Table of Contents
Overview
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- What you need to know
- Issues covered in this Report
Executive Summary
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- The market
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- Figure 1: Estimated value of the total bread/bread products market, NI and RoI, 2013-18
- Forecast
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- Figure 2: Indexed estimated value of the total bread/bread products market, NI and RoI, 2013-23
- Market factors
- UK/NI consumers see bread prices increase
- Irish consumers visiting artisan bakeries
- RoI consumers prefer own-label breads, branded goods preferred in NI
- RoI consumers see personal finances improve
- Companies, brands and innovations
- The consumer
- Sliced white loaves remain popular among Irish consumers
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- Figure 3: Types of pre-packaged bread bought in the last month, NI and RoI, January 2018
- Irish consumers buying fresh baguettes/bagels from in-store/traditional bakeries
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- Figure 4: Types of bread bought from an in-store/traditional bakery in the last month, NI and RoI, January 2018
- NI consumers show a strong preference for pre-packaged baked goods
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- Figure 5: Types of pre-packaged baked goods bought in the last month, NI and RoI, January 2018
- Irish consumers show preference for fresh baked scones, pastries and doughnuts
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- Figure 6: Types of baked goods bought fresh from an in-store/traditional bakery in the last month, NI and RoI, January 2018
- Consumers want less salt and sugar in bread and baked goods
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- Figure 7: Agreement with statements relating to bread and baked goods, NI and RoI, January 2018
- What we think
The Market – What You Need to Know
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- 2018 to see growth in bread sales
- Bread prices falling in RoI, increasing in NI
- Specialist bakers popular among Irish consumers
- RoI consumers continue to see improvements to personal finances
Market Size and Forecast
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- Bread sales to grow in 2018
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- Figure 8: Estimated value of the total bread/bread products market, NI and RoI, 2013-23
- Pre-packaged bread sales continue to dominate the market
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- Figure 9: Estimated value of the total bread and bread products market, by segment, NI and RoI, 2017 and 2018
- Growth in bread sales to continue through 2023
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- Figure 10: Indexed estimated total of the bread and bread products market, NI and RoI, 2013-23
Market Drivers
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- Bread prices rising in the UK/NI
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- Figure 11: Consumer price index vs bread and cereal prices, UK (including NI), January 2016-February 2018
- Figure 12: Consumer price index vs bread and other bakery product prices, RoI, January 2016-February 2018
- Desire for healthier lunches an opportunity for bread manufacturers
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- Figure 13: Agreement with the statement ‘Packed lunches are healthier than eating out for lunch’, NI and RoI, January 2018
- Own-label breads and baked goods popular in RoI
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- Figure 14: Consumers’ preferences of branded vs own-label bread and baked goods, NI and RoI, September 2017
- Specialist bakers popular among Irish consumers
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- Figure 15: Top five types of food specialists/artisan retailers visited in the last three months, NI and RoI, September 2017
- Personal finances continue improving in RoI
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- Figure 16: Financial health of Irish consumers, RoI, January 2017 and January 2018
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- Figure 17: Financial health of Irish consumers, NI, January 2017 and January 2018
Companies and Brands – What You Need to Know
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- Private label NPD dominates bread category
- Hovis introduce electric delivery trucks to offset emissions
- Genesis Crafty extend M&S contract to introduce up to 11 own-label lines
- Bread companies in Ireland caught cold by added demand
Who’s Innovating?
