What you need to know
A basket staple, usage of bread is almost universal in Ireland, with 98% of Irish consumers having bought some form of bread in the last month. However, bread consumption is changing owing to trends for healthier lifestyles, concerns about gluten and greater scrutiny with bread contents including artificial ingredients, salt and sugar. Despite health being a key consideration, this is having a limited impact on baked goods with many noting them as an indulgent ‘treat’ item.
Issues covered in this Report
This Report examines the retail market for bread products in both NI and RoI, focusing on bread bought through retailers for use at home or for packed lunches, etc. Bread/bread products bought via foodservice channels are not examined in this Report. While baked goods are examined in The Consumer sections of this Report, sales data was not available and therefore excluded from the Market Sizes and Forecast section. However, some baked goods may be included within the morning goods category analysed in the Market Sizes and Forecast section.
For the purposes of this Report bread includes:
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Traditional loaves – white, brown and wholemeal, which may be sliced or unsliced, wrapped or unwrapped. Part-baked products are also included.
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White bread – this is made from flour, which contains only the endosperm, or the central section of the grain (about 75% of the wholegrain).
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Wholemeal bread – this is made from the whole of the wheat grain with nothing removed. This is primarily a brown bread, although it can also be white.
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Brown bread – this is made from flour from which some bran and wheat germ have been removed and represents about 85% of the wholegrain.
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Speciality bread – For the purposes of this Report, the speciality bread market is taken to include: baguettes/sticks, pittas, wraps, chapattis, naan breads, paninis, garlic bread (brown, seeded and white), ciabatta, focaccia, soda farls and potato bread.
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Morning goods – For the purpose of this Report, morning goods include: bagels, brioche loaves and rolls, croissants, crumpets, English muffins, fruit loaves, hot cross buns, malt loaves and pain au chocolate.
Please note items excluded from this Report: pizza bases, Swiss rolls, cakes/cake bars and biscuits.
