Table of Contents
Executive Summary
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- The market
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- Figure 1: Segmentation of the total bread/bread products market, by value, IoI, 2014
- Forecast
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- Figure 2: Indexed estimated value of the total bread market, NI and RoI, 2009 -19
- Market factors
- Cost of food decreasing in RoI
- Rising wheat prices
- Health credentials of bread under the spotlight
- Changing demographics offering opportunities
- Expansion of in-store bakeries appealing to consumers
- Companies, brands and innovations
- The consumer
- Bread is a staple in Irish diets
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- Figure 3: Usage of bread in the last three months, by type of bread, NI and RoI, March 2014
- White bread by far the most popular type
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- Figure 4: Types of packaged sliced bread bought in the last three months, NI and RoI, March 2014
- Freshness most important
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- Figure 5: Important factors when buying bread, NI and RoI, March 2014
- Consumers keen for a more adventurous bakery aisle
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- Figure 6: Agreement with statements relating to bread, NI and RoI, March 2014
- What we think
Issues and Insights
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- How can the health concerns about bread be addressed?
- The facts
- The implications
- What opportunities are there for manufacturers to add value to the bread category?
- The facts
- The implications
- Which types of bread are Irish consumers favouring and for what mealtimes?
- The facts
- The implications
Trend Application
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- Trend: Minimize Me
- Trend: The Real Thing
- Trend: Help Me Help Myself
Market Overview
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- Key points
- Cost of food decreasing in RoI
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- Figure 7: Food inflation rates compared to the same month of the previous year, UK and RoI, July 2013-March 2014
- Wheat prices pushing up cost of bread
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- Figure 8: Monthly price of wheat (euro per metric ton), global, February 2010-14
- Salt in the spotlight
- Bread contributing valuable nutrients to daily diet
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- Figure 9: Percentage nutrient composition (of total daily intake) obtained by bread, 18-64-year-olds, RoI, 2011
- Changing demographics offering opportunities for Irish bread brands
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- Figure 10: Population, by age, NI and RoI, 2012 and 2024/26
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- Figure 11: Percentage of private households, by number of occupants, NI and RoI, 2011
- The rise of the in-store bakery
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- Figure 12: Agreement with the statement ‘Bread baked in in-store bakeries tastes better than packaged bread’, by social class, NI and RoI
- Free-from market growing
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- Figure 13: Bread and bread products launched featuring gluten-free claims, UK and Ireland, 2007-13
- Demand for Irish bakery products in UK and further afield
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- Figure 14: Distribution of prepared food exports from RoI, 2012 and 2013
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Convenience and NPD driving breakfast biscuit sales
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- Figure 15: UK retail value sales of breakfast biscuits, 2011-13
- Breakfast cereal sales on the increase
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- Figure 16: Estimated retail sales of all cereal, by value, IoI, 2008-18
Market Size and Segmentation
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- Key points
- Steady growth in Irish bread market
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- Figure 17: Estimated value of the total bread and bread products market, by value, NI and RoI, 2009-19
- Growth in the NI market expected to outpace RoI
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- Figure 18: Indexed estimated value of the total bread market, NI and RoI, 2009-19
- Packaged bread dominating the market
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- Figure 19: Estimated value of the total bread market, by segment, NI and RoI, 2012 and 2014
- White bread most popular choice
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- Figure 20: Estimated value of the pre-packaged bread market, by segment, IoI, 2014
Who’s Innovating?
