DUBLIN, Ireland--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/a27152/bread_in_the_unite) has announced the addition of the "Bread in the United States 2008" report to their offering.

This report focuses on the fresh, frozen and refrigerated bread market. Besides presenting sales data on a segment-by-segment basis, the report analyzes a range of topics with an eye towards how this market will evolve, including the following:

- How have diet trends influenced the bread market and are these effects long-lasting?

- What are consumers looking for when they buy bread? Do consumers understand and believe the nutritional claims proliferating in this category?

- How have rising prices impacted consumer choices in this market?

- How big is the bread market and how are individual segments performing? What factors are driving growth?

- What strategies can bread manufacturers and marketers implement to combat the decline in bread usage? Reposition bread as a snack? Take back breakfast?

- What are the opportunities for private label brands in a price-conscious environment?

- How are consumers shopping in this category? Few consumers identify themselves as brand loyal but approximately 40% buy the same brand(s) regularly.

Key Topics Covered:

Scope and Themes

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Bread market reached $18.5 billion in 2007

Rising prices may lead to bargain hunting

Fragmented market

Innovation focused on healthy and premium offerings

Bread consumers want it all—nutrition, taste, and value

Nutrition and health

Taste

Price

Market Size and Forecast

Key points

Bread still recovering from low-carbohydrate diet fad

Sales gains driven by higher prices

Bread forecast

Figure 2: Total U.S. sales and forecast of bread, at current prices, 2002-12

Figure 3: Total U.S. sales and forecast of bread, at inflation-adjusted prices, 2002-12

Wal-Mart sales

Competitive Context

Key points

Increase in dollar sales driven by price increases

Impact of low-carbohydrate diet fad is twofold

Expanded meal options both in and outside of the grocery store

Figure 4: FDMx volume and dollar sales of fresh bread, 2002-07

Figure 5: U.S. FDM sales of refrigerated foods, at current and inflation-adjusted prices, 2002-07

Segment Performance

Key points

Wholegrain movement rolls into new segments

Figure 6: New bread products with “wholegrain” claims, 2002-07

Figure 7: FDMx U.S. sales and forecast of bread at current prices, by segment, 2002-12

Figure 8: FDMx U.S. sales of bread, by segment, 2005 and 2007

Segment Performance—Fresh Sandwich Bread

Key points

Volume sales continue to decline while bread prices skyrocket

Figure 9: U.S. FDMx volume sales and average price of fresh sandwich bread, 2002-07

Figure 10: U.S. FDMx sales and forecast of fresh sandwich bread, 2002-12

Segment Performance—Fresh Rolls, Buns and Croissants

Key points

Volume declines turn around in 2007

Figure 11: U.S. FDMx volume sales and average price of fresh rolls/buns/croissants, 2002-07

Figure 12: U.S. FDMx sales and forecast of fresh rolls, buns, and croissants, 2002-12

Segment Performance—Tortillas and Taco Shells

Key points

Product innovation and popularity of Mexican cuisine drive growth

Diet trends have lesser impact compared to other types of bread

Figure 13: U.S. FDMx sales and forecast of tortillas and taco shells, 2002-12

Segment Performance—Bagels and English Muffins

Key points

Sales rebound, thanks to end of low-carbohydrate diet craze and innovation

Figure 14: U.S. FDMx volume sales and average price of English muffins, 2002-07

Figure 15: U.S. FDMx volume sales and average price of bagels/bialys, 2002-07

Figure 16: U.S. FDMx sales and forecast of fresh bagels/bialys and English muffins, 2002-12

Segment Performance—Frozen and Refrigerated Breads

Key points

Frozen fresh-baked bread drives growth

Figure 17: U.S. FDMx sales and forecast of frozen and refrigerated bread, 2002-12

Retail Channels

Key points

Figure 18: Bread purchases in the last two weeks, by channel, May 2008

Figure 19: FDMx U.S. sales of bread, by retail channel, 2005 and 2007

Retail Channels—Supermarkets

Key points

Economic uncertainty provides opportunity for store brands

Figure 20: U.S. sales of bread in supermarkets, 2002-07

Retail Channels—Natural Food Stores

Key points

Natural channel relies on niche, quality brands

Figure 21: Natural product supermarket retail sales of bread, at current and inlfation-adjusted prices, 52 weeks ending April, 2006-08

