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Bakery & Cereals Market in Canada: Market Snapshot


to 2020

Reference Code: CS-1055-1216-MS

Published: December 2016

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

Table of Contents

1. Introduction................................................................................................. 5
1.1 What is this Report About?................................................................................... 5
1.2 Definitions ............................................................................................................ 5
1.2.1 This report provides 2015 actual sales; while forecasts are provided for 2016 2020 ...... 5
1.2.2 Category Definitions ............................................................................................................ 5
1.2.3 Volume Units and Aggregations .......................................................................................... 9
1.2.4 Methodology Summary........................................................................................................ 9
2. Canada Bakery & Cereals Market Analysis, 2010-20 ............................. 10
2.1 Bakery & Cereals Value Analysis, 2010-20 ........................................................ 10
2.1.1 Overall Bakery & Cereals Market Value, 2010-20 ............................................................ 10
2.1.2 Bakery & Cereals Market Value by Category, 2010-20 .................................................... 11
2.2 Bakery & Cereals Volume Analysis, 2010-20 ..................................................... 14
2.2.1 Overall Bakery & Cereals Market Volume, 2010-20 ......................................................... 14
2.2.2 Bakery & Cereals Market Volume by Category, 2010-20 ................................................. 15
3. Latest Events: Global Food Industry ...................................................... 18
3.1 Cambrooke launches new baking mix ................................................................ 18
3.2 Urban Eat launches new Christmas range of sandwiches .................................. 19
3.3 Barry Callebaut publishes new sustainability strategy Forever Chocolate .......... 20
3.4 Baker Perkins develops new flour-free bread dough forming system ................. 22
3.5 Britannia opens new $29m research and development facility in Bangalore,
India ................................................................................................................... 23
4. Appendix ................................................................................................... 24
4.1 About Canadean ................................................................................................ 24
4.2 Disclaimer .......................................................................................................... 25

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

List of Figures

Figure 1: Canada Bakery & Cereals Market Value (CAD m) and Growth (Y-o-Y), 2010-20........................................................ 10
Figure 2: Canada Bakery & Cereals Market Value (CAD m) by Category, 2010-20 ................................................................... 13
Figure 3: Canada Bakery & Cereals Market Volume (Kg m) and Growth (Y-o-Y), 2010-20 ........................................................ 14
Figure 4: Canada Bakery & Cereals Market Volume (Kg m) by Category, 2010-20 ................................................................... 17

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

List of Tables

Table 1: Category Definitions - Bakery & Cereals Market ............................................................................................................ 5


Table 2: Volume Units for Bakery & Cereals Market .................................................................................................................... 9
Table 3: Canada Bakery & Cereals Market Value (CAD m) and Growth (Y-o-Y), 2010-20 ......................................................... 10
Table 4: Canada Bakery & Cereals Market Value (CAD m) by Category, 201015 ................................................................... 11
Table 5: Canada Bakery & Cereals Market Value (CAD m) by Category, 201520 ................................................................... 12
Table 6: Canada Bakery & Cereals Market Volume (Kg m) and Growth (Y-o-Y), 2010-20 ......................................................... 14
Table 7: Canada Bakery & Cereals Market Volume (Kg m) by Category, 201015.................................................................... 15
Table 8: Canada Bakery & Cereals Market Volume (Kg m) by Category, 201520.................................................................... 16

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

1. Introduction
1.1 What is this Report About?
This report is the result of Canadeans extensive market research covering the Bakery & Cereals market
in Canada. It provides detailed segmentation of historic and future Bakery & Cereals market, covering key
categories and segments.

As such the report is an essential tool for companies active across the Bakery & Cereals industry and for
new players considering entry into Canadas Bakery & Cereals market.

1.2 Definitions
All the data is collected in volume terms. Bakery & Cereals market refers to domestic market only and
includes imports. Please note that rounding errors may occur.

1.2.1 This report provides 2015 actual sales; while forecasts are provided for
2016 2020

1.2.2 Category Definitions

Table 1: Category Definitions - Bakery & Cereals Market

Category Segment Definition


Bread in a long, round, or square shape that you cut into slices (thin flat pieces) for e
Bread & Rolls Loaves ating. A sliced loaf has been cut into slices before it is sold. e.g. Britannia
A baguettes is "a long thin loaf of French bread" that is commonly made from basic
Baguettes lean dough.
A bread designed to be eaten as a side dish. Its usually a small and round piece
of bread. Can be used as sandwiches or eaten raw with Baking Chocolate Chips &
Morsels and the alike. For instance Old Country Hoagie Roll and Bolillo Rolls (USA)
Rolls and Kingsmill 6 Soft White Rolls (UK)

Burger Buns A flattish soft white bread roll in which a hamburger is typically served.
Two or more slices of bread with a filling such as meat or cheese placed between
Sandwich Slices them.

