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

  • Publication Date:May 2007
  • Publisher:Business Insights
  • Product Type: Report
  • Pages:134

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

To maintain and develop market share, bakery and cereals manufacturers have been forced to address the 'staple' image of their products. In doing so, manufacturers have innovated by reformulating to make products more indulgent, fortifying products with functional ingredients to make them healthier and developing innovative delivery methods. 'Growth Strategies in Bakery and Cereals: Key trends and future product opportunities' is a new management report published by Business Insights that analyzes the drivers and major trends currently influencing the bakery and cereals market including health, premiumization, guilt-free indulgence, convenience and ethical consumerism. This report provides detailed market insights at global, regional and category level to forecast trends accurately to 2009. Best-practice examples of new products launched between 2004 and 2006 are assessed and recommendations are made for future innovations. Create more effective new product development strategies and increase returns on investment with this new report.

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Some key findings from this report

The US will show the strongest growth in market value at 14.1% between 2005 and 2009 to reach a higher overall value than is forecast for France, Germany, Italy, Sweden and The Netherlands.

The cookie category held the largest share of total new product launches in the bakery and cereals sector in 2006 (33.1%). Pastries and baked goods held second place, falling from 23.5% in 2004 to 19.2% in 2006.

Nearly a third of industry survey respondents stated that the breakfast occasion will offer the most growth potential for manufacturers over the next five years driven by new products including ready to eat and on-the-go cereals and health concerns relating to obeisty and other health issues.

Kellogg is the most innovative bakery/cereals company according to industry executives with nearly a quarter of respondents selecting Kellogg as the most innovative company. Nestl was in second place at 10.3%.

Growth Strategies in Bakery and Cereals

To maintain and develop market share, bakery and cereals manufacturers have been forced to address the 'staple' image of their products. In doing so, manufacturers have innovated by reformulating to make products more indulgent, fortifying products with functional ingredients to make them healthier and developing innovative delivery methods.

Growth Strategies in Bakery and Cereals: Key trends and future product opportunities is a new management report published by Business Insights that analyzes the drivers and major trends currently influencing the bakery and cereals market including health, premiumization, guilt-free indulgence, convenience and ethical consumerism. This report provides detailed market insights at a global, regional and category level to forecast trends accurately to 2009. Best-practice examples of new products launched between 2004 and 2006 are assessed and recommendations are made for future innovations.

Create more effective new product development strategies and increase returns on investment with this new report.

This new report will enable you to

  • Assess the key trends in bakery and cereals innovation based upon this report's analysis of Productscan data from over 10,000 product launches between 2004 and 2006 detailing regional contribution, category coverage and product claims.
  • Benchmark leading executives' opinions on the future of bakery and cereals innovation using this report's analysis of our proprietary global survey detailing the key issues affecting the future of NPD and innovation in the bakery and cereals market.
  • Predict future growth areas in bakery and cereals using this report's forecasts to 2009 of market values and volumes by category and sub-category across Europe and the US.
  • Target new and emerging market opportunities using this report's extensive analysis of the most innovative new product launches, trends in NPD and convergence.

Key issues examined in this report

  • Healthy and tasty. Bakery and cereals products can be positioned as healthy, indulgent or healthy and indulgent. Manufacturers are increasingly opting to extend their brand portfolio to satisfy each of these consumer demands.
  • Ethical consumerism. Issues such as food miles, organics and Fairtrade are driving consumers to question the provenance - and quality - of their food and drinks.
  • Rise in homebaking and cooking from scratch. From 2004 to 2006 the share of bakery and cereal product launches in the 'cake mixes, frosting and decorations' category increased from 1.6% to 3.6% and the 'mixes, baking and other non-baking' category rose from 4.6% to 4.9%.
  • Opportunities in targeting snacking occasions. 10% of industry executives rated mid-morning as the consumption occasion that will offer the most sales growth potential over the next 5 years, whilst 1% believed mid-afternoon and 4% evening.

Your questions answered...

  • Who are the leading players in the bakery and cereals market?
  • How will the rise in ethical consumerism impact on the bakery and cereals market?
  • What are the most popular and successful flavors used in bakery and cereals NPD?
  • Can brands target other consumption occasions such as snacking without losing share of the breakfast market?
  • How can bakery and cereals brands target children effectively without attracting criticism or regulatory interference?
  • Which is the leading category in terms of NPD over the past two years?
  • Which countries offer the best opportunities for investment?
  • 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
    • 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, 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 Caf 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: Nestl'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,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
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