Bread Trends
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Transcript of Bread Trends
Bread Trends By:By:
SDD Marketing SolutionSDD Marketing SolutionLotfi Seddaoui Lotfi Seddaoui
AgendaAgenda • Demographic & Economic Costumer Analysis Demographic & Economic Costumer Analysis
• Bread Market Analysis Bread Market Analysis
• Bread Trends Bread Trends
• ConclusionConclusion
Demographic & Demographic & Economic Costumer Analysis Economic Costumer Analysis
Consumer Demographics
• Baby-boom ,most influential demographic force, 29%.• Young people (generation Y, Z) very influential consumers (8 to 14 years of age)
spent $1.7 billion they also increasingly influence family purchases.
Demographic & Economic Costumer Analysis Demographic & Economic Costumer Analysis
Canada’s Changing Households
Demographic & Economic Costumer Analysis Demographic & Economic Costumer Analysis
1981
2001
Canada’s Changing Households
Demographic & Economic Costumer Analysis Demographic & Economic Costumer Analysis
• Canadian households are becoming smaller fewer children
• Households without children are the majority 52 % of Canadian households
• Time-stressed parents• Instability of conjugal unions , a trend towards lone-parent families
• Lone-parent families increasing a majority headed by women (81% in 2001)
• Growing number of two-earner families with children• Two-earner households also face time constraints: Time – Money : More money ,
less time increase consumer demand for time-saving (but more expensive)
products and services
Changing Ethnic Composition of Canadian Consumers
Demographic & Economic Costumer Analysis Demographic & Economic Costumer Analysis
• Immigrants and visible minorities are ever more present in the Canadian
mosaic 19% of the population
• Immigrants arriving in Canada are :
- 78% were members of visible minorities
- Younger
• 60 % non-European immigrants, “poor understanding “ of their rights as a
consumer , twice of the national average• Increasing proportion of recent immigrants from Asia
(Philippines, China and India)
Education
Demographic & Economic Costumer Analysis Demographic & Economic Costumer Analysis
• 57 % seniors did not have a high-school diploma
• 14 % of 25 to 34 years of age in 2001 had not completed high school
• Making independent consumer decisions about essentials
• Deal with complex information
• New Technologies savvy
• Health & environment concerned
• More open to try a new experience
Demographic & Economic Costumer Analysis Demographic & Economic Costumer Analysis
Consumers and Changing Retail Markets
• Large retailers, foreign and Canadian, are now more common
• Greater concentration in the retail market
Table 4: Market Concentration in Canada by Retail Sub-Sector
Retail Sub-Sectors
2011 Sales (millions)
Market Concentration Ratios (percent)
Electronics &
Appliances$14,982 55.2%
Grocery/Food $104,134 61.9%
Pharmacy and Personal Care
$32,848 68.6%
Clothing and Accessory
$26,049 18.9%
• The Growing Presence and Changing Forms of Advertising
Demographic & Economic Costumer Analysis Demographic & Economic Costumer Analysis
Consumers and Changing Retail Markets
Advertising
• Reach $2.8 billion • Most growth,15%• Market share 31%• Social Media spurred The growth, 64% Video up 35%• Advertising success on mobile on ,
capturing 33% of all ad spend on the platform in 2014
• Grow by 2.5% in 2014
• Grow by 2%, growth of the digital OOH
• Grow by 1.6%, conventional 60% of TV ad revenue, 40% specialty cable
• Ad revenue Drop, 5% Newspaper , 2.5% Sales magazine
Bread Market Analysis
Bread Market Analysis Bread Market Analysis
Headlines• In 2014, current value sales grow by 3% to reach $6.7 billion• Baked goods is expected to post a value CAGR of 1% at constant
2014 prices $7.2 billion in 2019
• The average unit price will increase by 2%, and be the main reason for value growth
• Product development , Whole grain, Gluten-free, Specialty and Flat Breads remains on the agenda , demand for healthy and more ethnically diverse food
• Bread and bread products accounted for 24% of bakery category tracked launches in North America in 2013