Ciabatta A flattish, open-textured Italian bread with a floury crust, made with olive oil.
All other kinds of buns, breads, rolls that can be used as hamburger buns, hot-dog
buns, sweet buns etc. The grain part also differs; it can be a whole-wheat or a multi-
grain bread too. For instance: Oroweat Sandwich Thins Multi-Grain, Kings Hawaiian
Sweet Rolls, Bulk Jalapeno Cheese Focaccia Sandwich Roll, Rolls Kaiser Sesame
Other Breads Rolls
Frozen Bread & All other kind of breads and rolls that require freezing. They have a longer shelf-life
Rolls when freezed. For instance: Bridgeford Parker House Rolls
Breakfast cereal that requires heating before consumption. Classified as porridges, in
that they consist of cereal grains which are soaked and/or boiled to soften them and
make them palatable. Includes traditional products (e.g. porridge oats), instant mixes
(e.g. Ready Brek), and ready-to-heat products (e.g. Quaker Instant Oatmeal
Breakfast Cereals Hot Cereals Express)
Ready-to-Eat Breakfast cereal that does not require heating. Includes dry cereals and
Cereals prepackaged cereal/milk kits e.g Kellog's Cornflakes and Weetabix
A cake that has cheese, cream, jelly, fruit or other filling within its layers. All cakes
Cakes, Pastries & that are pre-baked or baked either in a bakery or the retailer's outlet and do not
Sweet Pies Cakes require to be freezed and yet have a shelf life. Does not include frozen cakes.

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

Table 1: Category Definitions - Bakery & Cereals Market

Category Segment Definition


Examples include: Mr Kipling Battenberg Cake (UK), Britannia Cake (India),
Entenmanns Pound Cake All Baking Chocolate Chips & Morsels (USA), G After
Noon Mango & Passion Fruit Cheesecakes (USA)
Baked products specifically made from ingredients such as flour, sugar, eggs, milk,
Baking Chocolate Chips & Morsels, baking powder etc. Small cake, tarts and other
sweet baked products are also called pastries. Does not include frozen pastries.
Examples include Kelloggs Pop Tarts Toaster Pastries Frosted Cinnamon, St. Pierre
Pastries Sliced Chocolate Chip Brioche Loaf.
All Cakes and Pastries that require to be freezed. Does not require without freeze
Frozen Cakes, shelf stable cakes and pastries. Sara Lee Double Chocolate Pound Cake Slices
Pastries & Pies (USA), Jus Rol Shortcrust Pastry Blocks Frozen (UK)
A round or pie shaped baked dish usually that has ingredients as that of a pastry
dough and is either covered or made from a filling of various sweet or savoury
ingredients. Needs preparation time. The topping or covering above the pastry layer
can be of a fruit, cheese, sauce etc. Examples include Pillsbury Toaster Strudel
Sweet Pies Boston Creme Pie (USA), Bisto Cottage Pie (UK)
Pastry shells or pie shells are crust or base made with dough in a shape that can
Pie & Pastry hold pie or pastry fillings. Examples include Keebler Ready Crust Pie Crusts Graham
Dough Products Shells Cracker
Any other sweet baked pastry that needs dressings or toppings with fruits, nuts or
Prepared Pastry creams. Examples include Jus-Rol Puff Pastry Block (UK) and Pepperidge Farm Puff
(other) Pastry Sheets (USA)
Made of Dough and deliberately treated with bacteria to make a soft and little fluffy
round shaped flat spread. Cannot be eaten raw. Need to be baked and needs
preparation time. Examples include Boboli Italian 12 Inch Bread Shell and Keebler
Pizza Bases Ready Crust Pie Crusts Graham Cracker
Dough products made with flour and yeast that needs to be frozen. They are usually
brought home and decorated with toppings or dressings of choice. Needs
Frozen Dough preparation time. Examples include Bridgeford Frozen White Roll Dough, Pillsbury
Products Classic Pizza Crust Pizza Dough
Cereal Bars made by rolling of cereal gains like oats, nuts, wheat corn packed
Granola/Muesli/Yo together with fruits or nuts. Example Jordan's Special Fruit Muesli Bar , Kellogg's
Cereal Bars gurt Bars Elevenses etc.
Breakfast-replacement Bars made from a mixture of cereals and fruits bound
together by Honey or Syrup e.g. Nutri-Grain. Does not include energy Bars or
Other Cereal Bars granola/museli Bars.
Energy Bars - Includes Protein Bars and cereal-based Bars which have been
Energy Bars Energy Bars nutritionally fortified to give energy boost. Example: Lucozade Sport Energy Bar.
Cookies (Sweet A small flat and crisp cookie made from sweet dough e.g Maryland cookies, Chips
Biscuits) American Cookies Ahoy!

Artisanal Cookies Biscuits produced by small local bakeries for sale on their premises.
A collection of various types of cookies - usually packaged in metal tins. Examples
include Veno's Danish Baking Chocolate Chips & Morsels biscuits and Delacre
Assortments Assorted Biscuits
Baking Chocolate Cookies made and position themselves as Baking Chocolate Chips & Morsels-based
Chips & Morsels- (e.g. Leibniz Baking Chocolate Chips & Morsels) or as shortbread (e.g. Walker's
Based Cookies Shortbread).
Cookies coated with chocolate on one or both sides e.g. chocolate digestives. Only
includes products sold in the cookie section of retail outlets: chocolate countlines
Chocolate Cookies such as Kit-Kat are excluded.
Cream Filled A Cookie filled with cream sandwiched between two and not coated in chocolate e.g.
Cookies Custard Creams, Oreos
Egg-Based Biscuit made with an ingredient as egg. popular in eastern Europe. Normally
Cookies unbranded.

