Market Overview

2014 Bread and Bread Products in US Market Trend and Forecast

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2014 Bread and Bread Products in US Market Trend and Forecast

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The US bread and bread products market is experiencing slow growth in 2014 and is expected to continue this pattern into 2019. Many consumers perceive bread as too high in carbohydrates and calories. Low-carb, low-calorie, and generally healthier breads (such as high fiber brands) are likely to help sales, as nearly half of consumers surveyed by Mintel say healthful eating motivates them to select the bread they buy most over the last six months

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Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary
Overview
Slowly growing category
Figure 1: Total US sales and fan chart forecast of bread and bread products, at current prices, 2009-19
Key players
Figure 2: MULO share of bread and bread products at retail, by leading companies, rolling 52-weeks 2014
The consumer
Nearly eight in 10 report buying packaged, branded, sliced bread in last six months
Figure 3: Bread purchases in the last six months, June 2014
Nearly two thirds buy Hispanic breads; more than a third buy other nontraditional loaves
Figure 4: Nontraditional loaves and ethnic bread purchases in the last six months, June 2014
Some 45% cite healthier eating a reason for choosing bread they buy most often
Figure 5: Reasons for selecting bread purchased most often in last six months, June 2014
Health considerations factor into less bread consumption
Figure 6: Reasons for eating bread less often, June 2014
What we think

Issues and Insights
How can brands overcome nutritional concerns?
Insight: Show how BFY ingredients taste good
How can brands attract Millennials?
Insight: Nontraditional bread brands should target Millennials
Can brands encourage more snacking, appetizers?
Insight: Variety of shapes/sizes/styles; partnering with spread brands

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Trend Application
Trend: Transumer
Trend: The Real Thing
Trend: Objectify

Market Size and Forecast
Key points
Sales and forecast of bread and bread products
Figure 7: Total US retail sales and forecast of bread and bread products, at current prices, 2009-19
Figure 8: Total US retail sales and forecast of bread and bread products, at inflation-adjusted prices, 2009-19
Fan chart forecast
Figure 9: Total US sales and fan chart forecast of bread and bread products, at current prices, 2009-19
Health concerns lead to less frequent bread use
Households with kids should be a focus for marketers
Fan chart methodology

Market Drivers
Key points
Health considerations lead many to eat bread less often
Figure 10: Reasons for eating bread less often, June 2014
Figure 11: Bread purchases in the last six months, June 2014
Figure 12: Nontraditional loaves and ethnic bread purchases in the last six months, June 2014
Obesity epidemic likely factors into slow growth
Figure 13: Percentage of men aged 20 or older who are obese, 2001-04, 2005-08 and 2009-12
Figure 14: Percentage of women aged 20 or older who are obese, 2001-04, 2005-08 and 2009-12
Presence of children factors into bread consumption
Figure 15: Household croissant consumption, by presence of children in household, January 2013-March 2014

Segment Performance
Key points
Packaged bread products account for nearly two thirds of the category
Sales of bread and bread products, by segment
Figure 16: Total US retail sales of bread and bread products, by segment, at current prices, 2012 and 2014
Sales and forecast of packaged bread and bread products
Figure 17: Total US retail sales and forecast of packaged bread and bread products, at current prices, 2009-19
Sales and forecast of in-store baked breads
Figure 18: Total US retail sales and forecast of in-store baked breads, at current prices, 2009-19
Sales and forecast of tortillas/taco shells
Figure 19: Total US retail sales and forecast of tortillas/taco shells, at current prices, 2009-19
Sales and forecast of refrigerated/frozen bread and bread products
Figure 20: Total US retail sales and forecast of refrigerated/frozen bread and bread products, at current prices, 2009-19

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