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Packaged Breads: U.S. Market Trends

  • November 2013
  • -
  • Packaged Facts
  • -
  • 97 pages

Packaged bread endures as a staple of the U.S. diet, as virtually all American consumers eat some form of bread and the market enjoys a high household penetration. However, consumers are eating bread less frequently and are consuming it in less quantity. Health and diet concerns, changing eating patterns and ethnic influences on food are making bread less important to consumers. Nevertheless, retail sales of packaged breads totaled $12.5 billion in 2012.

This latest Packaged Facts report, Packaged Breads: U.S. Market Trends, will help food manufacturers and markets gain insights into how to thrive in this mature and often challenged food industry segment.

Scope

Packaged Breads: U.S. Market Trends presents a detailed analysis of the U.S. consumer market for packaged breads sold in retail outlets, excluding independent and in-store bakeries. It outlines key issues and trends affecting the overall market and analyzes all product categories including shelf-stable, refrigerated, and frozen breads, rolls, buns, hamburger and hot dog buns. The report also discusses major players and brands and analyzes their key activities and performance. Market size data are provided for 2008–2012 and projections for 2012–2017. All retail channels that sell consumer packaged breads are covered and considered in arriving at overall market size estimates, market trends and competitive analysis. Packaged products sold in the in-store bakery section and covered by IRI sales tracking are included.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included consultation with industry sources and on-site examinations of the retail sector. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.

Our estimates of market size and company performance are based on reported revenues of product manufacturers and retailers, and figures from other market research sources. Our analysis of consumer trends primarily relies on cross-tabulations of data compiled by Experian Marketing Services, New York, NY. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers who in aggregate represent a statistically accurate cross-section of the U.S. population. The 2004 through 2013 surveys cited in this report are based on samples of approximately 25,000 U.S. adults. Our consumer analysis also draws on a national online consumer usage survey conducted in June 2013 by Packaged Facts. Our survey data represent a national online consumer panel of 2,000 U.S. adults (age 18+) balanced to Census on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence of children in the household, and household income.

