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Packaged Breads: U.S. Market Trends

Packaged Breads: U.S. Market Trends



Packaged bread endures as a staple of the U.S. diet, as virtually all American consumers eat some form of bread and the market enjoys a high household penetration. However, consumers are eating bread less frequently and are consuming it in less quantity. Health and diet concerns, changing eating patterns and ethnic influences on food are making bread less important to consumers. Nevertheless, retail sales of packaged breads totaled $12.5 billion in 2012.

This latest Packaged Facts report, Packaged Breads: U.S. Market Trends, will help food manufacturers and markets gain insights into how to thrive in this mature and often challenged food industry segment.

Scope

Packaged Breads: U.S. Market Trends presents a detailed analysis of the U.S. consumer market for packaged breads sold in retail outlets, excluding independent and in-store bakeries. It outlines key issues and trends affecting the overall market and analyzes all product categories including shelf-stable, refrigerated, and frozen breads, rolls, buns, hamburger and hot dog buns. The report also discusses major players and brands and analyzes their key activities and performance. Market size data are provided for 2008–2012 and projections for 2012–2017. All retail channels that sell consumer packaged breads are covered and considered in arriving at overall market size estimates, market trends and competitive analysis. Packaged products sold in the in-store bakery section and covered by IRI sales tracking are included.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included consultation with industry sources and on-site examinations of the retail sector. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.

Our estimates of market size and company performance are based on reported revenues of product manufacturers and retailers, and figures from other market research sources. Our analysis of consumer trends primarily relies on cross-tabulations of data compiled by Experian Marketing Services, New York, NY. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers who in aggregate represent a statistically accurate cross-section of the U.S. population. The 2004 through 2013 surveys cited in this report are based on samples of approximately 25,000 U.S. adults. Our consumer analysis also draws on a national online consumer usage survey conducted in June 2013 by Packaged Facts. Our survey data represent a national online consumer panel of 2,000 U.S. adults (age 18+) balanced to Census on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence of children in the household, and household income.


