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Bread - Ireland - April 2014

Published By :

Mintel

Published Date : May 2014

Category :

Bakery Products

No. of Pages : 165 Pages


The all-Ireland bread market has experienced steady growth between 2009 and 2014, boosted by almost universal usage by Irish consumers. Looking ahead in order to drive growth within the market, brands should look to speciality breads as consumer spending improves in addition to flavour and format innovations to add value and excite consumers.
Table of Content

Introduction
Key themes of the report
Definitions
Consumer research
Data sources
Abbreviations
 
Executive Summary
The market
Figure 1: Segmentation of the total bread/bread products market, by value, IoI, 2014
Forecast
Figure 2: Indexed estimated value of the total bread market, NI and RoI, 2009 -19
Market factors
Cost of food decreasing in RoI
Rising wheat prices
Health credentials of bread under the spotlight
Changing demographics offering opportunities
Expansion of in-store bakeries appealing to consumers
Companies, brands and innovations
The consumer
Bread is a staple in Irish diets
Figure 3: Usage of bread in the last three months, by type of bread, NI and RoI, March 2014
White bread by far the most popular type
Figure 4: Types of packaged sliced bread bought in the last three months, NI and RoI, March 2014
Freshness most important
Figure 5: Important factors when buying bread, NI and RoI, March 2014
Consumers keen for a more adventurous bakery aisle
Figure 6: Agreement with statements relating to bread, NI and RoI, March 2014
What we think

Issues and Insights
How can the health concerns about bread be addressed?
The facts
The implications
What opportunities are there for manufacturers to add value to the bread category?
The facts
The implications
Which types of bread are Irish consumers favouring and for what mealtimes?
The facts
The implications

Trend Application
Trend: Minimize Me
Trend: The Real Thing
Trend: Help Me Help Myself

Market Overview
Key points
Cost of food decreasing in RoI
Figure 7: Food inflation rates compared to the same month of the previous year, UK and RoI, July 2013-March 2014
Wheat prices pushing up cost of bread
Figure 8: Monthly price of wheat (euro per metric ton), global, February 2010-14
Salt in the spotlight
Bread contributing valuable nutrients to daily diet
Figure 9: Percentage nutrient composition (of total daily intake) obtained by bread, 18-64-year-olds, RoI, 2011
Changing demographics offering opportunities for Irish bread brands
Figure 10: Population, by age, NI and RoI, 2012 and 2024/26
Figure 11: Percentage of private households, by number of occupants, NI and RoI, 2011
The rise of the in-store bakery
Figure 12: Agreement with the statement ‘Bread baked in in-store bakeries tastes better than packaged bread’, by social class, NI and RoI
Free-from market growing
Figure 13: Bread and bread products launched featuring gluten-free claims, UK and Ireland, 2007-13
Demand for Irish bakery products in UK and further afield
Figure 14: Distribution of prepared food exports from RoI, 2012 and 2013

Strengths and Weaknesses
Strengths
Weaknesses

Competitive Context
Key points
Convenience and NPD driving breakfast biscuit sales
Figure 15: UK retail value sales of breakfast biscuits, 2011-13
Breakfast cereal sales on the increase
Figure 16: Estimated retail sales of all cereal, by value, IoI, 2008-18

Market Size and Segmentation
Key points
Steady growth in Irish bread market
Figure 17: Estimated value of the total bread and bread products market, by value, NI and RoI, 2009-19
Growth in the NI market expected to outpace RoI
Figure 18: Indexed estimated value of the total bread market, NI and RoI, 2009-19
Packaged bread dominating the market
Figure 19: Estimated value of the total bread market, by segment, NI and RoI, 2012 and 2014
White bread most popular choice
Figure 20: Estimated value of the pre-packaged bread market, by segment, IoI, 2014

