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Bread - Ireland - July 2013

Published By :

Mintel

Published Date : Jul 2013

Category :

Bakery Products

No. of Pages : 114 Pages


The bread market has seen positive growth between 2008 and 2013, with bread being a household staple for many Irish households. Moving forward key challenges for the market will be dealing with increased costs of production, and demand for local sourcing of ingredients.
TABLE OF CONTENT

Introduction
Key themes within the report
Definition
Abbreviations

Executive Summary
The market
Figure 1: Estimated value of the total bread market, by segment, NI and RoI, 2012
Forecast
Figure 2: Indexed estimated value of the total bread market, NI and RoI, 2008-18
Market factors
Price of bread production increasing
Consumer prices continue to increase, driving more to own-label breads
Packed lunches very important for market growth
Gluten-free an emerging segment
Companies, brands and innovations
The consumer
Packaged sliced bread the most heavily used type of bread overall
Figure 3: Types of bread bought in the last three months, by mealtime, NI and RoI, February 2013
Packaged sliced bread the most heavily used type of bread overall
Figure 4: Important factors when buying bread, NI and RoI, February 2013
Irish consumers would eat healthier breads…if they were cheaper
Figure 5: Agreement with attitudes towards bread, NI and RoI, February 2013
What we think

Issues in the Market
What impact are increasing production costs having on the Irish bread market?
What are the key mealtimes that consumers eat bread?
What are the most popular types of bread?
What is considered most important when buying bread?
What role do free-from breads have to play in the Irish market?

Trend Applications
Minimize Me
Make it Mine
Mintel Futures: Old Gold

Market Overview
Key points
Cost of bread production increasing between 2012 and 2013
Figure 6: Wheat monthly price (euro per Metric Ton), Global, May 2008-13
2013 continues to see poor weather conditions
Consumer prices continue to increase, putting pressure on bread spending
Figure 7: Consumer price index, RoI, 2006-13
NI consumer prices also on the increase
Figure 8: Consumer price index, UK (inc NI), year-on-year percentage change, January 2006-13
Lower spending power may see consumers switch to own-brand bread
Figure 9: Top ten types of own-label products bought in the last 12 months, NI and RoI, February 2012
Brennan’s is RoI’s number two brand
Figure 10: Top 20 master brands at home, 2012
In-store bakeries a substantial threat
Lunchtime and breakfast very important to bread sales
Figure 11: Indexed value of the Irish foodservice market (at consumer prices), NI and RoI, 2008-13
Toasted bread a popular breakfast choice
Figure 12: Consumers who eat types of breakfast food on a weekly basis, NI and RoI, 2011
Free-from a key emerging trend in the market
Figure 13: New product launches in the bread category claiming to be gluten-free, UK and Ireland, 2008-13

Strengths and Weaknesses
Strengths
Weaknesses

Market Size and Segmentation
Key points
Irish bread market sees sustained recovery
Figure 14: Estimated value of the total bread market, by value, NI and RoI, 2008-18
Strong growth for the bread market in the future
Figure 15: Indexed estimated value of the total bread market, NI and RoI, 2008-18
Figure 16: Agreement with statements relating to local foods, NI and RoI, February 2012
Pre-packaged bread largest segment of the IoI bread market
Figure 17: Estimated value of the total bread market, by segment, NI and RoI, 2012
Pre-packaged bread sees slight value loss
White bread still top choice
Figure 18: Estimated value of the pre-packaged bread market, by segment, NI and RoI, 2012*
Bread sectors must face salt problem

Companies and Innovations
Bread product development doubles over five-year period
Figure 19: New product development in the bread and bread product sub-category, UK and Ireland, 2007-12
Figure 20: New product development in the bread and bread products sub-category, by launch type, UK and Ireland, 2007-12
Bread producers acknowledge booming low occupancy household trend
Figure 21: New product development in the bread and bread product sub-category, by pack size, UK and Ireland, 2007-12
Company profiles
Allied Bakeries
Aryzta
Figure 22: Aryzta brands, 2012
Genesis Crafty
Figure 23: Genesis breads products, 2013
Irish Pride
Figure 24: Irish Pride bread ranges, 2013
Irwin’s (WD Irwin’s and Sons)
Figure 25: Irwin’s brands, 2012
Joseph Brennan Bakeries
Figure 26: Brennan’s bread ranges, 2012
Kelkin
Figure 27: Kelkin gluten-free bread range
Pat the Baker
Figure 28: Pat the Baker bread ranges
Premier Foods
The Flat Bread Company

The Consumer – Usage of Bread Products
Key points
Packaged sliced bread exhibits strong usage over all mealtimes
Figure 29: Types of bread bought in the last three months, by mealtime, NI and RoI, February 2013
Packaged sliced bread is versatile
Figure 30: Consumers who have bought packaged sliced bread in the last three months, by mealtime, NI and RoI, February 2013
Women and middle-aged consumers show highest lunchtime usage
Figure 31: Consumers who have bought packaged sliced bread in the last three months for lunchtime, by gender and age, NI and RoI, February 2013
Toast for breakfast
Figure 32: Consumers who have bought packaged sliced bread in the last three months for breakfast, by gender, NI and RoI, February 2013
Buns/rolls see highest usage at lunch
Figure 33: Consumers who have bought buns/rolls in the last three months, by mealtime, NI and RoI, February 2013
Bun/roll usage at lunchtime increases with age
Figure 34: Consumers who have bought buns/rolls in the last three months for lunchtime, by age, NI and RoI, February 2013
Baguettes most bought type of bread for dinner meals
Figure 35: Types of bread bought in the last three months for dinner, NI and RoI, February 2013
Figure 36: Consumers who have bought baguettes/ sticks in the last three months for dinner, by age, NI and RoI, February 2013
Croissants most likely to be bought for breakfast
Figure 37: Consumers who have bought croissants in the last three months, by mealtime, NI and RoI, February 2013
Croissants mainly bought for out-of-home consumption
Figure 38: Pastries (including croissants) eaten for breakfast, at home and out of home, November 2012