• George Weston Ltd continues to lead with a 14% value share in baked goods in 2014
Bread Market Analysis Bread Market Analysis Sales of Baked Goods, Value (Millions $) & Volume (000 Tonnes)
Volume (000 Tonnes)
• All baked goods grow on volume
• Bread represent the big part of the sales volume and growth market
0.59 1.26 6.48
0.53 0.3 1.52
0.01 0.43 2.16
2013/14 2009-14 CAGR 2009/14 Total
2013/14 2009-14 CAGR 2009/14 Total
2013/14 2009-14 CAGR 2009/14 Total
2014
Bread Market Analysis Bread Market Analysis
Sales of Baked Goods, Value (Millions $) & Volume (000 Tonnes)
Value (Millions $)
• All baked goods grow on value
• Bread represent the big part of the sales value, 4000 Millions , highest Growth
2013/14 2009-14 CAGR 2009/14 Total
2.89 3.7 19.94
2013/14 2009-14 CAGR 2009/14 Total
2.89 2.5 13.14
2013/14 2009-14 CAGR 2009/14 Total
2.64 2.92 15.48
2014
Bread Market Analysis Bread Market Analysis
Company & Brand Shares of Baked Goods
• The market is very concentrate, 50% is owned by 4 companies • All the big companies are losing a market share, 2 to 6 %• The artisanal baker represent 40% of the market• The artisanal baker are the only group that show a growth 4%
Bread Trends
Bread Trends Bread Trends
Bread & Bakery Launches • Europe is the leading region in terms of both bakery and bread and bread products
launches tracked in 2013.• North America ranks third.
• Bread and bread products tracked launches in North America have grown at 6.8% CAGR over the last 3 years
Bread Trends Bread Trends
Bakery category launches in North America, by sub-category , 2013
• Bread and bread products held an average share of 20% of category launches in North America over the last 3 years.
• Sweet biscuits/cookies is the leading sub-category, although its share is declining.
Bread Trends Bread Trends
Top 5 positionings for bread and bread products in North America, 2013
Top 5 positioning driven largely by growth in no trans fat claims
• No Trans Fats• Wholegrain• No additives• Traditional• High source of
Fiber
Bread Trends Bread Trends
Tradition for authenticity for bread & bread products
Trader Giottos Panettone: Traditional Italian Oven Baked Bread.(United States, Nov 2013)
Description: Traditional Italian oven baked bread in a cardboard box.
Pbf Signature Pita Bread Factory Authentic Thin Style 100% Whole Wheat Pita Bread.(Canada, Sep 2013)
Description: Six authentic thin style ,100% whole wheat. trans fat free , no cholesterol.
Toufayan Bakeries Hearth Baked Classic White Pita Bread.(United States, Dec 2013)
Description: Six classic white pita bread in a 340g plastic bag.
Bread Trends Bread Trends
A wide variety of whole grain choices
Todays Temptations California Sourdough Whole Grain Bread.(United States, Dec 2013)
Description: Sliced wholegrain Californian style sourdough bread,. All natural.
Dempsters Thins 100% Whole Wheat 100% Whole Grain Loaf.(Canada, Dec 2013)
Description: Thin bread slices 100% whole wheat grain The bread is a source of 4 essential nutrients.
Daves Killer Bread 21 Whole Grains Bread.(United States, Sep 2013)
Description: sixteen grains and 5 seeds, 100% whole grain. Certified organic.
Bread Trends Bread Trends
No additives/preservatives claims solidify
North Shore Kosher Bakery Sourdough Bread.(United States, Dec 2013)
Description: Sliced sourdough bread with oats, in a 16oz plastic bag. Lactose free. No chemical preservatives. Certified kosher.
Big Y Artisan Bread.(United States, Nov 2013)
Description: Fresh baked bread for soup bowl, in a paper bag. 100% satisfaction guaranteed. All natural. No preservatives.
Kasanofs Deli Rolls.(United States, Sep 2013)
Description: all natural ,Made without high fructose corn syrup, chemical additives, artificial ingredients, irradiated ingredients, or white sugar, Kosher.
Bread Trends Bread Trends
High/source of fiber claims for all product types
Silver Hills Sprouted Bakery Herbs Garlic Sprouted Bagels.(United States, Sep 2013)
Description: Five herb and garlic flavored bagels with organic sprouted whole grains, in a plastic bag. High in fiber. Sprouted organic whole grain.