Other Cookies All other sweet biscuit products.


A 'semi-sweet.' Slightly sweet crackers made with whole-wheat flour e.g. McVities'
Plain Cookies Digestives, Keebler Graham crackers

Wafer Biscuits Wafer biscuit is a crisp, often sweet, very thin, flat, and dry Item, often used to

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

Table 1: Category Definitions - Bakery & Cereals Market

Category Segment Definition


decorate ice cream. Wafers can also be made into cookies with cream flavoring
sandwiched between them. e.g. Manner.
Dry, thin, biscuits usually used as an alternative to bread, also known as dry wafers
Savory Biscuits Bread Substitutes e.g. Ryvita crisp breads
Biscuits that are either salted or savory or both and have a lot of cheese content.
Cheese-Flavored Examples include Cheese Nips Baked Snack Crackers Cheddar and Pepperidge
Crackers Farm Goldfish Crackers Baby Cheddar

Other Crackers All Savory Biscuits other than cheese, plain crackers, and bread substitutes.
Hard, dry Savory Biscuits, generally hard or crisp. Can be salted e.g. Ritz or unsalted
Plain Crackers e.g. Jacobs' Cream Crackers. Does not include cheese flavored crackers.
A flat bread made from a yeast dough with raisins or fruit essence in it, usually eaten
toasted and Baking Chocolate Chips & Morselsed. The British call it a tea cake. Can
be eaten during breakfast or high-tea. Examples include Wheatfield Bakery Hot
Morning Goods Buns & Tea Cakes Cross Buns 6 Pack and Warburtons Fruit Teacakes (UK)
Breakfast cakes also called as coffee cakes are usually eaten along with coffee or
tea and comprises a part of the breakfast meal. The cake might necessarily not
involve coffee as an ingredient. It is generally a single layer cake and can be of any
shape. Examples include Entenmanns Coffee Cake Cheese Crumb (USA) and
Breakfast Cakes Tesco Finest Coffee And Walnut Cake (UK)
A French crescent-shaped roll made of sweet flaky yeast dough (pastry) or a puff
pastry, eaten for breakfast. Example are Pasquier Croissants and Mcvities Mini
Croissants Croissants Chocolate (UK) and Jimmy Dean Sausage Egg Croissant (USA)
A savoury cake made of flour, yeast and other customized ingredients with a soft and
porous texture. Its thick and flat, usually round in shape and is cooked and toasted
Crumpets on a griddle. Examples include Warburtons Crumpets (UK)
A ring shaped or round fried cake made of rich and light dough. Also comes with a
fruit or chocolate essence as an ingredient. Is served with a chocolate or fruit sauces.
Examples include Entenmanns Rich Chocolate Frosted Donuts (USA) and Chocolate
Donuts Filled Doughnut (UK)
These are small Baking Chocolate Chips & Morsels sponge cakes baked in a
delicate seashell shape and have a tender, moist and sophisticated flavor (Plain,
rose, lemon etc). It is served as a snack, or as part of dessert. This can be of savory
and sweet or both flavor. For ex: Entenmann's Madeleines Petite Baking Chocolate
Madeleine Chips & Morsels Cakes (U.S.), Bonne Maman La Madeleine (U.K.).
Muffins are shaped like cup cakes and have filling of chocolate, toffee, lemons, or
blueberries. These are not as sweet as cup cakes and also comes in savory flavor
such as cornbread and cheese muffins. For ex: Tesco bluberry muffins (U.K.) and,
Muffins The Fabulous Bakin' Boys Lemon & White Chocolate Muffins (U.K.)
These are crossiants filled with chocolate and a famous bakery item in Europe. For
Pain au Chocolat example Tesco All Baking Chocolate Chips & Morsels Pains au Chocolat (U.K.).
All Baking Chocolate Chips & Morsels croissant pastry round in shape filled with
raisins and vanilla crme patissier. It is often taken in breakfast. For ex: Tesco Pain
Pain au Raisin Au Raisin
Pancakes are dough based round shape medium sized cakes (little salty in taste),
thin in shape and can be served with sweet and savory dishes. It can be consumed
Pancakes any time in a day and a famous dish in Europe and U.S. It excludes frozen pancakes
Scones are small round cakes little thick than pancakes and a famous appetizer
(normally little salty) in Scotland and nearby regions. For example Tesco All Baking
Scones Chocolate Chips & Morsels Scones. It excludes frozen scones.
These are thin crust pastries normally rectangular in shape. It comes in variety of
filled and plain pastries and can be easily heated in toaster before eating. For
Toaster Pastries ex:Nabisco Toastettes (U.S.), Quaker toastables (U.S.).
Waffles are dough based cake shaped like a waffle and can be eaten in breakfast.
These came in different stuff flavors such as strawberry, cherry, etc. These are
normally sweet in nature. For ex. Tesco Finest Baking Chocolate Chips & Morsels
Waffles Waffles.
Other Morning
Goods All other kinds of morning goods, which are not classified in the above.

Frozen Morning Pre-packed frozen breakfast bakery products - includes bagels, croissants (plain and
Goods flavored), donuts, muffins, and scones.

