Table of Contents
Executive Summary
-
- The market
-
- Figure 1: Estimated value of the total bread and bread products market, by segment, NI and RoI, 2014 and 2015
- Forecast
-
- Figure 2: Indexed estimated value of the total bread/bread products market, NI and RoI, 2010-21
- Market factors
- Costs of bread and baked goods fall
- One in five RoI consumers bake at home
- Authenticity and artisan trend helping to drive growth
- Room for innovation in salt-free alternatives
- The consumer
- Sliced loaves most popular pre-packaged options
-
- Figure 3: Types of pre-packaged bread bought in the last three months, NI and RoI, February 2016
-
- Figure 4: Types of bread bought from in-store bakeries/traditional bakeries in the last three months, NI and RoI, February 2016
- Pancakes and scones favoured baked goods
-
- Figure 5: Types of pre-packaged baked goods bought in the last three months, NI and RoI, February 2016
-
- Figure 6: Types of baked goods bought from in-store bakeries/traditional bakeries in the last three months, NI and RoI, February 2016
- Irish consumers want fresh packaging
-
- Figure 7: Types of bread Irish consumers are interested in trying, NI and RoI, January 2016
- Salt and sugar key concerns for Irish consumers
-
- Figure 8: Agreement with statements relating to bread and baked products, NI and RoI, February 2016
The Market – What You Need to Know
-
- Slow but steady growth in bread market
- Bread and baked good prices fall
- Baking at home remains popular
- Artisan trend helping to boost speciality bread market
- Salt levels a growing concern
Market Size and Forecast
-
- Bread market value improves despite falling consumer prices
-
- Figure 9: Estimated value of the total bread/bread products market, NI and RoI, 2010-21
- Growth in morning goods while pre-packaged bread value declines
-
- Figure 10: Estimated value of the total bread and bread products market, by segment, NI and RoI, 2014 and 2015
- Speciality bread sales grow
-
- Figure 11: Estimated value of the speciality bread segment, NI and RoI, 2014 and 2015
- Figure 12: Indexed speciality food sales versus all grocery sales, by value, IoI, NI and RoI, 2010-20
Market Drivers
-
- Bread prices decline
-
- Figure 13: Consumer Price Indices of bread and other bakery products, RoI, March 2011-March 2016
-
- Figure 14: Consumer Price Indices of cereal bread and other bakery products, UK (including NI), April 2011-February 2016
-
- Figure 15: Types of food and drink grocery products bought at Aldi and Lidl in the last three months, NI and RoI, September 2015
- RoI consumers more likely to bake from scratch compared to GB
-
- Figure 16: How often consumers bake from scratch at home, RoI and GB, 2011 and 2015
- The drive for authenticity and naturalness boosting artisan bread usage
-
- Figure 17: Top five specialist/artisan food and drink retailers that consumers have shopped at in the last three months, NI and RoI, March 2015
- Salt levels in bread a concern
- Three quarters want less salt
-
- Figure 18: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/baked goods ’, NI and RoI, January 2016
-
- Figure 19: New bread products launched claiming to be low in sodium/salt, UK and Ireland, 2007-15
Companies and Innovations – What You Need to Know
-
- Allied Bakeries set to increase pancake production
- Genius Foods reformulates bread with vitamins and minerals
- Pat the Baker acquires Irish Pride assets
- Premier Foods partners with Paul Hollywood
- Tesco and Asda pioneer private-label launches
- Manufacturers use ancient grains
- Thinner and smaller formats target snacking occasions
Who’s Innovating?
