866-997-4948(US-Canada Toll Free)

Bread and Baked Goods - UK - October 2015

Published By :

Mintel

Published Date : Oct 2015

Category :

Bakery Products

No. of Pages : N/A

Health-related concerns are amongst the key barriers to more frequent usage of packaged sliced bread among infrequent users. Among these concerns, carbohydrates and calorie content are on a par.

Table of Content

Overview

What you need to know
Products covered in this report
Bread
Sweet baked goods
Speciality bread

Executive Summary

The market
Figure 1: UK retail value sales of the total* bread and baked goods market, 2010-20
Bread’s health credentials remain under scrutiny
Supermarket price war hits the prepacked sliced loaf
Increased incomes should support sales
Companies, brands and innovation
Brand revamps from leading players
Warburtons loses sales and reduces spend
Warburtons and Hovis lead on levels of trust and differentiation
The consumer
The packaged sliced loaf sees declining usage
Figure 2: Types of bread bought in the past three months, June 2013, May 2014 and May 2015
Sliced bread remains an everyday option
Figure 3: Occasions when bread/baked goods are eaten, by type of product, May 2015
Health concerns curb bread intake of 31% of infrequent users
Figure 4: Reasons for not eating packaged sliced bread more often, May 2015
Shoppers welcome brands to ISB
Figure 5: Interest in bread/bread product concepts, May 2015

Issues and Insights

Interest in healthier varieties of bread could help to alleviate concerns
The facts
The implications
Pushing indulgence could help to position bread as more of a treat
The facts
The implications
NPD offers a route to stand out in a crowded and declining market
The facts
The implications

The Market – What You Need to Know

Values and volumes decline in 2015
Bread and baked goods are expected to see a drop over 2015-20
Bread’s health credentials remain under scrutiny
Supermarket price war hits the prepacked sliced loaf
Increased incomes should support sales

Market Size and Forecast

Values and volumes decline in 2015
Figure 6: UK retail value and volume sales of the total* bread and baked goods market, 2010-20
Forecast
Figure 7: UK retail value sales of the total* bread and baked goods market, 2010-20
Figure 8: UK retail value volume sales of the total* bread and baked goods market, 2010-20

Segment Performance

Prepacked bread suffers fall in value sales and share
Figure 9: UK retail value sales of bread and baked goods, 2013-15
Figure 10: UK retail volume sales of prepacked bread, 2010-15
White bread maintains share despite sales fall
Figure 11: UK retail sales of prepacked bread, by types, 2014 and 2015
Sweet baked goods are estimated to see value growth in 2015
Figure 12: UK retail sales of sweet baked goods, by type, 2013-15
Speciality bread sees ongoing rise in sales
Figure 13: UK retail value sales of speciality bread, by type, 2013-15

Market Drivers

Bread’s health credentials remain under scrutiny
PM reports cutting out bread to lose weight
Popularity of gluten avoidance affects bread
SACN recommends starchy carbs and fibre
Pesticides attract headlines
Supermarket price war hits the prepacked sliced loaf
Competition from other products
Bread loses out on health at breakfast
Packed lunches under pressure
Free school lunches for 1.55 million children
Improving economy should benefit added-value formats
Figure 14: Trends in consumers’ current financial situation compared to a year ago, net of “better off” and “worse off”, July 2011-July 2015

Key Players – What You Need to Know

Warburtons loses sales and reduces spend
Kingsmill suffers sales decline following delisting
Sweet baked goods and speciality provide a boost
Warburtons and Hovis lead on levels of trust and differentiation

Brand Research

What you need to know
Brand map
Figure 15: Attitudes towards and usage of selected brands, June 2015
Key brand metrics
Figure 16: Key metrics for selected brands, June 2015
Brand attitudes: Warburtons is seen to offer consistently high quality
Figure 17: Attitudes, by brand, June 2015
Brand personality: Accessibility is key to Warburtons, Kingsmill and Hovis
Figure 18: Brand personality – Macro image, June 2015
Genius and New York Bakery Co stand apart from the other brands
Figure 19: Brand personality – Micro image, June 2015
Brand analysis
Warburtons is seen to be moving forward by the majority
Figure 20: User profile of Warburtons, June 2015
New York Bakery Co attracts an affluent and urban user base
Figure 21: User profile of New York Bakery Co, June 2015
Hovis has the strongest reputation but is seen to be standing still
Figure 22: User profile of Hovis, June 2015
Kingsmill achieves the highest awareness levels
Figure 23: User profile of Kingsmill, June 2015
Genius stands out as being healthy but also bland
Figure 24: User profile of Genius, June 2015