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
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Table 1: Category Definitions - Bakery & Cereals Market

Category Segment Definition


Dough mix specifically used to make sandwich breads, containing mix of wheat flour,
yeast, and salt. It also comes with different grain mixes. For ex. Hodgson Mill 9 Grain
Baking Mixes Bread Mixes Bread Mix
Brownie as known a mix of cake and cookies have the mix dough of both cake and
cookies and is very famous mix demanded by bakers. For ex: Betty crocker fudge
Brownie Mixes brownies,
All powdered desserts; usually requiring the addition of water and/or milk e.g. Angel
Dessert Mixes Delight, Betty Crocker Muffin Mix. Includes hot puddings and mousses.
Cake mixes are dough mix contain all necessary ingredients to be mixed with water
and milk and is ready to bake after some stirring. For ex: Betty Crocker cake mix
Cake Mixes (U.S.).
Same as cake mix muffins mixes are of same type but with more fluffiness and less
sugar and have different mixtures depend on the flavors added in the mixes. For ex:
Muffin Mixes Jiffy corn muffin mix (U.S.), and Betty Crocker muffin mix (U.S.).
Pancakes mixes came in variety and belongs to savory and sweet category. These
are readymade mixes in which only water and eggs are required to prepare a liquid
dough to be prepared over frying pans or inside ovens. For ex: Pillsbury Pancake
Pancake Mixes mix, Quaker pan cake mix.
Dough mix which are little tight in nature and require water to be added to make the
thick crust either for rolls (contains sweet and savory both) and biscuits also (sweet
and savory both) depend on added ingredients in the dough mixture. For ex Betty
Rolls/Biscuit Mixes crocker choclated chips mix, Duncan hanes choclate cookies mix etc.
Other Baking Others include the mixes which are not specifically covering the above mixes such as
Mixes buns mixes, dohnut mixes, etc.
These are small tit bits of either cookies or nutty crackers normally added to the
Baking Chocolate baking mixes to enhance the flavors of cakes, cookies, muffins etc. For ex. Nestle
Baking Ingredients Chips & Morsels Toll House chocolates morsels.
Baking Baking powders are additives which are used to add in baking mixes for making the
Powder/Soda mixture more fluffy and soft. For example, Whigfield baking powder (U.S.).
It includes different additives such as whipped creams, cherry's and other products
Cake Decorations used to beautify the cake presentations. It basically comes in loose category and
& Icing doesnt cover any brand specifically.
This covers cocoa powder and is used in a large proportion in decorating cakes or
Cocoa-Baking giving flavor to the cake. For Ex. Hershey's cocoa, Nestle baking cocoa etc.
It is the powder of dried coconut used as a additive in cookies, cakes and other
Desiccated bakery items. It gives coconut flavor to the mentioned items. For ex. Wyandra
Coconut Coconut (Australia).
Corn or potato starch is the powder used for thickening the mixture of pancakes,
Corn & Potato waffles, cookies and etc. For ex. Brown and Poisons corn flour, Superior potato
Starch starch (Holland).
Yeast are microbial organisms, used as a leavening agents in baking mixes where it
convert sugar into carbon dioxide gas making the dough more fluffy by creating air
Dry Yeast bubbles in the mixtures. For ex: Fleischmann's Yeast.
Fruit Pectin & Fruit Pectins are used as a gelling agent and helps in stabilize the food. These are
Glazed Fruit used as a baking ingredient in waffles, muffins etc.
Non Chocolate chips are of same as chocolate chips but of different flavors, such as
Non-Chocolate Baking Chocolate Chips & Morselsscotch morsels etc. For ex. Nestle Baking
Baking Chips Chocolate Chips & Morselsscotch morsels etc.
Other Baking Other baking ingredients include all the additional products which are not covered
Ingredients above.

Source: Canadean Canadean

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

1.2.3 Volume Units and Aggregations

Table 2: Volume Units for Bakery & Cereals Market

Category Segment Units


Bakery & Cereals Bread & Rolls Kg m

Breakfast Cereals Kg m

Cakes, Pastries & Sweet Pies Kg m

Dough Products Kg m

Cereal Bars Kg m

Energy Bars Kg m

Cookies (Sweet Biscuits) Kg m

Savory Biscuits Kg m

Morning Goods Kg m

Baking Mixes Kg m

Baking Ingredients Kg m

Source: Canadean Canadean

1.2.4 Methodology Summary

In order to create the data for all the reports in this series and ensure its robustness, a comprehensive
and empirically robust research methodology has been adopted. This combines both a large-scale
program of industry research with the results of extensive primary industry interviewing and calling.
Furthermore, all definitions are standardized across products and countries to ensure comparability.

The two main research methods, secondary research and primary research (the program of interviewing
industry contacts), are brought together and because both sets of research processes have been
designed in conjunction with each other they can be combined and consolidated into the final, integrated
data sets.

The secondary research process involves covering publicly available sources, trade associations,
specialist databases, company annual reports, and industry publications. While primary research involves
a major program of interviewing leading industry executives for each category covered in each country
all with local country experts; typically brand, product and marketing managers for major brands within
each country. These processes help analysts in capturing both qualitative and quantitative information
about the market.

The final stage of the process is the triangulation of inputs obtained from all the research methods with
the analysts own understanding of the market in order to finalize the data. Once the data is finalized, it
goes through various top level quality checks prior to publishing.

