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BUSINESS INSIGHTS
Growth Strategies in Bakery and Cereals
Key trends and future product opportunities
New Food and Drinks Report - Published April 2007
Sales growth potential of the following bread
types over the next 5 years
Sweet and savory
combinations
Omega-3
Seeds
Added fiber
Multi-grain
White and wholemeal
combinations
Wholemeal with added
vitamins / minerals
Wholemeal
White with added
vitamins / minerals
White
1 – low 2 3 4 5 – high growth
growth potential
potential Response average
Source: Growth Strategies in Bakery and Cereals
“63% of respondents rated added fiber as a bread type that has the
potential to experience significant or high sales growth over the next
five years. 'High fiber' is also the second most popular product tag on
bakery and cereal products in 2006. 63% of respondents rated
wholemeal bread with added vitamins and minerals as a bread type
that has the potential to experience significant or high sales growth
over the next five years. 'High vitamins' is the fourth most popular
product tag in bakery and cereals NPD. 'High minerals' is the 14th
most popular product tag. Compared to the other health trends,
omega-3 is a relative newcomer to bakery and cereals NPD...“
Identify and exploit new and emerging opportunities in bakery and
cereals more effectively with this new management report...
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and key consumer issues including eRetail and marketing.
Some key findings from this report...
• The US will show the strongest growth in market value at
Healthy line extensions
14.1% between 2005 and 2009 to reach a higher overall value
offering choice to the consumer
than is forecast for France, Germany, Italy, Sweden and The
Netherlands.
• The cookie category held the largest share of total new product
launches in the bakery and cereals sector in 2006 (33.1%).
Pastries and baked goods held second place, falling from 23.5% in
2004 to 19.2% in 2006.
• Nearly a third of industry survey respondents stated that the
Source: Growth Strategies in Bakery and Cereals
breakfast occasion will offer the most growth potential for
“LoveDean launched an original (No.1) version of its manufacturers over the next five years driven by new products
granola breakfast in 2006 to appeal to consumers
including ready to eat and on-the-go cereals and health concerns
looking for a healthier breakfast. LoveDean Lite was
relating to obeisty and other health issues.
introduced to appeal to health-conscious consumers
who are watching their weight. It is positioned as a low
GI (glycemic index) food, as well as providing an • Kellogg is the most innovative bakery/cereals company
"essential intake of vitamins, minerals and nutrients as according to industry executives with nearly a quarter of
well as omega-3 oils"...” respondents selecting Kellogg as the most innovative company.
Nestlé was in second place at 10.3%.
Growth Strategies in Bakery and Cereals
Key trends and future product opportunities
To maintain and develop market share, bakery and cereals manufacturers
Market shares of artisanal and private
have been forced to address the ‘staple’ image of their products. In
label manufacturers, (%), by region
70
doing so, manufacturers have innovated by reformulating to make
60 Private label products more indulgent, fortifying products with functional ingredients
50
Artisanal
to make them healthier and developing innovative delivery methods.
% market share
40
30 Growth Strategies in Bakery and Cereals: Key trends and future
20 product opportunities is a new management report published by
10
Business Insights that analyzes the drivers and major trends currently
0
Africa & Americas Asia-Pacific Europe influencing the bakery and cereals market including health,
Middle East
premiumization, guilt-free indulgence, convenience and ethical
Source: Growth Strategies in Bakery and Cereals
consumerism. This report provides detailed market insights at a global,
“The importance of artisanal producers and private regional and category level to forecast trends accurately to 2009.
label manufacturers is apparent in the figure above,
Best-practice examples of new products launched between 2004 and
which shows that in Africa & the Middle East, 64.4% of
the top five company shares within bakery and cereals
2006 are assessed and recommendations are made for future innovations.
are dominated by the two company types. There is a
similar situation in Europe where artisanal producers
Create more effective new product development strategies and
occupy a 46.7% share and private label takes second increase returns on investment with this new report.
place at 13.6%...“
This new report will enable you to...
• Assess the key trends in bakery and cereals innovation based
Country Harvest Prairie Bran Loaf
upon this report’s analysis of Productscan data from over 10,000
product launches between 2004 and 2006 detailing regional
contribution, category coverage and product claims.
• Benchmark leading executives’ opinions on the future of bakery
and cereals innovation using this report’s analysis of our
proprietary global survey detailing the key issues affecting the
future of NPD and innovation in the bakery and cereals market.
• Predict future growth areas in bakery and cereals using this
Source: Growth Strategies in Bakery and Cereals
report's forecasts to 2009 of market values and volumes by category
“ Products such as bread, cereals, cereal bars, and and sub-category across Europe and the US.
bagged snacks are already frequently consumed within
the average diet of many consumers, so the inclusion of
• Target new and emerging market opportunities using this
additional nutrients such as omega-3 could help people
improve their health without having to make any major
report’s extensive analysis of the most innovative new product
changes to their eating habits. An innovative example launches, trends in NPD and convergence.
of such a product is Country Harvest Prairie Bran Loaf,
launched in Canada by Weston Bakeries Ltd...“
Key issues examined in this report...
