Bread, Cakes and Biscuits - Ireland - July 2008

Table of Contents

• Issues in the Market
• Key themes in the report
• Definition
• Lifestage definitions
• Abbreviations
• Market in Brief
• Key drivers in the market
• Health dominates key areas of innovation
• All markets continuing to demonstrate growth
• Irish bread market growing faster than UK
• White bread suffers while other breads grow in popularity
• Internal Market Environment
• Key points
• Health concerns driving innovation
• Obesity and other associated health problems
• Health scares
• Reducing the risk of health problems through product innovation
• Functionality
• Food labelling
• Advertising to children under the spotlight
• UK advertising regulations
• UK advertising regulations -- non-broadcast
• RoI advertising regulations
• The outcome?
• RTE sandwiches replacing the packed lunch?
• Waste not, want not
  • Figure 1: Expenditure of white, standard sliced bread, measured in grams, per person, per week, by age group, NI, 2003/04-2005/06
  • Figure 2: Expenditure on brown bread, sliced and unsliced, measured in pence, per person, per week, by age group, NI, 2003/04-2005/06
• Cultural diversity leading to culinary diversity and NPD
• What does Ireland have to offer?
• Broader Market Environment
• Key points
• Wheat price increases
  • Figure 3: Percentage difference in CPI sub-indices over 12 months, RoI and UK, June 2008
• Shifting population and household structure
  • Figure 4: Number of households, by size, NI and RoI, 2000-05
  • Figure 5: Consumption of bread, by number of people in household, NI and RoI, 2007
  • Figure 6: Heavy, medium and light bread users, by lifestage, NI, 2007
  • Figure 7: Heavy, medium and light bread users, by lifestage, RoI, 2007
• Market Value and Forecast -- Bread
• Key points
• Steady growth expected
  • Figure 32: Estimated retail sales of bread, by value, NI, 2002-12
  • Figure 33: Estimated retail sales of bread, by value, RoI, 2002-12
• Price comparison
  • Figure 34: Price comparison of 800g size pan loaves, by brand and bread type, UK, 2008
• No real panic for future bread market
  • Figure 35: Consumer agreement with statement, ' On the whole I think well-known brands are better than a shop' s own-brand' , NI and RoI, 2002-07
• White bread
• Brown bread is boring -- not any more
• Other types of bread
• Part-baked bread
• Market Value and Forecast -- Cakes
• Key points
  • Figure 36: Estimated retail sales of cakes, by value, NI, RoI and IoI, 2002-12
• Chilled and individually wrapped cakes driving growth
  • Figure 37: Number of new chilled cake product launches, UK and Ireland, 2002-07
• Consumer cutbacks may slow future growth
  • Figure 38: Expenditure on cakes, pence per person per week, by age, NI, 2003/04-2005/06
• Slicing the cake market
  • Figure 39: Segmentation of cake market, NI and RoI, 2005 and 2007
• Individually wrapped accounting for largest proportion of cake market
• Large/whole wrapped declining slightly
• Growth in chilled segment
• Market Value and Forecast -- Biscuits
• Key points
• Biscuit market slump recovered through innovation
  • Figure 40: Estimated retail sales of biscuits, by value, NI, RoI and IoI, 2002-12
  • Figure 41: Number of new biscuit product launches, UK and Ireland, 2002-07
• Treats and healthy biscuits to drive future biscuit sales
• Key sector trends
• Companies and Brands
• Key points
• Allied Bakeries (Ireland)
• Joseph Brennan Bakeries Ltd
• Burton' s Foods
• Fox' s Biscuits
• Genesis Bakery
• IAWS Group (Irish Agriculture Wholesale Society)
• Irish Pride
• WD Irwin' s and Sons Ltd
• Jacob' s Fruitfield Food Group
• Linwoods
• Miller' s Bakery
• Pat the Baker
• Premier Foods/RHM Foods
• United Biscuits
• The Consumer -- Consumption Habits
• Key points
• Little change in bread penetration
  • Figure 42: Penetration of bread, NI and RoI, 2002-07
• White bread suffers as granary takes off
  • Figure 43: Consumption of bread, by bread type, NI, 2002-07
  • Figure 44: Consumption of bread, by bread type, RoI, 2002-07
• NI consumers more receptive to healthier breads
  • Figure 45: Penetration of bread, by bread type, NI and RoI, 2007
  • Figure 46: Percentage point difference of bread consumed most often, by bread type, NI and RoI, 2002-07
• More Irish adults consuming bread less frequently
  • Figure 47: Heavy consumption of white bread and brown bread, by gender, NI, 2007
  • Figure 48: Heavy consumption of white bread and brown bread, by gender, RoI, 2007
  • Figure 49: Bread consumption, according to heavy, medium and light use, NI, 2002-07
  • Figure 50: Bread consumption, according to heavy, medium and light use, RoI, 2002-07
  • Figure 51: Consumption levels of bread, by socio-economic group, NI, 2007
  • Figure 52: Consumption levels of bread, by socio-economic group, RoI, 2007
• Despite growing health concerns, Irish consumers retain their sweet tooth
  • Figure 53: Penetration of cakes (including frozen cakes and gateaux), NI and RoI, 2002-07
• Who are the cake eaters?