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

2. Canada Bakery & Cereals Market Analysis, 2010-20


2.1 Bakery & Cereals Value Analysis, 2010-20
2.1.1 Overall Bakery & Cereals Market Value, 2010-20

The overall market value of the Canadian Bakery & Cereals market grew by 4.27% from 2014 through
2015, which is forecast to register a compound annual growth rate (CAGR) of 4.20% from 2015 through
2020. The market has seen its highest growth rate during 2015, when the market grew by 4.27%

Table 3: Canada Bakery & Cereals Market Value (CAD m) and Growth (Y-o-Y), 2010-20

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Market Value 11,102.0 11,521.2 11,963.6 12,443.7 12,958.8 13,512.6 14,086.2 14,677.5 15,303.9 15,940.0 16,598.5

Y-o-Y growth 3.78% 3.84% 4.01% 4.14% 4.27% 4.24% 4.20% 4.27% 4.16% 4.13%

Source: Canadean Canadean

Figure 1: Canada Bakery & Cereals Market Value (CAD m) and Growth (Y-o-Y), 2010-20

18,000.0 4.40%
Bakery & Cereals Market Value (CAD m)

16,000.0 4.30%

14,000.0 4.20%

12,000.0 4.10% Growth % (Y-O-Y)

10,000.0 4.00%

8,000.0 3.90%

6,000.0 3.80%

4,000.0 3.70%

2,000.0 3.60%

0.0 3.50%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Market Value Y-O-Y growth %

Source: Canadean Canadean

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

2.1.2 Bakery & Cereals Market Value by Category, 2010-20

In 2015, Bread & Rolls was the largest category in the Canadian Bakery & Cereals market, accounting for
30.90% of the total market with a value of CAD 4,176.0 million. Baking Ingredients was the fastest
growing category of Canadian Bakery & Cereals market during the review period, registering a CAGR of
5.34%, which is expected to register a growth of 5.31% during the forecast period.

Table 4: Canada Bakery & Cereals Market Value (CAD m) by Category, 201015
CAGR
2010
Category 2010 2011 2012 2013 2014 2015 15
Baking Ingredients 164.1 172.4 181.4 191.0 201.5 212.9 5.34%

Baking Mixes 213.5 222.2 231.5 241.5 252.2 263.7 4.32%

Bread & Rolls 3,550.1 3,660.9 3,778.1 3,903.0 4,035.5 4,176.0 3.30%

Breakfast Cereals 1,248.6 1,298.6 1,352.6 1,411.9 1,477.1 1,548.8 4.40%

Cakes, Pastries & Sweet Pies 1,859.9 1,954.1 2,054.7 2,163.2 2,280.6 2,407.5 5.30%

Cereal Bars 604.3 626.3 649.8 675.3 702.8 732.8 3.93%

Cookies (Sweet Biscuits) 793.7 812.2 826.8 847.4 869.1 892.2 2.37%

Dough Products 227.7 237.4 248.2 259.9 272.5 286.3 4.69%

Energy Bars 102.5 106.7 111.3 116.1 121.3 126.7 4.35%

Morning Goods 1,763.6 1,840.5 1,922.9 2,010.8 2,104.6 2,204.8 4.57%

Savory Biscuits 574.0 589.8 606.3 623.6 641.7 660.9 2.86%

Overall 11,102.0 11,521.2 11,963.6 12,443.7 12,958.8 13,512.6 4.01%

Source: Canadean Canadean

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

Table 5: Canada Bakery & Cereals Market Value (CAD m) by Category, 201520
CAGR
2015
Category 2015 2016 2017 2018 2019 2020 20
Baking Ingredients 212.9 224.4 236.4 249.2 262.2 275.7 5.31%

Baking Mixes 263.7 275.4 287.6 300.5 313.6 327.1 4.40%

Bread & Rolls 4,176.0 4,333.1 4,492.9 4,658.7 4,828.9 5,006.3 3.69%

Breakfast Cereals 1,548.8 1,619.3 1,691.5 1,768.1 1,845.6 1,925.3 4.45%

Cakes, Pastries & Sweet Pies 2,407.5 2,534.3 2,668.9 2,813.2 2,961.3 3,114.1 5.28%

Cereal Bars 732.8 762.8 793.1 825.9 858.4 891.9 4.01%

Cookies (Sweet Biscuits) 892.2 916.9 942.1 968.4 995.1 1,022.5 2.76%

Dough Products 286.3 300.1 314.2 329.5 344.8 360.6 4.72%

Energy Bars 126.7 133.0 139.8 146.9 154.0 161.8 5.01%

Morning Goods 2,204.8 2,307.0 2,411.9 2,524.1 2,636.4 2,752.7 4.54%

Savory Biscuits 660.9 679.8 699.2 719.5 739.7 760.4 2.85%

Overall 13,512.6 14,086.2 14,677.5 15,303.9 15,940.0 16,598.5 4.20%

Source: Canadean Canadean

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

Figure 2: Canada Bakery & Cereals Market Value (CAD m) by Category, 2010-20

18,000
Bakery & Cereals Market Value by Category

16,000
Savory Biscuits
14,000
Morning Goods

12,000 Energy Bars


Dough Products
(CAD m)

10,000 Cookies (Sweet Biscuits)


