The U.S. Bread Market

 
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Published Feb 1, 2000 | 197 Pages | Pub ID: LA555

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This study of the U.S. bread market gives readers insight into this $23 billion business. The study covers packaged, fresh and frozen bread products, including a growing number of specialty bread products. Strategies and new products of key companies (Interstate Bakeries Corp., Best Foods, Campbell Soup Co., etc.) are discussed. Major marketing, retailing and demographic trends are all explored in-depth. Special attention is given to the in-store bakery phenomenon. Sales data cover 1995-1999, with projections given through the year 2004. Primary data sources include Information Resources Inc. and Simmons Market Research Bureau.
  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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