European Bakery Case Study: key trends in the European bread & rolls sector

Content

• Datamonitor View
• Catalyst
• Summary
• Analysis
  • Bread & rolls is the largest category of the European bakery & cereals retail market, but growth has been unspectacular
  • The European bread & rolls sector was worth nearly E73 billion in 2008
  • per capita bread & rolls consumption is highest in Germany, while the UK is home to two of the continent's leading companies within the category
  • Manufacturers have attempted to stimulate growth with healthier variants that can be positioned 'better-for-you' and/or 'good-for-you' and this is reflected in NPD trends
  • Numerous health claims are influential to a significant proportion of Europeans
  • Traditional production methods is another key trend in bread products, as consumers seek out nostalgic products
  • A yearning for the traditional has seen a rise in home baking, with growth being witnessed in home bread baking products
  • ABF and Premier Foods are two leading companies in the UK bread & rolls category which have benefited from aligning with the health and nostalgia trends
  • ABF is the leading bread producer in the UK, whose Kingsmill and Allinson brands are well established in the market
  • The company's Kingsmill brand is promoted as a healthy family brand
  • Allinson is marketed as a traditional brand which addresses artisanal and health trends
  • Premier Foods has experienced high growth by marketing its Hovis brand as a nostalgic product
  • Conclusion
• Appendix
  • Case study series
  • Methodology
  • Definitions
  • Secondary sources
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
• List of Tables
  • Table 1: The European retail bakery & cereals market (E millions), by category, 2008-13
  • Table 2: The leading five European bread & rolls retail markets (E millions), by value, 2003-13
  • Table 3: The top 20 European retail markets for bread & rolls, by per capita spend (Euros), 2003-13
  • Table 4: The leading five European bread & rolls foodservice markets (E millions), by value, 2003-13
  • Table 5: Leading companies in the European bread & rolls retail, by value, 2008
  • Table 6: Leading claims in European retail bread & rolls new product launches, July 2008-09
  • Table 7: The bread & rolls category, by sub-segment in European retail (E millions), 2003-13
  • Table 8: Company market share in the bread & rolls sector, UK, 2008 (%)
  • Table 9: Foodservice bread categories
  • Table 10: Bakery & cereal market definitions
• List of Figures
  • Figure 1: Bread & rolls is the largest, yet slowest growing category in the bakery & cereals market
  • Figure 2: Bread & rolls launches in Europe have been substantial over the past few years
  • Figure 3: A third of Europeans are frequent purchasers of functional food and beverages
  • Figure 4: Consumers in the Middle East are most likely to consider fiber content when choosing food and beverages
  • Figure 5: Natural and organic claims are appealing to a significant sector of consumers
  • Figure 6: Many consumers do not like the presence of artificial ingredients in their food and drinks
  • Figure 7: Gluten-free products are not of significant concern to European or US consumers
  • Figure 8: Low/reduced fat claims are highly influential for more than a third of Europeans
  • Figure 9: Low cholesterol product claims are deemed highly influential by more than 20% of Europeans
  • Figure 10: Cooking from scratch is a frequent activity for many Europeans
  • Figure 11: ABF produces a wide range of loaves in the UK, to satisfy a wide range of family tastes and health demands
  • Figure 12: Wholegrain content is influential to the food choices of a substantial proportion of consumers
  • Figure 13: A 'trust void' is apparent among Europeans when it comes to the nutritional claims made by food and beverage manufacturers and the integrity of food and beverages aimed at children
  • Figure 14: Premier produces a range of loaves under the Hovis brand name