Bread sales have gone up in value across the board over the last year, apart from the white in-store bakery sector, TNS Worldpanel data reveals.
The data shows that while brown in-store loaf sales rose by 2.1% to £58 million for the year to 25 February, 2007, white in-store bread sales fell in value by 1.3% to £181.2m. Total bread sales were worth £1.43bn in the year to 25 February 2007, a growth in value of 9% on the previous year, according to the figures. White branded plant bread accounted for 51.6% of sales, worth £736m, up from £686m the previous year. Brown branded bread accounted for 16.5%, or £235m, up from £213m year-on-year.
The main driver of growth was average price per pack as the market became more premium, TNS reported. Brown plant bread was largely responsible for this value growth, as customers traded up to seeded variants during the year. Meanwhile, the rolls and baps market - defined as unflavoured bread under 400g - was worth £526m in the year to 25 February.
It showed steady growth of 6.8% in value, TNS said. In this sector, the key drivers of growth were consumers buying more frequently and purchasing more per trip, driven by increased promotional activity, said TNS.
In-store bread rolls and baps attracted the greatest number of shoppers in the sector, with a total of 37.3% of sales, worth £196.4m. Sales were particularly driven by volume sold on promotion during the summer months.
Morning goods’ sales remained static in value, at just over £681m in value in the period covered. Plant wrapped morning goods accounted for 70% of this market, but in-store morning goods sales saw better rates of growth than plant, at 7% over the year.
Scones, crumpets and other toasting products, grew through "premiumisation" alone, TNS said, whereas smaller, more novel sectors attracted customers to trial.