Table Of Contents

Packaged Breads: U.S. Market Trends
Chapter 1: Executive Summary
Introduction
Scope of Chapter
Methodology
Products Outside Market Scope
Packaged Breads Market Sales at $12.5 Billion in 2012
Sales Relatively Flat to Declining Since 2008
Table 1-1: Retail Dollar Sales of Packaged Breads, 2008-2012 (in millions)
Category Sales: Shelf-stable Products Dominate
Figure 1-1: Packaged Breads Market: Share of Retail Dollar Sales by Category, 2012 (percent)
Table 1-2: Retail Dollar Sales of Packaged Breads: By Category, 2008-2012 (in millions)
Product Segment Sales
Table 1-3: IRI-Tracked Sales of Packaged Breads: By Segment, 2008-2012 (dollar, unit and volume sales)
Tortilla Sales Provide Perspective on Product Popularity
Table 1-4: IRI-Tracked Sales of Tortillas: By Product Type, 2008-2012 (dollar, unit and volume sales)
Sales by Retail Channel
Market Forecast
Figure 1-2: Packaged Breads: Projected Retail Dollar Sales,2012-2017 (in millions)
Marketer Landscape
Figure 1-3: Leading Marketers of Packaged Breads: Retail Dollar Share, 52 Weeks Ending June 16, 2013 (percent)
Product Trends
Taste and Experiences
Retailing Trends
Marketing Trends
Healthier Breads More Popular Than White Bread
Table 1-5: Usage Rates for Bread: By Leading Product Types, 2004-2013 (percent)
Nature's Own and Sara Lee Most Popular Bread Brands
Table 1-6: Usage Rates by Leading Brands of Bread, 2004-2013 (percent)
Tortillas Grow in Popularity
Table 1-7: Consumption Rates for Mexican Baked Products: By Type, 2004-2013 (percent)
Consumers Cutting Back on White Bread, Wheat Flour and Gluten
Figure 1-4: Consumers Cutting Back on White Bread and Breads or Baked Goods Because of Ingredients, 2013 (percent)
Consumers Look for Whole-Grain and Multi-Grain Breads
Figure 1-5: Consumer Demand for Types of Bread and Baked Goods, 2013 (percent)
Consumers Buying Shelf-Stable Products Less, Products from In-Store
More Consumers Bought Shelf-Stable Bread
Chapter 2: The Market
Introduction
Scope of Chapter
Methodology
Product Category Definitions
Products Outside Market Scope
Market Size and Growth
Packaged Breads Market Sales at $12.5 Billion in 2012
Figure 2-1: Retail Dollar Sales of Packaged Breads, 2008-2012 (in millions)
Sales Relatively Flat to Declining Since 2008
Table 2-1: Retail Dollar Sales of Packaged Breads, 2008-2012 (in millions)
Economy's Impact on Sales
Figure 2-2: Change in GDP and Personal Consumption
Expenditures, 2006-2013 (percent)
Household Formation Lags
Category Sales: Shelf-stable Products Dominate
Figure 2-4: Packaged Breads Market: Share of Retail Dollar Sales by Category, 2012 (percent)
Table 2-2: Retail Dollar Sales of Packaged Breads: By Category, 2008-2012 (in millions)
Product Segment Sales
Table 2-3: IRI-Tracked Sales of Packaged Breads: By Segment, 2008-2012 (dollar, unit and volume sales)
Tortilla Sales Provide Perspective on Product Popularity
Table 2-4: IRI-Tracked Sales of Tortillas: By Product Type, 2008-2012 (dollar, unit and volume sales)
Sales by Retail Channel
Figure 2-5: Packaged Breads: Share of Dollar Sales by Retail Channel, 2012 (percent)
Market Forecast
Figure 2-6: Packaged Breads: Projected Retail Dollar Sales, 2012-2017 (in millions)
Chapter 3: The Marketers
Marketers
Figure 3-1: Leading Marketers of Packaged Breads: Retail Dollar Share, 52 Weeks Ending June 16, 2012 (percent)
Figure 3-2: Leading Marketers of Packaged Breads: Retail Dollar Share, 52 Weeks Ending June 16, 2013 (percent)
Table 3-1: IRI-Tracked Sales of Packaged Bread Marketers, 2012-2013 (millions of dollars, percent)
Table 3-2: IRI-Tracked Sales of Packaged Shelf-Stable Fresh Bread Marketers, 2012-2013 (millions of dollars, percent)
Frozen Fresh Baked Bread/Roll/Biscuit
Table 3-3: IRI-Tracked Sales of Packaged Frozen Fresh
Baked Bread/Roll/Biscuit Marketers, 2012-2013 (millions of dollars, percent)
Shelf Stable Fresh Rolls/Buns/Croissants
Table 3-4: IRI-Tracked Sales of Packaged Shelf-Stable
Fresh Roll/Bun/Croissant Marketers, 2012-2013 (millions of dollars, percent)
Shelf-Stable Hamburger/Hot Dog Buns
Table 3-5: IRI-Tracked Sales of Packaged Shelf-Stable
Hamburger/Hot Dog Bun Marketers, 2012-2013 (millions of dollars, percent)
Gruma Corporation Leads Tortilla Market
Table 3-6: IRI-Tracked Sales of Tortilla Marketers, 2012-2013 (millions of dollars, percent)
Table 3-7: Packaged Bread Brands of Select Companies, 2013
Table 3-8: Select Franchised Bread Brands and Manufacturers, 2013
Mergers, Acquisitions, Divestitures
Competitive Profiles
Bimbo Bakeries USA
Illustration 3-1: Bimbo Bakeries - Leading Brand Market Coverage
Table 3-9: Bimbo Bakeries Packaged Bread Products
Flowers Foods
Table 3-10: Flowers Foods Packaged Bread Products
Pepperidge Farm
Table 3-11: Pepperidge Farm Packaged Bread Products
Martin's Famous Pastry Shop
Table 3-12: Martin's Famous Pastry Shop Packaged Bread Products
King's Hawaiian
Table 3-13: King's Hawaiian Packaged Bread Products
T. Marzetti Company
