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Bread Market
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Mar 1, 1996
140 Pages - Pub ID: LA329070
Attention: There is an updated edition available for this report.
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- Executive Summary
- Scope of the Report
- The Products
- Variety and Standardization
- Marketing Categories
- Federal Regulation Sets Pattern for States
- The Market
- Retail Sales Approach $19 Billion in 1995
- White Pan Bread Is Best-Selling Segment
- Regional Differences
- Factors in Future Market Growth
- Shift from White Bread Resumes
- Pan Bread Slippage Continues
- English Muffins and Croissants Hit Wall
- Little Gain Coming from Population Growth
- Silver Lining: Demand Shifts to Higher Cost Breads
- Cost Constraints: Crops, Competition, Consolidation
- Growth of In-Store Bakery Sales Starts to Moderate
- Retail Sales of $23.8 Billion Projected for 2000
- [Table] Size of the Bread Market, 1990-2000:
- On-Site Bakeries and Packaged Products
- The Marketers
- 30,000 Marketers, from Large to Small
- Market Leaders
- Regional Marketers and National Brands
- Private-Label Marketers
- Brand Share Data Rely on Indirect Evidence
- Marketing Trends-Diversity Dominates
- Advertising Rises to $65 Million in 1994
- Distribution
- Major Methods of Distribution
- Supermarkets Have 62% of Retail Sales
- Packaged Bread Margins Average 32%
- In-Store Bakeries-Sweet Goods and Sweet Numbers
- The Consumer
- Use Is Essentially Universal
- Average Household Buys Two Loaves Each Week
- Profile of the Heavy User of Bread
- The Status of Bread Consumption
- White and Wheat Are Most Popular
- Moderate Brand Loyalty for Loaves, Few Heavy Users
- Average Brand Is Far from Average
- The Products
- Scope of the Report
- Market Definition
- Historical Overview
- Bread as Meat and Metaphor
- How Bread Is Used
- Nutritional Value
- Ingredients
- Primary Ingredients: Flour, Liquid, Leaven
- Flour: All Bread Is Wheat Bread
- Other Flours May Also Be Used
- Triticale-A Flour for the Future?
- Liquid Assets: Water and Others
- Leavening: Where the Action Is
- Sugar and Other Sweeteners
- Butter and Fat
- Bread and Salt
- The Kitchen Sink
- Enrichment
- Preservatives
- Summing It Up: Baker's Percentage
- Making and Selling Bread
- Flat Bread versus Raised
- Pan versus Hearth Breads
- Factory Bread Baking
- Shapes and Sizes
- Something from the Oven-Hot Bread Appeals
- On-Site Baking: From Scratch to Thaw
- Scratch Baking Method Is Least Used
- Mix Baking Makes Muffins Convenient
- Bake-Off Is Most Common
- Thaw-and-Sell Does Best with Bagels and Muffins
- Most Bread Is Fresh, but Packaged
- Cost and Staleness Drive Packaging
- Labeling Emphasizes Nutrition
- FDA Nutrition Facts Are Mandatory
- USDA Food Guide Pyramid Lets the Industry Crow
- Diabetics Seek Exchange Points
- Prolonging Shelf Life
- Frozen Breads Last Longer
- Unit of Sale
- Product Categories
- Bread Industry Uses Four Product Categories
- Federal Government Categories Are Divergent
- Packaged versus Frozen versus Fresh-Baked Bread
- White Bread
- Wheat Bread
- Rye and Pumpernickel Bread
- Variety Breads
- Artisan Breads
- Bagels
- Bran Bread, High-Fiber Bread
- Boston Brown Bread
- Children's Bread or White Wheat Bread
- Croissants
- Crusty Breads: French and Italian
- Dietetic Breads
- English Muffins
- Flat Breads
- Light and Low-Calorie Breads
- Muffins and Biscuits
- Oat and Oat Bran Breads
- Pita Bread, Pocket Bread
- Raisin Bread
- Rolls and Buns
- Sourdough Breads
- Stone Ground Breads
- Sweetened Breads
- Tortillas
- Value-Added Bread
- 100% Whole Grain Bread
- Government Regulations
- Federal Regulations
- Delaney Clause Bans Carcinogens
- A Law on Labels: The Nutrition Labeling and Education Act
- Nutrition Facts Required
- Serving Size-One Slice or Two?
