Bread - Ireland - April 2014
The all-Ireland bread market has experienced steady growth between 2009 and 2014, boosted by almost universal usage by Irish consumers. Looking ahead in order to drive growth within the market, brands should look to speciality breads as consumer spending improves in addition to flavour and format innovations to add value and excite consumers.
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Table of Content
Key themes of the report
Figure 1: Segmentation of the total bread/bread products market, by value, IoI, 2014
Figure 2: Indexed estimated value of the total bread market, NI and RoI, 2009 -19
Cost of food decreasing in RoI
Rising wheat prices
Health credentials of bread under the spotlight
Changing demographics offering opportunities
Expansion of in-store bakeries appealing to consumers
Companies, brands and innovations
Bread is a staple in Irish diets
Figure 3: Usage of bread in the last three months, by type of bread, NI and RoI, March 2014
White bread by far the most popular type
Figure 4: Types of packaged sliced bread bought in the last three months, NI and RoI, March 2014
Freshness most important
Figure 5: Important factors when buying bread, NI and RoI, March 2014
Consumers keen for a more adventurous bakery aisle
Figure 6: Agreement with statements relating to bread, NI and RoI, March 2014
What we think
Issues and Insights
How can the health concerns about bread be addressed?
What opportunities are there for manufacturers to add value to the bread category?
Which types of bread are Irish consumers favouring and for what mealtimes?
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