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For a clearer market perspective
Innovation and
Market Drivers in
Bakery and Cereals
Fast growth markets and
strategies for adding value
Report Price £1495/ 2160/$2875
Publication date May 2009
CONSUMER
Innovation and Market Drivers in Bakery and Cereals
Fast growth markets and strategies for adding value
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Report Overview...
The global bakery and cereals market is predicted to value $364bn by Pages 104
2012. This expansion is being driven by fast growth markets such as
China and India. The European and North American markets are now Figures 38
highly mature and low growth, and bakery and cereals have reached a
level of saturation in many markets. To counter both this and the high Tables 8
levels of private label saturation, bakery and cereals manufacturers are
attempting to differentiate their brands, especially in growth areas such
as healthy and convenient bakery products. Ownership of a niche
“Identify and exploit new
segment or proprietary ingredients is a key way bakery and cereals
and emerging opportunities
manufacturers can add value to their products and increase their market
in bakery and cereals more
share. effectively with this new
management report...”
‘Innovation and Market Drivers in Bakery and Cereals: Fast growth
markets and strategies for adding value’ is a new management report Natasha Horton,
published by Business Insights that analyzes key trends in the bakery and Consumer Goods Analyst
cereals market and forecasts future growth opportunities. This report Business Insights
provides a detailed examination of the bakery and cereals market by
region, category and maturity to provide unique insights into the factors
shaping the market now and in the future.
Innovation and Market Drivers in Bakery and Cereals
Fast growth markets and strategies for adding value
Key Findings...
The largest category in the bakery and cereals
market is bread and rolls, which reached
$171bn in 2008. The bread and rolls segment,
showed the slowest rate of growth.
The key emerging bakery and cereals markets
are China, Russia, Brazi, Mexico, Saudi Arabia,
South Africa, Indonesia, Columbia, Chile and India.
Share of bakery and cereals products launched
In the US, the number of people aged 65 and globally, by category, 2005 and 2008
over is projected to increase from 39m in 2010 “Globally, bread is the most innovative category with
to 69m in 2030. About 20% of the total population 1.9% of all bakery and cereals products launched
will be over 65 in 2030, compared to about 13% between 2005 and 2008 classed as innovative as shown
in Figure 4.49. The following categories are cakes mixes
currently.
and finally pastries and baked products with each
category having 1.2% of all bakery and cereals classed
Personalized products have experienced a large as innovative. Each of the bakery snacks, cereals and
growth since 2006. These products correspond to other baking mixes categories only account for 0.9% of
all bakery and cereals products launched from 2005 to
the individual taste of consumers incorporating their
2008 classed as innovative...”
nutritional needs and personality.
Use this report to...
• Improve the targeting and effectiveness • Gain insight into future opportunities in
of your NPD strategy using this report’s the bakery and cereals market and examine
analysis of product launch data of 18,000 the most innovative product launches and
bakery and cereals products launched globally potential areas of opportunity for
between 2005-2008. manufacturers.
• Predict future growth areas in bakery and • Identify key trends that are shaping
cereals using this report's forecasts to 2012 the bakery and cereals market, and
of market values and volumes by category examine the key drivers for the market
and sub-category. to 2012 detailing key trends in demographics,
lifestyle, economics and legislation.
Innovation and Market Drivers in Bakery and Cereals
Fast growth markets and strategies for adding value
Key issues...
Impact of changing population profiles. The older
population (aged 65 and over) provides a key
opportunity for bakery and cereals manufacturers to
address products which directly target the nutrient
needs of older needs, as this population is increasing
rapidly.
Increase in Private Label products. The increase
of private label in bakery and cereal products
has increased the pressure for manufacturers to
differentiate their brands, especially in growth areas Special K Crackers, Kellogg, 2008
such as healthy and convenient bakery products. “Crackers increased their share of products launched
from 8.6% in 2005 to 9.3% in 2008. Crackers have
NPD in bakery and cereals market. This market is benefited from innovation in formulation to develop
still being dominated by health concerns, including healthy and nutritious crackers. A number of leading
companies have launched products in this area
increasing diabetes and obesity rates, particularly
including Kellogg’s which in January 2009 launched a
among children. The health trend is overlapping both new range of savory snacks under the Special K brand
indulgence and convenience trends as consumers to target health-conscious consumers and women in
drive innovation in healthy indulgent and healthy particular...“
convenient products.
The growth of Premiumization. In mature markets, where artisanal bakery takes a very low share, there
is significant activity in very premium artisanal bakery – as more affluent consumers turn away from
industrially produced bread and purchase high end bread as a treat, fostering a new wave of
premiumization in in-store bakery as it tries to compete.
Your questions answered...
• How can bakery and cereals manufacturers • Who are the key players in the bakery and
minimize the threat of private label brands? cereals market?
• What were the most innovative new bakery • What are the key trends likely to impact bakery
and cereals products launched in the last year? and cereals NPD over the next three years?
• How are leading bakery and cereals • How can bakery and cereals manufacturers
manufacturers reacting to ethical issues position their products to reflect changing
such as sustainability and recyclable consumer demands?
packaging?
Innovation and Market Drivers in Bakery and Cereals
Fast growth markets and strategies for adding value
Sample Information
Chapter 6: Conclusions
Indulgence
Flavors
Consumers increasingly have less Figure 6.38: Me & Goji, 2008
disposable income due to the current
economic downturn; however many are
not prepared to compromise on the
quality and origin of the ingredients used.
Bakery and cereals manufacturers should
continue to develop premium products
with added value such as high quality and
tasty ingredients.
