Wednesday, 1 October 2014

Bread and Baked Goods Market in UK 2014 - Global Market Size, share, trend , growth and strategy

Education around bread’s value-for-money credentials must go hand-in-hand with innovation in areas such as healthy baked goods and snacking formats if brands are to address falling category sales.

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Table of Content

Sweet baked goods
Speciality bread
Executive Summary
The market
Figure 1: UK retail value sales of key bread and bakery goods, by segment, 2012-14
Figure 2: UK retail value sales of bread and baked goods, 2009-19
Market factors
Changing lunchtime eating trends pose a threat to prepacked bread sales
Bread continues to face competition at breakfast
Good 2014/15 wheat harvest is expected
Companies, brands and innovation
Top three manufacturers hold over half of the market
Figure 3: Leading manufacturers’ shares in the UK bread and baked goods market, by value sales, 2013/14*
Branded launches reach four-year high in 2013
Adspend increases by a fifth in 2013
The consumer
Bread continues to enjoy near universal usage
Figure 4: Types of bread bought in the past three months, June 2013 and May 2014
Figure 5: Types of baked goods bought in the past three months, June 2013 and May 2014
Healthier products and on-the-go formats hold potential for NPD
Figure 6: Consumer interest in NPD in bread and baked goods, May 2014
Scope to promote sweet baked goods as an accompaniment to hot drinks
Figure 7: Users’ attitudes towards bread and baked goods, May 2014
What we think

Issues and Insights
A poor value-for-money perception poses a threat to market
The facts
The implications
Interest in single-pack and filled rolls can boost on-the-go usage
The facts
The implications
Marked openness to ‘light’ variants in baked goods
The facts
The implications

Trend Application
Mintel Trend: Play Ethic
Mintel Trend: Transumers
Mintel Futures Trend: Brand Intervention

Market Drivers
Key points
Fewer consumers are eating more homemade sandwiches
Figure 8: Agreement with the statement ‘I find I am eating more homemade sandwiches than I did a year ago’, March 2012-May 2014
Bread is vulnerable to growth in other breakfast products
Non-organic bread attracts negative press over claimed pesticide residues
2014/15 wheat harvest forecast to be good
Figure 9: UK weekly commodity prices, bread-making wheat, January 2009-July 2014
Figure 10: Index of UK retail price of bread, January 2009-July 2014
Growth in over-55s age group should support sales of sliced bread

Strengths and Weaknesses

Who’s Innovating?
Key points
Branded launches reach four-year high
Figure 11: New product development in the UK retail bread and bread products market, branded vs own-label, 2010-14
Tesco and Asda remain most active in NPD
Figure 12: New product launches in the UK retail bread and bread products market, by top 10 companies, 2010-14
Aldi and Tesco look to specialty bread
‘Mini’ launches abound in 2014
‘Microwaveable’ is fastest-growing claims category
Less than one in 10 launches bore a high/added-fibre claim in 2013
Figure 13: New product launches in the UK bread and bread products market, by top 15 claims, 2010-14
Operators look to named origin to add authenticity and a point of difference

Market Size and Forecast

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