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- Key points
- Brands regaining share of bread market
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- Figure 21: New product development in the bread and bread products market, UK and Ireland, branded vs own-label, 2009-14
- Natural claims on the increase for bread launches
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- Figure 22: New bread/bread product launches, by top 10 claims, NI and RoI, 2009-14
- More companies launching multi-seeded products
- Spelt gaining prominence in Ireland
- Free-from expanding bakery launches
- Speciality breads
- Bread mixes tapping into the home baking trend
- NPD targeting the low-calorie diet market
- Bread companies extending their brand
Companies and Products
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- Allied Bakeries
- Aryzta
- BFree
- Genesis Crafty
- Genius
- One51 plc (Irish Pride)
- Irwin’s
- Joseph Brennan Bakeries
- Kelkin
- Pat the Baker
- Premier Foods
- Udi’s
The Consumer – Usage of Bread Products
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- Key points
- Nine in 10 Irish consumers buy sliced bread
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- Figure 23: Types of bread bought in the last three months, by mealtime, NI and RoI, March 2014
- Two thirds of Irish consumers using packaged sliced bread for breakfast
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- Figure 24: Most popular bread and bread products consumed at breakfast time, NI and RoI, February 2013 and March 2014
- Croissants and bagels appealing to affluent consumers
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- Figure 25: Croissants eaten at breakfast time, by social class, NI and RoI, March 2014
- Packaged sliced bread and rolls most popular lunchtime options
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- Figure 26: Most popular bread products eaten at lunchtime, NI and RoI, March 2014
- Speciality breads appealing to Irish consumers
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- Figure 27: Speciality bread/bread products purchased in the last three months, NI and RoI, March 2014
- Italian-style bread losing its appeal
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- Figure 28: Italian-style breads (eg ciabattas/paninis) bought in the last three months, NI and RoI, February 2013 and March 2014
The Consumer – Types of Packaged Sliced Bread Bought
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- Key points
- White bread most popular with Irish consumers
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- Figure 29: Types of packaged sliced bread bought in the last three months, NI and RoI, March 2014
- Granary and multi-seed bread appealing to women and ABC1 consumers
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- Figure 30: Consumers who have bought granary/multi-seed bread in the last three months, by gender and social grade, NI and RoI, March 2014
- Half and half bread appealing to families
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- Figure 31: Consumers who have purchased half and half (eg Hovis Best of Both, Kingsmill 50/50) packaged sliced bread in the last three months, by presence of children, NI and RoI, March 2014
The Consumer – Important Factors When Choosing Bread
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- Key points
- Fresh bread is most important for Irish consumers
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- Figure 32: Important factors when buying bread, NI and RoI, March 2014
- Consumers less influenced by cost when choosing bread
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- Figure 33: Consumers who deem cost/low price an important factor when buying bread, NI and RoI, February 2013 and March 2014
- Provenance less important in 2014
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- Figure 34: Consumers who deem locally baked an important factor when buying bread, NI and RoI, February 2013 and March 2014
- Older consumers more likely to value locally baked bread
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- Figure 35: Consumers who deem locally baked an important factor when buying bread, by age, NI and RoI
The Consumer – Attitudes towards Bread
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- Key points
- Consumers keen to try different types of breads
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- Figure 36: Agreement with statements relating to bread, NI and RoI, March 2014
- Consumers valuing artisan bread
- Diet-conscious consumers avoiding bread
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- Figure 37: Agreement with the statement ‘Bread is not a good food option for those trying to lose weight’, by gender, NI and RoI, Ireland, March 2014
- Demand for healthy innovations within the category
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- Figure 38: Agreement with statements relating to bread, NI and RoI, March 2014
- RoI consumers seeking more adventurous sandwiches
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- Figure 39: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by employment category, NI and RoI, March 2014
- Three in 10 consumers freeze bread
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- Figure 40: Agreement with the statement ‘I buy bread on special offer and freeze it for future use’, by gender, NI and RoI, March 2014
Appendix
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- NI Toluna data