  • Figure 54: Penetration of cakes, by age group, NI and RoI, 2007
• Little and often for NI cake eaters
  • Figure 55: Weight of usage of cakes (including frozen cakes and gateaux), NI, 2005 and 2007
  • Figure 56: Weight of usage of cakes (including frozen cakes and gateaux), RoI, 2005 and 2007
• No sign of losing sweet tooth
• A quarter of Irish adults are medium cake eaters
• Light consumption in limbo
• Death of the tea and biscuit tradition?
  • Figure 57: Penetration of biscuits and crackers, NI and RoI, 2002-07
• Who are the biscuit eaters?
• Daily biscuit routine in decline
  • Figure 58: Weight of usage of packets of biscuits and crackers, NI and RoI, 2005 and 2007
• Heavy biscuit consumption in decline
• Majority of Irish consumers are medium biscuit users
• Light users on the rise in RoI
• Appendix
• Exchange rates used
  • Figure 63: Persons usually resident and present in the State on census night, classified by place of birth, RoI, 2002
  • Figure 64: Persons usually resident and present in the State on census night, classified by place of birth, RoI, 2006
  • Figure 65: Percentage of non-nationals, by country, out of total number of non-nationals, RoI, 2006
  • Figure 67: Agreement with ' I should do more about my health' , NI and RoI, 2002-07
  • Figure 68: Estimated retail sales of bread, by value, NI, 2002-12
  • Figure 69: Estimated retail sales of bread, by value, RoI, 2002-12
  • Figure 70: Consumption of breads, cakes, biscuits and crackers, NI, 2002-07
  • Figure 71: Consumption of breads, cakes, biscuits and crackers, RoI, 2002-07
  • Figure 72: Consumption of white bread, NI, 2002-07
  • Figure 73: Consumption of brown bread, NI, 2002-07
  • Figure 74: Consumption of bread, by bread type (all users), NI, 2002-07
  • Figure 75: Bread consumed most often, NI, 2002-07
  • Figure 76: Other types of bread consumed, NI, 2002-07
  • Figure 77: Consumption of white bread, RoI, 2002-07
  • Figure 78: Consumption of brown bread, RoI, 2002-07
  • Figure 79: Consumption of bread, by bread type (all users), RoI, 2002-07
  • Figure 80: Bread consumed most often, RoI, 2002-07
  • Figure 81: Other types of bread consumed, RoI, 2002-07
  • Figure 82: Consumption of bread, by gender, age, socio-economic group, marital status, working status, household size and lifestage, NI, 2007
  • Figure 83: Consumption of cakes (including frozen cakes and gateaux), by gender, age, socio-economic group, marital status, working status, household size and lifestage, NI, 2007
  • Figure 84: Consumption of packets of biscuits and crackers, by gender, age, socio-economic group, marital status, working status, household size and lifestage, NI, 2007
  • Figure 85: Consumption of bread, by gender, age, socio-economic group, marital status, working status, household size and lifestage, RoI, 2007
  • Figure 86: Consumption of cakes (including frozen cakes and gateaux), by gender, age, socio-economic group, marital status, working status, household size and lifestage, RoI, 2007
  • Figure 87: Consumption of packets of biscuits and crackers, by gender, age, socio-economic group, marital status, working status, household size and lifestage, RoI, 2007
  • Figure 88: Consumption of white bread, by demographic breakdown, NI, 2007
  • Figure 89: Consumption of white bread, by demographic breakdown, NI, 2007
  • Figure 90: Consumption of brown bread, by demographic breakdown, NI, 2007
  • Figure 91: Consumption of brown bread, by demographic breakdown, NI, 2007
  • Figure 92: Consumption of white bread, by demographic breakdown, RoI, 2007
  • Figure 93: Consumption of white bread, by demographic breakdown, RoI, 2007
  • Figure 94: Consumption of brown bread, by demographic breakdown, RoI, 2007
  • Figure 95: Consumption of brown bread, by demographic breakdown, RoI, 2007
  • Figure 96: Consumer attitudes to diet and lifestyle and grocery shopping, by all adults, bread eaters, cake eaters and biscuit eaters, NI, 2007
  • Figure 97: Consumer attitudes to diet and lifestyle and grocery shopping, by all adults, bread eaters, cake eaters and biscuit eaters, RoI, 2007
  • Figure 98: Consumer attitudes to diet and lifestyle and grocery shopping, by all adults, white bread eaters and brown bread eaters, NI, 2007
  • Figure 99: Consumer attitudes to diet and lifestyle and grocery shopping, by all adults, white bread eaters and brown bread eaters, RoI, 2007