According to recent figures from Kantar, the RoI ambient bakery market (comprising bread, morning goods, cakes and pastries) was valued at €495m to 52 w/e 17th February 2013, recording a slight value decrease on the previous year. Private label and unbranded products have increased their share of the market to 40% in value terms. The small decline is accounted for by lower average prices which are taking value out of the category. Aldi and Lidl have recorded strong growth with both holding value shares of 5.6% each. Tesco has also outperformed the market at 26.4%.
In the UK, by contrast, the market
increased by +0.6% over the same period to reach €5bn, with price being the main driver of growth. Overall volumes have increased by +0.8%. In the sector shares, bread has declined by almost 1% in value to 28.3%, while morning goods have increased by 1% to 43.2%. Cakes and ambient pastries are unchanged.
Looking at the global drivers within the category, Euromonitor reports that the pursuit of health and wellness remains key and has become a point of differentiation for manufacturers and a means of countering relatively flat volume sales. The diversity of bakery products including those addressing specific nutritional conditions such as gluten intolerance or diabetes reflects this. Convenience is also critical in maximising the value potential in bakery products with packaging types and formats continuously evolving to meet new snacking occasions. The trend of affordable self-treating in small indulgences continues to benefit this category.
Source: Peter Duggan, Strategic Information Services, Bord Bia – Irish Food Board, 05/07/2013
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