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Bread - Ireland - April 2016

Published By :

Mintel

Published Date : Apr 2016

Category :

Bakery Products

No. of Pages : N/A

The bread market has enjoyed growth between 2014 and 2015, but deep discounting in the packaged bread sector of the market will inhibit future growth. However, with growing consumer confidence seeing more consumers splashing out on morning goods and specialist breads, this will help to sustain value growth.

Table of Content

Overview

What you need to know
Issues covered in this report

Executive Summary

The market
Figure 1: Estimated value of the total bread and bread products market, by segment, NI and RoI, 2014 and 2015
Forecast
Figure 2: Indexed estimated value of the total bread/bread products market, NI and RoI, 2010-21
Market factors
Costs of bread and baked goods fall
One in five RoI consumers bake at home
Authenticity and artisan trend helping to drive growth
Room for innovation in salt-free alternatives
The consumer
Sliced loaves most popular pre-packaged options
Figure 3: Types of pre-packaged bread bought in the last three months, NI and RoI, February 2016
Figure 4: Types of bread bought from in-store bakeries/traditional bakeries in the last three months, NI and RoI, February 2016
Pancakes and scones favoured baked goods
Figure 5: Types of pre-packaged baked goods bought in the last three months, NI and RoI, February 2016
Figure 6: Types of baked goods bought from in-store bakeries/traditional bakeries in the last three months, NI and RoI, February 2016
Irish consumers want fresh packaging
Figure 7: Types of bread Irish consumers are interested in trying, NI and RoI, January 2016
Salt and sugar key concerns for Irish consumers
Figure 8: Agreement with statements relating to bread and baked products, NI and RoI, February 2016

The Market – What You Need to Know

Slow but steady growth in bread market
Bread and baked good prices fall
Baking at home remains popular
Artisan trend helping to boost speciality bread market
Salt levels a growing concern

Market Size and Forecast

Bread market value improves despite falling consumer prices
Figure 9: Estimated value of the total bread/bread products market, NI and RoI, 2010-21
Growth in morning goods while pre-packaged bread value declines
Figure 10: Estimated value of the total bread and bread products market, by segment, NI and RoI, 2014 and 2015
Speciality bread sales grow
Figure 11: Estimated value of the speciality bread segment, NI and RoI, 2014 and 2015
Figure 12: Indexed speciality food sales versus all grocery sales, by value, IoI, NI and RoI, 2010-20

Market Drivers

Bread prices decline
Figure 13: Consumer Price Indices of bread and other bakery products, RoI, March 2011-March 2016
Figure 14: Consumer Price Indices of cereal bread and other bakery products, UK (including NI), April 2011-February 2016
Figure 15: Types of food and drink grocery products bought at Aldi and Lidl in the last three months, NI and RoI, September 2015
RoI consumers more likely to bake from scratch compared to GB
Figure 16: How often consumers bake from scratch at home, RoI and GB, 2011 and 2015
The drive for authenticity and naturalness boosting artisan bread usage
Figure 17: Top five specialist/artisan food and drink retailers that consumers have shopped at in the last three months, NI and RoI, March 2015
Salt levels in bread a concern
Three quarters want less salt
Figure 18: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/baked goods ’, NI and RoI, January 2016
Figure 19: New bread products launched claiming to be low in sodium/salt, UK and Ireland, 2007-15

Companies and Innovations – What You Need to Know

Allied Bakeries set to increase pancake production
Genius Foods reformulates bread with vitamins and minerals
Pat the Baker acquires Irish Pride assets
Premier Foods partners with Paul Hollywood
Tesco and Asda pioneer private-label launches
Manufacturers use ancient grains
Thinner and smaller formats target snacking occasions

Who’s Innovating?

Private label regains share in NPD
Figure 20: Number of new product launches in the bread market, by private label vs. branded, UK and Ireland, 2011-15
Vegetarian remains top claim
Figure 21: Top five claims on new product launches in the bread market, UK and Ireland, 2011-16
Smaller formats tap into snack occasions

Companies and Brands

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

The Consumer – What You Need to Know

Sliced white loaf and wraps top used pre-packaged bread
Pancakes and scones top pre-packaged baked goods
Irish consumers want fresh packaging
Strong demand for more action on salt