- [Table] Serving Size Information
- Nutrition-A Daily Value Diet of 2000 Calories
- Product Claims-FDA Wants Meaningful Words
- Exemptions-In-Store Bakeries Benefit Most
- State Regulations
- Smog Rules Are Federal, State and Regional
- Delivery Truck Conversion Not Enough
- The Market
- Market Size and Growth
- Retail Sales Approach $19 Billion in 1995
- [Table] Retail Dollar Sales and Growth of Bread Products:
- 1990-1995; Products: Packaged and Frozen Breadstuffs,
- On-Site Bakeries (All Bread and Rolls)
- Wholesalers' Sales Approach $14 Billion in 1995
- [Table] Manufacturers' Wholesale Shipments of Bread and Rolls
- Manufacturers' Retail Sales at $14.6 Billion
- [Table] Retail Dollar Sales and Growth of Breads and Rolls:
- 1990-1995; Factors: Packaged and Frozen Breads, Bagels,
- and Rolls, Tortillas, Boutique Bakeries, In-Store Bakeries
- Tortillas, Independent Bakeries Round Out Totals
- A Mature Industry
- Factors in Future Market Growth
- A Saturated Market
- Shift from White Bread Resumes
- Pan Bread Continues to Slip
- [Table] Changing Consumer Bread Preferences: By
- Variety (1992 versus 1994); Variety: White, Whole
- Wheat, French, Italian, Whole Grain, Rye, Pumpernickel,
- Raisin, Low Calorie, Sourdough, Oat, Oat Bran, High
- Fiber, Pita, Other, Fresh Bagels, Frozen Bagels, Fresh
- Croissants, Frozen Croissants, English Muffins
- English Muffins and Croissants Hit Wall
- Silver Lining: Demand Shifts to Higher Cost Breads
- Population Growth Gain No Near Term Factor
- [Table] Projected Population Figures: By Age (1993-2005)
- Future Immigrant Growth Uncertain
- The Shrinking Big Buyer
- Cost Constraints: Crops, Competition, Consolidation
- Commodities Not Chief Cost Driver
- Unadvertised Competitors
- Mergers Must Be Paid for
- Can Productivity Be Improved?
- [Table] Selected Ratios: All Manufacturing versus Bakeries
- (1991); Factors: Employees, Payroll, Production Workers,
- Wages, Hours, Value Added, Cost, Shipments, Investments
- Irresistible Bakery Force Meets Immovable Market
- A New Upscale Bread Market Appears
- Market Projections
- Retail Sales to Reach $23.8 Billion in 2000
- [Table] Projected Retail Dollar Sales and Growth of Bread
- Products: 1995-2000; Products: Packaged and Frozen
- Breadstuffs, On-Site Bakeries (All Bread and Rolls)
- [Table] Projected Retail Dollar Sales and Growth of Breads
- and Rolls: 1995-2000; Factors: Packaged and Frozen
- Breads, Bagels, and Rolls, Tortillas, Boutique Bakeries,
- In-Store Bakeries
- Market Composition
- Market Structured on Price-Quality Tiers
- Pan Bread Is Center of Industry
- Whole Wheat and Multigrain Lead Variety Loaves
- [Table] Product Shares of Bread and Rolls: By Weight (1993)
- Rolls Provide One-Third of Manufacturers' Sales
- Breakfast Breads Are High-Value Goods
- Tortillas: Flatbread On a Roll
- Frozen Bread Sales Are Small
- On-Site Bakeries Expand Market
- Market Composition Varies Regionally
- [Table] Regional Distribution of Bread Users: By Variety;
- Variety: White, Whole Wheat, 100% Whole Grain, Rye,
- Pumpernickel, French, Italian, Oat Bran, Raisin Bread,
