Bread and Baked Goods - UK - October 2017

Bread and Baked Goods - UK - October 2017

Nov 2017 Mintel Bakery ProductsN/A Price :
$ 2649
In terms of health, the very strong performance of the bread with bits segment provides cause for optimism, with these products aligning well with both positive nutrition and foodie trends. Health-boosting herbs and spices can also play in both these spaces and as yet largely unexplored in this market - offer lots of potential for development.
Table of contents

OVERVIEW
What you need to know
Products covered in this Report
Bread
Speciality bread
Sweet baked goods
EXECUTIVE SUMMARY
The market
Rising prices stem the rate of decline in value sales
Volume sales fall 2% year on year in 2017
Figure 1: UK retail value sales of the total* bread and baked goods market, 2012-22
Volume sales set to stabilise over 2017-22
Market factors
Mounting competition from foodservice
but this trend could be reversed
Frugality can favour bread/baked goods
Companies and brands
Warburtons loses share in pre-packed bread
A turnaround in fortunes for Hovis
Jacksons is the rising star
More NPD activity in high-protein bread
Adspend slumps 41% year on year in 2016
The consumer
Near universal purchasing of bread endures
Families, people who are struggling financially and over-55s are biggest users of sliced bread
Figure 2: Types of bread bought in the past month, August 2017
Figure 3: Types of baked goods bought in the past month, August 2017
Figure 4: Frequency of eating bread and baked goods in the past month, August 2017
Sliced bread relies heavily on breakfast and lunchtime usage
Surprisingly low usage of non-sliced bread with meals
Baked goods are most commonly eaten between meals
Figure 5: Usage occasions for bread and baked goods, August 2017
More support for British farmers would be welcomed
The appeal of herbs and spices can be two-fold
Figure 6: Innovation in bread and baked goods that consumers would like to see more of, August 2017
Pressure on real incomes can support more lunchtime usage of bread
Figure 7: Attitudes towards bread and baked goods, August 2017
What we think
ISSUES AND INSIGHTS
Inspiration would be welcomed to make bread-based packed lunches more interesting
The facts
The implications
More support for British farmers is wanted in bread - the milk market can offer cues
The facts
The implications
Herbs and spices can boost health credentials and excitement
The facts
The implications
THE MARKET WHAT YOU NEED TO KNOW
Rising prices stem the rate of decline in value sales
Volume sales fall 2% year on year in 2017
Volume sales set to stabilise over 2017-22
Growth in the appetite for craft bread and baked goods
Pre-packed bread returns to value growth as price rises set in
White bread is the nations favourite, with volume sales stabilising
Bread with bits enjoys double-digit value growth in 2017
Mounting competition from foodservice
but this trend could be reversed
Frugality can favour bread/baked goods
MARKET SIZE AND FORECAST
Rising prices stem the rate of decline in value sales
Volume sales fall 2% year on year in 2017
Figure 8: UK retail value and volume sales of the total* bread and baked goods market, 2012-22
Volume sales set to stabilise over 2017-22
Figure 9: UK retail volume sales of the total* bread and baked goods market, 2012-22
Figure 10: UK retail value sales of the total* bread and baked goods market, 2012-22
Forecast methodology
MARKET SEGMENTATION
Growth in the appetite for craft bread and baked goods
Figure 11: UK retail value sales of bread and baked goods, by segment, 2016-17
Pre-packed bread returns to value growth as price rises set in
White bread is the nations favourite, with volume sales stabilising
Bread with bits enjoys double-digit value growth in 2017
Figure 12: UK retail value and volume sales of pre-packed bread, by types, 2015-17
Chilled garlic bread and wraps grow share in speciality bread
Dramatic losses for sandwich thins
Figure 13: UK retail value sales of rolls and speciality bread, by types, 2015-17
Sales of sweet baked goods estimated to fall 4% in 2017
Figure 14: UK retail value sales of pre-packed sweet baked goods, by types, 2015-17