The Consumer – Usage of Bread Products

Sliced white loaf most used type of pre-packaged bread
Figure 22: Types of pre-packaged bread bought in the last three months, NI and RoI, February 2016
White bread comes out on top of wholemeal and granary bread
Figure 23: Types of sliced pre-packaged bread bought in the last three months, NI and RoI, February 2016
Figure 24: Types of sliced pre-packaged bread bought in the last three months, by age, NI and RoI, February 2016
Wraps see strong usage
Figure 25: Consumers who bought pre-packaged wraps, by gender and social class, NI and RoI, February 2016
NI consumers have a greater appetite for buns/rolls/baps
Figure 26: Consumers who have bought pre-packaged savoury buns/rolls/baps vs those bought via in-store/traditional bakeries, NI and RoI, February 2016
Baguettes top type of fresh bread from bakeries
Figure 27: Types of bread bought from in-store bakeries/traditional bakeries in the last three months, NI and RoI, February 2016
Cost and shelf life holding back higher usage of fresh baked bread
Fresh baguettes show strongest usage among
Figure 28: Consumers who bought baguettes from in-store bakeries/traditional bakeries in the last three months, by age, NI and RoI, February 2016
Traditional Irish breads see lower usage via in-store/traditional bakeries

The Consumer – Usage of Baked Goods

NI consumers twice as likely to have bought pre-packaged pancakes
Figure 29: Types of pre-packaged baked goods bought in the last three months, NI and RoI, February 2016
Men more likely to buy pre-packaged scones
Figure 30: Consumers who bought pre-packaged scones, by gender, NI and RoI, February 2016
Scones and pastries top fresh baked goods
Figure 31: Types of bread bought from in-store bakeries/traditional bakeries in the last three months, NI and RoI, February 2016
Pastries most likely to be bought by women in RoI
Figure 32: Consumers who bought pastries from in-store bakeries/traditional bakeries, by gender and social class, NI and RoI, February 2016

The Consumer – Interest in Bread Innovations

Keeping bread fresh for longer a priority
Figure 33: Types of bread Irish consumers are interested in trying, NI and RoI, February 2016
Figure 34: Interest in trying bread in packaging that keeps it fresher for longer, by age, NI and RoI, February 2016
Ready-made bread dough appeals to women
Figure 35: Interest in trying ready-made bread dough, by presence of children in household, NI and RoI, February 2016
Women more interested in doughs
Savoury bread rolls with baked-in fillings appeal to Millennials
Figure 36: Interest in trying savoury bread rolls with packed in fillings, by age, NI and RoI, February 2016
Affluent consumers want more exotic types of bread
Figure 37: Interest in trying more exotic types of bread (eg Focaccia Ligure, Focaccia al Pomodoro), by social class, NI and RoI, February 2016

The Consumer – Attitudes towards Bread

Strong demand for more action on salt
Figure 38: Agreement with statements relating to bread and baked products, NI and RoI, February 2016
Salt a key issue to mature RoI consumers
Figure 39: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/baked goods ’, by age, NI and RoI, January 2016
Sugar content worrying to Irish consumers
Figure 40: Agreement with statements relating to sugar in bread and baked goods, NI and RoI, January 2016
Figure 41: Agreement with statements relating to sugar in bread and baked goods, by gender, NI and RoI, January 2016
Two thirds of Irish consumers prefer NI/RoI-branded bread
Figure 42: Agreement with the statement ‘I prefer to buy Northern Ireland /Irish-branded packaged sliced bread (eg Brennans, Irwin’s)’, by gender, NI and RoI, January 2016

Appendix – Data Sources, Abbreviations and Supporting Information

Market size rationale
Data sources
Consumer data sources
Generational cohort definitions
Abbreviations