Market Drivers

Grocery prices are rising

Private label is growing

Economic uncertainty leads to more meals at home

Figure 22: Spending at restaurants compared to last year, by age, January 2008

Aging population seeks healthier, pricier products

Figure 23: Population, by age, 2002-12

Smaller households result in lower bread sales

Figure 24: Households, by size, 1996-2006

Consumers turning to healthier products

Figure 25: Purchasing of bread with health claims in the last year, May 2008

Leading Companies

George Weston Bakeries leads market in sales

Sara Lee fights to grow market share

Interstate Bakeries Corp. seeks a buyer

Flowers Foods watches sales blossom

Bimbo USA leverages healthy eating trend

Campbell’s Pepperidge Farm outpaces the competition

Figure 26: Sales of leading bread companies, 2005 and 2007

Brand Share—Fresh Bread

Key points

Product innovation is key to success

Private label poised for growth

Figure 27: FDM brand sales of sandwich bread in the U.S., 2005 and 2007

Brand Share—Fresh Rolls, Buns and Croissants

Key points

Whole grains hit the segment in full force

Figure 28: FDMx brand sales of fresh rolls in the U.S., 2005 and 2007

Brand Share—Tortillas and Taco Shells

Key points

Leading brands drive innovation

Figure 29: FDMx brand sales of tortillas in the U.S., 2005 and 2007

Brand Share—English Muffins, Bagels and Bialys

Key points

George Weston Bakeries dominates the segment and continues to grow

Small player Oroweat makes huge gains

Figure 30: FDMx brand sales of English muffins and bagels/bialys in the U.S., 2005 and 2007

Brand Share—Frozen and Refrigerated Bread

Key points

Private label makes strong gains

Share shifts among leading suppliers

Figure 31: FDMx brand sales of frozen and refrigerated bread in the U.S., 2005 and 2007

Brand Qualities

Pepperidge Farm

Sara Lee

Nature’s Own

Oroweat

Innovation and Innovators

Key points

Figure 32: Top ten companies, ranked by number of new bread and bread products, 2006-May 2008

Wholegrain leads new products

Figure 33: New bread and bread products featuring “wholegrain” claim, 2003-08

Functional bread is here

Natural and organic bread

Portion control arrives

Private Label

Figure 34: New product claims for bread and bread products, 2006-08

Advertising and Promotion

Overview

Nature’s Own

Figure 35: Nature’s Own television ad, 2007

Figure 36: Nature’s Own television ad, 2007

Healthy Life

Figure 37: Healthy Life television ad, 2007

Bread Usage

Key points

Usage of bread products

Figure 38: Usage of bread products, by race/ethnicity, January-November 2007

Figure 39: Usage of bread products, by presence of children in household, January-November 2007

Trended usage of bread products

Figure 40: Usage of bread products, 2003-07

Types of bread used

Figure 41: Types of bread used, 2003-07

Amount of Bread Used in Household

Key points

Trended frequency of use

Volume of bread used in household by key demographics

Households with children eat more loaves of bread per week

Figure 42: Number of loaves consumed by household in last week, by presence of children in household, January-November 2007

Black and Hispanic consumers eat more bread per week than average

Figure 43: Number of loaves consumed by household in last week, by race/ethnicity, January-November 2007

Lower-income households are heavy bread consumers

Figure 44: Number of loaves consumed by household in last week, by household income, January-November 2007

Brand Preferences for Bread

Key points

Popularity of bread brands

Figure 45: Use of bread brands, by race/ethnicity, January-November 2007

Brand Preferences for English Muffins

Key points

Popularity of English muffin brands

Figure 46: Use of English muffin brands, by race/ethnicity, January-November 2007

Attitudes and Motivations

Key points

Purchase of bread with health claims

Figure 47: Types of bread purchased in the last year, by age, May 2008

Figure 48: Types of bread purchased in the last year, by region, May 2008

Price is a barrier for BFY products

Figure 49: Types of bread purchased in the last year, by household income, May 2008

What bread consumers want

Figure 50: Most important qualities when purchasing bread, May 2008

Perceptions of brand names vs. Private label bread

What are consumers buying? Private label or name brand?

Figure 51: Types of bread purchased in last year, by age, May 2008

Value drives private label bread purchases

Figure 52: Perceptions of branded and private label bread, May 2008

Consumers see prices increasing and are cutting back on spending

Figure 53: Perceptions of branded and private label bread, May 2008

Consumer attitudes about health and nutrition

Americans are trying to eat better but many are confused

Figure 54: Attitudes toward health/nutrition of bread, May 2008

Appendix: Other Useful Consumer Tables

Trended bread consumption in the last week

Figure 69: Mean number of loaves consumed by household in last week, 2002-07

Figure 70: Number of loaves consumed by household in last week, by age, January-November 2007

Types of bread used

Figure 71: Types of bread used, by race/ethnicity, January-November 2007

Brands of bread used

Figure 72: Use of bread brands, by income, January-November 2007

Appendix: Trade Associations

Companies Mentioned:

- George Weston Bakeries

- Sara Lee

- Interstate Bakeries Corp.

- Flowers Foods

- Bimbo USA

- Campbell’s Pepperidge Farm

- Oroweat

- Nature’s Own

- Healthy Life

For more information visit http://www.researchandmarkets.com/research/a27152/bread_in_the_unite

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Laura Wood
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