prices on the rise in the UK/NI
                        • Brexit causes more concerns for NI than RoI consumers
                        • Market Sizes & Forecast

                            • Short-, medium- and long-term impact on the industry
                              • Figure 9: Expected impact of COVID-19 on bread and baked goods, short, medium and long term, 10 February 2020
                            • Bread sales benefit from lockdown
                              • Figure 10: Estimated value of the total bread (including bread products) and baked goods market, NI and RoI, 2016-26
                              • Figure 11: Indexed growth of bread and baked goods market, NI and RoI, 2016-26
                            • At-home baking trend eats into sales
                              • Figure 12: Estimated value of the total bread and baked goods market, by segment, NI and RoI, 2019 and 2020
                              • Figure 13: Segmentation of the bread and baked goods market, by market share, NI and RoI, 2019 and 2020
                            • Lessons learned from the last recession
                              • Figure 14: Estimated value of the bread and baked goods market, NI and RoI, 2008-13
                          • Market Drivers

                            • Bread prices continue to fluctuate in RoI
                              • Figure 15: Consumer price index for bread and other bakery products, RoI, December 2018-December 2020
                              • Figure 16: Consumer price index for bread and other bakery products, UK (including NI), December 2018-December 2020
                            • Consumer worry about Brexit price hikes
                              • Figure 17: Agreement with the statement ‘I worry Brexit will cause the price of bread to increase’, NI and RoI, January 2020
                            • Supermarkets are the most popular location to buy bread and baked goods
                              • Figure 18: Locations consumers have bought bread and baked goods in the last month, NI and RoI, January 2020
                            • Slight preference for own-label bread and baked goods
                              • Figure 19: Consumers who typically buy bread and baked goods, by own-label vs branded, NI and RoI, November 2020
                            • Sugar remains a concern in baked goods
                              • Figure 20: Top five ingredients in food and drink consumers worry about, NI and RoI, November 2019
                          • Companies and Innovations – Key Takeaways

                            • Consumers seek products that boost health due to COVID-19
                              • Premium claims on the rise
                                • Brennans releases new sustainable packaging
                                • Who’s Innovating?

                                    • New product development falls
                                      • Figure 21: New bread and baked goods product launches, UK and Ireland, 2016-20
                                    • Vegan/no animal ingredients claim grows in popularity
                                      • Figure 22: Bread and baked products, by selected claims, UK and Ireland, 2016-20
                                    • Consumer behaviour has shifted towards indulgence products
                                      • COVID-19 makes consumers seek out health-boosting products
                                        • Own-label products see greater launch activity
                                          • Figure 23: New product releases, by branded vs own label, UK and Ireland, 2016-20
                                      • Company Profiles

                                          • 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 Ltd
                                                                        • Key facts
                                                                          • Product portfolio
                                                                            • Brand NPD
                                                                              • Irish Pride Bakeries
                                                                                • Key facts
                                                                                  • Product portfolio
                                                                                    • Irwin’s Bakery
                                                                                      • Key facts
                                                                                        • Product portfolio
                                                                                          • Figure 25: Irwin’s Bakery product portfolio range, January 2021
                                                                                        • Brand NPD
                                                                                          • Recent developments
                                                                                            • Joseph Brennan Bakeries
                                                                                              • Key facts
                                                                                                • Product portfolio
                                                                                                  • Figure 26: Brennan’s Product portfolio, January 2021
                                                                                                • Brand NPD
                                                                                                  • Recent developments
                                                                                                    • Kelkin
                                                                                                      • Key facts
                                                                                                        • Product portfolio
                                                                                                          • Recent developments
                                                                                                            • Pat the Baker
                                                                                                              • Key facts
                                                                                                                • Product portfolio
                                                                                                                  • Hovis/Endless LLP
                                                                                                                    • Key facts
                                                                                                                      • Product portfolio
                                                                                                                        • Brand NPD
                                                                                                                          • Recent developments
                                                                                                                          • The Consumer – Key Takeaways

                                                                                                                            • Packaged loaves considered a staple in Irish homes
                                                                                                                              • Pancakes’ popularity soars in NI but not RoI
                                                                                                                                • Taste is king but price still important
                                                                                                                                • Types of Bread Bought

                                                                                                                                    • Packaged loaves tops bread purchases
                                                                                                                                      • Figure 27: Types of bread bought in the last month, NI and RoI, January 2021
                                                                                                                                      • Figure 28: Consumers who have bought bread buns/rolls/baps in the last month, 2019 vs 2021, NI and RoI, March 2019-January 2021
                                                                                                                                    • Women significantly more likely to buy specialty breads
                                                                                                                                      • Figure 29: Usage of select speciality breads, by gender, NI and RoI, January 2021
                                                                                                                                    • Social media trends prompt cooking experimentation
                                                                                                                                      • White packaged loaves preferred
                                                                                                                                        • Figure 30: Types of packaged sliced loaves of bread bought in the last month, NI and RoI, January 2021
                                                                                                                                    • Types of Baked Goods Bought

