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Bread - Ireland - April 2015

Published By :

Mintel

Published Date : May 2015

Category :

Bakery Products

No. of Pages : 164 Pages

Consumer interest in healthy baked goods should inspire NPD activity. Incorporating wholegrain as well as ancient grains such as chia and spelt is further likely to enhance the appeal of the category.
Table of Content

Introduction

Key themes in the report
Definitions
Consumer research
Data sources
Abbreviations

Executive Summary

The market
Forecast
Figure 1: Indexed estimated value of the total bread/bread products market, NI and RoI, 2010-20
Market factors
Free-from market on the rise
Declining household size calls for innovation in the market
Market under threat from on-the-go innovations
Innovations
The consumer
Sliced wholemeal most popular
Figure 2: Types of pre-packaged bread bought in the last three months, NI and RoI, December 2014
NI consumers more likely to purchase pre-packaged baked goods
Figure 3: Types of pre-packaged baked goods bought in the last three months, NI and RoI, December 2014
Scope for high in protein claims to extend to bread
Figure 4: Types of breads that consumers would be interested in trying, NI and RoI, December 2014
Demand for ‘better for you’ baked goods
Figure 5: Types of baked goods that consumers would be interested in trying, NI and RoI, December 2014
Salt content of bread needs to be addressed
Figure 6: Agreement with statements relating to bread, NI and RoI, December 2014
What we think

Issues and Insights

Which products are most popular amongst Irish consumers?
The facts
The implications
What NPD opportunities exist for bread and baked goods brands?
The facts
The implications
How are manufacturers reacting to consumers’ demand for healthier options?
The facts
The implications

Market Overview

Key points
Consumer confidence on the up
Figure 7: Consumer Confidence Index, NI, January 2012-March 2015
Figure 8: Consumer Confidence Index, RoI, January 2012- March 2015
Price of bread falling
Figure 9: Consumer price index, RoI, Dec 2011-Dec 2014
Figure 10: CPI, bread and cereals, UK, March-November 2014
Figure 11: Types of free-from products eaten in the last six months, NI and RoI, August 2014
Declining household calls for reduced loaf sizes
Figure 12: Percentage of private households, by number of occupants, NI and RoI, 2011
Bakery wastage decreasing but more still needs to be done
Breads used at breakfast facing competition from other breakfast options
Figure 13: Occasions for eating cereal bars and breakfast biscuits, NI and RoI, August 2014
Bread suffering from negative health perceptions

Market Size and Forecast

Key points
Market value continuing to increase
Figure 14: Estimated value of the total bread/bread products market, NI and RoI, 2010 -20
Steady growth forecast for the market
Figure 15: Indexed estimated value of the total bread market, NI and RoI, 2010-20
Pre-packaged bread dominates the market
Figure 16: Estimated value of the total bread and bread products market, by segment, NI and RoI, 2015

Strengths and Weaknesses

Strengths
Weaknesses

Who’s Innovating?

Branded products regain share of NPD activity
Figure 17: New product development in the UK and Irish retail bread/bread products market, 2009-14
Brioche extends into the mainstream
Valentines and Christmas inspires NPD
Ancient grains feature in a host of new launches
Gluten-free extending to new bakery segments

Companies and Products

Allied Bakeries
Key facts
Product range
Brand NPD
Recent developments
Aryzta
Key facts
Product range
Recent developments
Bfree
Key facts
Product range
Brand NPD
Recent developments
Genesis Crafty
Key facts
Product range
Brand NPD
Recent developments
Genius
Key facts
Product range
Brand NPD
Recent developments
WHW Bakeries (Irish Pride)
Key facts
Product range
Brand NPD
Recent developments
Irwin’s
Key facts
Product range
Brand NPD
Recent developments
Joseph Brennan Bakeries
Key facts
Product range
Brand NPD
Recent developments
Kelkin
Key facts
Product range
Recent developments
Pat the Baker
Key facts
Product range
Recent developments
Premier Foods
Key facts
Product range
Recent Developments
Udi’s
Key facts
Product range
Brand NPD
Recent developments

