Abstract
About this report
Bread is a mature market with 99% US household penetration. From 2003-07, sales were essentially flat after accounting for inflation. However in 2008, amid a troubled economic climate, bread sales surged as consumers shifted from eating meals out at restaurants to preparing meals at home.
This report discusses how consumer trends, the economy, and product innovation are shaping the bread market. In addition to presenting sales data by segment, supplier and brand, the report considers a range of topics, including:
- How the healthy eating trend has transformed the category during the past five years
- How the current economic recession is changing the way consumers shop for bread
- The impact of rising retail prices for bread
- Why growth in the fresh buns/rolls/croissants segment is outpacing other segments
- How private label brands are reinventing themselves— and stealing market share
- A spotlight on two brands, Pillsbury and Healthy Life, that have carved out distinct brand identities to help them stand out in a crowded category
- How brands are using advertising to clear up the confusion around whole grain breads and push bake-at-home breads as a way to make at-home meals feel special
- The latest trends in product innovation, from artisan breads to functional breads
- Separate analysis of usage data for high-potential demographic groups
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