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- Strong NPD levels within UK and Irish bread market
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- Figure 18: Bread and bread products launched, UK and Ireland, 2013-17
- Most bread and bread products making vegetarian claim
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- Figure 19: New bread and bread products, by top 10 claims, UK and Ireland, 2013-17
- Private label dominates bread NPD
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- Figure 20: Number of new product launches in the bread market, by private label vs branded, UK and Ireland, 2013-17
Companies and Brands
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- Allied Bakeries
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Aryzta
- Key facts
- Product portfolio
- Recent developments
- BFree
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Genius Foods
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Genesis Crafty
- Key facts
- Product portfolio
- Recent developments
- Irish Pride
- Key facts
- Product portfolio
- Recent developments
- Irwin’s Bakery
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Joseph Brennan Bakeries
- Key facts
- Product portfolio
- Recent developments
- Pat the Baker
- Key facts
- Product portfolio
- Brand NPD
- Premier Foods
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Kelkin
- Key facts
- Product portfolio
- Brand NPD
- Udi’s
- Key facts
- Product portfolio
The Consumer – What You Need to Know
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- Pre-packaged breads popular among Irish consumers
- NI consumers buying pre-packaged baked goods, fresh baked goods favoured in RoI
- Consumers want less salt and sugar in bread and baked goods
Usage of Bread Products
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- Sliced bread remains popular among Irish consumers
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- Figure 21: Types of pre-packaged bread bought in the last month, NI and RoI, January 2018
- Irish women are the main buyers of bread
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- Figure 22: Consumers that have bought pre-packaged sliced wholemeal loaves in the last month, by presence of children in the household, NI and RoI, January 2018
- Pre-packaged wholemeal breads appeal to Irish parents
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- Figure 23: Consumers that have bought pre-packaged sliced wholemeal loaves in the last month, by presence of children in the household, NI and RoI, January 2018
- Irish consumers buying fresh baguettes and bagels from in-store and traditional bakeries
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- Figure 24: Types of bread bought fresh from an in-store/traditional bakery in the last month, NI and RoI, January 2018
- Fresh baguettes and bagels popular among younger consumers
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- Figure 25: Consumers that have bought baguettes and bagels fresh from an in-store/traditional bakery in the last month, by age, NI and RoI, January 2018
- Fresh savoury buns, rolls and baps appeal to working consumers
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- Figure 26: Consumers that have bought savoury buns, rolls or baps fresh from an in-store/traditional bakery in the last month, by work status, NI and RoI, January 2018
Usage of Baked Goods
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- Pancakes popular among NI consumers
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- Figure 27: Types of pre-packaged baked goods bought in the last month, NI and RoI, January 2018
- NI women the main buyers of pre-packaged pancakes
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- Figure 28: Consumers that have bought pre-packaged pancakes in the last month, by age, NI and RoI, January 2018
- Pre-packaged scones appeal to C2DEF consumers
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- Figure 29: Consumers that have bought pre-packaged scones in the last month, by age and social class, NI and RoI, January 2018
- Scones and pastries the most popular fresh baked goods
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- Figure 30: Types of baked goods bought fresh from an in-store/traditional bakery in the last month, NI and RoI, January 2018
- Students and employed consumers enjoy fresh baked pastries
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- Figure 31: Consumers that have bought pastries (eg croissant/pain au chocolate) fresh from an in-store/traditional bakery in the last month, by work status, NI and RoI, January 2018
- Irish parents buying fresh doughnuts
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- Figure 32: Consumers that have bought doughnuts fresh from an in-store/traditional bakery in the last month, by presence of children in the household, NI and RoI, January 2018
Attitudes towards Bread and Baked Goods
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- Consumers looking for further reduction of unhealthy ingredients
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- Figure 33: Agreement with statements relating to bread and baked goods, NI and RoI, January 2018
- Healthier breads appeal to Irish women
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- Figure 34: Agreement with the statement ‘There should be a wider range of healthier breads’, by gender, NI and RoI, January 2018
- Figure 35: Agreement with the statement ‘There should be less sugar in bread and baked goods’, by gender, NI and RoI, January 2018
- Knowing source of bread ingredients important to 16-24-year-olds
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- Figure 36: Agreement with the statement ‘It's important to know where the ingredients in bread/baked goods have come from’, by age, NI and RoI, January 2018
- Men willing to pay more for bread packaging that ensures freshness
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- Figure 37: Agreement with the statement ‘Bread that comes in packaging that ensures freshness is worth paying more for’, by gender and social class, NI and RoI, January 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Market size rationale
- Generational cohort definitions
- Abbreviations
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