- Low Calorie, High Fiber, Sourdough, Pita Bread, Muffins,
- Bagels, Croissants, English Muffins
- The Marketers
- The Marketers
- Marketers Vary by Outlets Served
- Bakeries Increase in Numbers, Shrink in Size
- [Table] The Domestic Baking Industry: Numbers of
- Companies, Plants, and Employees
- But Giants Dominate the Market
- Fewer than 1,000 Bread Makers Have Multiple Outlets
- Wholesale Bakers Dominate Bread Industry
- Fewer than Two Dozen Marketers Account for
- Two-Thirds of Sales
- Few Truly National Marketers
- Some Small Firms Reach National Market
- Regional Marketers and National Brands
- Licensing Creates National Brands
- Licensers Sell More than Rights
- Cooperatives Carry Brand Names Across Nation
- Holdover Brands Can Provide Widespread Reputations
- Licensing, Coops Not Limited to Small Bakers
- Old-Fashioned Ways Still Work
- Foreign Investment Entering Industry
- [Chart] Leading Marketers of Bread and Their Brands;
- Marketers: Alfred Nickles Bakery, American Bakers
- Cooperative, Best Foods Baking Group, Campbell Taggart,
- Continental Baking, CooperSmith, Flowers Industries,
- Kraft General Foods Bakeries, Good Stuff Food, Grupo
- Industrial, Interstate Baking, John Nissen Baking, Lewis
- Brothers Bakeries, Metz Baking Group, Mission Foods,
- Mrs. Baird's, Pacific Coast Baking, Pepperidge Farm,
- Pillsbury Co., Pro Bakers, Quaker Oats, Quality Bakers of
- America, Rich products, Sara Lee Bakery, Schmidt Baking,
- Stroehmann Bakeries, W.E. Long
- Marketer Shares
- A Handful of Giants Dominates
- Interstate and Continental Form Super Giant
- Best Foods Takes Second Place with Purchase
- of Kraft General Foods
- Campbell Taggart Slips to Third
- Specialty Foods' Interests Hold Fourth Place
- 18 Others Sell More than $100 Million
- List Includes Privately-Owned and Regional Firms
- [Table] Estimated Sales of Major Bread Marketers (Sales of
- $100 Million or More): 1994; Marketers: Continental Baking
- Co., Campbell Taggart, Interstate Baking, Kraft General
- Foods Bakeries Co., Best Foods Baking Group, Flowers
- Industries, CooperSmith, Metz Baking Group, Pepperidge
- Farms, Quality Bakers of America Coop., Stroehmann
- Bakeries, Sara Lee Bakeries, Pillsbury Company, Pacific
- Coast Bakeries, Mrs. Baird's, Rich Products Corp., American
- Bakers Coop, Roman Meal Co., W E Long Co.-Independent
- Bakers' Coop, Alfred Nickles Bakery, Martins Famous
- Pastry Shop, Maiers Bakery, Schafer Bakery, Schwebel
- Baking Co., John J. Nissen Baking, Schmidt Baking Co.,
- Grupo Industrial Bimbo
- Some Large Bakeries Omitted from List
- Most Leaders Sell Other Bakery Products
- Marketer Rankings Differ by Region
- Many Producers Take Shelter in Niche Markets
- [Chart] Leading Bread Marketers: By Bread Type (1995);
- Type: Pan Bread, Hearth Bread, Frozen Dough
- [Chart] Leading Roll Marketers: By Type (1995);
- Type: Buns and Soft Rolls, English Muffins, Muffins,
- Croissants, Bagels
- Mexican Giant Bimbo Expands into U.S. Market
- Private-Label Marketers
- [Table] Supermarkets' Retail Dollar Sales of Private-Label
