Table of Contents
Introduction
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- Key themes within the report
- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Estimated value of the total bread market, by segment, NI and RoI, 2012
- Forecast
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- Figure 2: Indexed estimated value of the total bread market, NI and RoI, 2008-18
- Market factors
- Price of bread production increasing
- Consumer prices continue to increase, driving more to own-label breads
- Packed lunches very important for market growth
- Gluten-free an emerging segment
- Companies, brands and innovations
- The consumer
- Packaged sliced bread the most heavily used type of bread overall
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- Figure 3: Types of bread bought in the last three months, by mealtime, NI and RoI, February 2013
- Packaged sliced bread the most heavily used type of bread overall
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- Figure 4: Important factors when buying bread, NI and RoI, February 2013
- Irish consumers would eat healthier breads…if they were cheaper
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- Figure 5: Agreement with attitudes towards bread, NI and RoI, February 2013
- What we think
Issues in the Market
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- What impact are increasing production costs having on the Irish bread market?
- What are the key mealtimes that consumers eat bread?
- What are the most popular types of bread?
- What is considered most important when buying bread?
- What role do free-from breads have to play in the Irish market?
Trend Applications
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- Minimize Me
- Make it Mine
- Mintel Futures: Old Gold
Market Overview
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- Key points
- Cost of bread production increasing between 2012 and 2013
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- Figure 6: Wheat monthly price (euro per Metric Ton), Global, May 2008-13
- 2013 continues to see poor weather conditions
- Consumer prices continue to increase, putting pressure on bread spending
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- Figure 7: Consumer price index, RoI, 2006-13
- NI consumer prices also on the increase
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- Figure 8: Consumer price index, UK (inc NI), year-on-year percentage change, January 2006-13
- Lower spending power may see consumers switch to own-brand bread
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- Figure 9: Top ten types of own-label products bought in the last 12 months, NI and RoI, February 2012
- Brennan’s is RoI’s number two brand
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- Figure 10: Top 20 master brands at home, 2012
- In-store bakeries a substantial threat
- Lunchtime and breakfast very important to bread sales
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- Figure 11: Indexed value of the Irish foodservice market (at consumer prices), NI and RoI, 2008-13
- Toasted bread a popular breakfast choice
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- Figure 12: Consumers who eat types of breakfast food on a weekly basis, NI and RoI, 2011
- Free-from a key emerging trend in the market
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- Figure 13: New product launches in the bread category claiming to be gluten-free, UK and Ireland, 2008-13
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Segmentation
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- Key points
- Irish bread market sees sustained recovery
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- Figure 14: Estimated value of the total bread market, by value, NI and RoI, 2008-18
- Strong growth for the bread market in the future
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- Figure 15: Indexed estimated value of the total bread market, NI and RoI, 2008-18
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- Figure 16: Agreement with statements relating to local foods, NI and RoI, February 2012
- Pre-packaged bread largest segment of the IoI bread market
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- Figure 17: Estimated value of the total bread market, by segment, NI and RoI, 2012
- Pre-packaged bread sees slight value loss
- White bread still top choice
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- Figure 18: Estimated value of the pre-packaged bread market, by segment, NI and RoI, 2012*
- Bread sectors must face salt problem
Companies and Innovations
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- Bread product development doubles over five-year period
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- Figure 19: New product development in the bread and bread product sub-category, UK and Ireland, 2007-12
- Figure 20: New product development in the bread and bread products sub-category, by launch type, UK and Ireland, 2007-12
- Bread producers acknowledge booming low occupancy household trend
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- Figure 21: New product development in the bread and bread product sub-category, by pack size, UK and Ireland, 2007-12
- Company profiles
- Allied Bakeries
- Aryzta
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- Figure 22: Aryzta brands, 2012
- Genesis Crafty
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- Figure 23: Genesis breads products, 2013
- Irish Pride
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- Figure 24: Irish Pride bread ranges, 2013
- Irwin’s (WD Irwin’s and Sons)
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- Figure 25: Irwin’s brands, 2012
- Joseph Brennan Bakeries
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- Figure 26: Brennan’s bread ranges, 2012
- Kelkin
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- Figure 27: Kelkin gluten-free bread range
- Pat the Baker
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- Figure 28: Pat the Baker bread ranges
- Premier Foods
- The Flat Bread Company
The Consumer – Usage of Bread Products
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- Key points
- Packaged sliced bread exhibits strong usage over all mealtimes
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- Figure 29: Types of bread bought in the last three months, by mealtime, NI and RoI, February 2013
- Packaged sliced bread is versatile
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- Figure 30: Consumers who have bought packaged sliced bread in the last three months, by mealtime, NI and RoI, February 2013
- Women and middle-aged consumers show highest lunchtime usage
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- Figure 31: Consumers who have bought packaged sliced bread in the last three months for lunchtime, by gender and age, NI and RoI, February 2013
- Toast for breakfast
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- Figure 32: Consumers who have bought packaged sliced bread in the last three months for breakfast, by gender, NI and RoI, February 2013
- Buns/rolls see highest usage at lunch
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- Figure 33: Consumers who have bought buns/rolls in the last three months, by mealtime, NI and RoI, February 2013
- Bun/roll usage at lunchtime increases with age
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- Figure 34: Consumers who have bought buns/rolls in the last three months for lunchtime, by age, NI and RoI, February 2013
- Baguettes most bought type of bread for dinner meals
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- Figure 35: Types of bread bought in the last three months for dinner, NI and RoI, February 2013
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- Figure 36: Consumers who have bought baguettes/ sticks in the last three months for dinner, by age, NI and RoI, February 2013
