The U.S. Bread Market
Feb 1, 2000
197 Pages - Pub ID: LA555
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  1. Executive Summary
    Scope and Methodology
    • Market Parameters
    • Report Methodology

    The Products
    • Two Product Categories
    • The Ingredients
    • The Process
    • Nutritional Value
    • Federal Regulations

    The Market
    • Sales Exceed $23 Billion in 1999
    • Packaged Breads at $17.5 Billion
    • Bakery Breads Totaled $5.5 Billion
    • Table 1-1: Estimated U.S. Retail Sales of Bread by Category: Packaged vs. Bakery, 1995-2004 (dollars): Packaged, Bakery
    • Sales of Bagels and Tortillas Continue Strong
    • Share of Bread Sales by Outlet Type
    • Market Composition Varies by Region

    The Marketers
    • Marketers Vary by Range of Distribution
    • Licensing and Cooperatives Allow for National Brands
    • Top Four Marketers Register About a Third of Bread Sales
    • Private Label Reigns
    • Key Trends
    • Natural Appeal
    • Tortilla Craze
    • Acquisition Boom
    • Packaged Bread vs. In-Store Bakery Bread
    • Pillsbury Outspends All Others

    Distribution and Retail
    • Distribution Determined by Perishability of Products
    • Delivered by a Variety of Methods
    • Share of Sales by Outlet Type
    • Leading Supermarket Operators
    • Survival Tough for On-Site Bakeries
    • In-Store Stance
    • Name Brand vs. Private Label
    • Prices

    The Consumer
    • Loaf Bread Use Is Essentially Universal
    • White and Whole Wheat are Staples
    • Heavy Users Consume the Major Portion of Loaf Bread
    • Wonder and Home Pride
    • Bagel Focus
    • English Muffins Overview
    • Croissant Overview
  2. The Products
    Introduction
    • Scope of the Report

    Bread Ingredients
    • Basic Ingredients
    • Flours
    • Wheat Flour
    • Whole Wheat Flour
    • Stone Ground Flour
    • Potato Flour
    • Other Flours
    • Leavening Agents
    • Yeast
    • Other Leavenings
    • Gluten
    • Liquid Ingredients
    • Milk and Other Dairy Products
    • Other Liquids
    • Salt
    • Sugars
    • Other Ingredients
    • Fats or Oils
    • Malt
    • Enrichments
    • Preservatives
    • Other Additives
    • Fancy Add-ins
    • Nutritional Value

    Bread Production
    • The Milling Process
    • Bread Production
    • Packaging
    • Tamper Evident Bread Bags

    Bread Product Classifications
    • Two Product Categories
    • Packaged Bread
    • Bakery Bread
    • Product Classifications
    • White Bread
    • Wheat Bread
    • Rye Bread
    • Variety Breads
    • Artisan and Specialty Breads
    • Bagels
    • Biscuits
    • Buns and Rolls
    • Croissants
    • Crusty Breads
    • English Muffins
    • Flat Breads
    • High Fiber Breads
    • Light Breads
    • Pita or Pocket Breads
    • Raisin Bread
    • Sourdough Bread
    • Tortillas
    • The New Wrap
    • Frozen and Refrigerated Bread Products

    Bread Regulation and Labeling
    • Federal Regulations
    • Weight
    • Labeling
    • Nutrition Information
    • Regulation of Product Claims
    • Healthy Breads
    • Light breads
    • Organic Breads
  3. The Market
    • Figure 3-1: Estimated U.S. Retail Sales of Bread (dollars)

    Market Size and Growth
    • Sales Exceed $23 Billion in 1999
    • Table 3-1: Estimated U.S. Retail Sales of Bread by Category: Packaged vs. Bakery, 1995-1999 (dollars): Packaged Bread, Bakery Bread
    • Packaged Bread Products at $17.5 billion
    • Bakery Breads Growing Faster than Packaged
    • White Bread Sales Rise Modestly
    • Bagels Still Rolling
    • Table 3-2: U.S. Retail Sales of Packaged Bagels, 1995-1999 (dollars)
    • Tortilla Boom
    • Table 3-3: U.S. Retail Sales of Packaged Corn and Flour Tortillas, 1995-1999 (dollars)