- and Generic Bread: By Type (1994 vs. 1995); Type: Bread,
- Fresh Rolls, English Muffins, Bagels, Refrigerated Bread,
- Refrigerated Rolls, Refrigerated English Muffins,
- Refrigerated Bagels, Frozen Bread and Rolls, Frozen
- Bagels, Frozen Dough Products
- Brand Shares
- Brand Share Rankings Rely On Indirect Evidence
- Wonder Bread Is Number One
- Thomas' Leads in Nonloaf Categories
- Lender's Bagels Grabs Third Position
- Pepperidge Farm Comes In Fourth
- Sara Lee Is Fifth Most Popular
- Arnold, Home Pride, Earth Grains, Sunbeam,
- and Oroweat Round Out Top Ten
- Few Other Brands Achieve Fame
- [Chart] Leading Bread Brands: Wonder, Thomas', Lender's,
- Pepperidge Farm, Sara Lee, Arnold, Home Pride, Earth
- Grains, Sunbeam, Oroweat
- The Competitive Situation
- Current Bread Marketing-An Overview
- Four Aspects of Competition
- A Uniquely Competitive Environment
- Weak Loyalty to Brands, None to Marketers
- Perishability Forces Regional Competition
- Value-Based Competition
- Variety Shapes Competition
- Not Just Variety, but Novelty
- Quick Penetration Difficult for Newcomers
- Overall Market Is the Sum of Many Niches
- Strategies for Growth Shaped by Existence of Niches
- Regional Niches By-Product of History, Perishability
- Value as a Selling Point
- Value-Added Niches: Cavernous Openings
- Bagels, Tortillas Typify Variety Product Niches
- The Private-label Niche: When "Value" Means "Cheap"
- In-Store Bakeries Eat Industry's Lunch
- Retail Bakeries See Wholesale Opportunity
- The Non-Brand "Quagmire"-Private-labels and the
- Consolidation of the Industry
- Advantage Still with Marketers, Interstate Finds
- [Table] Top Selling Breads in Supermarkets, Based on
- Sales Adjusted for Market Size: 1994; Brand: Merita,
- Butternut, Bunny, Maier, Sunbeam, Stroehmann, Private Label
- Mergers and Acquisitions
- Interstate and Continental Form Super Giant
- Philip Morris, Anheuser-Busch Plan to Divest
- Bakery Operations
- Best Foods Takes Kraft General Foods
- CooperSmith, Flowers Industries Contend
- Through Acquisitions
- Mrs. Baird's Is Linked to Bimbo
- Pillsbury Acquires Par-Baker Rudi, Others
- Campbell Soup Takes Fresh Start
- Quaker Oats Swallows Up Bagel Makers
- Advertising, Rebates, Discounts, Promotions
- Marketers Do Battle with Varied Tactics
- Prices Show Niche Placement of Brands
- [Table] Average Supermarket Price of Leading Branded
- Bread Products (1994): Pan Bread, Frozen Bread, Rye
- Bread, English Muffins, Rolls
- Continental Turns from Tube to Coupon
- Pepperidge Farm Emphasizes Quality, Provides Variety
- Thomas' Success Carries Best Foods Into Stores
- Sunbeam Unites National Appeal, Local Marketers
- Marketing Trends
- Basics Do Not Change: Consistency, Quality
- For Value, Nutrition Is at Center Stage
- Strategic Decision: Extend Product Line or Cut Back?
- New Markets Sought for Varied Products
- Bagels Bounding Along
- Major Producers Enter Tortilla Market
- Sourdough Expands Past San Francisco
- A Niche for Pocket Bread
- Children's Bread Faces Stunted Growth
- Frozen Dough, Icy Prospects?