Cereal Bars
8,000
Cakes, Pastries & Sweet Pies
6,000 Breakfast Cereals
Bread & Rolls
4,000
Baking Mixes
Baking Ingredients
2,000

0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Source: Canadean Canadean

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

2.2 Bakery & Cereals Volume Analysis, 2010-20


2.2.1 Overall Bakery & Cereals Market Volume, 2010-20

The overall market value of the Canadian Bakery & Cereals market grew by 2.44% from 2014 through
2015, which is forecast to register a compound annual growth rate (CAGR) of 2.31% from 2015 through
2020. The market has seen its highest growth rate during 2015, when the market grew by 2.44%

Table 6: Canada Bakery & Cereals Market Volume (Kg m) and Growth (Y-o-Y), 2010-20

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Market Volume 1,935.8 1,977.8 2,021.5 2,068.0 2,116.9 2,168.5 2,219.8 2,271.5 2,325.5 2,378.3 2,431.1

Y-o-Y growth 2.17% 2.21% 2.30% 2.37% 2.44% 2.37% 2.33% 2.38% 2.27% 2.22%

Source: Canadean Canadean

Figure 3: Canada Bakery & Cereals Market Volume (Kg m) and Growth (Y-o-Y), 2010-20

3,000.0 2.50%
Bakery & Cereals Market Volume (Kg m)

2.45%
2,500.0
2.40%

2.35%

Growth % (Y-O-Y)
2,000.0
2.30%

1,500.0 2.25%

2.20%
1,000.0
2.15%

2.10%
500.0
2.05%

0.0 2.00%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Market Volume Y-o-Y Growth %

Source: Canadean Canadean

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
Published: December 2016

2.2.2 Bakery & Cereals Market Volume by Category, 2010-20

In 2015, Bread & Rolls was the largest category in the Canadian Bakery & Cereals market, accounting for
51.25% of the total market with a volume of 1111.27 kg million. Cakes, Pastries & Sweet Pies was the
fastest growing category of Canadian Bakery & Cereals market during the review period, registering a
CAGR of 3.19%, which is expected to register a growth of 3.19% during the forecast period.

Table 7: Canada Bakery & Cereals Market Volume (Kg m) by Category, 201015
CAGR
Category 2010 2011 2012 2013 2014 2015 201015
Baking Ingredients 19.66 20.24 20.85 21.50 22.19 22.92 3.12%

Baking Mixes 39.72 40.65 41.63 42.66 43.74 44.88 2.47%

Bread & Rolls 1,006.95 1,025.93 1,045.76 1,066.61 1,088.44 1,111.27 1.99%

Breakfast Cereals 133.83 137.02 140.41 144.07 148.02 152.28 2.62%

Cakes, Pastries & Sweet Pies 261.72 269.70 278.06 286.90 296.28 306.20 3.19%

Cereal Bars 44.31 45.28 46.29 47.37 48.53 49.76 2.34%

Cookies (Sweet Biscuits) 91.06 92.32 93.17 94.56 96.01 97.53 1.38%

Dough Products 44.47 45.62 46.87 48.21 49.61 51.13 2.83%

Energy Bars 4.97 5.09 5.22 5.36 5.50 5.65 2.61%

Morning Goods 214.88 220.57 226.54 232.79 239.34 246.21 2.76%

Savory Biscuits 74.21 75.41 76.65 77.94 79.28 80.67 1.69%

Overall 1,935.78 1,977.83 2,021.47 2,067.98 2,116.92 2,168.49 2.30%

Source: Canadean Canadean

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
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Table 8: Canada Bakery & Cereals Market Volume (Kg m) by Category, 201520
CAGR
Category 2015 2016 2017 2018 2019 2020 201520
Baking Ingredients 22.92 23.65 24.37 25.15 25.89 26.63 3.05%

Baking Mixes 44.88 46.02 47.15 48.35 49.51 50.68 2.46%

Bread & Rolls 1,111.27 1,134.28 1,157.14 1,180.78 1,203.84 1,227.07 2.00%

Breakfast Cereals 152.28 156.51 160.71 165.10 169.40 173.67 2.66%

Cakes, Pastries & Sweet Pies 306.20 315.85 326.11 336.90 347.67 358.31 3.19%

Cereal Bars 49.76 50.98 52.20 53.51 54.75 55.99 2.39%

Cookies (Sweet Biscuits) 97.53 98.97 100.38 101.79 103.26 104.64 1.42%

Dough Products 51.13 52.62 54.11 55.72 57.25 58.77 2.82%

Energy Bars 5.65 5.80 5.95 6.10 6.25 6.40 2.53%

Morning Goods 246.21 253.07 259.92 267.21 274.19 281.20 2.69%

Savory Biscuits 80.67 82.07 83.46 84.92 86.33 87.73 1.69%

Overall 2,168.49 2,219.82 2,271.50 2,325.52 2,378.34 2,431.10 2.31%

Source: Canadean Canadean

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
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Figure 4: Canada Bakery & Cereals Market Volume (Kg m) by Category, 2010-20

3,000
Bakery & Cereals Market Volume by Category

Savory Biscuits
2,500
Morning Goods
Energy Bars
2,000 Dough Products
Cookies (Sweet Biscuits)
(Kg m)

1,500 Cereal Bars


Cakes, Pastries & Sweet Pies
Breakfast Cereals
1,000
Bread & Rolls
Baking Mixes
500
Baking Ingredients

0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Source: Canadean Canadean

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Published: December 2016

3. Latest Events: Global Food Industry


3.1 Cambrooke launches new baking mix
Cambrooke Therapeutics has added new baking mix, KetoVie Caf Kwik Mix 4.5:1, to its line of ketogenic
foods.

