What you need to know
A mature market, purchasing of bread is almost universal, at 96%. Bread remains on the daily menu, with 42% eating packaged sliced bread daily, 18% eating other types, the affordability and versatility of the former underpinning its more frequent usage.
However, the maturity of the market makes it hard for bread makers to drive volumes, which remain under ongoing pressure, particularly in the dominant pre-packed bread segment. This has prompted bread makers to diversify their portfolios through extending their brands into new areas.
Products covered in this Report
The market size includes white, brown and wholemeal loaves, including with various additions, which may be sliced or unsliced, wrapped or unwrapped, as well as speciality bread. A distinction is drawn between bread that is baked by plant/factory bakeries and stocked on grocery shelves (also called pre-packed bread), and bread that is baked by in-store bakers. Part-baked products are also included. Please see the Appendix for further information on the definition of bread.
For the purposes of this Report, the speciality bread market is taken to include: bagels, baguettes, pittas, wraps, chapattis, naan breads, panini and garlic bread (ambient and chilled).
Sweet baked goods are excluded from this Report and can be found under Mintel’s Cakes, Cake Bars and Sweet Baked Goods – UK, March 2019 Report.