- Pillsbury and ConAgra Breathe New Life into Traditional Products
- Export Becomes an Option
- New Product Trends
- New Products Undermine White Bread's Dominance
- Import and Exports
- New Flavors Expand Options
- Going Against the Usual Grain
- Frozen Dough + Inventiveness = On-Site Variety
- [Chart] Selected New Product Introductions: Bread
- (1994 and 1995); Marketers: Ak-Mah Bakeries, Athens
- Pita, Azteca Foods, Best Foods Baking Group, Campbell
- Taggart, CMA North America, Cole's Quality Foods,
- Compass Foods, Continental Baking, Corporate Foods,
- Damascus Bakery, Dawn Food Products, Diane's Foods,
- Discovery Foods, El Galindo, Father Sam's Syrian Bread,
- French Meadow Bakery, F.U.T.U.R.E. Organics, Garden of
- Eatin', Kraft General Foods Baking, Grande Foods, Great
- Northern Trading, Heidelberg Baking, Jaret International,
- Laudisio Food Products, Le Moulin, Lepage Bakeries,
- Liberty Richter, Log House Foods, Mama Bear's Kitchen,
- McCree Foods International, McKee Foods, Mission Foods
- Bakery, The Muffin Lady, My Bread Baking Co., Nature's
- Choice Bread, New Japan Food Corp., Old El Paso, Orlando
- Baking, Parein/Hendley International, Paysan Foods, Pep-
- peridge Farms, Perfection Bakeries, Pet, Pillsbury, Quaker
- Oats, Rav Gourmet Food Service, Reese Finer Foods, Rich
- Products, Roman Meal, Roti Industries, Rowena's, San
- Francisco French Bread, Sara Lee Bakery, Source AtLantique,
- Sticky Fingers Bakery, Stroehmann Bakeries, Sunfresh, Tony's
- Pizza Service, Toufayan Bakeries, Tree of Life, Tumaro's
- Homestyle Kitchens, Uncle B's Bakery Vigo Importing,
- Walnut Acres, Weight Watchers Foods
- Packaging and Labeling Trends
- Packaging: The Polyethylene Bag Prevails
- Package Designs
- Labeling: Food Guide Pyramid Is Far from Universal
- Advertising Positioning
- For Loaf Breads, Ads Aim at Mom
- Advertising Stresses Good Taste, Natural Ingredients
- Ordinary Bread Manages to Be Pro-Family
- A Familiar Image-If You've Got It, Flaunt It
- Mrs. Baird's Shows Family to Advantage
- Striking Visuals Gain Attention
- Selling the Sizzle
- Consumer Promotions
- Couponing Still Most Common-Ante Is Going Up
- Standing On Display-One Shelf Is Better than Two
- Taste Tests for In-Store Bakeries
- Joint Promotions
- Recipes
- For Additional Information, Call 1-800-...
- Sponsored By...-and Other Image Building Tactics
- Bonuses and Premiums
- Stroehmann Campaign Combines Promotion, Prizes
- Short Term Gimmick-Sweepstakes
- Educational Tie-Ins
- Wheat Foods Council Is Backing Bread
- Trade Advertising and Promotions
- Trade Advertising Is Sparse
- Trade Promotions Normal for Food Business
- Distribution And Retail
- Distribution
- Major Methods of Distribution
- The Store-Delivery System
- Store Delivery Has Marketing Advantages
- Computerization Entering Delivery System
- Warehouse Delivery Cuts Costs
- Retail Outlets
- Supermarkets Account for Two-Thirds of All Bread Sales
- Supermarkets Sell Half of All Packaged Bread
- Grocers Account for One Dollar in Eight
- Independent Retail Bakeries Are Small
- Delis and Gourmet Stores Have Small Selections
- Bakery Thrift Shops Offer Bargains
- Health Food Stores Have Limited Selections
- Warehouse Clubs Try In-Store Bakeries
- Restaurants and Hotels Enter Business
- Number of Lines
- Shelf Space
- Displays
- Packaged Bread Margins Average 32%
- [Table] Average Supermarket Margins on Baked Goods:
- By Type (1989-1994): Type: Baked Goods, Bread and
- Rolls, Sweet Goods, In-Store Bakery, Refrigerated Dough,
- Frozen Baked Goods, Frozen Bagels, Frozen Bread and
- Rolls, All Perishables, Dry Groceries
- Retail Pricing
- Supermarkets
- Large and Varied Shopping Environments
- Promotions Aimed at Supermarkets
- Product Lines
- Assortments
- Private-Label Products
- Slotting Allowances
- Bread's Low Profile
- The Marsh Supermarket Super Study
- On-Site Bakeries
- Baking in a Niche
- The Independent Retail Bakery
- More Cookies than Loaves
- No Threat to the Majors
- The Small-Scale Danger Zone
- Location, Location, Location
- Word of Mouth Is Chief Advertising Medium
- Appalling to the Senses
- Current Trends
- The In-Store Bakery
- Not for Supermarkets Only
- The Leading Operators
- Limited Competition to Packaged Bread
- Sweets Dominate Sales...
