Loaf you dough much!
With exclusive research from Reep Rewards illustrating which of Ireland’s major retailers is most successful in ensuring shoppers stay loyal to their bread ranges, as well as a comprehensive look at the new innovations now available on the market, read on to find out more about how your bread category can make some serious dough!
17 February 2016 | 0
AT A GLANCE: BREAD
- Patrick McCloskey, president of the Flour, Confectioners and Bakers Association has said that with more than 13,000 people being employed by the Irish bread industry and with sales of bread sales in Ireland amounting to more than €85m each year, bread is an important part of the country’s economy
- 29% of consumers are looking for flavoured breads*
- 50% of consumers are willing to pay more for baked goods which only contain natural ingredients*
- According to bakery research, conducted in June 2014 by Bord Bia, Irish consumers expressed interest in knowing more about:
– Health benefits of ingredients (56%)
– Reasons why ingredients are added to bread (41%)
– Guidelines on how much bread we should eat (44%)
– New ideas on how to minimise bread waste (38%)
– Actual process of baking bread (22%)
*(Source: Cuisine de France)
Bread category defines grocery retail loyalty
Reep, the data and insights business, recently concluded an extensive study of customer shopping habits in the bread category across the five principal grocery retailers in the Irish market between October 2015 and January 2016.
Of 4,140 customers surveyed, Reep identified 2,191 regular shoppers who spend at least 50% of their grocery outlay with one particular retailer. Reep categorised these customers as loyalists and studied their behaviour with respect to the bread category.
While these loyal customers typically concentrated the majority of their bread spend with one retailer, it is also clear that these customers are pleased to purchase bread at other retailers. The degree of variation between the amount spent at the favoured retailer and with other retailers is an indication of leakage.
Reep’s data indicates that of every €100 spent in the bread category by Supervalu loyalists, an impressive €79 is retained by Supervalu, with €21 spent across the other retailers in varying amounts. Other retailers did not fare so well during the period in question. For example, Tesco retains some €70 with €30 being spent by their loyalists in the bread category outside of Tesco. Other retailers exhibited a lower degree of loyalty still, with Aldi scoring lowest at just €63 out of every hundred euros spent by Aldi loyalists.
Loyalty and spend
Reep considered three bread subcategories; white, brown and other. At this level the loyalty story is similar, but there are some telling variations.
Representing some 60% of category spend, white bread scored well across the three supermarket multiples compared to the two discounters. Retention amongst loyal customers at Dunnes, Supervalu and Tesco was €70 +, compared to just €60 for the two discounters.
The results for brown bread were quite different. While Supervalu again displayed a low degree of leakage, Lidl loyalists also appear to stay loyal for this subcategory. Dunnes loyal customers do not appear to rate the brown bread offered at Dunnes, spending just €39 with this retailer out of every €100 spent by these customers in this subcategory.
Dunnes loyal customers do not appear overly biased towards either of the other four retailers. During the period under review they purchased brown bread relatively equally across the other four retailers. Quite why Dunnes scored so low for this one subcategory was a surprise from the research.
This subcategory represents approximately 20% of category spend and consists of all other breads including pitta, rolls, bagels and wraps. Here, both Dunnes and Supervalu display a superior level of retention from their loyal shoppers.
Say bonjour to new ranges!
Cuisine de France says it is extremely excited to bring to the market its new premium Le Parisien Rustique and Demi Rustique. The new Rustique range offers beautifully crafted authentic French breads which have been stone-baked. The Parisien baguette comes in a ¾ length glassine bag allowing for maximum visual appeal on the Cuisine de France fixtures.
With 50% of consumers willing to pay more for baked goods which only contain natural ingredients, as with all the company’s French breads, its bakers have carefully selected the finest French flour. Furthermore they have been patient and kind to this dough allowing for the greatest flavours to develop, giving an intense authentic French bread taste. The bake is centred around the slow kneading and handling of the dough and a long proving process, so when baked in-store it achieves a light open textured crumb, contrasted beautifully with a crispy golden crust.
