Allied Bakeries’ market share for its Kingsmill brand has reduced in every region of the UK over the last year, according to new market research compiled by Warburtons.
Warburtons’ Bakery Review 2006 report, which uses data from sources including AC Nielsen and TNS, divides the UK into 10 regions.
The Kingsmill brand is strongest in London, where it had a 26.2% share of the market for the year to July 2006. But that is down from 27.4% the previous year.
In the east of England, Kingsmill’s second biggest region, it has dropped from 25.9% to 23.8% market share and in the south-east it has dropped from 25% to 21.1% year on year.
The report states that the Warburtons’ brand is strongest in five of the 10 regions of the UK, and Hovis strongest in the other five.