• Report Scope
• Methodology
• The Market
  
  • Table 1-1: U.S. Retail Sales of Fresh Bread, Bagels and Rolls, 1999-2003
  • IRI-Tracked Market Stands at $8.4 Billion
  • Breads Are the Big Loaf
  • Retail Sales of Artisan Breads Bucking the Trend
  • Low Carb Strikes In-Store Bakeries, as Results Remain Flat
  
  
• The Marketers
  • Table 1-2: IRI-Tracked Sales and Market Share of Top 10 Bread Marketers, 2003
  
  
• Top Brands
  
  • Table 1-3: IRI-Tracked Sales and Market Share for Top-10 Bread Brands, 2003
  
  
• Marketing Dynamics
  
  • Reclaiming the “Moral High Ground” - the Industry Fights Back
  • Getting Artisany
  • Going Low-Carb
  
  
• The Consumer
  
• Market Projections
  
  • Table 1-4: Projected Sales of Fresh Bread, Rolls and Bagels, 2003-2008

Chapter 2: The Market

• Market Overview
• Market Size and Growth
  
  • Table 2-1: U.S. Retail Sales of Fresh Bread, Bagels and Rolls, 1999-2003
  • Figure 2-1: U.S Retail Sales of Fresh Bread, Bagels and Rolls, 1999-2003
  • IRI-Tracked Market Stands at $8.4 Billion Table 2-2: IRI-Tracked Sales of Bread, Bagels and Fresh Rolls, 1999-2003
  • Figure2-2: IRI-Tracked Sales of Bread, Bagels and Fresh Rolls, 1999-2003
  • Breads Are the Big Loaf
  • Figure 2-3: IRI-Traced Sales of Fresh Bread/Rolls Market, Market Share by Segment, 2003
  • Table 2-3: IRI-Tracked Sales of Bread, 1999-2003
  • Table 2-4: IRI-Tracked Sales of Bagels, 1999-2003
  • Table 2-5: IRI-Tracked Sales of Rolls/Buns/Croissants, 1999-2003
  
  
• Market Dynamics
  
  • Low-Carb Flattens White Bread . . .
  • But Raises Whole-Grain, Artisan Breads
  • Retail Sales of Artisan Breads Bucking the Trend
  • La Brea Takes Off
  • Figure 2-4: IRI-Tracked Sales of La Brea Breads, 1999-2003
  • Ecce Panis, Concept 2 Also Thrive
  • Figure 2-5: IRI-Tracked Sales of Ecce Panis Breads, 1999-2003
  • Figure 2-6: IRI-Tracked Sales of Concept 2 Bakeries, 1999-2003
  • Panera Leads the Specialty Bread Foodservice Way
  • Low Carb Strikes In-Store Bakeries, as Results Remain Flat
  • Table 2-6: In-Store Bakery Sales, 2000-2003
  
  
• Key Challenges
  
  • No Longer “The Best Thing”?
  • Wheat Flour Production, Consumption Down
  • Going for the Grains
  • Bread Penetration Levels Still High
  • The Diet That Squashed the Loaf
  • Availability of Alternative Breakfast Options
  
  
• Marketer Response
  
  • Reclaiming the “Moral High Ground” - the Industry Fights Back
  • But if You Can’t Beat ‘Em . . .
  • New and Premium Products
  • Getting Artisany
  • A Chink in the Low-Carb Armor?
  
  
• Market Projections
  
  • Table 2-1: Projected Sales of Fresh Bread, Rolls and Bagels, 2003-2008
  • Figure 2-3: Projected U.S. Sales for Breads, 2003-2008

Chapter 3: The Marketers

• Overview
  • Table 3-1: Top 10 Bread Marketers by Market Share
  
  
• Performance Analysis - Top Marketers
  
  • George Weston, Inc.
  • Table 3-2: IRI-Tracked Sales of Top 10 Bread/Roll/Bagel Marketers
  • Interstate Bakeries
  • Sara Lee Bakery Group
  • Pepperidge Farm
  • Perfection Bakeries, Inc.
  • Flowers Bakeries, Inc.
  • Figure 3-1: Top 10 Marketers of Breads by IRI-Tracked Sales, 2001-2003
  • Top Marketers Enjoyed a Good Run
  • Table 3-3: IRI-Tracked Sales for Top-10 Marketers and Brands: Breads, Rolls and Bagels
  • IRI-Tracked Sales for Top-10 Marketers and Brands: Breads, Rolls and Bagels
  
  
• Review of the Top Brands
  • Table 3-4: IRI-Tracked Sales of Top 10 Bread/Rolls/Bagel Brands by Market Share
  
  
• Brand Performance Analysis
  
  • Top Brands
  • Table 3-5: IRI-Tracked Sales of Top 10 Bread/Bagels/Rolls Brands, 2002-2003
  • Figure 3-2: IRI-Tracked Sales of Top 10-Bread Brands, 2001-2003
  • Outlook

Chapter 4: Marketing Dynamics

• Marketing Dynamics
• Sara Lee Touts Health Benefits of Whole Grain
• Pepperidge Farm Promotes Product Quality
• Interstate Looks to Ads to Revive Product
• Table 4-1: Notable Bread Marketing Initiatives -2003
• Innovative Marketing
• The Industry Weighs In
• Line Extensions Favor Low-Carb
• Figure 4-1: New Low-Carb Bread Product Introductions, January 2003 - July 2004
• Marketing Private Label Breads
• Expanding Artisan Roots
• Artisans Eschew Low-Carb
• Hearty Breads the Focus in In-Store Bakeries
• Specialty Breads Used to Distinguish Foodservice Offerings