This study of the U.S. bread market gives readers insight into this $23 billion business. The study covers packaged, fresh and frozen bread products, including a growing number of specialty bread products. Strategies and new products of key companies (Interstate Bakeries Corp., Best Foods, Campbell Soup Co., etc.) are discussed. Major marketing, retailing and demographic trends are all explored in-depth. Special attention is given to the in-store bakery phenomenon. Sales data cover 1995-1999, with projections given through the year 2004. Primary data sources include Information Resources Inc. and Simmons Market Research Bureau.
Scope and Methodology
This Packaged Facts report analyzes the U.S. retail market for bread and bread products. The market includes packaged and unpackaged fresh bread products as well as frozen and refrigerated items. Included are products delivered to stores and those produced on site. Products produced on site include those from bakeries operated by large chains as well as those produced by independent retailers.
The report deals with all manner of breadstuffs: White and whole wheat breads, a broad range of variety breads, and non-loaf products ranging from hot dog rolls to pita bread. The term bread will be used in this report as a generic term for ready-to-eat breadstuffs, including loaves, rolls, and flatbreads.
Except for passing references, this report excludes by-products such as stuffing, croutons, and breadcrumbs; crackers; breads based on cornmeal (except for tortillas), and products that still need to be formed into bread dough, such as biscuit mixes, as well as sweet baked goods.
The retail bread market partially overlaps the foodservice market with some foodservice operators even retailing bread as a sideline operation. However, as far as possible, this study excludes coverage of the foodservice market.
The information gathered for this report was obtained from primary, secondary, and syndicated research. Primary research included first hand exploration of the retail environment and consultation with industry sources. Secondary research entailed compiling data from various trade, business, and government sources, including company literature and corporate annual reports.
Packaged Facts has derived sales figures from sources such as InfoScan Review (Information Resources, Inc.—IRI, grocery and baking trade publications, and various other business sources. Figures provided on national consumer advertising expenditures by individual marketers are based on Competitive Media Reporting (CMR) data, as reported in the trade press. The analysis of consumer products usage is based on Simmons Market Research Bureau data for spring and fall 1998.
Bakery breads (baked or heated on-site)
Variety breads (bagels, biscuits, croissants, English muffins, pitas, tortillas)
New product trends
Consumer profile by type
Ingredients and nutritional value
Production and packaging process
Market size and growth by category
Projected market growth to 2004
Factors affecting market growth
Baby boomers age
Acquisitions of private companies
“Wraps,” the new tortilla
Emphasis on organic foods
Sales of corn and flour tortillas from 1995-1999
Projected sales by category to 2004
Share of packaged breads by product type, 1999
Share of bread sales: brand name vs. private-label, 1999