  • Executive Summary
    • Introduction
      • Scope of Chapter
      • Methodology
      • Products Outside Market Scope
      • Packaged Breads Market Sales at $12.5 Billion in 2012
        • Table Retail Dollar Sales of Packaged Breads, 2008-2012 (in millions)
      • Category Sales: Shelf-stable Products Dominate
        • Table Retail Dollar Sales of Packaged Breads: By Category, 2008-2012 (in millions)
      • Product Segment Sales
        • Table IRI-Tracked Sales of Packaged Breads: By Segment, 2008-2012 (dollar, unit and volume sales)
      • Tortilla Sales Provide Perspective on Product Popularity
        • Table IRI-Tracked Sales of Tortillas: By Product Type, 2008-2012 (dollar, unit and volume sales)
      • Sales by Retail Channel
      • Market Forecast
      • Marketer Landscape
      • Leadership in Packaged Breads Requires Numerous Brands
      • Product Trends
      • Taste and Experiences
      • Retailing Trends
      • Marketing Trends
      • Healthier Breads More Popular Than White Bread
        • Table Usage Rates for Bread: By Leading Product Types, 2004-2013 (percent)
      • Nature's Own and Sara Lee Most Popular Bread Brands
        • Table Usage Rates by Leading Brands of Bread, 2004-2013 (percent)
      • Tortillas Grow in Popularity
        • Table Consumption Rates for Mexican Baked Products: By Type, 2004-2013 (percent)
      • Consumers Cutting Back on White Bread, Wheat Flour and Gluten
      • Consumers Look for Whole-Grain and Multi-Grain Breads
      • Consumers Buying Shelf-Stable Products Less, Products from In-Store Bakeries More
      • More Consumers Bought Shelf-Stable Bread
  • The Market
    • Introduction
      • Scope of Chapter
      • Methodology
      • Product Category Definitions
      • Products Outside Market Scope
    • Market Size and Growth
      • Packaged Breads Market Sales at $12.5 Billion in 2012
        • Table Retail Dollar Sales of Packaged Breads, 2008-2012 (in millions)
      • Category Sales: Shelf-stable Products Dominate
        • Table Retail Dollar Sales of Packaged Breads: By Category, 2008-2012 (in millions)
      • Product Segment Sales
        • Table IRI-Tracked Sales of Packaged Breads: By Segment, 2008-2012 (dollar, unit and volume sales)
      • Tortilla Sales Provide Perspective on Product Popularity
        • Table IRI-Tracked Sales of Tortillas: By Product Type, 2008-2012 (dollar, unit and volume sales)
      • Sales by Retail Channel
      • Market Forecast
  • The Marketers
    • Marketers
      • Table IRI-Tracked Sales of Packaged Bread Marketers, 2012-2013 (millions of dollars, percent)
      • Table IRI-Tracked Sales of Packaged Shelf-Stable Fresh Bread Marketers, 2012-2013 (millions of dollars, percent)
      • Table IRI-Tracked Sales of Packaged Frozen Fresh Baked Bread/Roll/Biscuit Marketers, 2012-2013 (millions of dollars, percent)
      • Table IRI-Tracked Sales of Packaged Shelf-Stable Fresh Roll/Bun/Croissant Marketers, 2012-2013 (millions of dollars, percent)
      • Table IRI-Tracked Sales of Packaged Shelf-Stable Hamburger/Hot Dog Bun Marketers, 2012-2013 (millions of dollars, percent)
      • Table IRI-Tracked Sales of Tortilla Marketers, 2012-2013 (millions of dollars, percent)
      • Leadership in Packaged Breads Requires Numerous Brands
        • Table Packaged Bread Brands of Select Companies, 2013
      • Franchised Brands Produced By Many Companies
        • Table Select Franchised Bread Brands and Manufacturers, 2013
      • Mergers, Acquisitions, Divestitures
    • Competitive Profiles
      • Bimbo Bakeries USA
        • Table Bimbo Bakeries Packaged Bread Products
      • Flowers Foods
        • Table Flowers Foods Packaged Bread Products
      • Pepperidge Farm
        • Table Pepperidge Farm Packaged Bread Products
      • Martin's Famous Pastry Shop
        • Table Martin's Famous Pastry Shop Packaged Bread Products
      • King's Hawaiian
        • Table King's Hawaiian Packaged Bread Products
      • T. Marzetti Company
        • Table T. Marzetti Company Packaged Bread Products
      • Aunt Millie's Bakeries
        • Table Aunt Millie's Bakeries Packaged Bread Products
      • La Brea Bakery
        • Table La Brea Bakery Packaged Bread Products
      • Food For Life Baking Company
        • Table Food For Life Baking Company Packaged Bread Products
      • Udi's Gluten Free Foods
        • Table Udi's Food Packaged Bread Products
  • Product, Retail, and Marketing Trends
    • Product Trends
      • Health and Nutrition
      • Taste and Experiences
    • Retailing Trends
      • Retailers Embrace Gluten-Free
      • Moving Out From Center Store
      • Safeway Store Brand Taps into Hispanic Culture, Tastes
      • Dollar Stores Increase Food Sales
      • Kwik Trip Keeps It Fresh
    • Marketing Trends
      • Marketing Old and New
      • Udi's Gluten-Free Connects with Consumers
      • Co-Marketing to Extend Brand Awareness
      • From Farmer's Market to Retail
  • The Consumer
    • Note on Data Sources
    • Bread Has High Penetration, Consistent Use
      • Table Usage Rates for Bread, 2004-2013 (percent)
    • Healthier Breads More Popular Than White Bread
      • Table Usage Rates for Bread: By Product Type, 2004-2013 (percent)
    • Demographics Vary by Bread Type
      • White Bread
      • Multi-grain Bread
      • Whole Wheat Bread
      • Pita Bread
      • French/Italian Bread
      • Raisin Bread
      • Rye/Pumpernickel Bread
      • Sourdough Bread
      • Potato Bread
        • Table Consumer Indices for Use of Bread: By Type, 2013 (index)
    • Nature's Own and Sara Lee Most Popular Bread Brands
      • Table Usage Rates by Brands of Bread, 2004-2013 (percent)
    • Demographics Vary by Bread Brand
      • Nature's Own
      • Sara Lee
      • Wonder
      • Pepperidge Farm
      • Arnold
      • Country Hearth
      • Sunbeam
      • Oroweat
      • Bimbo
      • Store Brands
        • Table Consumer Demographics for Bread: By Brand, 2013 (index)
    • Tortillas Grow in Popularity
      • Table Consumption Rates for Mexican Baked Products: By Type, 2004-2013 (percent)
    • Demographics Different for Tortilla and Taco Shell Consumers
      • Gender
      • Age
      • Household Income
      • Educational Attainment
      • Region
      • Race
      • Children in Household
        • Table Consumer Demographics for Mexican Baked Product Consumers: By Type, 2013 (index)
    • 6% of Adults Eat Organic Bread
      • Table Consumption of Organic Foods: By Product Type, 2004-2013 (percent)
    • Over Half of Adults Watching Diet; Seeking Less Fat, Sugar, Salt, More Fiber
      • Table Watching One's Diet: Reasons and Foods Bought, 2005-2013 (percent)
    • Consumers Want to Eat Healthier, but Also Indulge
      • Table Consumer Attitudes about Food: Agree a Lot, 2004-2013 (percent)
    • Consumers Cutting Back on White Bread, Wheat Flour and Gluten
    • Consumers Look for Whole-Grain and Multi-Grain Breads
    • Consumers Buying Shelf-Stable Products Less, Products from In-Store Bakeries More
    • More Consumers Bought Shelf-Stable Bread

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