Who’s Innovating?
Key points
Brands regaining share of bread market
Figure 21: New product development in the bread and bread products market, UK and Ireland, branded vs own-label, 2009-14
Natural claims on the increase for bread launches
Figure 22: New bread/bread product launches, by top 10 claims, NI and RoI, 2009-14
More companies launching multi-seeded products
Spelt gaining prominence in Ireland
Free-from expanding bakery launches
Speciality breads
Bread mixes tapping into the home baking trend
NPD targeting the low-calorie diet market
Bread companies extending their brand

Companies and Products
Allied Bakeries
Aryzta
BFree
Genesis Crafty
Genius
One51 plc (Irish Pride)
Irwin’s
Joseph Brennan Bakeries
Kelkin
Pat the Baker
Premier Foods
Udi’s

The Consumer – Usage of Bread Products
Key points
Nine in 10 Irish consumers buy sliced bread
Figure 23: Types of bread bought in the last three months, by mealtime, NI and RoI, March 2014
Two thirds of Irish consumers using packaged sliced bread for breakfast
Figure 24: Most popular bread and bread products consumed at breakfast time, NI and RoI, February 2013 and March 2014
Croissants and bagels appealing to affluent consumers
Figure 25: Croissants eaten at breakfast time, by social class, NI and RoI, March 2014
Packaged sliced bread and rolls most popular lunchtime options
Figure 26: Most popular bread products eaten at lunchtime, NI and RoI, March 2014
Speciality breads appealing to Irish consumers
Figure 27: Speciality bread/bread products purchased in the last three months, NI and RoI, March 2014
Italian-style bread losing its appeal
Figure 28: Italian-style breads (eg ciabattas/paninis) bought in the last three months, NI and RoI, February 2013 and March 2014

The Consumer – Types of Packaged Sliced Bread Bought
Key points
White bread most popular with Irish consumers
Figure 29: Types of packaged sliced bread bought in the last three months, NI and RoI, March 2014
Granary and multi-seed bread appealing to women and ABC1 consumers
Figure 30: Consumers who have bought granary/multi-seed bread in the last three months, by gender and social grade, NI and RoI, March 2014
Half and half bread appealing to families
Figure 31: Consumers who have purchased half and half (eg Hovis Best of Both, Kingsmill 50/50) packaged sliced bread in the last three months, by presence of children, NI and RoI, March 2014

The Consumer – Important Factors When Choosing Bread
Key points
Fresh bread is most important for Irish consumers
Figure 32: Important factors when buying bread, NI and RoI, March 2014
Consumers less influenced by cost when choosing bread
Figure 33: Consumers who deem cost/low price an important factor when buying bread, NI and RoI, February 2013 and March 2014
Provenance less important in 2014
Figure 34: Consumers who deem locally baked an important factor when buying bread, NI and RoI, February 2013 and March 2014
Older consumers more likely to value locally baked bread
Figure 35: Consumers who deem locally baked an important factor when buying bread, by age, NI and RoI

The Consumer – Attitudes towards Bread
Key points
Consumers keen to try different types of breads
Figure 36: Agreement with statements relating to bread, NI and RoI, March 2014
Consumers valuing artisan bread
Diet-conscious consumers avoiding bread
Figure 37: Agreement with the statement ‘Bread is not a good food option for those trying to lose weight’, by gender, NI and RoI, Ireland, March 2014
Demand for healthy innovations within the category
Figure 38: Agreement with statements relating to bread, NI and RoI, March 2014
RoI consumers seeking more adventurous sandwiches
Figure 39: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by employment category, NI and RoI, March 2014
Three in 10 consumers freeze bread
Figure 40: Agreement with the statement ‘I buy bread on special offer and freeze it for future use’, by gender, NI and RoI, March 2014