                                                                                                                                        • Pancakes preferred by NI
                                                                                                                                          • Figure 31: Types of baked goods bought in the last month, NI and RoI, January 2021
                                                                                                                                        • Workers more likely to buy pastries
                                                                                                                                          • Figure 32: Consumers who have bought pastries (eg croissants) in the last month, by working status, NI and RoI, January 2021
                                                                                                                                        • COVID-19 offers opportunities for frozen pastries
                                                                                                                                          • Figure 33: Agreement with statements related to frozen foods, NI and RoI, Ni and RoI, August 2020
                                                                                                                                        • Which baked goods are winning and losing in 2021
                                                                                                                                          • Figure 34: Usage of fruit loaf, English muffins and teacakes, 2019 vs 2021, NI and RoI, December 2018-January 2021
                                                                                                                                          • Figure 35: Consumers who work from home, before COVID-19 vs during COVID-19, NI and RoI, August 2020
                                                                                                                                          • Figure 36: Usage of doughnuts and sweet buns/muffins, 2019 vs 2021, NI and RoI, December 2018-January 2021
                                                                                                                                      • Factors to Consider When Buying Bread

                                                                                                                                          • Taste is prioritised when buying bread
                                                                                                                                            • Figure 37: Factors consumers prioritise when buying bread, NI and RoI, January 2021
                                                                                                                                          • Price more important to less affluent consumers
                                                                                                                                            • Figure 38: Consumers who prioritise price when buying bread, by affluence, NI and RoI, January 2021
                                                                                                                                          • Taste important to 55+
                                                                                                                                            • Figure 39: Consumers who prioritise taste when buying bread, by age, NI and RoI, January 2021
                                                                                                                                          • Rural consumers more likely to prioritise expiration date
                                                                                                                                            • Figure 40: Consumers who prioritise use-by date when buying bread, by area of residence, NI and RoI, January 2021
                                                                                                                                        • Factors to Consider When Buying Baked Goods

                                                                                                                                            • Taste is the top priority in baked goods
                                                                                                                                              • Figure 41: Factors consumers prioritise when buying baked goods, NI and RoI, January 2021
                                                                                                                                            • Price less important to full-time workers
                                                                                                                                              • Figure 42: Consumers who prioritise price when buying baked goods, by employment status, NI and RoI, January 2021
                                                                                                                                              • Figure 43: Consumer agreement with the statement “I prefer fresh baked goods to packaged baked goods”, by working status, NI and RoI, January 2021
                                                                                                                                            • Women more likely to be driven by taste
                                                                                                                                              • Figure 44: Consumers who prioritise taste when buying baked goods, by gender, NI and RoI, January 2021
                                                                                                                                          • Behaviours Toward Bread

                                                                                                                                              • Irish consumers willing to pay more for Irish bread
                                                                                                                                                • Figure 45: Agreement with statements related to bread, NI and RoI, January 2021
                                                                                                                                              • Women more interested in frozen bake at-home bread
                                                                                                                                                • Figure 46: Consumer agreement with the statement “I would be interested in buying frozen bake-at-home bread”, by gender, NI and RoI, January 2021
                                                                                                                                              • Own-label quality on-par with branded bread
                                                                                                                                                • Figure 47: Agreement with the statement “I think own-brand bread tastes just as good as branded breads”, NI and RoI, January 2021
                                                                                                                                                • Figure 48: Consumer agreement with the statement “I am willing to pay more for bread which supports NI/Irish farmers” and “I worry Brexit will cause the price of bread to increase”, NI and RoI, January 2021
                                                                                                                                            • Behaviours Toward Baked Goods

                                                                                                                                                • Fresh baked goods preferred
                                                                                                                                                  • Figure 49: Agreement with statements related to baked goods, NI and RoI, January 2021
                                                                                                                                                • COVID-19 sees a boost to home baking
                                                                                                                                                  • Figure 50: Consumers who have baked more at home in the last 12 months, by bread vs baked goods, NI and RoI, January 2021
                                                                                                                                                • Fresh baked goods holds stronger appeal despite COVID-19 fears
                                                                                                                                                  • Figure 51: Where bread and baked goods were bought, by fresh or pre-packaged, NI and RoI, December 2018
                                                                                                                                                  • Figure 52: Agreement with the statement ‘COVID-19/coronavirus has put me off buying unpackaged baked goods’ and ‘COVID-19/coronavirus has put me off buying unpackaged bread’, NI and RoI, January 2021
                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                • Data sources
                                                                                                                                                  • Abbreviations

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