Table of Contents
Executive Summary
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- Market sizes
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- Figure 1: Estimated value of the total bread/bread products market, NI and RoI, 2014-18
- Figure 2: Market segmentation of the bread and baked goods market, NI and RoI, 2018
- Forecast
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- Figure 3: Index of the total bread/bread products market, NI and RoI, 2014-24
- Market factors
- Wheat shortages see bread prices increase in 2018
- Own-label bread and baked goods preferred
- Bakeries are one of the top food specialists used
- Six in 10 overweight or obese in Ireland
- Companies and innovations
- The consumer
- Packaged sliced loaves remains the top bread purchased
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- Figure 4: Types of pre-packaged bread bought in the last month, NI and RoI, December 2018
- White packaged sliced loaves top the category
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- Figure 5: Types of packaged sliced loaves of bread bought in the last month, NI and RoI, December 2018
- Pastries show strong usage in RoI
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- Figure 6: Types of baked goods bought in the last month, NI and RoI, December 2018
- Pre-packaged bread preferred but habits differ when it comes to baked goods
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- Figure 7: Where bread was bought, by location, NI and RoI, December 2018
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- Figure 8: Where baked goods were bought, by location, NI and RoI, December 2018
- Bread is a good source of fibre
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- Figure 9: Agreement with statements relating to bread and baked goods, NI and RoI, January 2018
The Market – What You Need to Know
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- Pre-packaged bread dominates bread sales
- Bread prices start to increase
- Own-label preferred when it comes to bread and baked goods
- Bakeries are one of the top food specialists used in IoI
- Six in 10 currently overweight or obese in Ireland
Market Sizes and Forecast
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- IoI bread market worth €609 million in 2018
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- Figure 10: Estimated value of the total bread/bread products market, NI and RoI, 2014-24
- Figure 11: Estimated value of the total bread/bread products market, NI and RoI, 2014-24
- Pre-packaged bread sales dominate the market
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- Figure 12: Estimated value of the total bread and bread products market, by segment, NI and RoI, 2018 and 2019
- Figure 13: Market segmentation of the bread and baked goods market, NI and RoI, 2018
Market Drivers
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- Prices of baked goods decline in RoI
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- Figure 14: Consumer price index for food, bread and other bakery products, RoI, December 2017-January 2019
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- Figure 15: Consumer price index for food and non-alcoholic beverages and bread and cereal, UK (including NI), December 2017-January 2019
- Hot summer in 2018 affected wheat supplies
- Brand loyalty in bread and baked goods
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- Figure 16: Consumers’ preference towards bread and baked goods, NI and RoI, September 2018
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- Figure 17: How consumers rate their current financial situation, NI and RoI, December 2018
- Four in 10 use baker specialists
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- Figure 18: Types of food specialists/artisan retailers visited in the last three months, NI and RoI, September 2018
- Growing obesity rates could see some cutting out bread
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- Figure 19: Overweight and obesity levels in adults aged 16+, NI, 2010/11-2017/18
- Figure 20: Overweight and obesity levels in adults aged 15+, RoI, 2015/16 and 2016/17
- Bread doesn’t escape the sugar crackdown
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- Figure 21: How consumers manage their sugar intake, NI and RoI, June 2017
Companies and Brands – What You Need to Know
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- Aryzta in difficulty but sale ruled out for now
- Bread brands in recyclable packaging push
- Natural colorants make their way into bread
- Genesis Crafty bought over, with new owner starting recruitment drive
Who’s Innovating?