- And Sales Are Sweet
- A Trend Toward Self-Service
- Production Methods
- Suppliers to In-Store Bakeries
- The Marsh Super Study's Super Surprise
- The Consumer
- Consumer Use General
- Use Is Essentially Universal
- But No Bread Is Universally Popular
- Average Household Buys Two Loaves a Week
- Heavy Users Consume Majority of Bread
- [Table] Loaves or Packages of Bread Used
- by Household, Preceding Week
- Profile of the Heavy User
- [Chart] Demographic Characteristics Favoring Use of Bread:
- Heavy Users; Factor: Age, Education, Employment,
- Occupation, Family Status, Race, Region, Locality,
- Household Income, Household Size, Children in Household
- The Status of Bread Consumption
- [Table] Bread Consumption: By Education; Education:
- College Graduate, Some College, H.S. Graduate, Non-H.S.
- Graduate; Type: Pita, Bagels, Whole Grain, Oat, Oat Bran,
- French, Italian, High Fiber, Sourdough, Low Calorie,
- English Muffins, Croissants, Whole Wheat, Muffins, White, Raisin
- Loaf Consumption Declines with Education
- Education Affects Brand Choice
- Consumer Use: By Type of Bread
- White and Whole Wheat Most Popular Loaves
- English Muffins and Bagels Share Popularity
- Croissants and Muffins Appeal to One in Five
- Other Variety Breads Trail in Acceptance
- Cross Usage Prevails among Bread Buyers
- [Table] Consumer Loyalties Toward Bread Products:
- By Product Type; Type: White, Whole Wheat, French/
- Italian, Whole Grain, Rye/Pumpernickel, Raisin, Low
- Calorie, Sourdough, Oat/Oat Bran, High Fiber, Pita,
- Fresh Bagels, Frozen Bagels, Fresh Croissants, Frozen
- Croissants, English Muffins, Packaged Muffins, Frozen
- Muffins; Factors: Number of Households, Percentage
- of Buyers, Sole Buyers, Primary Buyers, and "Loyal" Buyers
- Are Preferences Changing?
- [Table] Changing Consumer Bread Preferences: By Type;
- Type: White, Whole Wheat, French/Italian, Whole Grain,
- Rye/Pumpernickel, Raisin, Low Calorie, Sourdough,
- Oat/Oat Bran, High Fiber, Pita, Fresh Bagels, Frozen
- Bagels, Fresh Croissants, Frozen Croissants, English
- Muffins, Packaged Muffins, Frozen Muffins
- Family Buyers Keep White Bread On Top
- Whole Wheat Has Broad Appeal
- French and Italian Bread Exhibit an Upscale Profile
- 100% Whole Grain: The Pain Is Mainly on the Wane
- Rye and Pumpernickel Spell Out Affluence and Age
- Raisin Bread-Eating for Pleasure
- Low Calorie Bread Fits a Rural Niche
- Sourdough Swamps the West, Heads for the Rest
- Oat Bran Looks Good to Well Educated
- High Fiber Bread Slides Toward Elimination
- [Chart] Demographic Characteristics Favoring Purchase of
- Bread: By Type; Factors: Age, Education, Employment,
- Occupation, Family Status, Race, Region, Locality, House-
- hold Income, Household Size, Children in Household;
- Type: White Whole Wheat, French and Italian, Whole
- Grain, Rye and Pumpernickel, Raisin, Low-Calorie/Light,
- Sourdough, Oat Bran and Oat, Fiber/High Fiber
- English Muffins Also Upscale
- Bagel Sales Fit a Standard Pattern
- Croissants Sales Show Racial Difference
- Muffins-Extraordinary Ordinariness
- Profile of Pita Bread Users
- [Chart] Demographic Characteristics Favoring Purchase
- of Non-Loaf Bread: By Type; Factors: Age, Education,
