Report: Bread - US - June 2009 TOC

Scope and Themes
What you need to know
Definition
Data sources and methodology
Sales data
Consumer survey data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Bread market reached $20.5 billion in 2008
All segments of the market grew during 2006-08
Market consolidation continues
Private-label thrives amid troubled economy
Wholegrain, high fiber, natural are hottest trends
Bread usage frequency is increasing
Consumer attitudes and motivations
Market Size and Forecast
Key points
"Eating in" and wholegrain trends give bread sales a boost
Bread prices continue to rise
- Figure 1: Total U.S. retail sales of bread, at current prices, 2003-13
- Figure 2: Total U.S. retail sales of bread, at inflation-adjusted prices, 2003-13
Walmart sales
Competitive Context
Decline in restaurant meals leads to rise in bread sales
- Figure 3: Impact of the economy on restaurant spending, by age, February 2009
Private-label becomes a force to be reckoned with
Grupo Bimbo acquires powerhouse brands from George Weston
Segment Performance
Key points
Eating-in trend and whole grains movement drive sales in all segments
- Figure 4: FDMx sales of bread, segmented by type, 2006 and 2008
Segment Performance--Fresh Loaf Bread
Key points
Sales gains in FDMx being driven by higher prices
- Figure 5: U.S. FDMx volume sales and average price of fresh loaf bread, 2005-08
Sales and forecast
- Figure 6: FDMx sales of fresh loaf bread, at current prices, 2003-13
- Figure 7: FDMx sales of fresh loaf bread, at inflation-adjusted prices, 2003-13
Segment Performance--Fresh Rolls, Buns and Croissants
Key points
Volume sales dip, but prices rise in 2008
- Figure 8: U.S. FDMx volume sales and average price of fresh rolls/buns/croissants, 2005-08
Sales and forecast
- Figure 9: FDMx sales of fresh rolls/buns/croissants, at current prices, 2003-13
- Figure 10: FDMx sales of fresh rolls/buns/croissants, at inflation-adjusted prices, 2003-13
Segment Performance--Tortillas and Taco Shells
Key points
Health-focused products and popularity of Mexican cuisine drive growth
Diet trends have lesser impact compared to other types of bread
Sales and forecast
- Figure 11: FDMx sales of tortillas, at current prices, 2003-13
- Figure 12: FDMx sales of tortillas, at inflation-adjusted prices, 2003-13
Segment Performance--Bagels and English Muffins
Key points
Long recovery from low-carb diet craze continues
- Figure 13: U.S. FDMx volume sales and average price of bagels and English muffins, 2005-08
Sales and forecast
- Figure 14: FDMx sales of bagels/bialys/English muffins, at current prices, 2003-13
- Figure 15: FDMx sales of bagels/bialys/English muffins, at inflation-adjusted prices, 2003-13
Segment Performance--Frozen and Refrigerated Breads
Key points
Poor economy a boon for sales in 2008
- Figure 16: U.S. FDMx volume sales and average price of frozen and refrigerated bread products, 2005-08
Sales and forecast
- Figure 17: FDMx sales of refrigerated/frozen bread, at current prices, 2003-13
- Figure 18: FDMx sales of refrigerated/frozen bread, at inflation-adjusted prices, 2003-13
Retail Channels
Key points
Supermarkets lead in bread sales
- Figure 19: Retail channels consumers have bought bread from in the last two weeks, March 2009
- Figure 20: U.S. retail sales of bread, by retail channel, 2006 and 2008
Retail Channels--Supermarkets
Key points
Supermarkets promoting private-label and discounting prices, but continue to lose share to supercenters
- Figure 21: U.S. retail sales of bread at supermarkets/food stores, 2003-08
Retail Channels--Natural Foods Supermarkets
Key points
Growing interest in whole grains, natural products drives sales
But the stigma of high prices and other factors hamper the channel' s growth
- Figure 22: Natural product supermarket retail sales of bread, at current prices, 2007-09
Market Drivers
Bread an affordable staple amid troubled economy
Food prices will continue to rise in 2009
- Figure 23: Average retail price white and wholewheat bread, 2004-09
Consumers are bargain hunting as indicated in this year' s custom survey
Healthy eating trend drives sales of wholegrain, natural breads
Leading Companies
Key points
George Weston Bakeries sells off U.S. bakery division
Sara Lee
Flowers Foods' sales keep blooming
Bimbo Bakeries USA
Interstate Bakeries Corp. emerges from bankruptcy
Campbell Soup Company
Manufacturer sales
- Figure 24: FDMx sales of leading bread companies, 2008 and 2009
Brand Share--Fresh Loaf Bread
Healthy innovation drives brand sales
Poor economy fuels private-label growth
Manufacturer and brand sales
- Figure 25: FDMx brand sales of frozen fresh loaf bread in the U.S., 2008 and 2009
Brand Share--Fresh Rolls, Buns and Croissants
Key points
Arnold Select leads growth, gains market share
Sara Lee and Flowers Foods far under-pace GWB
Manufacturer and brand sales
- Figure 26: FDMx brand sales of fresh rolls, buns and croissants in the U.S., 2008 and 2009
Brand Share--Tortillas and Taco Shells
Key points
Mission leads market in innovation and sales
Manufacturer and brand sales
- Figure 27: FDMx brand sales of tortillas and taco shells in the U.S., 2008 and 2009
Brand Share--Bagels and English Muffins
Key points
Thomas' leads the segment and continues to grow
- Figure 28: FDMx brand sales of bagels and English muffins in the U.S., 2008 and 2009
Brand Share--Frozen and Refrigerated Breads
Key points
Private-label, small brands steal share from brand leaders
Manufacturer and brand sales
- Figure 29: FDMx brand sales of frozen and refrigerated bread in the U.S., 2008 and 2009
Brand Qualities
Pillsbury offers comfort during troubled times
Healthy Life aims to be a dieter' s best friend