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- New product development has risen in the last five years
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- Figure 22: New bread & baked goods products launched, UK and Ireland, 2014-19
- Claims relating to animal ingredients feature heavily
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- Figure 23: Claims analysis of bread & bread products launched, UK and Ireland, 2014-19
- Figure 24: Selective diets that consumers currently adhere to, NI and RoI, June 2018
- Brands seek to step up recycling credentials with increased claims
- Leading brands Hovis and Kingsmill step up recycling efforts
- Coloured bread and wraps beginning to trend
- Rye bread launches increasing
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
- Genesis Crafty
- Key facts
- Product portfolio
- Recent developments
- Genius Foods Ltd
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Irish Pride Bakeries
- Key facts
- Product portfolio
- Irwin’s Bakery
- Key facts
- Product portfolio
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- Figure 25: Irwin’s Bakery full product range, March 2019
- Brand NPD
- Recent developments
- Joseph Brennan Bakeries
- Key facts
- Product portfolio
- Recent developments
- Kelkin
- Key facts
- Product portfolio
- Brand NPD
- Pat the Baker
- Key facts
- Product portfolio
- Premier Foods
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
The Consumer – What You Need to Know
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- Packaged sliced loaves remains the top bread purchased
- White bread is king
- Pastries show strong usage in RoI
- Pre-packaged bread preferred but preference differs with baked goods
- Bread contents concern consumers as healthier breads demanded
Usage of Bread
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- Packaged sliced bread loaves are the most purchased bread
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- Figure 26: Types of pre-packaged bread bought in the last month, NI and RoI, December 2018
- Packaged loaves are a staple in Irish households
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- Figure 27: Consumers who have bought packaged sliced loaves in the last month, by gender and age, NI and RoI, December 2018
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- Figure 28: Consumers who are mainly/wholly responsible for the main grocery shop in the household, by gender, NI and Roi, September 2018
- Wraps appeal to parents
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- Figure 29: Consumers who have bought wraps/pitta/naan bread in the last month, by presence of children, NI and RoI, December 2018
Usage of Packaged Sliced Bread
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- White bread preferred among Irish consumers
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- Figure 30: Types of packaged sliced loaves of bread bought in the last month, NI and RoI, December 2018
- Parents more likely to buy white bread
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- Figure 31: Consumers who have bought white packaged sliced loaves in the last month, by presence of children, NI and RoI, December 2018
- A third eat multi-seed bread
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- Figure 32: Consumers who have bought sliced granary/multi-seed loaf in the last month, by age, NI and RoI, December 2018
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- Figure 33: Consumers who have bought sliced granary/multi-seed loaf in the last month, by social class, NI and RoI, December 2018
- Healthier bread demands could see greater usage of ancient grains
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- Figure 34: Consumer agreement with the statement ‘There should be a wider range of healthier breads’, by age, NI and RoI, December 2018
Usage of Baked Goods
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- Pastries popular in RoI, while pancakes bought most in NI
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- Figure 35: Types of baked goods bought in the last month, NI and RoI, December 2018
- Pastries offer a solution to those skipping breakfast
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- Figure 36: Consumers who have bought pastries (eg croissants) in the last month, by working status, NI and RoI, December 2018
- The rise of doughnuts
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- Figure 37: Consumers who have bought doughnuts in the last month, by age, NI and RoI, December 2018
- Scones and fruit loaf preferred by mature consumers
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- Figure 38: Consumers who have bought fruit loaf and scones in the last month, by age, NI and RoI, December 2018
Pre-packaged vs Fresh Bread and Baked Goods
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- Pre-packaged bread bought by seven in 10 Irish consumers
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- Figure 39: Where bread was bought, by location, NI and RoI, December 2018
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- Figure 40: Pre-packaged vs fresh from in-store bread purchases, by gender, NI and RoI, December 2018
- Fresh preferred by RoI, while NI opt for pre-packaged baked goods
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- Figure 41: Where baked goods were bought, by location, NI and RoI, December 2018
Attitudes towards Bread and Baked Goods
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- Salt content concerns Irish consumers when it comes to bread
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- Figure 42: Agreement with statements relating to bread and baked goods, NI and RoI, December 2018
- Bread is a good source of fibre
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- Figure 43: Consumer agreement with the statement ‘Bread is a good source of fibre’, by age, NI and RoI, December 2018
- Desire for clean ingredients could provide opportunity for ancient grains
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- Figure 44: Agreement with the statements ‘There should be a wider range of healthier breads’ and ‘Sliced pre-packaged bread contains too many artificial preservatives’, NI and RoI, December 2018
- Four in 10 looking for greater availability of gluten-free
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- Figure 45: Consumer agreement with the statement ‘There should be more gluten-free bread and baked goods available’, by gender, NI and RoI, December 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Generational cohort definitions
- Abbreviations
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