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

Datamonitor
August 21, 2009
15 Pages - SKU: DFMN2429888

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Countries covered: United Kingdom

Introduction

This case study on European bakery forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines the drivers of the market, particularly the intensifying influence of the health trend. It also analyses two key players in the UK market, Associated British Foods and Premier Foods.

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Gain insight into the methods used by important industry players to give them a competitive edge
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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

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

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