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Bread - Ireland - April 2014


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.

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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

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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

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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

 

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