Table of Contents
- Issues in the Market
- Key themes
- Definition
- Abbreviations
- Market in Brief
- Market in growth
- Renewed interest in home baking
- NPD has boosted category performance
- Own-labels vs. brands
- Children prompt heavy usage
- Future trends
- Internal Market Environment
- Key points
- Lifestyle trends favour growth
- Figure 1: Trends for statements about food/cooking, 2003-07
- Willing to pay more
- Try something different
- Indulgence is a key driver
- Figure 2: Agreement with selected lifestyle statements, 2003-07
- Baking as a shared experience
- Permission to cheat
- Broader Market Environment
- Key points
- Cooking to be compulsory
- Demographic trends offer opportunities
- Figure 3: UK population trends, by age, 2003-13
- Number of families set to fall
- Figure 4: Changing UK family lifestages, 2003-08 and 2008-13
- Working mothers attracted by convenience
- Figure 5: Working population, by gender, 2003-13
- Rising prices -- threat or opportunity?
- Competitive Context
- Key points
- Home baking faces stiff competition
- Figure 6: UK retail sales of bread and selected desserts, 2003-08
- A conflict of time
- Figure 7: Time spent on main activity on weekdays and weekends, 2005
- Children' s snacking in decline
- Figure 8: Trends for eating between meals -- 11-16-year-olds, 2003-07
- Figure 9: Trends for types of snacks/nibbles eaten between meals --
11-16-year-olds, 2002-06
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Value and Forecast
- Key points
- Home baking market enjoys continuous growth
- Figure 12: UK retail market for home baking products, 2003-08
- Future trends
- Market will continue to see healthy growth
- Figure 13: Forecast of current value of the home-baking market by
segment, 2008-13
- Figure 14: Forecast of real value of the home-baking market by segment,
2008-13
- Factors used in the forecast
- Segment Performance
- Key points
- Dried fruit has driven growth
- Figure 15: UK retail value sales of home baking products, by sector,
2003-07
- Decline in Christmas baking hits sales
- Baking mixes shape up
- Price inflation hits flour
- Decorations are enthusiasts' niche
- Prepared pastry ticks all the boxes
- Flavourings and baking aids continue to rise
- Cooking chocolate gets fair trade boost
- Tradition lives on
- Market Share
- Key points
- Own-labels dominate dried fruit
- Figure 16: Manufacturers' value shares in the dried fruits market, by
brand, 2003-07
- Green' s holds on to lead in cake mixes
- Figure 17: Manufacturers' value shares in the baking mixes market, by
brand, 2003-07
- Smaller suppliers increase share of flour market
- Figure 18: Manufacturers' value shares in the flour market*, by brand,
2003-07
- Own-labels take overall lead
- Companies and Products
- Doves Farm Foods
- General Mills
- Jus-Rol
- Betty Crocker
- Dr Oetker
- Kerry Foods
- Premier Foods
- S&B Herba
- Silver Spoon Company
- Victoria Foods
- Whitworths
- Other suppliers
- Fiddes Payne
- Wrights
- Brand Communication and Promotions
- Key points
- Advertising support has weakened
- Figure 19: Main media advertising expenditure on home baking, 2004-08
(ytd)
- Press advertising dominates
- Figure 20: Main monitored media advertising expenditure on home baking,
by media type, 2004-08
- Baking mixes enjoy renewed focus
- Figure 21: Main monitored media advertising expenditure on home baking,
by product segment, 2004-08
- Figure 22: Main monitored media advertising expenditure on home baking,
by leading advertisers, 2004-08
- Below-the-line support
- Home baking week
- Channels to Market
- Key points
- Grocery multiples increase their share
- Figure 23: Sales of home baking products, by outlet type, 2003-07
- Others experience mixed fortunes
- The Consumer: Baking Items Bought
- Key points
- Figure 24: Home baking ingredients bought in the last, April 2008
- Tradition of home baking holds strong among ABs
- Mixing it up
- Focus on kids
- Improving the mix
- Potential for pastry
- Mixes vs. components
- Figure 25: Use of shortcut home baking ingredients bought in the last
six months, April 2008
- Children prompt frequent purchase
- Figure 26: Repertoire of home baking ingredient buyers in the past six
months, April 2008
- Batter mix often first point of contact
- Pastry and children' s cake mixes have wider appeal
- Appendix
- Advertising data
- Appendix -- Internal Market Environment
- Figure 31: Food/cooking statements, by gender, age, socio-economic
group, marital status, lifestage, presence of children, Mintel' s Special
Groups, working status, tenure, region, ACORN category, media usage and
household size, 2007
- Appendix -- Broader Market Environment
- Figure 32: Working women, by age of own children, 1998-2006
- Figure 33: Changes in UK household size, 2003-13
- Appendix: Competitive Context
- Figure 34: Demographics of 11-16-year-olds who eat between meals, by
gender, age and socio-economic group, 2007
- Figure 35: Trends for types of snacks/nibbles eaten between meals --
11-16-year-olds, 2002-06
- Appendix -- The Consumer: Baking Items Bought
- Figure 36: Home baking ingredients bought in the last six months, by
gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, technology usage, newspaper readership, commercial TV viewing,
supermarket usage, household size, car usage, detailed lifestage groups and
terminal education age, April 2008
- Figure 37: Home baking ingredients bought in the last six months, by
gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, technology usage, newspaper readership, commercial TV viewing,
supermarket usage, household size, car usage, detailed lifestage groups and
terminal education age, April 2008
- Figure 38: Home baking ingredients bought in the last six months, by
gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, technology usage, newspaper readership, commercial TV viewing,
supermarket usage, household size, car usage, detailed lifestage groups and
terminal education age, April 2008
- Figure 39: Use of shortcut home baking ingredients bought in the last
six months, by gender, age, socio-economic group, marital status, lifestage,
presence of children, Mintel' s Special Groups, working status, tenure,
region, ACORN category, technology usage, newspaper readership, supermarket
usage, household size, car usage, detailed lifestage groups and terminal
education age, April 2008
- Figure 40: Repertoire groups, by gender, age, socio-economic group,
marital status, lifestage, presence of children, Mintel' s Special Groups,
working status, tenure, region, ACORN category, technology usageand
supermarket usage, April 2008
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