Growth Strategies in Bakery and Cereals: Key trends and future product opportunities

Table of Contents

Executive Summary

• Market developments
• The bakery and cereals market
• Innovation and NPD
• Key trends in bakery and cereals
• Conclusions

Chapter 1 Introduction

• Research methodology
• What is this report about?
• Report structure

Chapter 2 Market developments

• Summary
• Introduction
• The role of bakery and cereals in the obesity debate
• Healthy line extensions of indulgent brands
• Importance of high quality ingredients
• Opportunities in healthy indulgence
• Increasing the importance of breakfast
• Taking an ethical interest

Chapter 3 The bakery and cereals market

• Summary
• Introduction
• The growing potential of the bakery and cereals market
• Bakery and cereals market value in Europe and US
• Value of the bakery and cereals market by category
  • Bread and rolls
  • Breakfast cereals
  • Cakes and pastries
  • Cookies
  • Crackers
  • Morning goods
• The bakery and cereals market volume and growth, by country
• Company shares
• The dominance of artisanal producers and private label
• Top 10 innovative bakery and cereals companies in the world
  • Case study: Sara Lee

Chapter 4 Innovation and NPD

• Summary
• Introduction
• Share of new product launches within bakery and cereals
• Category analysis
• Bread
  • Case study: Hovis
• Cakes
• Cereals
• Cookies
• Crackers
• Mixes and other baking
• Regional analysis
• Europe
• Asia-Pacific
• Americas
• Middle East & Africa
• Future growth potential by region
• Innovative bakery and cereal brands
• Formulation
• Positioning
• Packaging benefit
  • Case study: Alara
• Innovation by category
• Product tag analysis
• Flavor trends

Chapter 5 Key trends in the bakery and

• cereals market
• Summary
• Introduction
• Health
• Natural and fresh
• Low fat / low calorie
• Functional
• Glycemic Index
• Indulgence
• Gourmet and luxury
  • Private label
• Home cooked meals and authentic ingredients
• Convenience
• Eating out and on-the-go
• Impulse purchasing
• Customization and individualization
• Targeting children in today’s highly sensitive market

Chapter 6 Conclusions

• Summary
• Introduction
• Innovation opportunities, barriers and solutions
• Health
• Indulgence
• Convenience
• Targeting consumer groups
• From breakfast-time to all-the-time
• Index

List of Figures

• Figure 2.1: Healthy line extensions - offering choice to the consumer
• Figure 2.2: Combining health and indulgence in new products
• Figure 2.3: The importance of ethical trends in bakery and cereals NPD over the next 5 years
• Figure 3.4: Bread and rolls, sub-category segmentation by value, 2009
• Figure 3.5: Breakfast cereals, sub-category segmentation by value, 2009
• Figure 3.6: Cakes and pastries, sub-category segmentation by value, 2009
• Figure 3.7: Cookies, sub-category segmentation by value, 2009
• Figure 3.8: Crackers, sub-category segmentation by value, 2009
• Figure 3.9: Morning goods, sub-category segmentation by value, 2009
• Figure 3.10: Bakery and cereals market value versus volume forecast, 2009
• Figure 3.11: Bakery and cereals top 5 company shares, (%), by region, 2004
• Figure 3.12: Market shares of artisanal and private label manufacturers, (%), by region, 2004
• Figure 3.13: Company types expected to have the most influence on innovation levels in bakery and cereals now and in five years
• Figure 3.14: Sara Lee EarthGrains bread
• Figure 4.15: Share of bakery & cereal product launches, by sector, 2004-2006
• Figure 4.16: Percentage growth in market value bakery and cereal categories are likely to experience over the next five years
• Figure 4.17: Bread products made with natural and healthy ingredients
• Figure 4.18: Hovis products
• Figure 4.19: Innovative frosting products
• Figure 4.20: Innovative cereal products
• Figure 4.21: Right Direction Chocolate Chip Cookies
• Figure 4.22: Healthy crackers
• Figure 4.23: Crayola Crafty Cooking Kits
• Figure 4.24: Percentage share of bakery and cereals products launched by region, 2004 versus 2006
• Figure 4.25: New product launches in Europe
• Figure 4.26: Gluten Free Choc Cake Mix
• Figure 4.27: New product launches in the Americas
• Figure 4.28: Anytime Crumpet Mix
• Figure 4.29: Regions expected to experience the most growth in bakery and cereals market value over the next 5 years
• Figure 4.30: Innovation in formulation - Sultana Hartig
• Figure 4.31: Bimbo Mr Dipps
• Figure 4.32: Alara' s packaging
• Figure 4.33: Percentage of innovative bakery and cereals products launched in each category, 2004-2006
• Figure 4.34: Buitoni Fresh Rolled Dough
• Figure 4.35: Pasco Mainichi Seni Bread
• Figure 4.36: Flavors and ingredients that will experience the most growth usage in bakery and cereals over the next five years
• Figure 5.37: Importance of health trends in bakery and cereals NPD over the next five years
• Figure 5.38: Yaya' s Raw Rah Organic Kracker
• Figure 5.39: Barilla Fratelli' s Molino Bianco cereals
• Figure 5.40: Low calorie and portioned products
• Figure 5.41: Sales growth potential of bread types over the next five years
• Figure 5.42: Country Harvest Prairie Bran Loaf
• Figure 5.43: Importance of indulgent trends in bakery and cereals NPD over the next five years
• Figure 5.44: Duchy Originals gourmet bread and biscuits
• Figure 5.45: Gourmet private label bakery products
• Figure 5.46: Bob' s Red Mill Gluten Free Bread Mix
• Figure 5.47: The features of most importance to the success of a bakery or cereal product
• Figure 5.48: Dai Ichiya White Café Ogura Milk
• Figure 5.49: Impulse product for the on-the-go breakfast market
• Figure 6.50: Vitalicious Foods
• Figure 6.51: Tohato' s Tohato Hitokuchi Kuro Goma Cream Sando Biscuit
• Figure 6.52: Frozen Fruit Filled Snack Pie called Pie-Oh-My!
• Figure 6.53: Consumer groups expected to provide the most sales growth potential for bakery and cereal manufacturers over the next five years
• Figure 6.54: Sales growth potential of consumption occasions for bakery and cereal manufacturers over the next five years
• Figure 6.55: Nestlé' s Ski Up & Go

List of Tables

• Table 3.1: Value of the bakery and cereals markets by key product markets, $m, Europe and US, 2005-2009
• Table 3.2: Value of bakery and cereals market by category and sub-category, $m, Europe and US, 2005-2009
• Table 3.3: Volume of the bakery and cereals markets by key product markets, kg m, Europe and US, 2005-2009
• Table 3.4: Top 10 innovative bakery and cereals companies
• Table 4.5: Diversification within the Hovis bread range
• Table 4.6: Bakery and cereal product innovation by type, 2004-2006
• Table 4.7: Top 25 product tags on new product packaging, % of bakery and cereal products launched, 2004-2006
• Table 4.8: Top 20 flavors in bakery and cereal product launched, % of product launches, 2004-2006
• Table 5.9: Percentage and total number of natural and fresh (including organic) food and drink consumers by usage status, Europe and US, 2004 and 2009
• Table 5.10: Percentage and total number of natural and fresh (including organic) food and drink consumers by usage status, Europe and US, 2004 and 2009, continued
• Table 5.11: Family structures across Europe and the US, (m), 2000-2005
• Table 6.12: Innovation opportunities and potential barriers in bakery and cereals NPD to 2009