Stonefire Tandoor Baked Naan: Whole Grain.(United States, Sep 2013)
Description: with whole grain. No preservatives added. No artificial preservatives.
Thomas Hearty Grains Double Fiber: Multi-Grain Bagels.(United States, Aug 2013)
Description: zero grams of trans fat, no cholesterol, low in fat and a good source of fiber and thiamin.
Low fat claims on the increase
Bread Trends Bread Trends
Pc Presidents Choice A L'Europeenne Pumpernickel Rye Loaf.(Canada, Sep 2013)
Description: made with a blend of wheat, rye and barley flours, fancy molasses and caraway seeds for a deep, rich pumpernickel flavor. It's baked in the finest European tradition. Low fat. Source of fiber. No colors or artificial flavors.
Ecce Panis Bake At Home French Demi Baguette.(United States, Nov 2013)
Description: French demi baguette in a 340g plastic bag. Freshly baked bread in minutes. Natural. Low fat. Cholesterol free. 0g trans fat.
Great Value Pretzels Honey Wheat Braided Twists.(United States, Oct 2013)
Description: Braided honey wheat pretzel twists, in a 454g plastic bag. Certified kosher. Low fat. Economy.
Bread Trends Bread Trends
Low carb for dieters & better health
Pepperidge Farm Carb Style Bread.(United States, Oct 2013)
Description: held in a 567g plastic bag. No trans fat. An excellent source of fiber. 100% whole wheat. Fresh from the oven taste. Net carbs 5g per slice. Low carbohydrate.
Julian Bakery New Smart Carb '1 Sandwich Bread.(United States, Oct 2013)
Description: New carb no.1 sandwich bread slices in a 24oz plastic bag. It is 70% lower in total carbohydrates, has 98% less starch, less calories, and the protein content has increased by 25%!
Product Flavors Trends
Bread Trends Bread Trends
Cinnamon with declining share, was replaced by garlic as the leading flavor
Flat bread products are on trend
Kontos Multi Grain Flatbread.(United States, Aug 2013)
Description: No trans fat. No cholesterol. Flavorful, flexible, nutritious. Kosher. Certified halal.
One Republic Flatbreads Artisan-Style Flatbreads Multigrain Pita Squares.(United States, Aug 2013)
Description: Five multigrain pita squares flatbreads in a plastic bag. Wholegrain. Artisan-style. Can be heated in a microwave.
One Republic Flatbreads Artisan-Style Flatbreads Multigrain Pita Squares.(United States, Aug 2013)
Description: Five multigrain pita squares flatbreads in a plastic bag. Wholegrain. Artisan-style. Can be heated in a microwave.
Bread Trends Bread Trends
Flax seeds for flavor, texture and health benefits
Bread Trends Bread Trends
Ace Cranberry Raisin Flax Oval Bread.(Canada, Nov 2013)Description: Oval loaf of sweet cranberry raisin flax bread, made from stone-ground whole grain whole wheat flour and other simple ingredients.
The Essential Baking Super Seeded Multi-Grain Gluten Free Rolls.(United States, Aug 2013)Description: Super Seeded Multi-Grain Rolls are high in fiber, packed with sunflower and flax seeds for your ultimate enjoyment.
Josephs Flax Oat Bran And Whole Wheat Pita Bread.(United States, Nov 2013)Description: 227g plastic bag. No trans fats. Reduced carbs. Reduced fat. High source of protein. Excellent source of ALA omega-3. Certified kosher. Contain oat bran, flax and whole wheat pita bread.
Mainstream ancient grains
Bread Trends Bread Trends
Country Harvest 100% Whole Grain Ancient Grains Bagels.(Canada, Sep 2013)Description: wholegrain ancient grains mix (flaxseed, hulled millet, spelt flakes, barley flakes, kamut flakes, amaranth, quinoa, poppy seed) 100% wholegrain, source of fiber, low in saturated fat, no trans fat.
Sprouts Farmers Market Spelt Bread.(United States, May 2013)Description: All natural sliced spelt bread in a plastic bag. Sprouts farmers’ market spelt. No artificial flavors. No artificial colors. No artificial preservatives. Whole grain.
Alexia Artisan Ancient Grain Rolls With Teff And Whole Grain.(United States, Jul 2013)Description: Artisan ancient grain rolls with teff and whole grain, in a 12 oz bag.
