Bread Market

Mar 1, 1996
140 Pages - Pub ID: LA329070
Attention: There is an updated edition available for this report.
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  1. 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
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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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