MARKET DRIVERS
Mounting competition from foodservice
Figure 15: Frequency of purchasing lunch out of home, July 2017
The income squeeze impacts consumer spending
Figure 16: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2012-June 2017
Frugality can favour bread/baked goods
A shift away from foodservice is likely
helping to spark a lunchbox effect
Rising costs put pressure on manufacturers
No end to robust growth in free-from
Concerns over a lack of fibre
COMPANIES AND BRANDS WHAT YOU NEED TO KNOW
Warburtons loses share in pre-packed bread
A turnaround in fortunes for Hovis
Jacksons is the rising star
Adspend slumps 41% year on year in 2016
More NPD activity in high-protein bread
MARKET SHARE
Warburtons loses share in pre-packed bread
A lacklustre performance from Kingsmill despite rebrand
A turnaround in fortunes for Hovis
Own-label steadily steals share
Jacksons is the rising star
Figure 17: Leading brands in the UK pre-packed bread retail market, by value and volume, 2014/15-2016/17
Figure 18: Leading companies in the UK pre-packed bread retail market, by value and volume, 2014/15-2016/17
Old El Paso and Pataks are success stories in speciality bread
Warburtons and New York Bakery retain top positions
The specialist free-from brands battle it out
Figure 19: Leading brands in the UK speciality bread and rolls retail market, by value, 2014/15-2016/17
Figure 20: Leading companies in the UK speciality bread and rolls retail market, by value, 2014/15-2016/17
Warburtons extends lead in sweet baked goods
Figure 21: Leading brands in the UK sweet baked goods retail market, by value, 2014/15-2016/17
Figure 22: Leading manufacturers in the UK sweet baked goods retail market, by value, 2014/15-2016/17
LAUNCH ACTIVITY AND INNOVATION
Own-label dominates NPD activity in 2017
Figure 23: New product launches in the UK bread and bread products market, by top 10 companies, 2013-17
A rise in high-fibre claims
Figure 24: New product launches in the UK bread and bread products market, by selected claims, 2013-17
More activity in high-protein bread
Hovis partners high-protein with low-carb in latest launch
Ancient grains and seeds are still a hotbed of activity
An uptick in free-from launches in 2016
Figure 25: New product launches in the UK bread and bread products market, by L/N/R allergen and gluten-free claims, 2013-17
Lots of positive nutrition innovation in gluten-free
Gluten-free NPD in foodie territory
A rise in innovation with artisan cues
Most exciting innovation happening in flatbread
Flavour NPD beginning to extend into other types of bread/baked goods
Spices make their way beyond flatbread
Bake at home products are well-suited for more exciting ingredients
Kingsmill hopes to inject excitement into toast
Toasties feature inbuilt ingredients
Super Toasty loaf focuses on texture
Warburtons launches hot-serve Toastie Pockets
Bimbo unveils family-oriented baked snacks
New twists to seasonal baked goods
ADVERTISING AND MARKETING ACTIVITY
Adspend slumps 41% year on year in 2016
Figure 26: Total above-the line, online display and direct mail advertising expenditure on bread and baked goods, by product type, 2013-17
Warburtons is unrivalled as top spender, despite cutbacks
Figure 27: Total above-the line, online display and direct mail advertising expenditure on bread and baked goods, by advertiser, 2013-17
Morrisons jumps up the ranks to become biggest spending supermarket
Bread features in Tescos Food Love Stories campaign
New York Bakery unveils biggest ever advertising campaign
Genius invests in cinema advertising
Hovis looks to experiential advertising
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 28: Attitudes towards and usage of selected brands, September 2017
Key brand metrics
Figure 29: Key metrics for selected brands, September 2017
Brand attitudes: Hovis and Warburtons have strong reputations
Figure 30: Attitudes, by brand, September 2017
Brand personality: New York Bakery Co stands out on the fun factor
Figure 31: Brand personality Macro image, September 2017
Hovis is seen as the most traditional, wholesome and healthy brand