-
- Private label regains share in NPD
-
- Figure 20: Number of new product launches in the bread market, by private label vs. branded, UK and Ireland, 2011-15
- Vegetarian remains top claim
-
- Figure 21: Top five claims on new product launches in the bread market, UK and Ireland, 2011-16
- Smaller formats tap into snack occasions
Companies and Brands
-
- Allied Bakeries
- Key facts
- Product range
- Brand NPD
- Recent developments
- Aryzta
- Key facts
- Product range
- Recent developments
- BFree
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Genesis Crafty
- Key facts
- Product portfolio
- Recent developments
- Genius Foods
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- WHW Bakeries (Irish Pride)
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Irwin’s Bakery
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Joseph Brennan Bakeries
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Pat the Baker
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Premier Foods
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Kelkin
- Key facts
- Product portfolio
- Brand NPD
- Udi’s
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
The Consumer – What You Need to Know
-
- Sliced white loaf and wraps top used pre-packaged bread
- Pancakes and scones top pre-packaged baked goods
- Irish consumers want fresh packaging
- Strong demand for more action on salt
The Consumer – Usage of Bread Products
-
- Sliced white loaf most used type of pre-packaged bread
-
- Figure 22: Types of pre-packaged bread bought in the last three months, NI and RoI, February 2016
- White bread comes out on top of wholemeal and granary bread
-
- Figure 23: Types of sliced pre-packaged bread bought in the last three months, NI and RoI, February 2016
-
- Figure 24: Types of sliced pre-packaged bread bought in the last three months, by age, NI and RoI, February 2016
- Wraps see strong usage
-
- Figure 25: Consumers who bought pre-packaged wraps, by gender and social class, NI and RoI, February 2016
- NI consumers have a greater appetite for buns/rolls/baps
-
- Figure 26: Consumers who have bought pre-packaged savoury buns/rolls/baps vs those bought via in-store/traditional bakeries, NI and RoI, February 2016
- Baguettes top type of fresh bread from bakeries
-
- Figure 27: Types of bread bought from in-store bakeries/traditional bakeries in the last three months, NI and RoI, February 2016
- Cost and shelf life holding back higher usage of fresh baked bread
- Fresh baguettes show strongest usage among
-
- Figure 28: Consumers who bought baguettes from in-store bakeries/traditional bakeries in the last three months, by age, NI and RoI, February 2016
- Traditional Irish breads see lower usage via in-store/traditional bakeries
The Consumer – Usage of Baked Goods
-
- NI consumers twice as likely to have bought pre-packaged pancakes
-
- Figure 29: Types of pre-packaged baked goods bought in the last three months, NI and RoI, February 2016
- Men more likely to buy pre-packaged scones
-
- Figure 30: Consumers who bought pre-packaged scones, by gender, NI and RoI, February 2016
- Scones and pastries top fresh baked goods
-
- Figure 31: Types of bread bought from in-store bakeries/traditional bakeries in the last three months, NI and RoI, February 2016
- Pastries most likely to be bought by women in RoI
-
- Figure 32: Consumers who bought pastries from in-store bakeries/traditional bakeries, by gender and social class, NI and RoI, February 2016
The Consumer – Interest in Bread Innovations
-
- Keeping bread fresh for longer a priority
-
- Figure 33: Types of bread Irish consumers are interested in trying, NI and RoI, February 2016
-
- Figure 34: Interest in trying bread in packaging that keeps it fresher for longer, by age, NI and RoI, February 2016
- Ready-made bread dough appeals to women
-
- Figure 35: Interest in trying ready-made bread dough, by presence of children in household, NI and RoI, February 2016
- Women more interested in doughs
- Savoury bread rolls with baked-in fillings appeal to Millennials
-
- Figure 36: Interest in trying savoury bread rolls with packed in fillings, by age, NI and RoI, February 2016
- Affluent consumers want more exotic types of bread
-
- Figure 37: Interest in trying more exotic types of bread (eg Focaccia Ligure, Focaccia al Pomodoro), by social class, NI and RoI, February 2016
The Consumer – Attitudes towards Bread
-
- Strong demand for more action on salt
-
- Figure 38: Agreement with statements relating to bread and baked products, NI and RoI, February 2016
- Salt a key issue to mature RoI consumers
-
- Figure 39: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/baked goods ’, by age, NI and RoI, January 2016
- Sugar content worrying to Irish consumers
-
- Figure 40: Agreement with statements relating to sugar in bread and baked goods, NI and RoI, January 2016
-
- Figure 41: Agreement with statements relating to sugar in bread and baked goods, by gender, NI and RoI, January 2016
- Two thirds of Irish consumers prefer NI/RoI-branded bread
-
- Figure 42: Agreement with the statement ‘I prefer to buy Northern Ireland /Irish-branded packaged sliced bread (eg Brennans, Irwin’s)’, by gender, NI and RoI, January 2016
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Market size rationale
- Data sources
- Consumer data sources
- Generational cohort definitions
- Abbreviations
Appendix – The Consumer
-
- NI Toluna data
-
- Figure 43: Types of pre-packaged bread products bought by consumers in the last three months, by demographics, NI, February 2016
-
- Figure 44: Types of pre-packaged bread products bought by consumers in the last three months, by demographics, NI, February 2016 (continued)
-
- Figure 45: Types of pre-packaged bread products bought by consumers in the last three months, by demographics, NI, February 2016 (continued)