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- Figure 41: Occasions in which consumers have eaten packaged sliced bread in the last 3 months, By demographics, NI, March 2014
- Figure 42: Occasions in which consumers have eaten buns/rolls in the last 3 months, By demographics, NI, March 2014
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- Figure 43: Occasions in which consumers have eaten bloomers and loaves (uncut)in the last 3 months, By demographics, NI, March 2014
- Figure 44: Occasions in which consumers have eaten Baguettes and sticks in the last 3 months, By demographics, NI, March 2014
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- Figure 45: Occasions in which consumers have eaten Croissants the last 3 months, By demographics, NI, March 2014
- Figure 46: Occasions in which consumers have eaten Soda/potato bread the last 3 months, By demographics, NI, March 2014
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- Figure 47: Occasions in which consumers have eaten bagels the last 3 months, By demographics, NI, March 2014
- Figure 48: Occasions in which consumers have eaten Italian breads (eg Ciabattas/ Panini in the last 3 months, By demographics, NI, March 2014
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- Figure 49: Occasions in which consumers have eaten wraps in the last 3 months, By demographics, NI, March 2014
- Figure 50: Occasions in which consumers have eaten Pitta/Naan bread in the last 3 months, By demographics, NI, March 2014
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- Figure 51: Occasions in which consumers have eaten other types of bread in the last 3 months, By demographics, NI, March 2014
- Figure 52: Types of packaged sliced bread bought by consumers in the last 3 months, By demographics, NI, March 2014
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- Figure 53: Types of packaged sliced bread bought by consumers in the last 3 months, By demographics, NI, March 2014 (continued)
- Figure 54: Important factors when buying bread, By demographics, NI, March 2014
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- Figure 55: Important factors when buying bread, By demographics, NI, March 2014 (continued)
- Figure 56: Important factors when buying bread, By demographics, NI, March 2014 (continued)
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- Figure 57: Agreement with statements relating to bread, by demographics, NI, March 2014
- Figure 58: Agreement with statements relating to bread, by demographics, NI, March 2014 (continued)
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- Figure 59: Agreement with statements relating to bread, by demographics, NI, March 2014 (continued)
- RoI Toluna data
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- Figure 60: Occasions in which consumers have eaten packaged sliced bread in the last 3 months, By demographics, RoI, March 2014
- Figure 61: Occasions in which consumers have eaten buns/rolls in the last 3 months, By demographics, RoI, March 2014
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- Figure 62: Occasions in which consumers have eaten bloomers and loaves (uncut)in the last 3 months, By demographics, RoI, March 2014
- Figure 63: Occasions in which consumers have eaten Baguettes and sticks in the last 3 months, By demographics, RoI, March 2014
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- Figure 64: Occasions in which consumers have eaten Croissants the last 3 months, By demographics, RoI, March 2014
- Figure 65: Occasions in which consumers have eaten Soda/potato bread the last 3 months, By demographics, RoI, March 2014
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- Figure 66: Occasions in which consumers have eaten bagels the last 3 months, By demographics, RoI, March 2014
- Figure 67: Occasions in which consumers have eaten Italian breads (eg Ciabattas/ Panini in the last 3 months, By demographics, RoI, March 2014
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- Figure 68: Occasions in which consumers have eaten wraps in the last 3 months, By demographics, RoI, March 2014
- Figure 69: Occasions in which consumers have eaten Pitta/Naan bread in the last 3 months, By demographics, RoI, March 2014
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- Figure 70: Occasions in which consumers have eaten other types of bread in the last 3 months, By demographics, RoI, March 2014
- Figure 71: Types of packaged sliced bread bought by consumers in the last 3 months, By demographics, RoI, March 2014
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- Figure 72: Types of packaged sliced bread bought by consumers in the last 3 months, By demographics, RoI, March 2014 (continued)
- Figure 73: Important factors when buying bread, By demographics, RoI, March 2014
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- Figure 74: Important factors when buying bread, By demographics, RoI, March 2014 (continued)
- Figure 75: Important factors when buying bread, By demographics, RoI, March 2014 (continued)
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- Figure 76: Agreement with statements relating to bread, by demographics, RoI, March 2014
- Figure 77: Agreement with statements relating to bread, by demographics, RoI, March 2014 (continued)
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- Figure 78: Agreement with statements relating to bread, by demographics, RoI, March 2014 (continued)
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