• Healthy and tasty. Bakery and cereals products can be positioned
Anytime Crumpet Mix
as healthy, indulgent or healthy and indulgent. Manufacturers are
increasingly opting to extend their brand portfolio to satisfy each of
these consumer demands.
• Ethical consumerism. Issues such as food miles, organics and
Fairtrade are driving consumers to question the provenance – and
quality - of their food and drinks.
• Rise in homebaking and cooking from scratch. From 2004 to
2006 the share of bakery and cereal product launches in the ‘cake
Source: Growth Strategies in Bakery and Cereals
mixes, frosting and decorations’ category increased from 1.6% to
3.6% and the ‘mixes, baking and other non-baking’ category rose
“Wheatons Brumpets ‘Anytime Crumpet Mix’ brand
from 4.6% to 4.9%.
was extended in March 2006 with an Apple &
Cinnamon variant. Packaging describes it as nutritious
• Opportunities in targeting snacking occasions. 10% of industry
and "packed with vitamins & minerals," the mix
requires only the addition of milk. It is presented in a
executives rated mid-morning as the consumption occasion that will
300g plastic bottle to which the milk is to be added. offer the most sales growth potential over the next 5 years, whilst
The consumer then shakes the bottle and makes the 1% believed mid-afternoon and 4% evening.
crumpets...”
Your questions answered...
• Who are the leading players in the bakery and cereals market?
Cakes and pastries, sub-category
segmentation by value, 2009
• How will the rise in ethical consumerism impact on the bakery and
27% cereals market?
Artisanal
43% cakes &
Industrial pastries • What are the most popular and successful flavors used in bakery
cakes &
30% and cereals NPD?
pastries In-store
bakery cakes
& pastries • Can brands target other consumption occasions such as snacking
without losing share of the breakfast market?
Source: Growth Strategies in Bakery and Cereals
• How can bakery and cereals brands target children effectively
“Unlike the bread and rolls category where artisan without attracting criticism or regulatory interference?
products are hugely popular, industrial cakes and
pastries will continue to contribute the highest value
• Which is the leading category in terms of NPD over the past two
share in the cakes and pastries market by 2009 at an
estimated 43% or $11.4bn. However, in-store cakes and
years?
pastries stand out as the highest growth category
between 2005 and 2009 at 12.4%, to represent almost • Which countries offer the best opportunities for investment?
a third of overall category sales and a value of
$7.7bn...”
Sample Information: ‘Growth Strategies in Bakery and Cereals’
Chapter 4: Innovation and NPD
Cereals
Figure 4.20: Innovative cereal products
Currently innovation focuses on three key areas within the
cereals market, all of which have a strong role to play in
the development and growth of the market:
• Convenience: various pack formats and sizes are
available including single-serve, multi-pack, larger
standard boxes, on-the-go formats with spoons and
side servings of milk, yogurt etc;
• Health: added ingredients to address specific health
issues such as digestion, immune system, general
health and bone health; Source: Growth Strategies in Bakery and Cereals
• Indulgence: the children's cereals market in many parts
of the world has had to undergo reformulation to reduce sugar and fat as the media spotlight focuses on rising
childhood obesity levels, yet indulgence will increase in importance for the adult market. Consumers will associate
products containing chocolate, nuts, dried fruit and other sweet flavors with indulgence. This positioning will help
shift the cereals market away from its current focus on breakfast and into new consumption occasions such as
snacking. In addition, authentic and high-quality ingredients will appeal to the growing number of consumers
looking for a more premium eating experience. As manufacturers continue to market the importance of eating
breakfast for health, consumers will increasingly opt for a premium product to start the day in what they perceive to
be an even better way;
The following products highlight innovative products recently launched in the cereals sector.
• Kellogg Espana, S.A. launched Kellogg's Multi Krispies Multicereales y Fibra Prebiotica Natural in Scandinavia,
Spain, the UK and Portugal in May 2006. The product is described as a "multi-grain cereal made with oats, corn
and rice. It is the first cereal with natural prebiotic (inulin) which helps growth, improves digestion and encourages
the absorption of the nutrients provided in cereals";
• In May 2005, Nissin Cisco introduced a vegetable based cereal product in Japan. Called 'Cisco's Yasai no Granola'
[vegetable granola] the breakfast cereal is claimed to be rich in dietary fiber, iron and six vitamins. It contains five
vegetables (spinach, tomatoes, carrots, pumpkin, and asparagus). According to the company, one 40g serving
served with 200g of milk supplies one third of the daily requirement of six vitamins (A, B1, B2, C, E, niacin), calcium
and iron;
• Belgo & Bellas, Canada, launched YogActive Probiotic Muesli in Canada and the US at the end of 2004 following
successful production and sale in Germany. According to brand communications, the product contains 17% yogurt
pearls with active lactobacillus acidophilus bacteria, which can help to restore intestinal balance and stimulate the
immune system.
Order this report today to find out more...
