Why was the report written?
Marketers in the Bakery & Cereals market in the US face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Bakery & Cereals market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increased amount of discount and own-brand products. Cereals and Bread products are considered staple foods and therefore recession has not affected their consumption pattern much. On the other hand Bakery products such as Cakes and Cookies are not considered essential items so consumption patterns have been comparatively affected.
What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups - providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Consumer survey data for the following specific categories: Baking Ingredients, Baking Mixes, Bread & Rolls, Cakes, Pastries & Sweet Pies, Cereal Bars, Cereals, Cookies (Sweet Biscuits), Dough Products, Energy Bars, Morning Goods and Savory Biscuits.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.
Not only do a large proportion of US consumers highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.
The majority of the retail share by value of the Bakery & Cereals market in the UK is dominated by just two retailers. The remainder of the market is fragmented. This gives producers average bargaining power when dealing with retailers.
Private Label penetration in the Bakery & Cereals market in the US varies from a few percent in the Baking Mixes market to well over a quarter of the Bread & Rolls market. This indicates varying levels of consumer brand loyalty and national brand domination. In some markets such as Savory Biscuits, however, there is still room for Private Label growth.