    Factors in Future Growth
    • U.S. Population Increasing
    • U.S. Mexican Population on the Increase
    • Baby Boomers Age
    • Private Companies Squeezed
    • In-Store Bakery and the Household Structure
    • Wrap Plays Role in Tortilla Future
    • Flavored Tortilla Still Too New
    • Schools Become Aware of Tortilla Potential
    • Specialty Breads Very Special Indeed
    • Bagels on a Roll
    • Consumers Seek Variety
    • Organic Foods
    • Figure 3-2: Projected U.S. Retail Sales of Bread (dollars)

    Projected Sales
    • Retail Sales Approach $29 Billion in 2004
    • Packaged Bread
    • Bakery Bread
    • Table 3-4: Projected U.S. Retail Sales of Bread by Category: Packaged vs. Bakery, 1999-2004 (dollars): Packaged Bread, Bakery Bread

    Market Composition: By Product
    • Packaged Breads Account for Some Three-Quarters of Sales
    • Loaves Still Rule
    • Figure 3-3: Share of U.S. Retail Sales of Bread: Packaged vs. Bakery, 1995 vs. 1999 (percent): Packaged Bread, Bakery Bread
    • Figure 3-4: U.S. Share of Packaged Breads by Product Type, 1999 (percent): Loaves, Buns and Rolls, Refrigerated Bread Products, Tortillas, Frozen Bread Products, Bagels, Other
    • White Loaves Dominate

    Market Composition: By Outlet
    • Share of Bread Sales by Outlet Type
    • Figure 3-5: Share of U.S. Retail Bread Sales by Outlet Type, 1999 (percent): Supermarkets, Grocery Stores, Other Retail Bakeries

    Market Composition: Regionality
    • Bread Type Varies by Region
    • Table 3-5: Regional Distribution of Bread Users by Bread Type, 1998 (percent): bread types
    • Packaged Bread Consumption Varies by Area
  4. The Marketers
    The Marketers
    • Marketers Vary by Range of Distribution
    • Thousands of Marketers—Most Single Outlet Marketers
    • The Role of the Private Label
    • Licensing Allows for National Brands
    • Cooperatives
    • Most Large Bakeries Market a Host of Brands
    • Most Large Marketers Sell Other Bakery Products
    • Table 4-1: The U.S. Market for Bread: Selected Marketers, 1999 (listing): marketers; brands/trademarks/licenses

    Marketer and Brand Shares
    • Estimation Proclamation
    • Top Four Marketers Register About a Third of Bread Sales
    • Table 4-2: Top Ten Packaged U.S. Bread Marketers by Dollar Share, 1999 (Percent): 10 Marketers
    • Private Label Reigns
    • Table 4-3: Tp 9 Packaged Bread Brands in U.S. Supermarkets by Dollar Share, 1999 (percent): private label, 9 brands
    • Thomas' Bagel Rollout
    • Table 4-4: Top Three U.S. Packaged Bagel Brands, 1999
    • (percent): 3 brands
    • Mission Tortilla
    • Table 4-5: Leading U.S. Tortilla Producers, 1999 (percent): 4 brands, private label

    The Competitive Situation
    • Acquisition Boom
    • Packaged Bread vs. In-Store Bakery Bread
    • Outlet Competition
    • Store Label Strength Apparent
    • Price Competition
    • Little Brand Loyalty
    • Niche Markets Continue to Grow

    Competitive Profile: Aurora Foods Inc.
    • Sales of More Than $1 Billion
    • A Brief History
    • The Lender's Acquisition

    Competitive Profile: Bestfoods
    • Sales Well Over $8 Billion
    • Corporate History
    • Spin-Off Advantage
    • Legal Troubles
    • Best Known Brands

    Competitive Profile: Campbell Soup Company
    • Sales Placed at $6.4 Billion for Fiscal 1999
    • Corporate History
    • Diversification through Acquisitions
    • Vlasic Foods Spin-Off
    • Brands

    Competitive Profile: Earthgrains Co.
    • Sales Exceeded $1.9 Billion in Fiscal Year 1999
    • Corporate History
    • Expansion by Acquisition
    • Alliances Formed
    • Product Round-up

    Competitive Profile: Flowers Industries, Inc.
    • Sales Exceed $4 Billion in 1999
    • Colorful History
    • Decentralized Management
    • Investments Pay Off
    • Strong Brands

    Competitive Profile: Gruma Corp., (Mission Foods)
    • Mexican Roots
    • World's Largest Tortilla Factory
    • Tortilla Strength
    • Brands