The new Le Parisien Rustique is ideal for bringing bread lovers together, tear and share, butter or don’t, pair with a bowl of soup or just have it on its own. For those who don’t wish to share, fill the Demi Rustique with delicious fillings, creating the prefect sandwich!
Knowing that 29% of consumers are looking for flavoured breads, Cuisine de France also has a brand new range of Speciality Rolls which it is delighted to launch. First to market in this range is the Spelt Roll. Spelt flour is an ancient flour known for its lower gluten and higher dietary fibre contents compared to wheat flour. This is an ideal roll for those who are now looking to consume less gluten in their diets.
Next in this range is the Méditerrané Roll which is packed full of all the authentic Mediterranean flavours; olive oil, red peppers and oregano topped with sesame and poppy seeds to add texture to this ideal sandwich carrier. Completing the range will be the Herb Roll, with a slow fermentation process which gives the bread a well-developed flavour offset with fresh olive oil and oregano. With greater choice and something to suit everyone, the company is confident this will make your Cuisine de France in-store bakery a destination for shoppers. #vivalesdifference
Ongoing investment in quality
When Joseph Brennan first began baking the now legendary Brennans Family Pan nearly half a century ago he could never have predicted that the instantly distinctive bright yellow Brennans’ bread vans would one day be seen travelling the length and breadth of the country daily.
Operating out of that first small bakery in Dublin’s Fumbally Lane, Brennans quickly became a firm family favourite across the nation noted for its fresh, quality bread.
Now, nearly 50 years later, Brennans’ bakery is located in Walkinstown Dublin and still holds true to its three core pillars; a commitment to quality products, a distinctive brand and a strong distribution network.
Wax paper wrapped for optimum freshness, Brennans is the most popular bread in Ireland. This marketplace position is due, in no small measure, to Brennans’ commitment to ongoing investment in product quality, variety and continuous innovation.
New product development is key for the Brennans brand, offering a diverse range of breads to suit the modern tastes and lifestyle needs of their consumers. Through the launch of new products such as Brennans Be Good Wholemeal – a premium quality, great tasting, high in fibre, low calorie bread and Brennans Be Good White – high in fibre, low calorie bread – the company has succeeded in bringing some additional growth back into the category over the last six months.
Brennans has also recently re-launched its Weight Watchers range including a new variant called Wholemeal Multiseed Bread. All of the breads in the Weight Watchers range – including its White Bread are high in fibre and are only three Smart Points for two slices. As well as this, Brennans has launched a new Gluten Free bread called ‘It’s Good, It’s Tasty, It’s Gluten Free Brown Bread’ and has received very positive feedback from its consumers.
Gain with grains!
Johnston Mooney & O’Brien has introduced a new healthy bread range called Great Grains, which further expands and compliments the company’s current range of 400g breads on offer. The Great Grains range celebrates seeds, ancient grains and delivers strong benefits that aim to improve the customer’s lifestyle. The new range consists of two varieties; Ancient Grains and Seeded Hi-Fibre, both of which are high in fibre and rich in flavour whilst providing a good source of Vitamin D and protein.
Ancient Grains offers a special mix of heritage wholegrains that have been planted and harvested the same way for thousands of years. The tasty blend of Spelt, Emmer and Einkorn is a healthy choice with a distinct flavour that is full of nutrients and high in fibre. It’s the wholegrain wholesome way back to nature.
Seeded Hi-Fibre is a clever mix of grains that contains the nutritious goodness to keep you going throughout your busy day. The tasty blended mix of pumpkin, sunflower, linseed and wholesome oats is a great healthy and hearty choice. High in fibre, it has a gloriously deep rich flavour and a nutty texture.
The Great Grains range meets the growing demand from health-conscious shoppers for new excitement and variety in the bread category. These products are ideal for consumers looking to a healthy balanced lifestyle but who don’t want to compromise on taste.