Table of Contents
Executive Summary
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- The market
- Forecast
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- Figure 1: Indexed estimated value of the total bread/bread products market, NI and RoI, 2010-20
- Market factors
- Free-from market on the rise
- Declining household size calls for innovation in the market
- Market under threat from on-the-go innovations
- Innovations
- The consumer
- Sliced wholemeal most popular
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- Figure 2: Types of pre-packaged bread bought in the last three months, NI and RoI, December 2014
- NI consumers more likely to purchase pre-packaged baked goods
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- Figure 3: Types of pre-packaged baked goods bought in the last three months, NI and RoI, December 2014
- Scope for high in protein claims to extend to bread
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- Figure 4: Types of breads that consumers would be interested in trying, NI and RoI, December 2014
- Demand for ‘better for you’ baked goods
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- Figure 5: Types of baked goods that consumers would be interested in trying, NI and RoI, December 2014
- Salt content of bread needs to be addressed
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- Figure 6: Agreement with statements relating to bread, NI and RoI, December 2014
- What we think
Issues and Insights
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- Which products are most popular amongst Irish consumers?
- The facts
- The implications
- What NPD opportunities exist for bread and baked goods brands?
- The facts
- The implications
- How are manufacturers reacting to consumers’ demand for healthier options?
- The facts
- The implications
Market Overview
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- Key points
- Consumer confidence on the up
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- Figure 7: Consumer Confidence Index, NI, January 2012-March 2015
- Figure 8: Consumer Confidence Index, RoI, January 2012- March 2015
- Price of bread falling
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- Figure 9: Consumer price index, RoI, Dec 2011-Dec 2014
- Figure 10: CPI, bread and cereals, UK, March-November 2014
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- Figure 11: Types of free-from products eaten in the last six months, NI and RoI, August 2014
- Declining household calls for reduced loaf sizes
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- Figure 12: Percentage of private households, by number of occupants, NI and RoI, 2011
- Bakery wastage decreasing but more still needs to be done
- Breads used at breakfast facing competition from other breakfast options
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- Figure 13: Occasions for eating cereal bars and breakfast biscuits, NI and RoI, August 2014
- Bread suffering from negative health perceptions
Market Size and Forecast
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- Key points
- Market value continuing to increase
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- Figure 14: Estimated value of the total bread/bread products market, NI and RoI, 2010 -20
- Steady growth forecast for the market
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- Figure 15: Indexed estimated value of the total bread market, NI and RoI, 2010-20
- Pre-packaged bread dominates the market
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- Figure 16: Estimated value of the total bread and bread products market, by segment, NI and RoI, 2015
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Branded products regain share of NPD activity
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- Figure 17: New product development in the UK and Irish retail bread/bread products market, 2009-14
- Brioche extends into the mainstream
- Valentines and Christmas inspires NPD
- Ancient grains feature in a host of new launches
- Gluten-free extending to new bakery segments
Companies and Products
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- Allied Bakeries
- Key facts
- Product range
- Brand NPD
- Recent developments
- Aryzta
- Key facts
- Product range
- Recent developments
- Bfree
- Key facts
- Product range
- Brand NPD
- Recent developments
- Genesis Crafty
- Key facts
- Product range
- Brand NPD
- Recent developments
- Genius
- Key facts
- Product range
- Brand NPD
- Recent developments
- WHW Bakeries (Irish Pride)
- Key facts
- Product range
- Brand NPD
- Recent developments
- Irwin’s
- Key facts
- Product range
- Brand NPD
- Recent developments
- Joseph Brennan Bakeries
- Key facts
- Product range
- Brand NPD
- Recent developments
- Kelkin
- Key facts
- Product range
- Recent developments
- Pat the Baker
- Key facts
- Product range
- Recent developments
- Premier Foods
- Key facts
- Product range
- Recent Developments
- Udi’s
- Key facts
- Product range
- Brand NPD
- Recent developments
The Consumer – Types of Pre-Packaged Bread and Baked Goods Purchased
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- Key points
- Six in 10 purchase sliced loaves
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- Figure 18: Types of pre-packaged bread bought in the last three months, December 2014
- Ethnic breads are a family favourite
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- Figure 19: Consumers who have purchased pitta/naan bread in the last three months, by presence of own children in household, NI and RoI, December 2014
