Morning Goods - UK

Published by: Mintel International Group Ltd.

Published: Jul. 1, 2007 - 101 Pages

Table of Contents

ISSUES IN THE MARKET

Key themes

Definition

Abbreviations

MARKET IN BRIEF

A diverse market enjoys healthy growth

Health and indulgence are the mantras for success

Plant bakers dominate supply

Maple Leaf Foods emerges as leading player

Advertising expenditure continues to rise

Future trends

Consumer findings

INTERNAL MARKET ENVIRONMENT

Key Points

Industry responds to demand for healthier eating products…

…by reducing salt

…by using key ingredients

…by making healthy eating more palatable

Importance of indulgence should not be underestimated

Debits and credits

The relevance of breakfast

Growth of the café culture - threat or opportunity?

Making sure they don’t drop while they shop

BROADER MARKET ENVIRONMENT

Key points

Population trends

Figure 1: Trends in UK population by age, 2002-12

Consumers can afford to trade up

Figure 2: Trends in PDI and consumer expenditure, 2002-12

Single-person households set to grow

Figure 3: The changing structure of UK households, 1996-2012

Working mothers are key consumers

Figure 4: Working population of women, 2002-12

Restrictions on advertising to children

Seasonality should be embraced

Raw ingredients subject to price rises

STRENGTHS AND WEAKNESSES

Strengths

Weaknesses

COMPETITIVE CONTEXT

Morning goods face strong competition

Figure 5: UK retail sales of products which compete with morning goods, 2002-06

On-the-go market is already crowded

MARKET VALUE AND FORECAST

Key Points

Morning goods continue to grow

Figure 6: UK retail sales of morning goods, by value, 2002-07

Future trends

Figure 7: Forecast of the UK retail sales of morning goods, 2007-12

SEGMENT PERFORMANCE

Key Points

Plant bakers gradually increase their share

Figure 8: UK retail sales of morning goods, by value, by source, 2002-06

Figure 9: UK retail sales of rolls, bakery snacks and foreign recipe products, by value, 2002-06

Healthier rolls generate growth

Figure 10: UK retail value sales of rolls, by type, 2002-06

Health eating - a double edged sword?

Manufacturers and retailers could do more

Foreign recipe and fruited products drive growth

Figure 11: UK retail sales of bakery snacks and foreign recipe products, by type, 2002-06

Transatlantic influence grows

American muffins given a healthy image

Brioches take share from croissants

Fruited products prove popular

Other bakery snacks vie for share of spend

Doughnuts enjoying (un)healthy growth

Indulgence will continue to drive growth

Crumpet-makers appear confident

Pancakes prove adaptable

Frozen - a small but growing niche

Free from and functional

Organic has yet to fulfil its potential

MARKET SHARE

Key Points

Own labels lead

Figure 12: Brand shares of plant-produced morning goods, by value, 2000-06

Warburtons goes from strength to strength

Hovis takes Allied Bakeries forward

Other brands

COMPANIES AND BRANDS

Key Points

Introduction

THE TOP THREE

Warburtons goes national

Allied Bakeries focuses on Kingsmill

Premier Foods gets in on the act

OTHER LEADING SUPPLIERS

Bakehouse

BakeMark

Cuisine de France

Délifrance

Fine Lady Bakeries

Fletchers Bakeries

Greggs

Inter Link Foods

Kitchen Range Foods

Krispy Kreme

Maple Leaf Foods

Others

BRAND COMMUNICATION AND PROMOTION

Key Points

Adspend for bread and bakery rises

Figure 13: Main monitored media advertising expenditure on bread and bakeries, 2002-07

Top three brands dominate spend

Figure 14: Spending on main advertising media of bread and bakeries by leading manufacturers, with detail on morning goods, 2002-06

CHANNELS TO MARKET

Key Points

Grocery multiples extend their lead

Figure 15: UK retail value sales of morning goods, by type of outlet, 2002-06

In-store bakeries have room for growth

Craft bakers benefit from impulse buyers

Petrol forecourts doing well

Asda

Co-op

Marks & Spencer

Morrisons

Sainsbury’s

Tesco

Waitrose

THE CONSUMER

Key Points

Packed lunches offer potential

It’s fun to share

WHO’S EATING WHAT?

Figure 16: Bakery products eaten, April 2007

Working mothers are enthusiastic consumers

Bread-based products hold broadest appeal

Figure 17: Key consumers of soft bread rolls/baps, crusty rolls, burger buns and bagels, April 2007

Traditional morning goods are also popular

Figure 18: Key consumers of english muffins/crumpets, fruited products, scones and iced buns/chelsea buns, April 2007

Who buys?

Who doesn’t?

North/South divide in Viennoiserie

Figure 19: Key consumers of croissants, pains au chocolat and danish pastries, April 2007

American muffins and doughnuts popular with young and less affluent

Figure 20: Key consumers of muffins and doughnuts, April 2007

Part-baked ready to be taken up market?

THE CONSUMER - ATTITUDES TO MORNING GOODS

Key Points

Assessing attitudes

Figure 21: Bakery products eaten, April 2007

In-store bakeries versus craft bakers

Working mothers keen to spot a bargain

Health is becoming far more important

Is demand set to fall?

Interest in premium NPD should be promising

It’s a treat

Brands versus own label

APPENDIX

INTRODUCTION

Consumer research

ACORN

Advertising data

Internal market environment

Healthy lifestyles

Figure 22: Agreement with selected lifestyle statements on health, 2002-06

Figure 23: Adults who are trying to slim and frequency of dieting, 2002-06

Broader market environment

Figure 24: Trends in UK population by age, 2002-12

Figure 25: Trends in PDI and consumer expenditure, 2002-12

Figure 26: Working women by age of own children, 1998-2006

Consumer 1 - detailed demographics

Figure 27: Agreement with selected lifestyle statements on food and diet, 11-19s, 2002-06

TGI attitudes

Figure 28: Agreement with selected lifestyle statements on food and diet, 2002-06

Figure 29: Consumption of selected morning goods by 11-19-year-olds, 2002-06

Attitudes towards bread

Figure 30: Attitudes towards bread, November 2006

Figure 31: Agreement with the statement ‘I make a conscious effort to eat less bread than I used to’,

November 2006

Figure 32: Types of bread purchased, November 2006

Morning goods

Figure 33: Bakery products eaten, April 2007

Figure 34: Bakery products eaten, April 2007

Figure 35: Bakery products eaten, April 2007

Figure 36: Attitudes to morning goods products, April 2007

Figure 37: Attitudes to morning goods products, April 2007

Figure 38: Attitudes to morning goods products, April 2007

Repertoire analysis

Figure 39: Number of different types of bakery products eaten, April 2007

Figure 40: Number of different types of bakery products eaten by demographics, April 2007

Target groups

Figure 41: Clusters by demographics, April 2007

Figure 42: Clusters by bakery products eaten, April 2007

Figure 43: Clusters by number of different types of bakery products eaten, April 2007

Figure 44: Clusters by Q2, April 2007

APPENDIX: RESEARCH METHODOLOGY

Abstract

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