Beruflich Dokumente
Kultur Dokumente
Disclaimer
Copyright 2010 Business Insights Ltd This report is published by Business Insights (the Publisher). This report contains information from reputable sources and although reasonable efforts have been made to publish accurate information, you assume sole responsibility for the selection, suitability and use of this report and acknowledge that the Publisher makes no warranties (either express or implied) as to, nor accepts liability for, the accuracy or fitness for a particular purpose of the information or advice contained herein. The Publisher wishes to make it clear that any views or opinions expressed in this report by individual authors or contributors are their personal views and opinions and do not necessarily reflect the views/opinions of the Publisher.
Table of Contents
About the author
Disclaimer
2
2
Executive summary
Market drivers and resistors Growth opportunities in bakery and cereals Innovations and NPD in bakery and cereals Key trends and product examples
11
11 12 13 14
Chapter 1 Introduction
What is this report about? The market defined Report structure
15
15 16 19
20
20 21 22
22
22 23 24
25
26 28 32
Immature markets
Socioeconomic drivers
Middle class expansion Smaller households
33
33
33 35
36
Impact on consumption
Emergence of premium bakery and cereals Changes in consumption patterns
38
38 39
40 41 41 42 43 45 47 52 53 56 58
58 59 60 60 60
61
61 61 62 63
65 69 72
Category analysis
Cookies Breakfast cereals Bread and rolls Cakes and pastries Crackers Cereal bars Morning goods
76
78 80 82 83 86 88 90
Packaging analysis The changing position of bakery and cereal products Flavor trends
93 94 96
98
98 99 99
99
99 100
101
101 102
Wellness ingredients
Plant sterols Palm oil the new alternative to hydrogenated oils Whole grains Use of fruits and superfoods
106
106 107 108 110
Weight management
Portion control Satiety products
112
112 113
115 116
116 118
Indulgence
Tiers of premiumization Key trends in indulgence
120
120 121
Chapter 6 Conclusions
Five key trends for the future
1 - Alternative natural sweeteners 2 - Whole grains and healthier ingredients 3 - Indulgence in developed and developing markets 4 Crossover with other product categories 5 - Provenance
123
123
123 123 124 124 124
Table of figures
Figure 1: Figure 2: Figure 3: Figure 4: Figure 5: Figure 6: Figure 7: Figure 8: Figure 9: US wheat prices ($ per metric ton), 2005-2010 Premiumization in mature bakery and cereals markets Number of farmers markets in the US, 1994-2010 The growth of online grocery retail UK market Mymuesli website Me & Goji custom artisanal cereal website Marketing health the increased importance of specificity and credibility Trends in global middle class growth Global bakery and cereals market value ($bn), 200914 23 25 27 29 30 31 32 33 42 45 47 51 59 63 64 65 67 69 70 71 73 75 77 78 80 81 83 86 88 90 91 7
Figure 10: Top 10 bakery and cereal markets, by value ($bn), 200914 Figure 11: Global bakery and cereals market value, by category (%), 2009 and 2014 Figure 12: Growth in top 10 bakery and cereals sub-categories, CAGR (%) 200914 Figure 13: Emerging bakery and cereal markets, by value ($bn), 200914 Figure 14: Share of new product launches by innovation type (%), 200710 Figure 15: Share of new product launches by region (%), 200710 Figure 16: Share of top 10 countries in NPD in Europe (%), 200710 Figure 17: Share of products launched in Europe, by category (%), 200710 Figure 18: Food For Life's Ezekiel 4:9 Sprouted 100% Whole Grain Bread Figure 19: Share of products launched in Asia-Pacific (%), by category, 200710 Figure 20: Sunfeast Marie Light Oats biscuits Figure 21: Share of products launched in North America (%), by category, 200710 Figure 22: Hot-Kid Organic Toddler Mum-Mum caramel flavored rice biscuits Figure 23: Share of new bakery and cereal launches, by category (%), 2007 and 2010 Figure 24: Lotte's Margaret Five Grains Black Cookie Figure 25: Sentir Bem Biscoito Integral Figure 26: Ik Wil Bolletje Brod in de Melk breakfast cereal Figure 27: Woolworths sandwich bread Figure 28: Nestl's Toll House Ready to Bake Brownie Limited Edition Fudgy Brownies Figure 29: Kashi's Heart to Heart Whole Grain Crackers Figure 30: Mareblu Naturals' Premium Crunch Bar Strawberry Pomegranate Trail Mix Figure 31: Vitalicious' VitaTops Muffin Tops