Consumers are constantly seeking new
and different flavors and textures in food
and drink products, and this is evident tin
the bakery and cereals market. Bakery and Business Insights
cereals manufacturers can develop
innovative products with original flavor and texture combinations. In particular, exotic fruits (such as
starfruit) and ethnic influences (Indian spices such as massala) will be important flavors in NPD in the
coming years.
Personalization
Foods and beverages continue to become customized, with food and drinks being tailored to fit
consumer’s lifestyles. Flavors, colors, functional, and health ingredients are often used as brands try to
maximize the appeal of their product and appeal to consumers by targeting a specific need. Bakery and
cereal manufacturers can capitalize on this trend by providing consumers with product formats which
they can personalize to provide them with the additional health, indulgent or ethical benefits they
require.
A number of bakery and cereals companies allow customers to custom design their products in order to
meet their taste and nutrition requirements. As an example in the cereals area, online American company
“me & goji” allows you to design your own cereal mix from thirty all natural and organic ingredients,
adding each to the bowl, dragging it across the web page. The nutrition stats of your custom cereal
immediately update with each ingredient added or removed to the “compost bin”. This is an example of
how bakery and cereals manufacturers can add value by adding health, indulgence and ethical benefits
to a product.
- 101 -
Innovation and Market Drivers in Bakery and Cereals
Fast growth markets and strategies for adding value
Table of Contents
CHAPTER 1: INTRODUCTION CHAPTER 5: INNOVATION AND NPD IN BAKERY AND
CEREALS
CHAPTER 2: MARKET DRIVERS • Introduction
• Introduction - Growth of bakery & cereals NPD
- Increase in raw material prices • Category analysis
- Private label - Bakery snacks
- High levels of disposable income - Bread
- Changes in working patterns - Cakes mixes
- Drive for personalization - Cereals
- Legislation - Cookies
- Ageing population - Crackers
• Adding value - Other baking mixes
• Maturity and traditionalism - Pastries & baked products
• Regional analysis
CHAPTER 3: EMERGING BAKERY AND CEREALS - The key regions
MARKETS • Innovative bakery and cereals
• Introduction - Innovation in formulation
• Market value - Innovation in packaging
- By category - Innovation in positioning
- Bread and rolls • Leading tags on bakery and cereals
- Cakes and pastries • Leading flavors in bakery and cereals
- Cookies
- Breakfast cereals CHAPTER 6: CONCLUSIONS
- Morning goods • Introduction
- Crackers • Adding value
• By region - Health
- Emerging markets - Indulgence
- Brand shares • Finding the right strategy
CHAPTER 4: KEY TRENDS FIGURES
• Introduction • Bakery & cereals
• Health - Factors driving the market
- Weight management - Overall market & private label growth (%) 2002-07
- Heart health - Growth areas in the market
- Bone health and osteoporosis - Market value & CAGR by category/country, ($m),
- Oat based products 2004-12
- Plant sterols and stanols - % growth in launched, by category, 2005-08
• Convenience - Share of products launched globally, by category,
- Food intake reduction or portion control 2005 & 2008
• Ethical • U.S. & foreign wheat prices ($ per metric ton), 2003-09
- Locally sourced food • EU retail spend as % of total consumer expenditure,
• Indulgent 2002 & 2007
- Premiumization, upscale, gourmet • Nestlé Cereal product Guideline Daily Amount label
Innovation and Market Drivers in Bakery and Cereals
Fast growth markets and strategies for adding value
Table of Contents
FIGURES (CONT’D) • Multi-textured chocolate bar, by Yamazaki Nabisco,
• Smart Choice logo 2008
• Population aged 65 & over, US, m, 2000-50 • Sturm Foods, 2007
• Adding value vs. cutting back strategies • Pie Oh My, LifeStream brand, 2007
• Examples of products targeted at children, 2007 • Nestlé Buitoni & Archers Farms Cereals, 2008
• Wholly Wholesome - Whole Grain Crumble Cake - • Eat Local, US
Harvest Berry, 2008 • Meal replacement by Asahi Food & Health, 2007
• Linseed sliced bread, Bimbo S.A de C.V, 2007 • Me & Goji, 2008
• Albany Superior - Bread - White Low GI, 2008
• Level of innovation in products launched, by category, TABLES
2005-08 • US & foreign wheat prices ($ per metric ton), 2003-09
• Bimbo Bakeries US, 2006 • Market value ($m) & CAGR, by country, 2008
• 123 Naehrmittel GmbH , 2008 • Bakery & cereals
• Ruth's Chia Goodness, 2007 - Market value by category ($m), 2004-12
• Monkey Brains Oatmeal , Shrky LLC, 2008 - Value of the market in EU & the US ($m), 2004-12
• Special K Crackers, Kellogg, 2008 - Top 5 companies in each region, market share, %,
• Alixir Regularis Cracker, Barilla G. e R. F.lli S.p.A, 2008 2005
• Pizza mix, Bob's Red Mill Natural Foods, 2008 - % of types of innovation within innovative bakery &
• Frozen Dulce de Leche Roulade from the James cereals, 2005-08
Skinner Baking Company, 2008 • Top 20 product
• Share of bakery and cereal products launched globally, - Tags on new product packaging, % of all bakery &
by region, 2005-2008 cereals products launched, 2005-08
• Mary Louise Butters Brownie Butts & Topinchen - - Flavors on new product packaging, % of all bakery &
Dr. Quendt 2008. cereals products launched, 2005-08
• Baker Organic, US, 2007
Innovation and Market Drivers in Bakery and Cereals
Fast growth markets and strategies for adding value
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Published: April 2009 Published: February 2009 Published: September 2008
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