    Competitive Profile: Interstate Bakeries Corp.
    • Fiscal Year 1999 Revenues Approached $3.5 Billion
    • Acquisitions and Consolidations Ongoing
    • Success through Brand Strength

    Competitive Profile: Pillsbury Company (Subsidiary of Diageo plc)
    • Parent Is U.K.-Based
    • Pillsbury Structure
    • Pillsbury History

    Competitive Profile: Sara Lee Corporation
    • Corporate Sales Totaled $20 Billion in Fiscal 1999
    • Corporate History
    • Costly Recalls
    • Artisan Move
    • Many Familiar Brands
    • Brand Building

    Marketing and New Product Trends
    • Convenience Rules
    • White Bread Slips as Other Varieties Grow
    • Specialty Breads
    • Machinery Eases Specialty Bread Production
    • Flavored Breads a Treat
    • Potato Bread Expansion
    • Variety Sought in Earnest
    • Tortilla Thrills
    • Bagel Outlets
    • Health and Natural Trends
    • Cost Lowering Trends
    • Acquisition Trend
    • Table 4-6: The U.S. Bread Market: Selected New Product Introductions, 1998-1999 (listing): new products

    Advertising Expenditures and Positioning
    • Pillsbury Outspends All Others
    • For Loaf Breads, Ads Aim at Mothers
    • Ethnic Focus
    • Convenience Stance
    • Advertising Stresses Natural Ingredients
    • Kid's View
    • Generation X

    Consumer Promotions
    • Cents-Off Coupons
    • Recipe Boost
    • Contests
    • Cross Promotions
    • New Products
  5. Distribution and Retail
    Distribution
    • Distribution Determined by Perishability of Products
    • Delivered by a Variety of Methods
    • Direct Store Delivery
    • Company-Owned Routes
    • Distribution by Single Truck Distributors
    • Distribution by Master Distributors
    • Warehouse Delivery
    • Computers Lend a Hand
    • Trade Relation Difficulties

    At the Retail Level
    • Share of Sales by Outlet Type
    • Supermarkets
    • Grocery Stores
    • Figure 5-1: Share of U.S. Retail Bread Sales by Outlet Type, 1999 (percents): Supermarkets, grocery stores, retail bakeries, and other
    • Warehouse Clubs
    • Specialty Food Stores
    • Independent Bakers
    • Thrift Shops
    • Restaurants and Hotels
    • Online Distribution
    • Schools a Target
    • Regional Differences
    • Niche Cultivating
    • Category Management
    • Packaged Bread Display
    • Fresh Bread Displays
    • Jewel Food Stores' Crusty Bread Program
    • Mrs. Baird's Strategy
    • Pricing

    Retail Focus: Supermarkets
    • Top Notch
    • Name Brand vs. Private-Label
    • Shelf Placement
    • Slotting Allowances
    • Figure 5-2: Share of Bread Sales: Brand Name vs. Private-Label, 1999
    • In-Store Promotions

    Retail Focus: On-Site Bakeries
    • Survival Tough
    • Specialty Bread Focus
    • Unmitigated Expansion
    • Bakery Setups

    Retail Focus: In-Store Bakeries
    • In-Store Stance
    • Bakery Advantage
    • Bake Off vs. From Scratch
    • Employees Are Key
    • Ideal for Elderly
    • Wide or Narrow Focus
    • Data Focus a Help
    • Intercom Pull
  6. The Consumer
    Data Overview
    • Simmons Consumer Survey
    • Bread Specific

    Consumer Use Patterns for Loaf Breads
    • Loaf Bread Use Is Essentially Universal
    • No Bread Is Universally Popular
    • Table 6-1: Purchaser Overview by Bread Type, 1998 (percent): 11 Bread Types; Type Used Most Often, Secondary Type
    • White and Whole Wheat
    • Table 6-2: Demographic Characteristics Favoring Most Often Use of White and Whole Wheat Breads, 1998 (listing): 13 Demographic Factors
    • French/Italian and 100% Whole Grain
    • Rye and Pumpernickel Breads
    • Table 6-3: Demographic Characteristics Favoring Most Often Use of French/Italian, 100% Whole Grain, and Rye/Pumpernickel Breads, 1998 (listing): 13 Demographic Factors
    • Low Calorie/Light, Sourdough, and Fiber/High Fiber
    • Table 6-4: Demographic Characteristics Favoring Most Often Use of Sourdough, Low Cal/Light and Fiber/High Fiber Breads, 1998 (listing): 13 Demographic Factors
    • Raisin, Oat/Oat Bran, and Pita
    • Table 6-5: Demographic Characteristics Favoring Most Often Use of Raisin, Oat/Oat Bran, and Fiber/High Fiber Breads, 1998 (listing): 13 Demographic Factors