- NI consumers more likely to purchase packaged baked goods
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- Figure 20: Types of pre-packaged baked goods purchased in the last three months, NI and RoI, December 2014
- Innovation in sweet treats can further appeal to under-25s
The Consumer – Types of Bread/Baked Goods Purchased From an In-Store/Traditional Bakery
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- Key points
- Baguettes most popular bakery item
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- Figure 21: Types of fresh bread from in-store/traditional bakery bought in the last three months, NI and RoI, December 2014
- Seven in 10 purchase baked goods from in-store bakeries
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- Figure 22: Types of baked goods purchased from an in-store/traditional bakery in the past three months, NI and RoI, December 2014
The Consumer – Interest in Innovations in Bread and Baked Goods
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- Key points
- Opportunity for ‘high in protein’ claims to extend to bread
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- Figure 23: Types of bread that consumers would be interested in trying, NI and RoI, December 2014
- Limited edition could spark interest in NPD
- Scope for bread to target the on-the-go and snacking market
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- Figure 24: Interest in trying savoury bread rolls with baked-in fillings (eg cheese), by presence of children in household, NI and RoI, December 2014.
- Interest in ‘better for you’ baked options
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- Figure 25: Types of baked goods that consumers would be interested in trying, NI and RoI, December 2014
The Consumer – Attitudes towards Bread and Baked Goods
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- Key points
- Majority think that brands should do more to reduce salt content
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- Figure 26: Agreement with statements relating to bread, NI and RoI, December 2014
- Local brand loyalty increases with age
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- Figure 27: Agreement with the statement ‘I prefer Northern Ireland/Irish brands when buying packaged sliced bread (eg Brennans, Irwin’s)’, by age group, NI and RoI, December 2014.
- NI consumers prefer branded packaged bread
- Six in 10 think bread is not a good diet option
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- Figure 28: Agreement with the statement ‘Bread is not a good food option for those trying to lose weight’, by gender, NI and RoI, December 2014.
- In-store bakeries in the discounters popular amongst RoI consumers
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- Figure 29: Attitudes towards in-store bakeries, NI and RoI, December 2014
- A focus on freshness could boost sales
- Four in 10 RoI consumers keen to see nutritional value for in-store baked goods
- Opportunities for innovation within in-store bakeries
Appendix
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- NI Toluna data
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- Figure 30: types of pre-packaged bread bought in the last three months, by demographics, NI, December 2014
- Figure 31: types of pre-packaged bread bought in the last three months, by demographics, NI, December 2014 (continued)
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- Figure 32: types of pre-packaged bread bought in the last three months, by demographics, NI, December 2014 (continued)
- Figure 33: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, NI, December 2014
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- Figure 34: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, NI, December 2014 (continued)
- Figure 35: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, NI, December 2014 (continued)
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- Figure 36: types of Pre-packaged baked goods bought in the last three months, by demographics, NI, December 2014
- Figure 37: types of Pre-packaged baked goods bought in the last three months, by demographics, NI, December 2014 (continued)
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- Figure 38: types of Pre-packaged baked goods bought in the last three months, by demographics, NI, December 2014 (continued)
- Figure 39: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, NI, December 2014
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- Figure 40: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, NI, December 2014 (continued)
- Figure 41: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, NI, December 2014 (continued)
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- Figure 42: Types of breads that consumers would be interested in trying, by demographics, NI, December 2014 (continued)
- Figure 43: Types of breads that consumers would be interested in trying, by demographics, NI, December 2014 (continued)
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- Figure 44: Types of baked goods that consumers would be interested in trying, by demographics, NI, December 2014
- Figure 45: Agreement with the statement ‘Bread is not a good food option for those trying to lose weight’, by demographics, NI, December 2014
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- Figure 46: Agreement with the statement ‘Frozen/ ready to bake breads/ baked goods (eg baguettes) are just as good as buying bread/ baked goods from a bakery fresh’, by demographics, NI, December 2014