Appendix – The Consumer

NI Toluna data
Figure 43: Types of pre-packaged bread products bought by consumers in the last three months, by demographics, NI, February 2016
Figure 44: Types of pre-packaged bread products bought by consumers in the last three months, by demographics, NI, February 2016 (continued)
Figure 45: Types of pre-packaged bread products bought by consumers in the last three months, by demographics, NI, February 2016 (continued)
Figure 46: Types of fresh bread products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, NI, February 2016
Figure 47: Types of fresh bread products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, NI, February 2016 (continued)
Figure 48: Types of pre-packaged baked products bought by consumers in the last three months, by demographics, NI, February 2016
Figure 49: Types of pre-packaged baked products bought by consumers in the last three months, by demographics, NI, February 2016 (continued)
Figure 50: Types of fresh baked products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, NI, February 2016
Figure 51: Types of fresh baked products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, NI, February 2016 (continued)
Figure 52: Types of bread products that consumers would be interested in trying, by demographics, NI, February 2016
Figure 53: Types of bread products that consumers would be interested in trying, by demographics, NI, February 2016 (continued)
Figure 54: Agreement with the statement ‘Bread is not a good option for those trying to lose weight’, by demographics, NI, February 2016
Figure 55: 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, February 2016
Figure 56: Agreement with the statement ‘Sliced bread contains too many artificial preservatives’, by demographics, NI, February 2016
Figure 57: Agreement with the statement ‘I prefer to buy Northern Ireland /Irish-branded packaged sliced bread (eg Brennans, Irwin’s)’, by demographics, NI, February 2016
Figure 58: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/baked goods ’, by demographics, NI, February 2016
Figure 59: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by demographics, NI, February 2016
Figure 60: Agreement with the statement ‘It is worthwhile buying bread to put in the freezer’, by demographics, NI, February 2016
Figure 61: Agreement with the statement ‘I am more likely to buy own-label breads or baked goods compared to 12 months ago’, by demographics, NI, February 2016
Figure 62: Agreement with the statement ‘I’m concerned about the sugar content in bread’, by demographics, NI, February 2016
Figure 63: Agreement with the statement ‘I’m concerned about the sugar content in baked goods’, by demographics, NI, February 2016
Figure 64: Agreement with the statement ‘I only buy pre-packaged breads when fresh options aren’t available’, by demographics, NI, February 2016
Figure 65: Agreement with the statement ‘I would like to be able to pre-order/reserve fresh bread to pick up in-store’, by demographics, NI, February 2016
RoI Toluna data
Figure 66: Types of pre-packaged bread products bought by consumers in the last three months, by demographics, RoI, February 2016
Figure 67: Types of pre-packaged bread products bought by consumers in the last three months, by demographics, RoI, February 2016 (continued)
Figure 68: Types of pre-packaged bread products bought by consumers in the last three months, by demographics, RoI, February 2016 (continued)
Figure 69: Types of fresh bread products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, RoI, February 2016
Figure 70: Types of fresh bread products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, RoI, February 2016 (continued)
Figure 71: Types of pre-packaged baked products bought by consumers in the last three months, by demographics, RoI, February 2016
Figure 72: Types of pre-packaged baked products bought by consumers in the last three months, by demographics, RoI, February 2016 (continued)
Figure 73: Types of fresh baked products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, RoI, February 2016
Figure 74: Types of fresh baked products from in-store/traditional bakeries bought by consumers in the last three months, by demographics, RoI, February 2016 (continued)
Figure 75: Types of bread products that consumers would be interested in trying, by demographics, RoI, February 2016
Figure 76: Types of bread products that consumers would be interested in trying, by demographics, RoI, February 2016 (continued)
Figure 77: Agreement with the statement ‘Bread is not a good option for those trying to lose weight’, by demographics, RoI, February 2016
Figure 78: 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, February 2016
Figure 79: Agreement with the statement ‘Sliced bread contains too many artificial preservatives’, by demographics, RoI, February 2016
Figure 80: Agreement with the statement ‘I prefer to buy Northern Ireland /Irish-branded packaged sliced bread (eg Brennans, Irwin’s)’, by demographics, RoI, February 2016
Figure 81: Agreement with the statement ‘Companies should do more to reduce the salt content in bread/baked goods ’, by demographics, RoI, February 2016
Figure 82: Agreement with the statement ‘It’s easy to get bored with homemade sandwiches’, by demographics, RoI, February 2016
Figure 83: Agreement with the statement ‘It is worthwhile buying bread to put in the freezer’, by demographics, RoI, February 2016
Figure 84: Agreement with the statement ‘I am more likely to buy own-label breads or baked goods compared to 12 months ago’, by demographics, RoI, February 2016
Figure 85: Agreement with the statement ‘I’m concerned about the sugar content in bread’, by demographics, RoI, February 2016
Figure 86: Agreement with the statement ‘I’m concerned about the sugar content in baked goods’, by demographics, RoI, February 2016
Figure 87: Agreement with the statement ‘I only buy pre-packaged breads when fresh options aren’t available’, by demographics, RoI, February 2016
Figure 88: Agreement with the statement ‘I would like to be able to pre-order/reserve fresh bread to pick up in-store’, by demographics, RoI, February 2016

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