Appendix
NI Toluna data
Figure 41: Occasions in which consumers have eaten packaged sliced bread in the last 3 months, By demographics, NI, March 2014
Figure 42: Occasions in which consumers have eaten buns/rolls in the last 3 months, By demographics, NI, March 2014
Figure 43: Occasions in which consumers have eaten bloomers and loaves (uncut)in the last 3 months, By demographics, NI, March 2014
Figure 44: Occasions in which consumers have eaten Baguettes and sticks in the last 3 months, By demographics, NI, March 2014
Figure 45: Occasions in which consumers have eaten Croissants the last 3 months, By demographics, NI, March 2014
Figure 46: Occasions in which consumers have eaten Soda/potato bread the last 3 months, By demographics, NI, March 2014
Figure 47: Occasions in which consumers have eaten bagels the last 3 months, By demographics, NI, March 2014
Figure 48: Occasions in which consumers have eaten Italian breads (eg Ciabattas/ Panini in the last 3 months, By demographics, NI, March 2014
Figure 49: Occasions in which consumers have eaten wraps in the last 3 months, By demographics, NI, March 2014
Figure 50: Occasions in which consumers have eaten Pitta/Naan bread in the last 3 months, By demographics, NI, March 2014
Figure 51: Occasions in which consumers have eaten other types of bread in the last 3 months, By demographics, NI, March 2014
Figure 52: Types of packaged sliced bread bought by consumers in the last 3 months, By demographics, NI, March 2014
Figure 53: Types of packaged sliced bread bought by consumers in the last 3 months, By demographics, NI, March 2014 (continued)
Figure 54: Important factors when buying bread, By demographics, NI, March 2014
Figure 55: Important factors when buying bread, By demographics, NI, March 2014 (continued)
Figure 56: Important factors when buying bread, By demographics, NI, March 2014 (continued)
Figure 57: Agreement with statements relating to bread, by demographics, NI, March 2014
Figure 58: Agreement with statements relating to bread, by demographics, NI, March 2014 (continued)
Figure 59: Agreement with statements relating to bread, by demographics, NI, March 2014 (continued)
RoI Toluna data
Figure 60: Occasions in which consumers have eaten packaged sliced bread in the last 3 months, By demographics, RoI, March 2014
Figure 61: Occasions in which consumers have eaten buns/rolls in the last 3 months, By demographics, RoI, March 2014
Figure 62: Occasions in which consumers have eaten bloomers and loaves (uncut)in the last 3 months, By demographics, RoI, March 2014
Figure 63: Occasions in which consumers have eaten Baguettes and sticks in the last 3 months, By demographics, RoI, March 2014
Figure 64: Occasions in which consumers have eaten Croissants the last 3 months, By demographics, RoI, March 2014
Figure 65: Occasions in which consumers have eaten Soda/potato bread the last 3 months, By demographics, RoI, March 2014
Figure 66: Occasions in which consumers have eaten bagels the last 3 months, By demographics, RoI, March 2014
Figure 67: Occasions in which consumers have eaten Italian breads (eg Ciabattas/ Panini in the last 3 months, By demographics, RoI, March 2014
Figure 68: Occasions in which consumers have eaten wraps in the last 3 months, By demographics, RoI, March 2014
Figure 69: Occasions in which consumers have eaten Pitta/Naan bread in the last 3 months, By demographics, RoI, March 2014
Figure 70: Occasions in which consumers have eaten other types of bread in the last 3 months, By demographics, RoI, March 2014
Figure 71: Types of packaged sliced bread bought by consumers in the last 3 months, By demographics, RoI, March 2014
Figure 72: Types of packaged sliced bread bought by consumers in the last 3 months, By demographics, RoI, March 2014 (continued)
Figure 73: Important factors when buying bread, By demographics, RoI, March 2014
Figure 74: Important factors when buying bread, By demographics, RoI, March 2014 (continued)
Figure 75: Important factors when buying bread, By demographics, RoI, March 2014 (continued)
Figure 76: Agreement with statements relating to bread, by demographics, RoI, March 2014
Figure 77: Agreement with statements relating to bread, by demographics, RoI, March 2014 (continued)
Figure 78: Agreement with statements relating to bread, by demographics, RoI, March 2014 (continued)

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