- Employment, Occupation, Family Status, Race, Region,
- Locality, Household Income, Household Size, Children
- in Household; Type: English Muffins, Bagels, Croissants,
- Ready-to-Eat Muffins, Pita Bread
- Consumer Use: By Brand
- Moderate Brand Loyalty for Loaves, Few Heavy Users
- [Table] Consumer Loyalties Toward Loaf Breads: By Brand;
- Factors: Number of Households, Percentage of Buyers,
- Sole Buyers, Primary Buyers, "Loyal" Buyers, Heavy Buyers;
- Brand: wonder, Home Pride Wonder Light, Country Hearth,
- Pepperidge Farm, Sunbeam, Roman Meal, Earth Grains,
- Arnold, Holsum, Nature's Own, Beefsteak, Stroehmann,
- Rainbo, Oroweat, Brownberry, Colonial, Home Pride Light,
- Bran'nola, Taystee, Arnold Bakery Light, Grant's Farm,
- Weight Watchers, Sahara, Oatmeal Goodness, Kilpatrick's,
- Hollywood, Levy, August
- Greater Loyalty Shown to Breakfast Breads
- [Table] Consumer Loyalties Toward Breakfast Breads:
- By Brand; Brand: Brooklyn Bagel Boys, Lender's Uncle B's,
- Sara Lee, Entenmann's, Pepperidge Farm, Thomas', Vie de
- France, Arnold, Bays, Earth Grains, Oatmeal Goodness,
- Oroweat, Sunmaid, Wolferman, Wonder, Hostess; Type:
- Bagels, Croissants, English Muffins, Packaged Muffins,
- Frozen Muffins
- Average Brand Is Far from Average
- The Lower Priced Pan Breads
- The Wonder Bread
- Home Pride Takes a Couple of Steps Up
- Sunbeam: When You're Having More than One
- Holsum Fares Best in Midwest
- [Chart] Demographic Characteristics Favoring Purchase
- of White Bread: By Brand; Factors: Age, Education,
- Employment, Occupation, Family Status, Race, Region,
- Locality, Household Income, Household Size, Children
- in Household; Brand: Holsum, Home Pride, Sunbeam, Wonder
- The Premium Pan Breads
- Upscale Breads Appeal to Upscale Buyers
- Pepperidge Farm Achieves a Luxury Image
- It sells poorly to African-Americans.
- Arnold Does Well in Surprising Places
- Country Hearth Is Regional Alternative
- [Chart] Demographic Characteristics Favoring Purchase of
- Premium-Priced Bread: By Brand; Factors: Age, Education,
- Employment, Occupation, Family Status, Race, Region,
- Locality, Household Income, Household Size, Children in
- Household; Brand: Arnold, Country Hearth, Pepperidge Farm
- Whole Wheat and Hearth Breads
- Roman Meal: Winning with Retirees
- Nature's Own: A Regional Best-Seller
- Earth Grains: A Successful Hearth Bread
- [Chart] Demographic Characteristics Favoring Purchase
- of Wheat Bread: By Brand; Factors: Age, Education,
- Employment, Occupation, Family Status, Region, Locality,
- Race, Household Income, Household Size, Children in
- Household; Brand: Roman Meal, Nature's Own, Earth Grains
- Light Breads
- 20 Million Low Calorie Bread Buyers
- In Fat City with Wonder Bread Light
- [Chart] Demographic Characteristics Favoring Purchase of
- Light and Low-Calorie Bread: By Brand; Factors: Age,
- Education, Employment, Occupation, Family Status, Race,
- Region, Locality, Household Income, Household Size,
- Children in Household; Brand: Wonder Light, Wonder
- Muffins: The Mysterious Missing Muffin Munchers
- [Chart] Demographic Characteristics Favoring Purchase of
- Muffins: By Type and Brand; Factors: Age, Education,
- Employment, Occupation, Family Status, Race, Region,