- Croissants most likely to be bought for breakfast
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- Figure 37: Consumers who have bought croissants in the last three months, by mealtime, NI and RoI, February 2013
- Croissants mainly bought for out-of-home consumption
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- Figure 38: Pastries (including croissants) eaten for breakfast, at home and out of home, November 2012
The Consumer – Important Factors When Buying Bread
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- Key points
- Freshness is the most important consideration
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- Figure 39: Important factors when buying bread, NI and RoI, February 2013
- Bread must be fresh
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- Figure 40: Consumers who agree that freshness is an important factor when buying bread, by gender and age, NI and RoI, February 2013
- Checking the sell-by date
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- Figure 41: Consumers who agree that a long sell-by/use-by date is an important factor when buying bread, by work status, NI and RoI, February 2013
- White, brown or wholemeal: type of bread matters
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- Figure 42: Consumers who agree that type of bread is an important factor when buying bread, by gender, NI and RoI, February 2013
- Keeping plenty of white bread in stock
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- Figure 43: Market share of bread types within packaged bread market, IoI, 2012
- Over half of consumers see cost as important
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- Figure 44: Consumers who agree that cost is an important factor when buying bread, by social class, NI and RoI, February 2013
- One in five consider locally sourced ingredients if bread is baked locally
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- Figure 45: Consumers who agree that locally baked/ locally sourced ingredients are important factors when buying bread, by gender and social class, NI and RoI, February 2013
The Consumer – Attitudes Towards Bread
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- Key points
- Price prohibits usage of healthier bread variants
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- Figure 46: Agreement with attitudes towards bread, NI and RoI, February 2013
- Consumers would eat healthier bread…if the price was right
- Young consumers would eat healthier bread if they could afford it
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- Figure 47: Agreement with the statement ‘I would eat healthier/ low-fat bread more often if it were cheaper’, by age, NI and RoI, February 2013
- High level of Irish consumers freezing bread
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- Figure 48: Agreement with the statement ‘I often freeze bread’, by gender, NI and RoI, February 2013
- In-store bakeries a hit with Irish consumers
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- Figure 49: Agreement with the statement ‘Bread baked in in-store bakeries tastes better than packaged bread’, by age, NI and RoI, February 2013
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- Figure 50: Agreement with the statement ‘It is worth paying more for recently baked bread’, by gender, NI and RoI, February 2013
- RoI consumers more likely to bake their own bread
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- Figure 51: Agreement with the statement ‘I sometimes make my own bread’, by gender and age, NI and RoI, February 2013
Appendix
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- NI Toluna tables
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- Figure 52: Consumers who have bought packaged sliced bread in the last three months, by mealtime, by demographics, NI, February 2013
- Figure 53: Consumers who have bought buns/rolls in the last three months, by mealtime, by demographics, NI, February 2013
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- Figure 54: Consumers who have bought bloomers and loaves (uncut) in the last three months, by mealtime, by demographics, NI, February 2013
- Figure 55: Consumers who have bought baguettes and sticks in the last three months, by mealtime, by demographics, NI, February 2013
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- Figure 56: Consumers who have bought croissants in the last three months, by mealtime, by demographics, NI, February 2013
- Figure 57: Consumers who have bought soda/potato bread in the last three months, by mealtime, by demographics, NI, February 2013
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- Figure 58: Consumers who have bought bagels in the last three months, by mealtime, by demographics, NI, February 2013
- Figure 59: Consumers who have bought ciabattas/panini in the last three months, by mealtime, by demographics, NI, February 2013
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- Figure 60: Consumers who have bought other types of bread in the last three months, by mealtime, by demographics, NI, February 2013
- Figure 61: Agreement with statements relating to bread, by demographics, NI, February 2013
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- Figure 62: Agreement with statements relating to bread, by demographics, NI, February 2013 (continued)
- Figure 63: Factors considered important when buying bread products, NI, February 2013
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- Figure 64: Factors considered important when buying bread products, NI, February 2013 (continued)
- Figure 65: Factors considered important when buying bread products, NI, February 2013 (continued)
- RoI Toluna tables
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- Figure 66: Consumers who have bought packaged sliced bread in the last three months, by mealtime, by demographics, RoI, February 2013
- Figure 67: Consumers who have bought buns/rolls in the last three months, by mealtime, by demographics, RoI, February 2013
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- Figure 68: Consumers who have bought bloomers and loaves (uncut) in the last three months, by mealtime, by demographics, RoI, February 2013
- Figure 69: Consumers who have bought baguettes and sticks in the last three months, by mealtime, by demographics, RoI, February 2013
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- Figure 70: Consumers who have bought croissants in the last three months, by mealtime, by demographics, RoI, February 2013
- Figure 71: Consumers who have bought soda/potato bread in the last three months, by mealtime, by demographics, RoI, February 2013
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- Figure 72: Consumers who have bought bagels in the last three months, by mealtime, by demographics, RoI, February 2013
- Figure 73: Consumers who have bought ciabattas/panini in the last three months, by mealtime, by demographics, RoI, February 2013
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- Figure 74: Consumers who have bought other types of bread in the last three months, by mealtime, by demographics, RoI, February 2013
- Figure 75: Agreement with statements relating to bread, by demographics, RoI, February 2013
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- Figure 76: Agreement with statements relating to bread, by demographics, RoI, February 2013 (continued)
- Figure 77: Factors considered important when buying bread products, RoI, February 2013
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- Figure 78: Factors considered important when buying bread products, RoI, February 2013 (continued)
- Figure 79: Factors considered important when buying bread products, RoI, February 2013 (continued)
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