The total wrapped bread market is worth more than £1.2bn and has grown 7.7% by value in the latest year.
An increase in average price per pack has been the main driver of this growth, while pack sales have declined slightly, by 1%.
Plant bread, which accounts for 85.1% of wrapped bread value sales, has grown by 8.5% on last year, while in-store bakery has grown at 3.5%.
White bread dominates the market with more than 70% share and has grown 5%, but has lost share as sales of brown bread have grown 14%.
New product development has also been contributing to growth, with products launched in the latest year now accounting for 3.3% of value sales.
Most of these new products are more premium offerings, and have encouraged consumers to upgrade and hence add value to the category.
The rolls and baps market (defined as bread under 400g) is worth £724,935K and is showing steady growth of 7% in value and 6% in volume. Consumers are buying more frequently and are spending more on average per trip, mainly due to an increase in price.
Branded products are driving the growth within the rolls and baps market and are up 21%. Plant bread rolls and baps account for more than 70% of the market and have grown 10% in value, while in-store bakery here is up by 2%.
Consumers are buying morning goods more frequently and are spending more on them. This has resulted in market growth of 6.7% to just over £600m. Plant morning goods are driving the growth in this sector at 8%.
Branded morning goods deliver 28% of the sector’s value sales and have delivered growth of 17%. Toasting products, scones and loaves are the key to this strong growth.
Own label in this sector has grown 3%, driven by toasting products and pitta bread, and counteracted by a decline in sales of doughnuts.
Julie Couch, TNS Superpanel
Produced for The Grocer by TNS Superpanel. For more information call 020 8967 4521