Our Daily Bread

No shopping list would be complete without bread, and no store would be complete without its fresh bread selection. In fact, recent years have seen an increase in in-store bakeries and an ever-widening range of fresh goods within the segment. To learn how this change has affected the market, as well as some of the newest products to enter the market in 2017, read on…


Brand Central

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20 February 2017

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Ireland’s bakery market has been on the rise in recent years. We have seen in several of our own store profile features that more and more retailers are bringing an enhanced focus onto their fresh food categories, and often this includes baking fresh bread, cakes and other items on-site every day. In 2015, the total ambient bakery market increased
by +0.5%* to reach a value of €515m. This increase, according to Bord Bia, is attributable to a growing number of shopping trips as well as an increase in volume purchases per visit.

While the overall bakery market (bread, morning goods and cakes/pastries) has increased, bread experienced a slight decrease in its volume share in 2015. Bread was the only segment to decline in 2015, though that decline was slower than in recent years.

Despite this drop, the bread market was still worth a considerable €291m in 2015. Cakes and pastries were the best
performing segment in the market, recording a strong rise of 4.3% in value and a 3.5% increase in frequency.

Meanwhile, morning goods also performed well, growing by 1.8% to reach €110m. With regards to the bread segment, the decline is not necessarily something retailers should be concerned about. While value has indeed
decreased, figures from Kantar Worldpanel show that bread has in fact won new shoppers year-on-year. The declines are due to a drop in the volume of bread purchased on each visit to the store**.

Between 2015 and 2016, penetration for the bread segment rose by the tiniest of margins, from 99.7 to 99.8%; it’s hard to go anywhere from there, in fairness. Meanwhile, frequency rose an equally tiny amount – from 83.6% to 84%**.

Spend per trip remained the same from 2015 to 2016 – €2.10 – while packs per trip reduced slightly, from 1.69 to 1.66 packs**. It is these two factors combined which caused the reduction in value of the bread market, but there’s no mistaking its prevalence in the home and as an important part of a regular shopping list.

*(Source: Bord Bia Bakery Research, June 2014)
**(Source: Kantar Worldpanel 52 w/e 3 January 2016)

Taste in tradition Cuisine de France has been evolving its bread range in line with changing consumer tastes. The company prides itself on providing the best-quality breads daily across the country, with an objective of constantly bringing convenience store bread offerings to an all-new level. As the winter recedes once again to make way for spring 2017, Cuisine de France introduces some of its best-known offerings and some new ideas for lunches, picnics, snacks and everything in between.

France’s finest

Parisien and speciality rollsSince its introduction in 2016, Le Parisien Rustique range has proven to be a popular addition to the Cuisine de France range. As a brand that is synonymous with baguettes, Le Parisien Rustique brings this offering to the next level. Made from the finest French flour and the highest quality ingredients, with a unique slow fermentation and
stone baked finish, the result is a light, airy bread with a delicious golden crust.

Special selection

The ‘Speciality Rolls’ range consists of a Spelt Roll, Herb Roll and Méditerrané Roll. Spelt is an ancient flour well known for its lower gluten content and higher dietary fibre compared to traditional wheat flour. With an increasing number of today’s consumers looking to reduce their overall consumption of gluten, the Spelt Roll is ideal for this more health-conscious group. The Méditerrané Roll is full of authentic Mediterranean flavours thanks to its infusions of virgin olive oil, red bell peppers and oregano. It is perfect for pairing with soup, serving as a bruschetta or giving the traditional sandwich a more continental taste.

Completing the range is the Herb Roll, which benefits fromslow fermentation process that gives the bread a well-developed flavour. The Herb Roll’s flavour is then further enhanced with fresh olive oil and oregano.

A new direction

CranberryRecent IRI research has shown that fruit and nut-flavoured breads are the fastest growing bread flavours in the last year at an incredible growth rate of 42.3%. With this in mind, Cuisine de France developed and introduced the Cranberry and Pumpkin Seed Loaf in late 2016. Crafted using the unique sourdough starter and combined with wholemeal wheat and malted barley flour, Cranberry and Pumpkin Seed Loaf is a wholesome and naturally sweet
offering. It is ideal as an alternative breakfast toast or as an exciting new sandwich carrier.

Adding these breads to an instore bakery will give a unique offering to the store and a choice for consumers
not available elsewhere. Cuisine de France knows that consumers are looking for something different from the category, and is keen to provide it.

Today’s bread, today’s thinking

For generations of people growing up around Walkinstown, Dublin, the scent of freshly baked bread wafting from the Brennans bakery was part of everyday life. It’s not just the locals who know and love Brennans bread either. The brand’s distinctive yellow packaging, the feel of the smooth wax paper packaging and the nostalgia-tinged advertising all combine to make Brennans Ireland’s most popular bread.

The long-term success of Brennans has been based on three key pillars: a distinctive brand, a strong distribution
network and – most importantly – a fresh, quality product. While those pillars are still as important today as they were when Joseph Brennan baked his first Family Pan, Brennans has introduced new, innovative and exciting lifestyle breads, which have been created not only to meet changing consumer tastes, but to inspire them.

As always, Brennans bakes “today’s bread, today…” It’s also adding a little more of today’s thinking to the mix too!




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