-
- Figure 46: Types of fresh bread products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, NI, February 2016
-
- Figure 47: Types of fresh bread products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, NI, February 2016 (continued)
-
- Figure 48: Types of pre-packaged baked products bought by consumers in the last three months, by demographics, NI, February 2016
-
- Figure 49: Types of pre-packaged baked products bought by consumers in the last three months, by demographics, NI, February 2016 (continued)
-
- Figure 50: Types of fresh baked products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, NI, February 2016
-
- Figure 51: Types of fresh baked products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, NI, February 2016 (continued)
-
- Figure 52: Types of bread products that consumers would be interested in trying, by demographics, NI, February 2016
-
- Figure 53: Types of bread products that consumers would be interested in trying, by demographics, NI, February 2016 (continued)
-
- Figure 54: Agreement with the statement ‘Bread is not a good option for those trying to lose weight’, by demographics, NI, February 2016
-
- Figure 55: 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, February 2016
-
- Figure 56: Agreement with the statement ‘Sliced bread contains too many artificial preservatives’, by demographics, NI, February 2016
-
- Figure 57: Agreement with the statement ‘I prefer to buy Northern Ireland /Irish-branded packaged sliced bread (eg Brennans, Irwin’s)’, by demographics, NI, February 2016
-
- Figure 58: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/baked goods ’, by demographics, NI, February 2016
-
- Figure 59: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by demographics, NI, February 2016
-
- Figure 60: Agreement with the statement ‘It is worthwhile buying bread to put in the freezer’, by demographics, NI, February 2016
-
- Figure 61: Agreement with the statement ‘I am more likely to buy own-label breads or baked goods compared to 12 months ago’, by demographics, NI, February 2016
-
- Figure 62: Agreement with the statement ‘I’m concerned about the sugar content in bread’, by demographics, NI, February 2016
-
- Figure 63: Agreement with the statement ‘I’m concerned about the sugar content in baked goods’, by demographics, NI, February 2016
-
- Figure 64: Agreement with the statement ‘I only buy pre-packaged breads when fresh options aren’t available’, by demographics, NI, February 2016
-
- Figure 65: Agreement with the statement ‘I would like to be able to pre-order/reserve fresh bread to pick up in-store’, by demographics, NI, February 2016
- RoI Toluna data
-
- Figure 66: Types of pre-packaged bread products bought by consumers in the last three months, by demographics, RoI, February 2016
-
- Figure 67: Types of pre-packaged bread products bought by consumers in the last three months, by demographics, RoI, February 2016 (continued)
-
- Figure 68: Types of pre-packaged bread products bought by consumers in the last three months, by demographics, RoI, February 2016 (continued)
-
- Figure 69: Types of fresh bread products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, RoI, February 2016
-
- Figure 70: Types of fresh bread products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, RoI, February 2016 (continued)
-
- Figure 71: Types of pre-packaged baked products bought by consumers in the last three months, by demographics, RoI, February 2016
-
- Figure 72: Types of pre-packaged baked products bought by consumers in the last three months, by demographics, RoI, February 2016 (continued)
-
- Figure 73: Types of fresh baked products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, RoI, February 2016
-
- Figure 74: Types of fresh baked products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, RoI, February 2016 (continued)
-
- Figure 75: Types of bread products that consumers would be interested in trying, by demographics, RoI, February 2016
-
- Figure 76: Types of bread products that consumers would be interested in trying, by demographics, RoI, February 2016 (continued)
-
- Figure 77: Agreement with the statement ‘Bread is not a good option for those trying to lose weight’, by demographics, RoI, February 2016
-
- Figure 78: 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, February 2016
-
- Figure 79: Agreement with the statement ‘Sliced bread contains too many artificial preservatives’, by demographics, RoI, February 2016
-
- Figure 80: Agreement with the statement ‘I prefer to buy Northern Ireland /Irish-branded packaged sliced bread (eg Brennans, Irwin’s)’, by demographics, RoI, February 2016
-
- Figure 81: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/baked goods ’, by demographics, RoI, February 2016
-
- Figure 82: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by demographics, RoI, February 2016
-
- Figure 83: Agreement with the statement ‘It is worthwhile buying bread to put in the freezer’, by demographics, RoI, February 2016
-
- Figure 84: Agreement with the statement ‘I am more likely to buy own-label breads or baked goods compared to 12 months ago’, by demographics, RoI, February 2016
-
- Figure 85: Agreement with the statement ‘I’m concerned about the sugar content in bread’, by demographics, RoI, February 2016
-
- Figure 86: Agreement with the statement ‘I’m concerned about the sugar content in baked goods’, by demographics, RoI, February 2016
-
- Figure 87: Agreement with the statement ‘I only buy pre-packaged breads when fresh options aren’t available’, by demographics, RoI, February 2016
-
- Figure 88: Agreement with the statement ‘I would like to be able to pre-order/reserve fresh bread to pick up in-store’, by demographics, RoI, February 2016
Back to top