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Home > Food and Beverage > Food > Breads, Grains & Cereals
Bread - US
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- Scope and Themes
- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Bread market reached $20.5 billion in 2008
- All segments of the market grew during 2006-08
- Market consolidation continues
- Private-label thrives amid troubled economy
- Wholegrain, high fiber, natural are hottest trends
- Bread usage frequency is increasing
- Consumer attitudes and motivations
- Market Size and Forecast
- Key points
- “Eating in” and wholegrain trends give bread sales a boost
- Bread prices continue to rise
- Figure 1: Total U.S. retail sales of bread, at current prices, 2003-13
- Figure 2: Total U.S. retail sales of bread, at inflation-adjusted prices, 2003-13
- Walmart sales
- Competitive Context
- Decline in restaurant meals leads to rise in bread sales
- Figure 3: Impact of the economy on restaurant spending, by age, February 2009
- Private-label becomes a force to be reckoned with
- Grupo Bimbo acquires powerhouse brands from George Weston
- Segment Performance
- Key points
- Eating-in trend and whole grains movement drive sales in all segments
- Figure 4: FDMx sales of bread, segmented by type, 2006 and 2008
- Segment Performance—Fresh Loaf Bread
- Key points
- Sales gains in FDMx being driven by higher prices
- Figure 5: U.S. FDMx volume sales and average price of fresh loaf bread, 2005-08
- Sales and forecast
- Figure 6: FDMx sales of fresh loaf bread, at current prices, 2003-13
- Figure 7: FDMx sales of fresh loaf bread, at inflation-adjusted prices, 2003-13
- Segment Performance—Fresh Rolls, Buns and Croissants
- Key points
- Volume sales dip, but prices rise in 2008
- Figure 8: U.S. FDMx volume sales and average price of fresh rolls/buns/croissants, 2005-08
- Sales and forecast
- Figure 9: FDMx sales of fresh rolls/buns/croissants, at current prices, 2003-13
- Figure 10: FDMx sales of fresh rolls/buns/croissants, at inflation-adjusted prices, 2003-13
- Segment Performance—Tortillas and Taco Shells
- Key points
- Health-focused products and popularity of Mexican cuisine drive growth
- Diet trends have lesser impact compared to other types of bread
- Sales and forecast
- Figure 11: FDMx sales of tortillas, at current prices, 2003-13
- Figure 12: FDMx sales of tortillas, at inflation-adjusted prices, 2003-13
- Segment Performance—Bagels and English Muffins
- Key points
- Long recovery from low-carb diet craze continues
- Figure 13: U.S. FDMx volume sales and average price of bagels and English muffins, 2005-08
- Sales and forecast
- Figure 14: FDMx sales of bagels/bialys/English muffins, at current prices, 2003-13
- Figure 15: FDMx sales of bagels/bialys/English muffins, at inflation-adjusted prices, 2003-13
- Segment Performance—Frozen and Refrigerated Breads
- Key points
- Poor economy a boon for sales in 2008
- Figure 16: U.S. FDMx volume sales and average price of frozen and refrigerated bread products, 2005-08
- Sales and forecast
- Figure 17: FDMx sales of refrigerated/frozen bread, at current prices, 2003-13
- Figure 18: FDMx sales of refrigerated/frozen bread, at inflation-adjusted prices, 2003-13
- Retail Channels
- Key points
- Supermarkets lead in bread sales
- Figure 19: Retail channels consumers have bought bread from in the last two weeks, March 2009
- Figure 20: U.S. retail sales of bread, by retail channel, 2006 and 2008
- Retail Channels—Supermarkets
- Key points
- Supermarkets promoting private-label and discounting prices, but continue to lose share to supercenters
- Figure 21: U.S. retail sales of bread at supermarkets/food stores, 2003-08
- Retail Channels—Natural Foods Supermarkets
- Key points
- Growing interest in whole grains, natural products drives sales
- But the stigma of high prices and other factors hamper the channel’s growth
- Figure 22: Natural product supermarket retail sales of bread, at current prices, 2007-09
- Market Drivers
- Bread an affordable staple amid troubled economy
- Food prices will continue to rise in 2009
- Figure 23: Average retail price white and wholewheat bread, 2004-09
- Consumers are bargain hunting as indicated in this year’s custom survey
- Healthy eating trend drives sales of wholegrain, natural breads
- Leading Companies
- Key points
- George Weston Bakeries sells off U.S. bakery division
- Sara Lee
- Flowers Foods’ sales keep blooming
- Bimbo Bakeries USA
- Interstate Bakeries Corp. emerges from bankruptcy
- Campbell Soup Company
- Manufacturer sales
- Figure 24: FDMx sales of leading bread companies, 2008 and 2009
- Brand Share—Fresh Loaf Bread
- Healthy innovation drives brand sales
- Poor economy fuels private-label growth
- Manufacturer and brand sales
- Figure 25: FDMx brand sales of frozen fresh loaf bread in the U.S., 2008 and 2009
- Brand Share—Fresh Rolls, Buns and Croissants
- Key points
- Arnold Select leads growth, gains market share
- Sara Lee and Flowers Foods far under-pace GWB
- Manufacturer and brand sales
- Figure 26: FDMx brand sales of fresh rolls, buns and croissants in the U.S., 2008 and 2009
- Brand Share—Tortillas and Taco Shells
- Key points
- Mission leads market in innovation and sales
- Manufacturer and brand sales
- Figure 27: FDMx brand sales of tortillas and taco shells in the U.S., 2008 and 2009
- Brand Share—Bagels and English Muffins
- Key points
- Thomas’ leads the segment and continues to grow
- Figure 28: FDMx brand sales of bagels and English muffins in the U.S., 2008 and 2009
- Brand Share—Frozen and Refrigerated Breads
- Key points
- Private-label, small brands steal share from brand leaders
- Manufacturer and brand sales
- Figure 29: FDMx brand sales of frozen and refrigerated bread in the U.S., 2008 and 2009
- Brand Qualities
- Pillsbury offers comfort during troubled times