Figure 32: Isabella's Healthy Bakery Activate Probiotic Raisin Bran enriched muffins Figure 33: Kellogg's Frosted Flakes space-saving cereal box Figure 34: Attune's All Natural Digestive Health Probiotic Granola Munch Figure 35: Isostar Pulse Easy Power cereal bars Figure 36: Vitalin Racao Humana Quinoa e Amaranto Figure 37: GrandyOats Goji Agave Organic Granola Figure 38: Granix Cereal Free Figure 39: Nickanedit Gluten-free Chocolate Torte a la Cocoa Gourmet Dessert Figure 40: Kashi's Heart to Heart Whole Grain Crackers Figure 41: Coppenrath's Diatgenuss Wiener Sandringe cookies Figure 42: Wasa's Whole Grain Crispbread Figure 43: Carrefour's Musli cu Fructe
92 94 100 101 102 103 104 105 107 108 109 110
Figure 44: New England Naturals' Organic Granola Antioxidant and Gluten-Free variants 111 Figure 45: Doctor in the Kitchen's Flax Seed Crackers, packaging and nutrition information 112 Figure 46: FullBar - 100% Natural Bar - Cinnamon Roll Figure 47: Otsuka Soyjoy Snack Bar strawberry variant Figure 48: Gardenia's Slim 'n Fit Wheaten Bread Figure 49: Share of private labels in new product launches (%), 200710 Figure 50: Casino's Sans Gluten Tartines Craquantes Riz et Mais Figure 51: Pure NRG's Fresh Baked Vegan Nutrition Chia Breakfast Bar Figure 52: Immaculate Baking's Dark Chocolate Biscotti Crunch 113 114 114 115 116 117 118
Figure 53: Sustainability and provenance bringing in wider values of health and exclusivity 119 Figure 54: Tiers of premiumization in food and drinks Figure 55: Key trends in indulgence 120 121
Table of tables
Table 1: Table 2: Table 3: Table 4: Table 5: Table 6: Table 7: Table 8: Table 9: Definition of bakery and cereal categories Middle class population size (m) & share of global total (%), 2009-2030 Average household size by selected countries, (number of people), 19902015 Proportion of labor force which is female (%), 1990-2015 Global bakery and cereals market value ($bn), 200914 Global bakery and cereals market shares, by geography ($bn), 200914 Top 10 bakery and cereals markets, by value ($bn), 200914 Global bakery and cereals market value, by category (%), 2009 and 2014 16 34 36 37 41 43 44 46
Global bakery and cereals market value, by category and sub-category ($bn), 200914 49
Table 10:
European bakery and cereals market value ($bn), by category and sub-category, 200914 52
Table 11:
Americas bakery and cereals market value ($bn), by category and sub-category, 200914 54
Table 12:
Asia-Pacific bakery and cereals market value ($bn), by category and sub-category, 200914 57 62 64 66
Table 13: Table 14: Table 15: Table 16: Table 17: Table 18:
Share of new product launches (%), by innovation type, 200710 Share of new product launches, by region (%), 200710 Share of products launched in Europe (%), by category, 200710
Top 10 claims made by bakery and cereal products launched in Europe, 200710 68 Share of products launched in Asia-Pacific (%), by category, 200710 69
Top 10 claims made by bakery and cereal products launched in Asia-Pacific, 200710 71
72
Top 10 claims made by bakery and cereal products launched in North America, 2007 10 74 76 79 81 82 84
Table 21: Table 22: Table 23: Table 24: Table 25:
Share of new bakery and cereal launches, by category (%), 2007 and 2010 Top 10 claims for cookies (%), 200710 Share of new breakfast cereals launches by regions (%), 2007 and 2010 Top 10 claims for breads and rolls (%), 200710 Share of new cakes and pastries launches, by region, 2007 and 2010 9
Table 26: Table 27: Table 28: Table 29: Table 30: Table 31:
Top 20 claims for cakes and pastries (%), 200710 Top 10 claims for crackers (%), 200710 Top 10 flavors for crackers (%), 200710 Share of new morning goods launches (%), by region, 2007 and 2010 Top 10 pack types for new bakery and cereal launches (%), 200710
85 87 89 90 93
Top 20 claims for new bakery and cereals launches (% of products with claims), 200710 95
Table 32:
Top 20 flavors for new product introductions (% of bakery and cereal product launches), 2007 and 2010 97
10
Executive summary
Market drivers and resistors