- Figure 47: Agreement with the statement ‘Sliced bread contains too many artificial preservatives’, by demographics, NI, December 2014
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- Figure 48: Agreement with the statement ‘I prefer Northern Ireland/Irish brands when buying packaged sliced bread (eg Brennans, Irwins)’, by demographics, NI, December 2014
- Figure 49: Agreement with the statement ‘Other breakfast options are healthier than bread/baked goods (eg cereal/breakfast bars)’, by demographics, NI, December 2014
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- Figure 50: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/ baked goods’, by demographics, NI, December 2014
- Figure 51: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by demographics, NI, December 2014
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- Figure 52: Agreement with the statement ‘It is worthwhile buying bread to put in the freezer’, by demographics, NI, December 2014
- Figure 53: Agreement with the statement ‘Branded packaged bread is better quality than supermarket own-label bread’, by demographics, NI, December 2014
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- Figure 54: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, NI, December 2014
- Figure 55: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, NI, December 2014 (continued)
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- Figure 56: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, NI, December 2014 (continued)
- RoI Toluna data
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- Figure 57: types of pre-packaged bread bought in the last three months, by demographics, RoI, December 2014
- Figure 58: types of pre-packaged bread bought in the last three months, by demographics, RoI, December 2014 (continued)
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- Figure 59: types of pre-packaged bread bought in the last three months, by demographics, RoI, December 2014 (continued)
- Figure 60: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, RoI, December 2014
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- Figure 61: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, RoI, December 2014 (continued)
- Figure 62: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, RoI, December 2014 (continued)
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- Figure 63: types of Pre-packaged baked goods bought in the last three months, by demographics, RoI, December 2014
- Figure 64: types of Pre-packaged baked goods bought in the last three months, by demographics, RoI, December 2014 (continued)
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- Figure 65: types of Pre-packaged baked goods bought in the last three months, by demographics, RoI, December 2014 (continued)
- Figure 66: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, RoI, December 2014
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- Figure 67: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, RoI, December 2014 (continued)
- Figure 68: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, RoI, December 2014 (continued)
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- Figure 69: Types of breads that consumers would be interested in trying, by demographics, RoI, December 2014 (continued)
- Figure 70: Types of breads that consumers would be interested in trying, by demographics, RoI, December 2014 (continued)
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- Figure 71: Types of baked goods that consumers would be interested in trying, by demographics, RoI, December 2014
- Figure 72: Agreement with the statement ‘Bread is not a good food option for those trying to lose weight’, by demographics, RoI, December 2014
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- Figure 73: Agreement with the statement ‘Frozen/ ready to bake breads/ baked goods (eg baguettes) are just as good as buying bread/ baked goods from a bakery fresh’, by demographics, RoI, December 2014
- Figure 74: Agreement with the statement ‘Sliced bread contains too many artificial preservatives’, by demographics, RoI, December 2014
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- Figure 75: Agreement with the statement ‘I prefer Northern Ireland/Irish brands when buying packaged sliced bread (eg Brennans, Irwins)’, by demographics, RoI, December 2014
- Figure 76: Agreement with the statement ‘Other breakfast options are healthier than bread/baked goods (eg cereal/breakfast bars)’, by demographics, RoI, December 2014
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- Figure 77: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/ baked goods’, by demographics, RoI, December 2014
- Figure 78: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by demographics, RoI, December 2014
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- Figure 79: Agreement with the statement ‘It is worthwhile buying bread to put in the freezer’, by demographics, RoI, December 2014
- Figure 80: Agreement with the statement ‘Branded packaged bread is better quality than supermarket own-label bread’, by demographics, RoI, December 2014
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- Figure 81: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, RoI, December 2014
- Figure 82: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, RoI, December 2014 (continued)
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- Figure 83: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, RoI, December 2014 (continued)
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