- Locality, Household Income, Household Size, Children in
- Household; Brand: Hostess, Pepperidge Farm, Sara Lee;
- Type: Ready-to-Eat, Frozen
- English Muffins: No Doubting Thomas'
- Marketers Have Near Monopoly in Category
- Thomas' Has National and Regional Edge
- Earth Grains and Pepperidge Farm Similar and Different
- Wonder: English Muffins for the Average Joe
- [Chart] Demographic Characteristics Favoring Purchase
- of Non-Loaf Bread: By Type; Factors: Age, Education,
- Employment, Occupation, Family Status, Race, Region,
- Locality, Household Income, Household Size, Children in
- Household; Brand: Thomas', Wonder, Earth Grains,
- Pepperidge Farm
- Profile of Croissant Users
- [Chart] Demographic Characteristics Favoring Purchase of
- Croissants: By Type and Brand; Factors: Age, Education,
- Employment, Occupation, Family Status, Race, Region,
- Locality, Household Income, Household Size, Children
- in Household; Brand: Pepperidge Farm, Sara Lee; Type:
- Fresh, Frozen
- Bagel Buyers Rolling in Dough
- Lender's, A Well Rounded Bagel Maker
- Sara Lee: The Bagel Goes Multiethnic
- [Chart] Demographic Characteristics Favoring Purchase
- of Muffins: By Type and Brand; Factors: Age, Education,
- Employment, Occupation, Family Status, Race, Region,
- Locality, Household Income, Household Size, Children
- in Household; Brand: Lender's, Sara Lee, Private Label;
- Type: Fresh, Frozen
- Private- Label Bagel Buying
- Changing Brand Preferences
- [Table] Changing Consumer Bread Preferences: By Brand
- (1992 versus 1994); Brand: Wonder, Home Pride, Wonder
- Light, Country Hearth, Pepperidge Farm, Sunbeam,
- Roman Meal, Arnold, Lender's Bagels, Sara Lee Bagels,
- Pepperidge Farm Croissants, Sara Lee Croissants, Thomas'
- English Muffins, Oroweat English Muffins, Wonder English
- Muffins, Pepperidge Farm English Muffins
Appendix I: Company Profiles
- Anheuser-Busch Companies, Inc.
- Worldwide Sales of $13.7 Billion in 1994
- Three Business Segments
- Company Structure
- Major Brands
- Campbell Soup Company
- Sales Worldwide Are $6.7 Billion in 1994
- Company Structure
- Brands and Trademarks
- Flowers Industries, Inc.
- Sales Are $990 Million in 1994
- Company Description
- Company Brands
- Grand Metropolitan PLC (UK)
- Turnover Is £ 7,800 Million in 1994
- Company Description
- Brands and Trademarks
- Gruma, SA De CV (Mexico)
- 1994 Sales Are Over Mex $4 Billion
- Company Structure
- Brand Names and Trademarks
- Interstate Bakeries Corporation
- Net Sales of $1.1 Billion in 1994
- Company Description
- Major Brands
- Philip Morris Company, Inc.
- In 1994 Operating Revenue Was $65 Billion
- Company Structure
- Major Brands
- Quaker Oats Company
- Net Sales Just Under $6 Billion in 1994
- Lines of Business
- Major Brands
- Sara Lee Corporation
- Net Sales Are $15.5 Billion for 1994
- Lines of Business
- Major Brands
- Specialty Foods Corporation
- Sales of $2 Billion in 1994, but Net Loss
- Company Structure
- Major Brands
- Weston (George) Foods Ltd. (Australia)
- Operating Revenue Over Aus$1 Billion in 1994
- Company Structure
- Brand Names and Trademarks
Appendix II: Addresses Of Selected Marketers
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