The Consumer – Types of Pre-Packaged Bread and Baked Goods Purchased

Key points
Six in 10 purchase sliced loaves
Figure 18: Types of pre-packaged bread bought in the last three months, December 2014
Ethnic breads are a family favourite
Figure 19: Consumers who have purchased pitta/naan bread in the last three months, by presence of own children in household, NI and RoI, December 2014
NI consumers more likely to purchase packaged baked goods
Figure 20: Types of pre-packaged baked goods purchased in the last three months, NI and RoI, December 2014
Innovation in sweet treats can further appeal to under-25s

The Consumer – Types of Bread/Baked Goods Purchased From an In-Store/Traditional Bakery

Key points
Baguettes most popular bakery item
Figure 21: Types of fresh bread from in-store/traditional bakery bought in the last three months, NI and RoI, December 2014
Seven in 10 purchase baked goods from in-store bakeries
Figure 22: Types of baked goods purchased from an in-store/traditional bakery in the past three months, NI and RoI, December 2014

The Consumer – Interest in Innovations in Bread and Baked Goods

Key points
Opportunity for ‘high in protein’ claims to extend to bread
Figure 23: Types of bread that consumers would be interested in trying, NI and RoI, December 2014
Limited edition could spark interest in NPD
Scope for bread to target the on-the-go and snacking market
Figure 24: Interest in trying savoury bread rolls with baked-in fillings (eg cheese), by presence of children in household, NI and RoI, December 2014.
Interest in ‘better for you’ baked options
Figure 25: Types of baked goods that consumers would be interested in trying, NI and RoI, December 2014

The Consumer – Attitudes towards Bread and Baked Goods

Key points
Majority think that brands should do more to reduce salt content
Figure 26: Agreement with statements relating to bread, NI and RoI, December 2014
Local brand loyalty increases with age
Figure 27: Agreement with the statement ‘I prefer Northern Ireland/Irish brands when buying packaged sliced bread (eg Brennans, Irwin’s)’, by age group, NI and RoI, December 2014.
NI consumers prefer branded packaged bread
Six in 10 think bread is not a good diet option
Figure 28: Agreement with the statement ‘Bread is not a good food option for those trying to lose weight’, by gender, NI and RoI, December 2014.
In-store bakeries in the discounters popular amongst RoI consumers
Figure 29: Attitudes towards in-store bakeries, NI and RoI, December 2014
A focus on freshness could boost sales
Four in 10 RoI consumers keen to see nutritional value for in-store baked goods
Opportunities for innovation within in-store bakeries

