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Top 10 bread and baked goods advertisers 2018 Ebiquity
Top 10 bread and baked goods advertisers    
               
Media TOTAL   Cinema Outdoor Press Radio TV
Brands Spend (£) Y-O-Y % % % % %
Warburtons £5,289,390 -18.30% 0.00% 18.60% 1.70% 2.00% 77.70%
New York Bakery Co. £1,196,246 -27.92% 0.00% 0.00% 11.40% 0.00% 88.60%
Kingsmill £938,103 150.48% 0.00% 1.50% 2.50% 0.00% 95.90%
Hovis £196,190 340.87% 0.00% 27.10% 72.90% 0.00% 0.00%
Allinson's £294,985 - 0.00% 59.70% 40.30% 0.00% 0.00%
Roberts £119,086 -2.22% 0.00% 94.00% 6.00% 0.00% 0.00%
Brennans £24,349 -59.14% 0.00% 0.00% 0.00% 0.00% 100.00%
The Polish Bakery £20,825 82.72% 0.00% 0.00% 100.00% 0.00% 0.00%
Village Bakery £14,738 -79.23% 0.00% 0.00% 100.00% 0.00% 0.00%
Weight Watchers £9,753 -32.77% 0.00% 0.00% 100.00% 0.00% 0.00%
TOTAL (Top 10) £7,914,914 -8.24% 0.00% 15.50% 6.50% 1.40% 76.70%
               
Source: Ebiquity 52 w/e  28 February 2018          
Bread value sales 2018 Kantar
All wrapped up: bread value sales     
           
  Value this year (£m)  % y-o-y      
 Wrapped Traditional Bread   1431.2 4.3      
  ISB Bread   435.8 -3.4      
  Sandwich Alternatives   339.4 0.5      
  Treat Breakfast   296.4 11.8      
  ISB Rolls   293.9 -7.1      
           
           
Branded 1831.4 -0.3      
Own label 1952.5 5.8      
           
Source: Kantar Worldpanel, 52 w/e 31 December 2017        
           
TERM DEFINITION        
  ISB Bread   In store bakery bread        
  Sandwich Alternatives   Includes:   Panini,  Ciabatta, Tortilla Wraps, Sadnwich Thins, Bagels, Pittas  
  Treat Breakfast   Includes: Waffles, Crepes, Danish Pastries, Brioche, Pain au Choc, Croissants  
  ISB Rolls   In store bakery Rolls        
           

KANTAR 

Top 10 pre-packaged bread brands 2018 IRI
Top 10 pre-packaged bread brands 
     
  Value (m) % CHANGE
Warburtons £457.9 -1.9
Hovis £302.4 9.8
Kingsmill £232.8 -10.5
Roberts Bakery £39.7 -17.7
Braces £31.1 -10.9
Genius £17.6 -1.7
Jacksons £16.2 21.5
Burgen £9.7 -23.3
Weight Watchers £8.9 -11.6
Schar 8.9 27.8
     
Source: IRI, 52 w/e 3 March, 2018    

● Warburtons remains the sector’s biggest spender on traditional ad space, having signed up northern funny-man Peter Kay for its latest TV ads.

●  Hovis and Kingsmill have shelled out relatively small sums, despite sizeable increases by both.

● This partly reflects an increasing reliance on digital channels. Hovis partnered with creative agency Isobel for social media campaign The Serious Bacon Club.

● “Bakeries are breaking away from the traditional approach when it comes to their marketing,” says Isobel marketing director Christi Tronetti. “Today it’s more about videos, likes and shares than flat caps and cobbled streets.”

 

● Wrapped bread has delivered £58.7m of the overall category’s £100.3m (2.7%) growth this past year. Crucially, this isn’t purely down to price. Volumes have also risen (for the first time in five years), albeit by a measly 0.3%.

● Hovis head of insight Sara Green says quality improvements have been key to sliced bread’s turnaround, which has spelled bad news for in-store bakeries. Sales have declined 3.4% for bread and 7.1% for rolls (the steepest losses of the year). “Packaged bread has come a long way,” she says. “It can no longer be considered the poor relation of in-store bakery.” 

● Own label is a driving force behind this encouraging growth, with value and volume both up by around a fifth. 

● “Within own label, premium is the fastest growing tier,” says Kantar analyst Flora Zwolinski. “While still a small sector, premium breads are continuing to drive up shoppers’ spend.” Examples include Asda’s Extra Special sourdough lines and Waitrose 1 sourdough.

● Treat breakfasts are also on the rise as consumers tuck into Danish pastries, brioches, pains au chocolat and croissants. According to  Lantmännen Unibake UK, this is being driven by out of home breakfasts, lunches and snacks, when they are more likely to treat themselves. 

● Kingsmill’s ‘for everyone, everyday’ approach so far hasn’t delivered: it’s suffered the greatest loss of the year, losing £27.2m (10.5%). 

● The losses of Kingsmill, Warburtons and Roberts, which won a deal with Home Bargains (not covered by IRI) in November, can partly be explained by ﷯growing competition for space for white bread and retailers’ growing focus on own label. 

● Hovis has won considerable space, claiming its Soft White line is now its fastest-growing. The market’s top seller is still Warburtons White Toastie Loaf, says the brand’s category & product strategy controller Duncan Tyrrell. 

● “The growth of seeded bread and more premium varieties is positive for the category, with both segments offering consumers a reason to pay more,” he adds.