Potato bread is back
Bread Trends Bread Trends
Arnold Country Sweet Potato Bread.(United States, Oct 2013)Description: Combining great taste and serious nutrition, Potato Bread is crafted with nature's finest ingredients and no artificial colors or flavors.
Pepperidge Farm Farmhouse Hearty Sliced Potato Bread.(United States, Dec 2013)Description: Hearty sliced potato bread in a heat sealed plastic bag. Low fat. Cholesterol free. 0g trans fat. Double wrapped for freshness. Fresh from the oven flavor. Hearty sliced bread.
Stater Bros Potato Old Fashioned Bread.(United States, Aug 2013)Description: A potato flavored sliced bread, in a plastic bag.
General trend market for food and beverage for 2015 are led by:
Bread Trends Bread Trends
Trends 2015 /16
From Clean to Clear Label
Convenience
for Foodies
Marketing
to Millennials
Snacks Rise to
the Occasion
Good Fats, Good Carbs
Toast is a flavor
Gluten-free breads
In-h
ouse
ba
king
The Dark Side
Mixing
the
Old &
New
Hot and spicy trend
Generations
Convenience
Hea
lth &
wel
lnes
s
Flavors
Breads from the East
Latin-Americ
an influ
ences
Hot News • Bimbo Bakeries USA introduces new Healthfull bread line:Flax & Sunflower, Steel Cut Oats & Honey and Nuts & Seeds
• Ingredion identifies global texture, taste trends : North America: Millennial Fusion, Texture and Flavor Mash-Ups, and
Gluten-Free South America: Comfort Food and Indigenous Ingredients Europe: Provenance, Millennial Fusion, Comfort Food and Artisanal Asia: Curries, Food Safety and Ethical Sourcing, Local Food Flavors Australia: Indigenous Ingredients, Provenance
Bread Trends Bread Trends
• George Weston Ltd launched the All But Gluten brand
• Sensient Flavors predicts food, beverage flavor trends for 2015 Maple Mirch (Mirchi): Hindi for chili pepper , This East-meets-West
hybrid pairs the familiar sweetness with the exotic Indian flavor. African blue basil:A perennial basil, this variety is a sterile hybrid of
two breeds that yields an unexpected flavor with anise undertones. Everything bagel spice blend: A longtime favorite, this versatile spice
blend contains poppy seed, kosher salt, sweet onion sugar, sesame
seed, garlic, onion and fennel.• Ancient Grains for modern times : Chia,
Hot News
Bread Trends Bread Trends
Conclusion & Recommendation Conclusion & Recommendation
Socio economic situation changing : Education, Households, life style, impact
the consumer habits : •More fresh•More Artisanal•The ethnic trend is seeing increasing popularity as more channels provide
consumers with more options Better quality and healthier ingredients•Health-conscious and curious: Canadian consumers are also becoming more
adventurous , more travel and exposure to other cultures
• High-fiber bread, positioned as naturally healthier has continued to see
stronger demand• Gluten-free products in most packaged food categories have seen strong
growth, including baked goods• Ancient grains, modern times (Chia, Buckwheat, Quinoa, Hemp, Amaranth)• Ancient grain with Gluten free status : Indian rice, Sorghum, Millet species
including teff, • bread with olives, nuts, apricots and other ingredients will see increasing
demand
Conclusion & Recommendation Conclusion & Recommendation
Conclusion & Recommendation Conclusion & Recommendation
Flavors
Artisanal Bread
Convenience
Health & Wellness
Ethnic Trend
Combination can be a great way to enhance the costumer “attraction value” :
Conclusion & Recommendation Conclusion & Recommendation
Ethnic Trend Ethnic Trend
FlavorsFlavorsFruit
VegetablesSpices
Health & Wellness Health & Wellness
ConvenienceConvenience Mini Format (sticks)
Support Nutriments
Génération Y, Z
Artisanal Artisanal Bread Bread
Conclusion & Recommendation Conclusion & Recommendation
100% whole grain Raisin + Chia Additives free &
cholesterol free
100% whole grainAfrican blue basil
Authentic Challah Bread
Challah BreadWith Cranberries
0100% whole grainMini
Baguette Olive & Garlic
HEALTH MOUVEHEALTH MOUVE