    Consumer Preferences by Brand of Loaf Bread
    • Loaf Bread Brand Overview
    • Table 6-6: U.S. Principal Shopper Use of Loaf Bread by Brand, 1998 (percent): 14 brands
    • Wonder and Home Pride
    • Table 6-7: Demographic Characteristics Favoring Most Often Use of Wonder and Home Pride Bread Brands, 1998 (listing): 13 Demographic Factors
    • Sunbeam, Pepperidge Farm, and Country Hearth
    • Table 6-8: Demographic Characteristics Favoring Most Often Use of Sunbeam, Pepperidge Farm, and Country Hearth Bread Brands, 1998 (listing): 13 Demographic Factors
    • Roman Meal and D'Italiano
    • Table 6-9: Demographic Characteristics Favoring Most Often Use of Roman Meal and D'Italiano Bread Brands, 1998 (listing): 13 Demographic Factors

    Consumer Patterns By Level of Use of Loaf Bread
    • Heavy Users Consume the Major Portion of Loaf Bread
    • Table 6-10: Bread Consumption by Heaviness of Use, 1998 (percent): Users, Consumption; Heavy, Medium, Light
    • Heavy, Medium, and Light Purchasers
    • Table 6-11: Demographic Characteristics Favoring Purchase of Loaf Bread by Usage Level, 1998 (listing): Heavy, Medium, Light; 13 Demographic Factors

    Consumer Focus: Bagels
    • Bagel Overview
    • Table 6-12: U.S. Principal Shopper Use of Bagels by Type, 1998 (percent): Primary Use, Secondary Use; Fresh Bagels, Frozen Bagels
    • Bagel User Profile Is Relatively Young and Upscale
    • Table 6-13: Demographic Characteristics Favoring Most Often Use of Bagels by Product Type, 1998 (listing): Fresh, Frozen; 10 Demographic Factors
    • Lender's Most Widely Used
    • Table 6-14: U.S. Principal Shopper Use of Bagels by Brand, 1998 (percent): Primary Use, Secondary Use; 6 brands
    • Brand Profiles
    • Table 6-15a: Demographic Characteristics Favoring Most Often Use of Lender's and Sara Lee Bagel Brands, 1998 (listing): 10 Demographic Factors
    • Table 6-15b: Demographic Characteristics Favoring Most Often Use of Thomas' and Store Brand Bagels, 1998 (listing): 10 Demographic Factors

    Consumer Focus: English Muffins
    • English Muffins Overview
    • Table 6-16: Demographic Characteristics Favoring and Impeding Purchase of English Muffins, 1998 (listing): 10 Demographic Characteristics
    • Thomas' English Muffins Preferred
    • Table 6-17: U.S. Principal Shopper Use of English Muffins by Brand, 1998 (percent): Primary Use, Secondary Use; 9 brands
    • Preference for Thomas' Crosses Most Demographic Characteristics
    • Table 6-18: Demographic Characteristics Favoring Purchase of Thomas', Wonder, and Pepperidge Farm English Muffins, 1998 (listing): 10 Demographic Factors

    Consumer Focus: Croissants
    • Croissant Overview
    • Table 6-19: Purchaser Overview for Croissants, 1998 (percent): Primary Users, Secondary Users; Fresh Croissants, Frozen Croissants, 4 Brands
    • Use Peaks in Large Non-white Households
    • Table 6-20: Demographic Characteristics Favoring Purchase of Croissants, 1998 (listing): 10 Demographic Factors
    • Fresh vs. Frozen Croissants
    • Table 6-21: Demographic Characteristics Favoring Purchase of Fresh and Frozen Croissants, 1998 (listing): 10 Demographic Factors
    • Croissants by Brand
    • Table 6-22: Demographic Characteristics Favoring Most Often Use of Pepperidge Farm and Sara Lee Croissant Brands, 1998 (listing): 10 Demographic Factors

    Appendix I: Examples Of Consumer And Trade Advertising And Promotions
    Appendix II: Addresses Of Selected Marketers
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