Economy bread sales declined by a dramatic 22.7% over the 12 months to July 2005, and now account for less than 2% of bread sales by value, says the new Warburtons Bakery Review 2005.
The report, which is complied from AC Nielsen Scantrak data, suggests economy bread sales were worth £22.34 million over the period, down from £27.54m in the 52 weeks to the end of June 2004. Sales were also down by 11.5% in volume, with 103.35m units sold.
The report also highlights a boom in sales of bread with grains and seeds over the period; sales were up by 35.6% to £102.88m.
The total bread market was up by 3.6% in value but down by 0.2% in volume over the 12 months. It was worth £1.34bn, with 2.01bn units sold.
The report suggests white bread accounted for two-thirds of sales, but declined by 1.3% in value over the period, while brown bread sales grew 12.1%. It also shows growth of 6.1% in organic bread sales to £18.67m.
Warburtons also claimed brands under its umbrella have the largest market share of all the big brands. Its brands, including WeightWatchers, accounted for 26.6% of sales, up from 24.6% the year before, said the report.Meanwhile, British Bakeries’ Hovis brand had 23%, Allied Bakeries’ Kingsmill brand took 19.7%, private label 18.4% and other brands had 12.3%.
The report also says War-burtons’ 800g White Toastie was Britain’s best-selling bread line, with sales of £69.8m, up 5.2%, followed by Hovis’ 800g Square Cut Medium at £67.9m, up 5.1%.