Cakes and Cake Bars - UK - June 2006

Table of Contents

• Introduction and Abbreviations
• Definitions
• Consumer research
• ACORN
• Abbreviations
• Executive Summary
• Market growth
• Evolving demand
• Whole cakes stagnate
• Unhealthy consequences
• Treat positioning
• Brand strengths
• Age matters
• Future potential
• Market Drivers
• Addressing a changing market
  • Figure 1: UK households and one-person households, 2000-09
• Offering lone indulgence
• A more appealing snack
• Brand leads
• Shortcut to assurance
• Own-label contribution
  • Figure 2: Agreement with the statement 'On the whole, I think well- known brands are better than a shop's own brand', by gender, 2002-05
• New opportunities
• Need for balance
  • Figure 3: Agreement with lifestyle statements about food and eating habits, 2001-05
• Limiting indulgence
• Seasonal occasions
• Labelling the issue
• Offering information
• Market Size
  • Figure 4: UK retail value sales of cakes and cake bars and current and constant prices, 2001-06
• Wrapped progress
  • Figure 5: UK retail value sales of cakes and cake bars, by sector, 2003 and 2005
• Market Segmentation
• Wrapped whole cakes
  • Figure 6: UK retail value sales of wrapped whole cakes, excluding occasion cakes, 2001-06
• Volumes are down
• Whole cakes maintain lead
  • Figure 7: UK retail value sales of cakes, excluding occasion cakes, by type, 2003 and 2005
• No longer everyday
• Updating classics
• Healthy additions
• Occasion cakes -- a cause for celebration
  • Figure 8: UK retail value sales of occasion cakes, 2001-06
• Making it personal
• Christmas crackers
• Easter and others
• Wrapped individual cakes and cake bars
  • Figure 9: UK retail value sales of cake bars, 2001-06
• Driving development
• Cakes and slices take the biggest share
  • Figure 10: UK retail value sales of cake bars, by type, 2003 and 2005
• Unwrapped cakes
  • Figure 11: UK retail value sales of unwrapped cakes, 2001-05
• The Supply Structure
• Brand shares
  • Figure 12: Manufacturers' value shares in wrapped cakes, 2003 and 2005
• Brands still strong
• Own label gains
• Major companies and brands
• RHM Foods
• New structure and stockmarket floatation
• Mr Kipling relaunch...
• ...and retreat
• New for Christmas
• Delightful Mr Kipling
• Cadbury extension
• Lyons traditional
• McVitie's Cake Company
• Rebranding McVitie's
• Mars are for impulse
• Greencore Cakes & Desserts
• Inter Link Foods
• A growing concern
• Finsbury Food Group
• Extending interests
• Anthony Alan Foods
• New to add interest
• Seasonal indulgence
• The Fabulous Bakin' Boys
• Brand development
• Other companies
• Duchy Originals
• Elisabeth the Chef
• Kate's Cakes
• Stiletto Foods
• Lightbody of Hamilton
• New Product Trends
  • Figure 13: Cakes and cake bar GNPD by product claim, 2005-06
• Indulgence
• Healthy
• Seasonal; Christmas, Easter and others
• Value
• Everyday
• Advertising and Promotion
  • Figure 14: Main monitored media advertising expenditure on cakes and fruit pies, 2001-05 (year to April)
  • Figure 15: Main monitored media advertising expenditure on selected cakes, £s, 2004
• RHM takes the lead
• Healthy options from McVitie's?
• In-store promotion
• Memory Lane focuses on Wales
• Distribution
  • Figure 16: UK retail value sales of cakes and cake bars, by outlet, 2003 and 2005
• Multiple domination
• Independent position
• Other routes to market
• Product positioning
• The Consumer
  • Figure 17: Consumption of cakes by age, 2005
• An old fashioned treat
  • Figure 18: Consumption of cakes by household size, 2005
• ...and family favourite
• Cake consumption and purchase habits
  • Figure 19: Attitudes towards cakes and cake bars, February 2006
• Women have a sweeter tooth
• Health
• Potential youth
• Later interests
  • Figure 20: Cake consumption and purchase by age 2005
• Who's else is making the change?
• Consumer -- Detailed Demographics
  • Figure 21: Most popular attitudes to cakes and cake bars, by demographics, February 2006
  • Figure 22: Attitudes to cakes and cake bars, by demographics, February 2006
• The Future
• Brand hyperventilation
• Looking at ingredients
• Bigger opportunities for health
• Premium alternatives
• Convenient cover for the middle ground
• Health -- a challenge or an obstacle
• Forecast
  • Figure 27: Forecast of the UK cake and cake bars market, 2006-11
• Challenges ahead: Health & Indulgence
• Factors used in the forecast