KetoVie Caf Kwik Mix 4.5:1 is easy to use and has the versatility to make a variety of your favorite
baked goods, such as muffins, cookies and quick breads. As Cambrooke continues to extend its line of
ketogenic diet-friendly products for those with intractable epilepsy, the company works tirelessly to ensure
the products are convenient, tasty and packed with nutrition.

The smooth texture of the KetoVie Caf Kwik Mix 4.5:1 was designed to be a quick-mix baking blend that
can be used to create delicious recipes. Pancakes and waffles are just a few child-friendly foods that will
be a hit among both kids and adults of any age.

KetoVie Caf Kwik Mix 4.5:1 is available in a 1.5-pound re-sealable bag and can be stored up to six
months in the refrigerator, and has 1.1g of net carb and a 4.5:1 ketogenic ratio.

My daughter Luella was all grins and smiles when she heard about the new mix and that she would be
able to have ketogenic waffles on a regular basis. She still remembers the first time she tasted the
KetoVie Caf Waffle during the product development stages.

The KetoVie Caf Kwik Mix 4.5:1 is wonderful, and I look forward to the many everyday smiles to come
when we use the Kwik Mix to make delicious recipes. The prep time to bake and try new things has made
all the faces in the household cheer and smile, says Luellas mother, Renee K.

Founded in 2000, Cambrooke Therapeutics, Inc. is a private equity-backed, Massachusetts-based


therapeutic nutrition company and global provider of medical nutrition products for patients with serious
unmet medical needs.

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3.2 Urban Eat launches new Christmas range of sandwiches


Sandwich brand Urban Eat has introduced a new line of Christmas range of sandwiches in the UK.

The new limited edition range will include the Piggies Under Blankets sub roll, Boxing Day Brunch panini,
Brie and Cranberry Wrap and a Turkey Feast sandwich, which comes in Santas Grotto packaging.

Urban Eat senior brand manager Isla Owen said: Now Halloween and Bonfire Night are over, all eyes
are on Christmas.

The food-to-go sector is growing at a rapid rate and our new themed Christmas range gives retailers the
opportunity to take advantage of this thriving market.

The new range will be available for a recommended retail prices between 1.99 and 2.99.

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3.3 Barry Callebaut publishes new sustainability strategy Forever


Chocolate

Barry Callebaut AG, which manufactures cocoa and chocolate products, has published its new
sustainability strategy Forever Chocolate with the ambition to move sustainable chocolate from niche to
norm in less than a decade.

Antoine de Saint-Affrique, CEO of Barry Callebaut: "We have been pioneering sustainability in cocoa and
chocolate for many years, and we have made great progress. But despite all our efforts, only 23% of the
cocoa beans we source are from sustainability programs. We are determined to step change this and
have 100% of our chocolate and its ingredient sustainably sourced by 2025".

In order to secure the future of chocolate, Barry Callebaut's new sustainability strategy includes four
targets that the company expects to achieve by 2025 and that address the biggest sustainability
challenges in the chocolate supply chain: Eradicate child labor from its supply chain; Lift more than
500,000 cocoa farmers out of poverty become carbon and forest positive and have 100% sustainable
ingredients in all its products.

CEO Antoine de Saint-Affrique: "The targets we have set ourselves after a thorough materiality analysis
are bold, and we recognize that we do not have all the answers. What we know for sure is that we cannot
reach these targets by ourselves. That is why we intend to start a movement that also includes
governments, NGOs, consumers and our customers. Sustainable chocolate is as much about
governments creating an enabling policy environment and enforcing legislation, NGOs creating
awareness and consumers making sustainable choices, as it is about industry commitment and
investment. 'Forever Chocolate' is an open invitation to work with us in finding structural solutions to the
sustainability challenges in the chocolate supply chain. Without sustainability, there cannot be growth. By
taking on the challenges we face as an industry, we will make 'Forever Chocolate' a reality."

Barry Callebaut has had a long-standing commitment to improve the livelihood of cocoa farmers and
made "Sustainable Cocoa" one of the 4 pillars of its corporate strategy a long time ago. Through its
sustainability programs with farmer cooperatives in origin countries, as well as through its direct sourcing
and farm services organization, Biolands, the company has invested in productivity and community
development for the past decade. In addition, Barry Callebaut was a founding member of the World
Cocoa Foundation as well as the International Cocoa Initiative (ICI) and one of the driving forces behind
CocoaAction, the World Cocoa Foundation's voluntary strategy to align the initiatives of global cocoa and
chocolate producers to improve the livelihood of cocoa farmers. "Forever Chocolate" is aligned with
existing efforts, but recognizes the need to go above and beyond considering the urgency of the
challenges in the chocolate supply chain.

