Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Bread market, its consumers and the major players who make up that market.
Mintel has the answers you’re looking for
- What are the key challenges facing the industry?
- Who is the consumer and what do they want?
- Where are the opportunities, where are the risks and what lies ahead?
Point of sale market data
In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money onMarket Size
How big is the market today and what is our 5 year forecast? Includes both best & worst case scenariosMarket Segmentation
What are the different segments within the market and how are those individual segments performing?
What are consumers looking for, what drives their buying habits and what are their main purchase influencers?Demographic breakdown
From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?Representative sample
We gather our data from real-world consumers, selected to accurately reflect precise global demographics
What are the key players doing, what has been successful for them and what was their marketing spend?Product innovation
Using data from our Global New Product Database, what products were launched and how well were they perceived?Opportunities
What happens next, which areas are likely to experience growth and what opportunities exist within the market?
Covered in this report
For the purposes of this Report, Mintel has used the following
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 (also called pre-packed
bread), and bread that is baked by in-store bakers. Part-baked
products are also included. Please see the Appendix for further
information on the definition of bread.
For the purposes of this Report, the speciality bread market is
taken to include: bagels, baguettes, pittas, wraps, chapattis,
naan breads, panini and garlic bread (brown, seeded, white and
Sweet baked goods are excluded from this report
What you need to know
A basket staple, usage of bread is almost universal, at 97%.
However, bread consumption has been in long-term decline owing
to trends for low carbohydrate diets, concerns about gluten and
the rise in alternatives at key occasions such as breakfast and
lunch, denting demand.
Yet volume sales are up (slightly) in 2018, even in pre-packed
bread, the dominant segment. This has been driven by the
success of ‘bread with bits’ or seeded varieties, which are tapping
into the healthy eating and foodie trends and giving consumers a
reason to pay more.
Indeed, bread prices are rising for the second year running,
with rising wheat and manufacturing costs and a reduction in
the number of promotions by the major supermarkets all having
an upward influence. However, given the role of bread as an
important item in the weekly shop, retailers will do their best to
keep prices down for consumers going forward.
Expert analysis from a specialist in the field
Written by Amy Price, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
That only a minority of consumers care about good value for most occasions when they eat bread reflects the relatively small role of bread in the overall food budget. This shows the scope for operators in this market to compete on factors other than price, exploring added value attributes to encourage consumers to trade up.Amy Price
Senior Food & Drink Analyst