Top ten bread brands by value sales | ||
---|---|---|
Value (£m) | % change y-o-y | |
WARBURTONS | 419.7 | -3.0 |
HOVIS | 296.4 | -6.3 |
KINGSMILL | 194.2 | -6.4 |
ROBERTS | 40.1 | -3.9 |
BRACES | 17.8 | -13.8 |
JACKSONS | 17.2 | -2.5 |
ALLINSON'S | 8.7 | 38.7 |
WEIGHT WATCHERS | 8.1 | -8.0 |
BURGEN | 6.0 | -25.6 |
VILLAGE BAKERY | 6.0 | -8.7 |
Source: Nielsen 52 w/e 16 Mar 2019 |
Nine of the top 10 bread brands have succumbed to value losses this year on the back of continued category decline and the growth of own label.
Allinson's is the only brand in the top 10 to manage any value growth, successfully appealing to more affluent shoppers in smaller households willing to pay extra for quality.
Outside the top 10, the St Pierre Groupe is seeing the fastest growth. Best known for its bakery snacks and rolls, the company is one of the biggest winners among the small brands thanks to the relaunch of its fresher for longer brand, Baker Street, and its strong c-store business.
Carol Ratcliffe, Nielsen
Top eight bread and bakery goods sectors by value | ||
---|---|---|
Value (£m) | % growth | |
Wrapped Traditional Bread | 1441.8 | 1 |
ISB Bread | 423.3 | -1.3 |
Sandwich Alternatives | 357.5 | 5.3 |
Treat Breakfast | 315.7 | 7.2 |
Rolls | 292.1 | 9.5 |
Tea Break | 288.9 | 6 |
ISB Rolls | 282.9 | -3.1 |
Traditional Breakfast | 252.5 | 3.1 |
Brands vs Own Label | ||
Value (£m) | % growth | |
Branded | 1821.2 | -0.7 |
Own Label | 2048.3 | 5.6 |
Retailer performance | ||
Category value share | % growth | |
Tesco | 24.7 | 0.0 |
Sainsbury's | 13.2 | -1.3 |
Asda | 12.7 | 0.3 |
Morrisons | 10.9 | 1.9 |
The Co-Operative | 8.2 | 4.1 |
Aldi | 7.5 | 11.2 |
Waitrose | 4.9 | 5.5 |
Lidl | 4.7 | 13.2 |
Bakery has grown 2.5% in value despite a 0.1% decline in volume. The category has suffered from shoppers buying less per trip and shopping with slightly less frequency.
The 2.6% rise in prices is partly down to a 9% reduction in sales on promotion. But it can also be attributed to the growth of premium offerings. This was led by a 19.8% increase in sales of premium own-label goods.
Own label continues to grow strongly, stealing share from branded competitors. Unlike the total market, own label has grown in volume - up 2.7% - as well as price. This is down to shoppers choosing own-label products more frequently and taking advantage of lower prices when compared against brands.
Consumers are eating more treat breakfast products, which are enjoying the fastest volume growth in the category.
The strong performance of rolls, sandwich alternatives and tea break items demonstrates shoppers seeking variety to meet needs for different meals and snacks throughout the day.
Charles McAlindin, Kantar
Source: Kantar 52 w/e 27 January 2019