Table of Contents
CHAPTER 1: INTRODUCTION • Regional analysis
- Europe
CHAPTER 2: MARKET DEVELOPMENTS - Asia-Pacific
• The role of bakery and cereals in the obesity - Americas
debate - Middle East & Africa
• Healthy line extensions of indulgent brands - Future growth potential by region
- Importance of high quality ingredients • Innovative bakery and cereal brands
- Opportunities in healthy indulgence - Formulation
• Increasing the importance of breakfast - Positioning
• Taking an ethical interest - Packaging benefit
- Case study: Alara
CHAPTER 3: THE BAKERY AND CEREALS • Innovation by category
MARKET • Product tag analysis
• The growing potential of the bakery and • Flavor trends
cereals market
- Bakery and cereals market value in Europe CHAPTER 5: KEY TRENDS IN THE BAKERY
and the US AND CEREALS MARKET
- Bakery and cereals market value by category • Health
- Bread and rolls - Natural and fresh
- Breakfast cereals - Low fat / low calorie
- Cakes and pastries - Functional
- Cookies - Glycemic Index
- Crackers • Indulgence
- Morning goods - Gourmet and luxury
- Bakery and cereals market volume and - Private label
growth, by country - Home cooked meals and authentic
• Company shares ingredients
- The dominance of artisanal producers and • Convenience
private label - Eating out and on-the-go
- Top 10 innovative bakery and cereals - Impulse purchasing
companies in the world - Customization and individualization
- Case study: Sara Lee • Targeting children in today’s highly sensitive
market
CHAPTER 4: INNOVATION AND NPD
• Share of new product launches within bakery CHAPTER 6: CONCLUSIONS
and cereals • Innovation opportunities, barriers and solutions
• Category analysis • Health
- Bread • Indulgence
- Case study: Hovis • Convenience
- Cakes • Targeting consumer groups
- Cereals • From breakfast-time to all-the-time
- Cookies
- Crackers
- Mixes and other baking
Table of Contents (contd.)
FIGURES & TABLES manufacturers, (%), by region, 2004
• Value of the bakery and cereals market, • Sara Lee EarthGrains bread
Europe and US, 2005-2009 • Share of bakery and cereal product launches,
- By key product markets ($m/kg m) by sector, 2004-2006
- By category and sub-category, $m • Bread products made of natural and healthy
• Top 10 innovative bakery and cereals ingredients
companies • Hovis products
• Diversification within the Hovis bread range • Innovative frosting products
• Bakery and cereal product innovation by type, • Innovative cereal products
2004-2006 • Right Direction Chocolate Chip Cookies
• Top 25 product tags on new product • Healthy crackers
packaging, % of bakery and cereal products • Crayola Crafty Cooking Kits
launched, 2004-2006 • Percentage share of bakery and cereals
• Top 20 flavors in bakery and cereal product products launched by region, 2004 vs 2006
launched, % of product launches, 2004-2006 • New product launches in Europe
• % and total number of natural and fresh • Gluten Free Choc Cake Mix
(including organic) food and drink consumers • New product launches in the Americas
by usage status, Europe and US, 2004/2009 • Anytime Crumpet Mix
• Family structures across Europe and the US, • Innovation in formulation - Sultana Hartig
(m), 2000-2005 • Bimbo Mr Dipps
• Innovation opportunities and potential barriers • Alara’s packaging
in bakery and cereals NPD to 2009 • % of innovative bakery and cereals products
• Bakery and cereals expectations over the next launched in each category, 2004-2006
five years: • Buitoni Fresh Rolled Dough
- Company types with most influence on • Pasco Mainichi Seni Bread
innovation levels • Importance of health trends in bakery and
- Flavors and ingredients experiencing the cereals NPD over the next five years
most growth usage • Yaya’s Raw Rah Organic Kracker
- Consumer groups expected to provide the • Barilla Fratelli’s Molino Bianco cereals
most sales growth potential manufacturers • Low calorie and portioned products
- Sales growth potential of bread types • Country Harvest Prairie Bran Loaf
- Sales growth potential of consumption • Importance of indulgent trends in bakery and
occasions cereals NPD over the next five years
• Healthy line extensions • Duchy Originals gourmet bread and biscuits
• Combining health and indulgence in new • Gourmet private label bakery products
products • Bob’s Red Mill Gluten Free Bread Mix
• The importance of ethical trends in bakery and • The features of most importance to the
cereals NPD over the next 5 years success of a bakery or cereal product
• Sub-category segmentation by value, 2009 • Dai Ichiya White Café Ogura Milk
- Bread and rolls, Breakfast cereals • Impulse product for on-the-go breakfast
- Cakes and pastries, Cookies market
- Crackers, Morning goods • Vitalicious Foods
• Bakery and cereals market value versus volume • Tohato’s Tohato Hitokuchi Kuro Goma Cream
forecast, 2009 Sando Biscuit
• Bakery and cereals top 5 company shares, (%), • Frozen Fruit Filled Snack Pie called Pie-Oh-My!
by region, 2004 • Nestlé’s Ski Up & Go
• Market shares of artisanal and private label
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