The Consumer – Important Factors When Buying Bread
Key points
Freshness is the most important consideration
Figure 39: Important factors when buying bread, NI and RoI, February 2013
Bread must be fresh
Figure 40: Consumers who agree that freshness is an important factor when buying bread, by gender and age, NI and RoI, February 2013
Checking the sell-by date
Figure 41: Consumers who agree that a long sell-by/use-by date is an important factor when buying bread, by work status, NI and RoI, February 2013
White, brown or wholemeal: type of bread matters
Figure 42: Consumers who agree that type of bread is an important factor when buying bread, by gender, NI and RoI, February 2013
Keeping plenty of white bread in stock
Figure 43: Market share of bread types within packaged bread market, IoI, 2012
Over half of consumers see cost as important
Figure 44: Consumers who agree that cost is an important factor when buying bread, by social class, NI and RoI, February 2013
One in five consider locally sourced ingredients if bread is baked locally
Figure 45: Consumers who agree that locally baked/ locally sourced ingredients are important factors when buying bread, by gender and social class, NI and RoI, February 2013

The Consumer – Attitudes Towards Bread
Key points
Price prohibits usage of healthier bread variants
Figure 46: Agreement with attitudes towards bread, NI and RoI, February 2013
Consumers would eat healthier bread…if the price was right
Young consumers would eat healthier bread if they could afford it
Figure 47: Agreement with the statement ‘I would eat healthier/ low-fat bread more often if it were cheaper’, by age, NI and RoI, February 2013
High level of Irish consumers freezing bread
Figure 48: Agreement with the statement ‘I often freeze bread’, by gender, NI and RoI, February 2013
In-store bakeries a hit with Irish consumers
Figure 49: Agreement with the statement ‘Bread baked in in-store bakeries tastes better than packaged bread’, by age, NI and RoI, February 2013
Figure 50: Agreement with the statement ‘It is worth paying more for recently baked bread’, by gender, NI and RoI, February 2013
RoI consumers more likely to bake their own bread
Figure 51: Agreement with the statement ‘I sometimes make my own bread’, by gender and age, NI and RoI, February 2013

Appendix
NI Toluna tables
Figure 52: Consumers who have bought packaged sliced bread in the last three months, by mealtime, by demographics, NI, February 2013
Figure 53: Consumers who have bought buns/rolls in the last three months, by mealtime, by demographics, NI, February 2013
Figure 54: Consumers who have bought bloomers and loaves (uncut) in the last three months, by mealtime, by demographics, NI, February 2013
Figure 55: Consumers who have bought baguettes and sticks in the last three months, by mealtime, by demographics, NI, February 2013
Figure 56: Consumers who have bought croissants in the last three months, by mealtime, by demographics, NI, February 2013
Figure 57: Consumers who have bought soda/potato bread in the last three months, by mealtime, by demographics, NI, February 2013
Figure 58: Consumers who have bought bagels in the last three months, by mealtime, by demographics, NI, February 2013
Figure 59: Consumers who have bought ciabattas/panini in the last three months, by mealtime, by demographics, NI, February 2013
Figure 60: Consumers who have bought other types of bread in the last three months, by mealtime, by demographics, NI, February 2013
Figure 61: Agreement with statements relating to bread, by demographics, NI, February 2013
Figure 62: Agreement with statements relating to bread, by demographics, NI, February 2013 (continued)
Figure 63: Factors considered important when buying bread products, NI, February 2013
Figure 64: Factors considered important when buying bread products, NI, February 2013 (continued)
Figure 65: Factors considered important when buying bread products, NI, February 2013 (continued)
RoI Toluna tables
Figure 66: Consumers who have bought packaged sliced bread in the last three months, by mealtime, by demographics, RoI, February 2013
Figure 67: Consumers who have bought buns/rolls in the last three months, by mealtime, by demographics, RoI, February 2013
Figure 68: Consumers who have bought bloomers and loaves (uncut) in the last three months, by mealtime, by demographics, RoI, February 2013
Figure 69: Consumers who have bought baguettes and sticks in the last three months, by mealtime, by demographics, RoI, February 2013
Figure 70: Consumers who have bought croissants in the last three months, by mealtime, by demographics, RoI, February 2013
Figure 71: Consumers who have bought soda/potato bread in the last three months, by mealtime, by demographics, RoI, February 2013
Figure 72: Consumers who have bought bagels in the last three months, by mealtime, by demographics, RoI, February 2013
Figure 73: Consumers who have bought ciabattas/panini in the last three months, by mealtime, by demographics, RoI, February 2013
Figure 74: Consumers who have bought other types of bread in the last three months, by mealtime, by demographics, RoI, February 2013
Figure 75: Agreement with statements relating to bread, by demographics, RoI, February 2013
Figure 76: Agreement with statements relating to bread, by demographics, RoI, February 2013 (continued)
Figure 77: Factors considered important when buying bread products, RoI, February 2013
Figure 78: Factors considered important when buying bread products, RoI, February 2013 (continued)
Figure 79: Factors considered important when buying bread products, RoI, February 2013 (continued)

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