Appendix

NI Toluna data
Figure 30: types of pre-packaged bread bought in the last three months, by demographics, NI, December 2014
Figure 31: types of pre-packaged bread bought in the last three months, by demographics, NI, December 2014 (continued)
Figure 32: types of pre-packaged bread bought in the last three months, by demographics, NI, December 2014 (continued)
Figure 33: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, NI, December 2014
Figure 34: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, NI, December 2014 (continued)
Figure 35: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, NI, December 2014 (continued)
Figure 36: types of Pre-packaged baked goods bought in the last three months, by demographics, NI, December 2014
Figure 37: types of Pre-packaged baked goods bought in the last three months, by demographics, NI, December 2014 (continued)
Figure 38: types of Pre-packaged baked goods bought in the last three months, by demographics, NI, December 2014 (continued)
Figure 39: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, NI, December 2014
Figure 40: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, NI, December 2014 (continued)
Figure 41: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, NI, December 2014 (continued)
Figure 42: Types of breads that consumers would be interested in trying, by demographics, NI, December 2014 (continued)
Figure 43: Types of breads that consumers would be interested in trying, by demographics, NI, December 2014 (continued)
Figure 44: Types of baked goods that consumers would be interested in trying, by demographics, NI, December 2014
Figure 45: Agreement with the statement ‘Bread is not a good food option for those trying to lose weight’, by demographics, NI, December 2014
Figure 46: Agreement with the statement ‘Frozen/ ready to bake breads/ baked goods (eg baguettes) are just as good as buying bread/ baked goods from a bakery fresh’, by demographics, NI, December 2014
Figure 47: Agreement with the statement ‘Sliced bread contains too many artificial preservatives’, by demographics, NI, December 2014
Figure 48: Agreement with the statement ‘I prefer Northern Ireland/Irish brands when buying packaged sliced bread (eg Brennans, Irwins)’, by demographics, NI, December 2014
Figure 49: Agreement with the statement ‘Other breakfast options are healthier than bread/baked goods (eg cereal/breakfast bars)’, by demographics, NI, December 2014
Figure 50: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/ baked goods’, by demographics, NI, December 2014
Figure 51: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by demographics, NI, December 2014
Figure 52: Agreement with the statement ‘It is worthwhile buying bread to put in the freezer’, by demographics, NI, December 2014
Figure 53: Agreement with the statement ‘Branded packaged bread is better quality than supermarket own-label bread’, by demographics, NI, December 2014
Figure 54: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, NI, December 2014
Figure 55: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, NI, December 2014 (continued)
Figure 56: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, NI, December 2014 (continued)
RoI Toluna data
Figure 57: types of pre-packaged bread bought in the last three months, by demographics, RoI, December 2014
Figure 58: types of pre-packaged bread bought in the last three months, by demographics, RoI, December 2014 (continued)
Figure 59: types of pre-packaged bread bought in the last three months, by demographics, RoI, December 2014 (continued)
Figure 60: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, RoI, December 2014
Figure 61: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, RoI, December 2014 (continued)
Figure 62: types of Fresh bread from in-store/traditional bakery bread bought in the last three months, by demographics, RoI, December 2014 (continued)
Figure 63: types of Pre-packaged baked goods bought in the last three months, by demographics, RoI, December 2014
Figure 64: types of Pre-packaged baked goods bought in the last three months, by demographics, RoI, December 2014 (continued)
Figure 65: types of Pre-packaged baked goods bought in the last three months, by demographics, RoI, December 2014 (continued)
Figure 66: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, RoI, December 2014
Figure 67: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, RoI, December 2014 (continued)
Figure 68: types of Fresh baked goods from in-store bakery/traditional bakery bought in the last three months, by demographics, RoI, December 2014 (continued)
Figure 69: Types of breads that consumers would be interested in trying, by demographics, RoI, December 2014 (continued)
Figure 70: Types of breads that consumers would be interested in trying, by demographics, RoI, December 2014 (continued)
Figure 71: Types of baked goods that consumers would be interested in trying, by demographics, RoI, December 2014
Figure 72: Agreement with the statement ‘Bread is not a good food option for those trying to lose weight’, by demographics, RoI, December 2014
Figure 73: Agreement with the statement ‘Frozen/ ready to bake breads/ baked goods (eg baguettes) are just as good as buying bread/ baked goods from a bakery fresh’, by demographics, RoI, December 2014
Figure 74: Agreement with the statement ‘Sliced bread contains too many artificial preservatives’, by demographics, RoI, December 2014
Figure 75: Agreement with the statement ‘I prefer Northern Ireland/Irish brands when buying packaged sliced bread (eg Brennans, Irwins)’, by demographics, RoI, December 2014
Figure 76: Agreement with the statement ‘Other breakfast options are healthier than bread/baked goods (eg cereal/breakfast bars)’, by demographics, RoI, December 2014
Figure 77: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/ baked goods’, by demographics, RoI, December 2014
Figure 78: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by demographics, RoI, December 2014
Figure 79: Agreement with the statement ‘It is worthwhile buying bread to put in the freezer’, by demographics, RoI, December 2014
Figure 80: Agreement with the statement ‘Branded packaged bread is better quality than supermarket own-label bread’, by demographics, RoI, December 2014
Figure 81: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, RoI, December 2014
Figure 82: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, RoI, December 2014 (continued)
Figure 83: Agreement with statements relating to bread and baked goods bought from in-store and traditional bakeries, by demographics, RoI, December 2014 (continued)

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