Despite industry's efforts, there are a number of structural issues in the chocolate supply chain. . Low
productivity on cocoa farms as a result of poor agricultural practices, nutrient depleted soil, and aging
cocoa trees are keeping many farmers in a state of poverty. Poverty prevents cocoa farmers from
investing in their farms and new practices to increase productivity that would boost their incomes. In
addition, poverty keeps farmers from hiring professional workers, forcing them to rely on their family
members, including their children, to work the fields.

Sustainable chocolate also requires more than sustainable cocoa. It requires achieving zero net
deforestation and curbing carbon emissions for the production of any chocolate ingredient or chocolate

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Bakery & Cereals Market in Canada: Market Snapshot to 2020
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product. Barry Callebaut will publish each year a report on the progress it is making towards the four
targets it has defined.

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3.4 Baker Perkins develops new flour-free bread dough forming


system

Baker Perkins has developed a new flour-free bread dough forming system.

Flour-free operation eliminates dust from this part of the bakery, which leads directly to a reduction in
operational, cleaning and maintenance costs as well as the elimination of cross-contamination risk.

The system comprises divider, rounder, a flour free conveyor/resting system, and a Baker Perkins
Multitex4 moulder. The system ideally includes a Baker Perkins Accurist2.1 ram-and-knife divider and
conical rounder, but is equally compatible with an extrusion divider and bar rounder.

No flour dusting is required on any part of the process. Even the stickiest dough pieces are prevented
from adhering to the rounder, conveyors and moulder by a combination of process conditions, equipment
design and choice of materials. Not only does eliminating flour dust reduce ingredient, cleaning and
maintenance costs, it also removes a hazard from the bakery atmosphere.

The Multitex4 handles the dough pieces very gently, giving bakers precise control over the final structure
of the loaf. Gentle handling preserves the cell structure developed in the mixer so the dough proves and
bakes well to achieve the required shape, volume, colour and softness, but with less yeast and
improvers. Alternatively, by using the same recipe these quality characteristics may be improved.

Hygienic operation and rapid, repeatable changeovers contribute to exceptionally high operational
efficiency. Production costs are further reduced because gentle handling eliminates the sticking and
smearing that lead to jams, and means that a lot less cleaning and maintenance are necessary.

Baker Perkins' range of integrated dough forming systems has been well proven in numerous demanding,
high-output applications. Precise mixing, accurate weight control and gentle dough handling all contribute
to performance that drives bread quality up and production costs down.

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3.5 Britannia opens new $29m research and development facility in


Bangalore, India

Indian biscuit giant Britannia Industries has opened a new INR2bn ($29m) research and development
(R&D) facility in the state of Karnataka state in a move to improve its manufacturing capabilities.

The R&D centre, which is located in Bidadi near the state capital Bangalore, is spread over 55,000ft2,
reported Mint.

It features analytical, microbiology and sensory laboratories for its product innovation. Besides, it would
also have pilot plants for its key product range which includes biscuits, breads, dairy and cakes.

The new Britannia R&D centre houses a team of food technologists, scientists, nutritionists and chefs.

Apart from product innovation, the R&D facility will also focus on extending the shelf life of its current
product line through enhanced packaging techniques.

Britannia has revealed that it is looking to expand its current portfolio by going beyond biscuits.

Britannia Industries managing director Varun Berry said that It intends to become a complete foods
company over the next five years .

Berry has been quoted by the publication as saying: Our market leadership in bakery today is firm and
growing. As a market leader, innovation is the bedrock of our identity. We aim to be a total foods
company in five years from now, serving over a billion Indians four times a day.

Some of the better known Britannia brands include Marie Gold, Good Day, Tiger, Little Hearts, 50:50 and
NutriChoice.

In February, Britannia announced its plans to invest INR9bn ($131m) to set up not only the Bidadi R&D
centre but also manufacturing plants in Tamil Nadu, Andhra Pradesh, Maharashtra and Assam over the
next two years, as reported by The Economic Times.

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4. Appendix
4.1 About Canadean
Canadean is a world-leading provider of commercial intelligence for consumer businesses. We work with
an enviable portfolio of global brands who turn to us for unique data and valuable insight to enable more
informed business decisions.

The strength of our offering is our combination of:

Unique, robust data


Expert analysis and insight
Innovative delivery and collaboration

Canadean is the only provider whose research and insight spans the full length of the consumer value
chain, from suppliers, manufacturers, distribution channels through to consumer insights and trends.
Backed with over 40 years experience, we cover the entire FMCG sector.

We support our customers through our expertise in:

Market planning and development


Innovation and new product development
Consumer insight and new customer acquisition
Channel and sales management
Competitive intelligence
Strategic planning

Clients engage with our data and analysis resources through a range of research services:

Online Intelligence Centers offering advanced functionality


Thousands of quantitative and qualitative research reports created annually
Bespoke consultancy services

With offices in the worlds major markets plus extensive research and analysis capabilities, Canadean is
resourced to deliver high value commercial intelligence on an international scale.

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4.2 Disclaimer
All Rights Reserved.

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by
any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of
the publisher, Canadean.

The facts of this report are believed to be correct at the time of publication but cannot be guaranteed.
Please note that the findings, conclusions and recommendations that Canadean delivers will be based on
information gathered in good faith from both primary and secondary sources, whose accuracy we are not
always in a position to guarantee. As such, Canadean can accept no liability whatsoever for actions taken
based on any information that may subsequently prove to be incorrect.

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