Launch Activity and Innovation

Brand revamps from leading players
Figure 25: UK new product launches in the UK bread and bread products market, by branded vs private label, 2011-15
Grocers dominate NPD
Figure 26: UK new product launches in the UK bread and bread products market, by top 10 companies, 2011-15
Gluten-free launches leap ahead in 2014
Figure 27: New product launches in the UK bread and bread products market, by the gluten-free claim, 2011-15
Shaped baked goods target parents and seasonal occasions
Thin and smaller formats look to snack occasions
Efforts to make bread a ‘positive health choice’
Flavour innovation adds excitement to the category

Market Share

Warburtons leads prepacked bread
Kingsmill suffers a heavy slump
Figure 28: Leading brands in the UK prepacked bread retail market, by value and volume, 2013/14 and 2014/15
Warburtons the only brand to see a decline in sweet baked goods
Figure 29: Leading brands in the UK sweet baked goods retail market, by value, 2013/14 and 2014/15
Investment in speciality lines boosts brand sales
Figure 30: Leading brands in the UK speciality bread and rolls retail market, by value, 2013/14 and 2014/15

Brand Communication and Promotion

Bread leads in adspend, pancake and hot cross buns gaining
Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on bread and baked goods, by product category, 2012-15
Adspend depends on leading manufacturers
Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on bread and baked goods, by advertiser, top 10, 2012-15
Warburtons changes tack in marketing
Kingsmill continues with the ‘Kingsmill family’
Hovis plans to step up activity in late 2015
New York Bakery Co looks to authenticity
Federation of Bakers ‘hearts’ bread
Genius goes online

The Consumer – What You Need to Know

Purchasing of packaged sliced loaves stands at 80%
Sliced loaves remain popular for breakfast/lunch
Health concerns curb bread intake of 31% of infrequent users
Shoppers welcome brands to ISB

Purchase and Usage of Bread and Baked Goods

The packaged sliced loaf sees declining usage
Figure 33: Types of bread bought in the past three months, 2013-15
Crumpets remain the most popular within baked goods
Figure 34: Types of baked goods bought in the past three months, June 2013, May 2014 and May 2015
Daily usage of packaged sliced bread and baked goods drops
Figure 35: Frequency of eating bread and baked goods in the past three months, June 2013, May 2014 and May 2015

Bread and Baked Goods Occasions

Sliced bread remains an everyday option
Figure 36: Occasions when bread/baked goods are eaten, by type of product, May 2015
Baked goods are most popular as a treat/snack
Associations with meals drive usage of other types of bread such as baguettes

Barriers to Eating Packaged Sliced Bread More Often

Health concerns curb bread intake of 31% of infrequent users
Role for smaller formats, education and low-carb bread
Figure 37: Reasons for not eating packaged sliced bread more often, May 2015
Wheat/gluten avoidance curbs bread intake
One in four see bread as processed

Interest in Bread/Bread Product Concepts

Shoppers welcome brands to ISB
Figure 38: Interest in bread/bread product concepts, May 2015
Superfood ingredients offer positive nutrition
Packaging solutions look to cater to consumer needs
On-the-go and smaller packs appeal to three in 10
NPD fails to cater to interest in high-protein bread/baked products

Appendix – Data Sources, Abbreviations and Supporting Information

Abbreviations
Other definitions
Bread
Sweet baked goods
Speciality bread
Fan chart forecast

Appendix – Market Size and Forecast and Segment Performance

Figure 39: Best- and worst-case forecasts for the total UK bread and baked goods market, by value, 2015-20
Figure 40: Best- and worst-case forecasts for the total UK bread and baked goods market, by volume, 2015-20

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *

Upcoming Reports

  • Sugar and Gum Confectionery - UK - January 2015

    Rising dental health concerns can create an opportunity for chewing gum brands. Currently much of the marketing for sugar-free gums centres around fresh breath, however, the dental health benefits, particularly for children, could warrant more focus. Though explored internationally, tooth-friendly gums tailored for children remain rare in the UK market....