Figure 32: Brand personality Micro image, September 2017
Warburtons has the fun factor more than Hovis or Kingsmill
Figure 33: User profile of Warburtons, September 2017
Hovis has the most solid reputation
Figure 34: User profile of Hovis, September 2017
New York Bakery Co enjoys a fun and vibrant brand image
Figure 35: User profile of New York Bakery Co, September 2017
Brioche Pasquier stands out on indulgence
Figure 36: User profile of Brioche Pasquier, September 2017
Kingsmill has a weaker brand identity than its rivals
Figure 37: User profile of Kingsmill, September 2017
Roberts Bakery lacks brand engagement
Figure 38: User profile of Roberts Bakery, September 2017
THE CONSUMER WHAT YOU NEED TO KNOW
Near universal purchasing of bread endures
Families, people who are struggling financially and over-55s are biggest users of sliced bread
Sliced bread relies heavily on breakfast and lunchtime usage
Surprisingly low usage of non-sliced bread with meals
Baked goods are most commonly eaten between meals
More support for British farmers would be welcomed
The appeal of herbs and spices can be two-fold
Pressure on real incomes can support more lunchtime usage of bread
PURCHASE AND USAGE OF BREAD AND BAKED GOODS
Near universal purchasing of bread
Figure 39: Types of bread bought in the past month, August 2017
Over two thirds still eat sliced bread daily
...peaking among parents, large households, those struggling financially and over-55s
Figure 40: Frequency of eating bread and baked goods in the past month, August 2017
Other types of bread are eaten by the majority
Foodie consumers are the core users of other types of bread
Less regular usage of baked goods
Figure 41: Types of baked goods bought in the past month, August 2017
Consumers enjoy the variety of products in the bread aisle
Figure 42: Repertoire of different types of bread and baked goods eaten in the past month. August 2017
USAGE OCCASIONS FOR BREAD AND BAKED GOODS
Sliced bread relies heavily on breakfast and lunchtime usage
Figure 43: Usage occasions for bread and baked goods, August 2017
Wholemeal bread ticks a lot of boxes for breakfast
Competition from other products looks to be abating
Pressure on real incomes can support more lunchtime usage of bread
More inspiration would be welcomed by many
Surprisingly low usage of non-sliced bread with meals
Reminders that meals can be improved by pairing with bread would be useful
Baked goods are most commonly eaten between meals
Bread is rarely eaten as a snack
INNOVATION IN BREAD AND BAKED GOODS THAT CONSUMERS WOULD LIKE TO SEE MORE OF
More support for British farmers would be welcomed
Bread can take cues from the milk market
Figure 44: Innovation in bread and baked goods that consumers would like to see more of, August 2017
Regional provenance attracts interest
A quarter of buyers want to see more global bread/baked goods
The appeal of herbs and spices can be two-fold
ATTITUDES TOWARDS BREAD AND BAKED GOODS
Wholemeal bread is widely seen as a good source of fibre
Products need to go beyond high-fibre to stand out on health
Figure 45: Attitudes towards bread and baked goods, August 2017
Should bread be looking to pizza for inspiration?
Flatbreads can provide an interesting alternative pizza base
as can naan bread!
Dough from ISBs has strong appeal to parents
APPENDIX DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Other definitions
Bread
Sweet baked goods
Speciality bread
Consumer research methodology
APPENDIX MARKET SIZE AND FORECAST
Figure 46: Best- and worst-case forecasts for the total UK bread and baked goods market, by value, 2017-22
Figure 47: Best- and worst-case forecasts for the total UK bread and baked goods market, by volume, 2017-22
Forecast methodology

Ask for discount before buying this report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Country :
  • Your Requirement
  • Security Code *
* denotes fields which must be completed

Buy This Report


Select License Type :

$ 2649
$ 2649

Do you wish to check sample of this report?

Have Query?


Research Assistance

For Enquiries, Call :

+1-800-998-4852US Toll Free

Email : sales@marketresearchhub.com

Back To Top