|Top 10 bread and baked goods advertisers|
|New York Bakery Co.||£1,196,246||-27.92%||0.00%||0.00%||11.40%||0.00%||88.60%|
|The Polish Bakery||£20,825||82.72%||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|
|All wrapped up: bread value sales|
|Value this year (£m)||% y-o-y|
|Wrapped Traditional Bread||1431.2||4.3|
|Source: Kantar Worldpanel, 52 w/e 31 December 2017|
|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|
|Top 10 pre-packaged bread brands|
|Value (m)||% CHANGE|
|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.