Innovations and Innovators
Key points
Following a surge in 2008, pace of innovation slows in 2009
- Figure 30: Top ten product claims for new bread products in the U.S, 2007-09
Private-label brands among top innovators
- Figure 31: Top ten companies ranked, by number of new bread products, 2007-April 2009
What consumers want: whole grains, high fiber, and no HFCS
Natural and organic is growing
Artisan bread is getting hot
Functional bread works for you
Advertising and Promotion
Overview
Arnold makes eating right easier
- Figure 32: Arnold bread television ad, 2008
Healthy Life targets dieters
- Figure 33: Healthy Life bread television ad, 2008
Nature' s Pride offers the purest ingredients
- Figure 34: Nature' s Pride bread television ad, 2009
Pillsbury aims to make every meal a special occasion
- Figure 35: Pillsbury Grands Biscuits television ad, 2009
Thomas' muffins are so good, it' s a crime
- Figure 36: Thomas' hearty grains English muffins television ad, 2008
Grain Foods Foundation promo shows bread is beautiful
Tortillas on a Mission
Bread Usage
Key points
Household consumption of bread
- Figure 37: Household usage of bread products, by product type, 2005-08
Varieties of bread used in household
- Figure 38: Types of bread used in household, 2005-08
Volume of bread usage
- Figure 39: Number of loaves consumed by household in last week, by household income, July 2007-September 2008
Brand preferences
- Figure 40: Brands of bread used in household, by household income, July 2007-September 2008
Impact of Ingredients, Product Qualities and the Economy on Bread Purchase
Key points
Purchase of bread with health claims
- Figure 41: Bread purchased with specific ingredients or marketing claims, by age, March 2009
Most important qualities when purchasing bread
- Figure 42: Qualities looked for when purchasing bread, by gender, March 2009
- Figure 43: Qualities looked for when purchasing bread, by age, March 2009
Attitudes towards Bread, Brand Loyalty and the Effect of the Recession
Key points
Attitudes toward bread
- Figure 44: Opinions about various kinds of bread, by age, March 2009
Brand loyalty
- Figure 45: Loyalty to brands, and the effect of price when purchasing bread, by age, March 2009
Impact of the economy on bread purchasing
- Figure 46: Impact of current economic situation on bread purchasing, by age, March 2009
Impact of Race and Hispanic Origin
Key points
Household consumption of bread types follows stereotypes
- Figure 47: Household usage of bread products, by product type, by race/Hispanic origin, July 2007-September 2008
Varieties of bread used in household
- Figure 48: Types of bread used in households, by race/Hispanic origin, July 2007-September 2008
Attitudes toward bread
- Figure 49: Opinions about various kinds of bread, by race/Hispanic origin, March 2009
Purchase locations
- Figure 50: Retail channels consumers have bought bread from in the last two weeks, by race/Hispanic origin, March 2009
Brand loyalty
- Figure 51: Loyalty to brands, and the effect of price when purchasing bread, by race/Hispanic origin, March 2009
Impact of the economy on bread purchasing
- Figure 52: Impact of current economic situation on bread purchasing, by race/Hispanic origin, March 2009
Appendix: Simmons Cohorts
- Figure 75: Married couples cohorts
- Figure 76: Single women cohorts
- Figure 77: Single men cohorts
Appendix: Producer Price Index for Wheat
- Figure 78: Producer price index for wheat, 2003-08
Appendix: Other Useful Consumer Tables
Bread usage
- Figure 79: Types of bread bought in the last month, by gender, March 2009
- Figure 80: Types of bread bought in the last month, by age, March 2009
- Figure 81: Types of bread bought in the last month, by number of children in household, March 2009
- Figure 82: Types of bread bought in the last month, by region, March 2009
Impact of ingredients, product qualities, and the economy on bread purchase
- Figure 83: Bread purchased with specific ingredients or marketing claims, by gender, March 2009
- Figure 84: Bread purchased with specific ingredients or marketing claims, by household income, March 2009
- Figure 85: Bread purchased with specific ingredients or marketing claims, by education level, March 2009
- Figure 86: Economic effects on bread purchasing, by household income, March 2009
- Figure 87: Qualities looked for when purchasing bread, by household income, March 2009
- Figure 88: Qualities looked for when purchasing bread, by number of children in household, March 2009
- Figure 89: Qualities looked for when purchasing bread, by education level, March 2009
Changes in bread purchasing and eating habits
- Figure 90: Bread purchasing habits, by gender, March 2009
- Figure 91: Changes in bread purchases since last year, by gender, March 2009
- Figure 92: Changes in bread purchases since last year, by age, March 2009
- Figure 93: Changes in bread purchases since last year, by household income, March 2009
Attitudes towards bread, brand loyalty and the effect of the recession
- Figure 94: Opinions about kinds of bread, by gender, March 2009
- Figure 95: Opinions about kinds of bread, by household income, March 2009
- Figure 96: Opinions about kinds of bread, by education level, March 2009
- Figure 97: Tendencies when purchasing bread, by gender, March 2009
- Figure 98: Types of bread used in households, by household income, July 2007-September 2008
- Figure 99: Types of bread used in households, by presence of children, July 2007-September 2008
- Figure 100: Types of bread used in households, by region, July 2007-September 2008
Appendix: Trade Associations

Bread - US - June 2009

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