Table 3-14: T. Marzetti Company Packaged Bread Products
Aunt Millie's Bakeries
Table 3-15: Aunt Millie's Bakeries Packaged Bread Products
La Brea Bakery
Table 3-16: La Brea Bakery Packaged Bread Products
Food For Life Baking Company
Table 3-17: Food For Life Baking Company Packaged Bread Products
Udi's Gluten Free Foods
Table 3-18: Udi's Food Packaged Bread Products
Chapter 4: Product, Retail, and Marketing Trends
Product Trends
Health and Nutrition
Trans Fats
Illustration 4-1: Flowers Foods 0 Grams of Trans Fats
Grains, Seeds Boost Nutrition
Illustration 4-2: Rudi's Spelt Ancient Grain Bread
Illustration 4-3: Pepperidge Farm Ancient Grains Bread
Grains and Seeds for Higher Fiber
Illustration 4-4: Udi's Omega Flax and Fiber bread
Illustration 4-5: Dave's Killer Bread Powerseed
Sprouted for Life
Illustration 4-6: Food for Life Sprouted Grains
Gluten Free Going Mainstream
Figure 4-1 Gluten-Free Food Products: Motivations for Purchase/Use, August 2012 (percent agreeing)
Illustration 4-7: Goodbye Gluten Line
Illustration 4-8: Franz Bakery Gluten Free Breads
GMO-Free
Illustration 4-9: Dancing Deer Non-GMO Verified Cookies
Targeting Kids
Illustration 4-10: Kids White Bread
Taste and Experiences
Artisanal Keeps Expanding
Illustration 4-11: La Brea Bakery Rosemary Olive Oil Round
Pretzel Rolls Tap Into Nostalgic Comfort Food Trend
Illustration 4-12: Sonic Drive-In Pretzel Dogs, Wendy's
Pretzel Bacon Cheeseburger
Illustration 4-13: Pretzilla Soft Pretzel Buns
Texas Toast Heats Up
Illustration 4-14: Texas Toast Products
Sweet Potato Rolls a New Way to Enjoy Favorite Flavor
Illustration 4-15: Alexia Foods' Sweet Potato Rolls
Thins and Flats
Illustration 4-16: StoneFire Authentic Flatbreads
Illustration 4-17: Arnold Pocket Thins, Sandwich Thins
Retailing Trends
Retailers Embrace Gluten-Free
Illustration 4-18: Barons Market Gluten-Free Customer Initiative
Moving Out From Center Store
Illustration 4-19: Ecce Panis Bake at Home Bread
Safeway Store Brand Taps into Hispanic Culture, Tastes
Illustration 4-20: Safeway's Marcela Valladolid Brand
Dollar Stores Increase Food Sales
Illustration 4-21: Family Dollar Fresh Bread
Kwik Trip Keeps It Fresh
Illustration 4-22: Kwikery Bake Shoppe Bread
Marketing Trends
Marketing Old and New
Udi's Gluten-Free Connects with Consumers
Illustration 4-23: Udi's My GFF
Illustration 4-24: Udi's Yankee Stadium
Co-Marketing to Extend Brand Awareness
Illustration 4-25: King's Hawaiian Co-Marketing Promotions
From Farmer's Market to Retail
Illustration 4-26: Dave's Killer Bread Portland Farmers Market
Illustration 4-27: Dave's Killer Bread Costco Roadshow; 2-Packs
Chapter 5: The Consumer
Note on Data Sources
Bread Has High Penetration, Consistent Use
Table 5-1: Usage Rates for Bread, 2004-2013 (percent)
Healthier Breads More Popular Than White Bread
Table 5-2: Usage Rates for Bread: By Product Type, 2004-2013 (percent)
Demographics Vary by Bread Type
White Bread
Multi-grain Bread
Whole Wheat Bread
Pita Bread
French/Italian Bread
Raisin Bread
Rye/Pumpernickel Bread
Sourdough Bread
Potato Bread
Table 5-3: Consumer Indices for Use of Bread: By Type, 2013 (index)
Nature's Own and Sara Lee Most Popular Bread Brands
Table 5-4: Usage Rates by Brands of Bread, 2004-2013 (percent)
Demographics Vary by Bread Brand
Nature's Own
Sara Lee
Wonder
Pepperidge Farm
Arnold
Country Hearth
Sunbeam
Oroweat
Bimbo
Store Brands
Table 5-5: Consumer Demographics for Bread: By Brand, 2013 (index)
Tortillas Grow in Popularity
Table 5-6: Consumption Rates for Mexican Baked Products: By Type, 2004-2013 (percent)
Demographics Different for Tortilla and Taco Shell Consumers
Gender
Age
Household Income
Educational Attainment
Region
Race
Children in Household
Table 5-7: Consumer Demographics for Mexican Baked Product Consumers: By Type, 2013 (index)
6% of Adults Eat Organic Bread
Table 5-8: Consumption of Organic Foods: By Product Type, 2004-2013 (percent)
Over Half of Adults Watching Diet; Seeking Less Fat, Sugar, Salt, More Fiber
Table 5-9: Watching One's Diet: Reasons and Foods Bought, 2005-2013 (percent)
Consumers Want to Eat Healthier, but Also Indulge
Table 5-10: Consumer Attitudes about Food: Agree a Lot, 2004-2013 (percent)
Consumers Cutting Back on White Bread, Wheat Flour and Gluten
Figure 5-1: Consumers Cutting Back on White Bread and Breads or Baked Goods Because of Ingredients, 2013 (percent)
Consumers Look for Whole-Grain and Multi-Grain Breads
Figure 5-2: Consumer Demand for Types of Bread and Baked Goods, 2013 (percent)
Consumers Buying Shelf-Stable Products Less, Products from In-Store Bakeries More
Figure 5-3: Consumer Purchasing of Shelf-Stable Products and Products from In-Store Bakeries, 2013 (percent)
More Consumers Bought Shelf-Stable Bread
Figure 5-4: Consumer Purchasing of Shelf-Stable Bread Products and Products from In-Store Bakeries During Most Recent
Grocery Shopping Trip, 2013 (percent)

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