- Healthy Life aims to be a dieter’s best friend
- Innovations and Innovators
- Key points
- Following a surge in 2008, pace of innovation slows in 2009
- Figure 30: Top ten product claims for new bread products in the U.S, 2007-09
- Private-label brands among top innovators
- Figure 31: Top ten companies ranked, by number of new bread products, 2007-April 2009
- What consumers want: whole grains, high fiber, and no HFCS
- Natural and organic is growing
- Artisan bread is getting hot
- Functional bread works for you
- Advertising and Promotion
- Overview
- Arnold makes eating right easier
- Figure 32: Arnold bread television ad, 2008
- Healthy Life targets dieters
- Figure 33: Healthy Life bread television ad, 2008
- Nature’s Pride offers the purest ingredients
- Figure 34: Nature’s Pride bread television ad, 2009
- Pillsbury aims to make every meal a special occasion
- Figure 35: Pillsbury Grands Biscuits television ad, 2009
- Thomas’ muffins are so good, it’s a crime
- Figure 36: Thomas’ hearty grains English muffins television ad, 2008
- Grain Foods Foundation promo shows bread is beautiful
- Tortillas on a Mission
- Bread Usage
- Key points
- Household consumption of bread
- Figure 37: Household usage of bread products, by product type, 2005-08
- Varieties of bread used in household
- Figure 38: Types of bread used in household, 2005-08
- Volume of bread usage
- Figure 39: Number of loaves consumed by household in last week, by household income, July 2007-September 2008
- Brand preferences
- Figure 40: Brands of bread used in household, by household income, July 2007-September 2008
- Impact of Ingredients, Product Qualities and the Economy on Bread Purchase
- Key points
- Purchase of bread with health claims
- Figure 41: Bread purchased with specific ingredients or marketing claims, by age, March 2009
- Most important qualities when purchasing bread
- Figure 42: Qualities looked for when purchasing bread, by gender, March 2009
- Figure 43: Qualities looked for when purchasing bread, by age, March 2009
- Attitudes towards Bread, Brand Loyalty and the Effect of the Recession
- Key points
- Attitudes toward bread
- Figure 44: Opinions about various kinds of bread, by age, March 2009
- Brand loyalty
- Figure 45: Loyalty to brands, and the effect of price when purchasing bread, by age, March 2009
- Impact of the economy on bread purchasing
- Figure 46: Impact of current economic situation on bread purchasing, by age, March 2009
- Impact of Race and Hispanic Origin
- Key points
- Household consumption of bread types follows stereotypes
- Figure 47: Household usage of bread products, by product type, by race/Hispanic origin, July 2007-September 2008
- Varieties of bread used in household
- Figure 48: Types of bread used in households, by race/Hispanic origin, July 2007-September 2008
- Attitudes toward bread
- Figure 49: Opinions about various kinds of bread, by race/Hispanic origin, March 2009
- Purchase locations
- Figure 50: Retail channels consumers have bought bread from in the last two weeks, by race/Hispanic origin, March 2009
- Brand loyalty
- Figure 51: Loyalty to brands, and the effect of price when purchasing bread, by race/Hispanic origin, March 2009
- Impact of the economy on bread purchasing
- Figure 52: Impact of current economic situation on bread purchasing, by race/Hispanic origin, March 2009
- APPENDIX: SIMMONS COHORTS
- Figure 53: Married couples cohorts
- Figure 54: Single women cohorts
- Figure 55: Single men cohorts
- APPENDIX: PRODUCER PRICE INDEX FOR WHEAT
- Figure 56: Producer price index for wheat, 2003-08
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Bread usage
- Figure 57: Types of bread bought in the last month, by gender, March 2009
- Figure 58: Types of bread bought in the last month, by age, March 2009
- Figure 59: Types of bread bought in the last month, by number of children in household, March 2009
- Figure 60: Types of bread bought in the last month, by region, March 2009
- Impact of ingredients, product qualities, and the economy on bread purchase
- Figure 61: Bread purchased with specific ingredients or marketing claims, by gender, March 2009
- Figure 62: Bread purchased with specific ingredients or marketing claims, by household income, March 2009
- Figure 63: Bread purchased with specific ingredients or marketing claims, by education level, March 2009
- Figure 64: Economic effects on bread purchasing, by household income, March 2009
- Figure 65: Qualities looked for when purchasing bread, by household income, March 2009
- Figure 66: Qualities looked for when purchasing bread, by number of children in household, March 2009
- Figure 67: Qualities looked for when purchasing bread, by education level, March 2009
- Changes in bread purchasing and eating habits
- Figure 68: Bread purchasing habits, by gender, March 2009
- Figure 69: Changes in bread purchases since last year, by gender, March 2009
- Figure 70: Changes in bread purchases since last year, by age, March 2009
- Figure 71: Changes in bread purchases since last year, by household income, March 2009
- Attitudes towards bread, brand loyalty and the effect of the recession
- Figure 72: Opinions about kinds of bread, by gender, March 2009
- Figure 73: Opinions about kinds of bread, by household income, March 2009
- Figure 74: Opinions about kinds of bread, by education level, March 2009
- Figure 75: Tendencies when purchasing bread, by gender, March 2009
- Figure 76: Types of bread used in households, by household income, July 2007-September 2008
- Figure 77: Types of bread used in households, by presence of children, July 2007-September 2008
- Figure 78: Types of bread used in households, by region, July 2007-September 2008
- APPENDIX: TRADE ASSOCIATIONS
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